Red Bull Essay Example | Topics and Well Written Essays - 1250 words

Red Bull - Essay Example â€Å"Diversified companies have broader missions and business definitions than single-business enterprises. The entrepreneurial challenge in developing a strategic vision is to think creatively about how to prepare a company for the future† (Manage, 2003). This preparation for the future, above all, needs to be based on realities rather than just dreaming. #2 Red Bull has not bought out any other successful products, other than Red Bull and its diet incarnation. In terms of explaining why not, one can look to the case’s presentation of the discovery (much the same way America was so-called discovered, with other people living there) of Red Bull’s unique flavor. â€Å"Mateschitz, international marketing director for Blendax, a German toothpaste producer, encountered Krating Daeng, a tonic syrup that Red Bull Beverage Company had been marketing in Thailand for years† (Red, 2009). This was one, rather than a group, of tasty Thai tonic syrups; as a result, Red Bull has one beverage which has been strikingly successful; the company does not presently even need a more diverse product base, although it certainly will in the future. #3 In terms of the reasons for a high degree of customer loyalty at Red Bull, one can go through the Marketing Mix of price, product, promotion, and placement. Internally, some companies have strict and transparent controls, while others may not. While the focus in general is on the effectiveness of internal controls, the specific components of internal control are by no means consistent across all energy drink companies. Pricing can be differentiated to segments, with premium pricing being established for Red Bull. Placement has been mentioned in the case, in terms of grass-roots marketing as well as other channels. Ultimately, the company employs product positioning along lines of customer segmentation to reach groups who are