The paper "Taking Red Bull to Russia" is a great example of a case study on marketing. Purpose The purpose of this stud is to asses the most suitable market for Red Bull. The study will look into the Russian macroeconomic situation to establish whether it is a lucrative market for Red Bull. Red bull is a leading energy drink in the world. Since it was launched in 1984, it has grown to become a favorite energy drink in the world. In 2006, more than 3 billion cans of Red Bull were consumed in the world which shows how the brand has grown to a household name.
Through a wacky marketing plan, Red Bull has become a leading brand in 136 countries where it is currently sold. In this marketing strategy, we formulate how Red Bull can be taken to the Russian market. Russia is one of the most expansive countries that occupy both Europe and Asia (BBC). Russia is an emerging market that presents unique marketing opportunities Russia is ranked as one of the countries in the world with a heavy drinking habit which means it can also be a good market for the drink. Limitations The report will be limited by the availability of credible information on Russia.
Since most materials are written in the Russian language, the study will have to rely on analysis done by external authors who print their material in English. Scope of the Report The report will concentrate on the internal market condition in Russia. It will review the macroeconomic condition of the country and asses whether it provides the best investment environment for Red Bull. Background Red Bull has a long history that spans back to 1982 when the founder was sitting in a bar in Hong Kong sipping an energy drink.
The founder, Dietrich Mteschitz was inspired to come up with a similar drink and market it outside Asia. He did not sleep on his idea and in 1984, he founded Red Bull. He fined tuned the energy drink and also laid down a comprehensive and wacky marketing concept. He first launched the drink in Austria market in 1987. The founder identified a marketing opportunity for the product in Australia. Today, the headquarters of the company still remains in Fuchsia am See, in Austria.
After four years in the local market, Red Bull was expanded to foreign market touching on Hungary soil in 1992. Red Bull has become a common energy drink in all countries. Its consumption has gone extra higher. When the product was launched, a total of 1.1 million cans of the Red Bull were consumed in the world. In 2006, more than three billion cans of Red Bull were consumed in the whole. This shows that the drink has become a favorite in the world.
Currently, Red Bull is marketed in more than 136 countries. In addition, the company has been expanding its portfolio of energy drinks. In 2005, it launched Sabai, an energy drink that was first launched in the United Kingdom, and today, it is sold in more than 17 countries. The company has also launched Carpe Diem, which is a range of energy drinks that mainly targets health-conscious consumers.