Premium Essay

International Market Entry Strategies Redbull

In: Business and Management

Submitted By nzoro
Words 4492
Pages 18
Case Study: The Red Bull GmbH Marketing Strategy

Prepared For: Prof. Dr. Christian Schuchardt
GLOBAL MARKETING STRATEGIES
IMBA 2014/15 International Graduate Center (IGC) Hochschule Bremen University of Applied Sciences

Prepared By:
Bakaa Chkeir Sahil Sabharwal Eric Branson Smith Khandaker Nazmul Alam

Table of Content
Part – 1: Introduction Part – 2: Red Bull’s General and International Strategic Approach
By Sahil

1-2

3-6

Sabharwal
7-10

Part – 3: Red Bull’s Branding & Segmentation Strategy
By Eric

Branson Smith
11-15

Part – 4: Red Bull’s BCG & ANSOFF MODEL
By Bakaa Chkeir By Bakaa Chkeir

Part – 5: Market entry and distribution strategy
By Khandaker

16-24

Nazmul Alam
25-26

Part – 6: Bibliography

PART 1: INTRODUCTION

A Brief History of Red Bull from Red Bull Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and around 40 billion cans of Red Bull have been consumed so far. As of the end of 2013, Red Bull employed 9,694 people in 166 countries - compared to the end of 2012 when we had 8,966 employees in 165 countries. In terms of further expansion, Red Bull is targeting the core markets of Western Europe and the USA and growth markets in the Far East, while also focusing on the ongoing world-wide roll-out of the Red Bull Editions. In spite of the still uncertain financial and global economic climate, our plans for growth and investment in 2014 remain very ambitious, envisage a…...

Similar Documents

Premium Essay

Market Entry Strategy

...government has removed all stringent restrictions on foreign direct investment. International companies can now own and invest in businesses in the country but with the help of an accredited agent in the Country. The process of licencing, registration and incorporation is now easier and flexible. The country’s population is 161 million and is forecasted to grow at 2.553% per annum and the telecommunication industry has entered the maturity stage where the highest profit can be made. These are opportunities for our company to invest though the competition in the industry is high. There is high rate of innovation and retaliation amongst the top four GSM service providers in the market but the quality of call and internet services offered is bad and customers are complaining and considering joining the CDMA service providers like VISAFONE. We have identified this gap and seek to bridge it by giving quality service to the Nigerian people and benefit ourselves by increasing our company size of operation and consequently number of customers while making profit in the long run. Our company will be launched in 2013 and by end of 2015, we would have gotten 5% market share. If we are unable to achieve at least 2% which is about 399000 people in our target by end of 2013, some money has been allocated in the marketing budget as contingency to increase promotion and add to our existing aggressive promotional strategy. The potential revenue from the investment of about N4 billion in......

Words: 4128 - Pages: 17

Premium Essay

Market Entry Strategy

...Market entry Strategy Glitter is a local company which is currently dealing with fashion accessories, wedding planning and advertising. The company wants increasing its sales by introducing new and modified products on the market. Executives constantly look at new market entry opportunities as a way to generating rapid growth, diversifying their portfolios, and preempting competition—and, occasionally, secretly satisfying their entrepreneurial spirit. There are various ways in which a company can enter in to market. No one market strategy works for all markets. In the case of Glitter, I suggest following strategies are the main entry options open to them. Organic Growth Organic growth strategy involves strengthening your company using its own energy and resources. This is the process of business expansion due to increasing overall customer base, increased output per customer or representative, new sales, or any combination of the above, as opposed to mergers and acquisitions. This approach to company growth is slower than others, but it has relatively low up-front costs, making it an attractive option for small-business owners as Glitter who want to expand their companies but don’t have large amounts of liquid capital. Developing your company’s strengths through organic growth can make you a stronger competitor in your industry. For instance, a company that continually devotes its profits to improving its quality-control department offers increasing value to......

Words: 3610 - Pages: 15

Premium Essay

Modes of Entry Into International Markets

...Modes of Entry into International Markets (Place) How does an organization enter an overseas market? Background A mode of entry into an international market is the channel which your organization employs to gain entry to a new international market. This lesson considers a number of key alternatives, but recognizes that alteratives are many and diverse. Here you will be consider modes of entry into international markets such as the Internet, Exporting, Licensing, International Agents, International Distributors, Strategic Alliances, Joint Ventures, Overseas Manufacture and International Sales Subsidiaries. Finally we consider the Stages of Internationalization. It is worth noting that not all authorities on international marketing agree as to which mode of entry sits where. For example, some see franchising as a stand alone mode, whilst others see franchising as part of licensing. In reality, the most important point is that you consider all useful modes of entry into international markets - over and above which pigeon-hole it fits into. If in doubt, always clarify your tutor's preferred view. The Internet The Internet is a new channel for some organizations and the sole channel for a large number of innovative new organizations. The eMarketing space consists of new Internet companies that have emerged as the Internet has developed, as well as those pre-existing companies that now employ eMarketing approaches as part of their overall marketing plan. For some companies......

Words: 1201 - Pages: 5

Premium Essay

International Market Entry

...The concept of ‘internationalization’ is strongly related to a process of involvement and accurate decision making regarding the entry or expansion into new or existing markets taking into consideration dynamic factors and limitations that could influence the entrepreneur. As Buckley J. and Ghauri N. (1999:85, 86) state, the meaning is used to describe how growth of international businesses is mainly dependant on the ‘inward-outward interlink’, thus acquiring foreign commitment over time through a six dimension pattern. The framework suggests that the success of international companies is linked to foreign operation methods and the change tendency as well as sales objects and targeted markets, organizational structure and personnel together with finance and technology. Therefore, in terms of analysing the start-up for a new venture, entrepreneurs should focus on developing and integrating the abovementioned and as Oviatt and McDougall (2004:31) indicate, gain the competitive advantage through resource utilisation and output sale in multiple countries. In order to achieve that, proactive strategies such as alliances, manufacturing capacity or marketing expertise should be taken into consideration as suggested by Buckley and Casson (1976:4) and consistent with a value added approach rather than asset owned. Therefore, the strategy is more concerned with small and medium size firms which start up locally and then mature to become consistent with the MNE theory and foreign......

Words: 2625 - Pages: 11

Premium Essay

Global Market Entry Strategies

...Chapter 9: Global Market Entry Strategies The need for a solid market entry decision is an integral part of a global market entry strategy. Entry decisions will heavily influence the firm’s other marketing-mix decisions. Global marketers have to make a multitude of decisions regarding the entry mode, which may include: * (1) The target product/market * (2) The goals of the target markets * (3) The mode of entry * (4) The time of entry * (5) A marketing-mix plan * (6) A control system to check the performance in the entered markets 1. Target Market Selection A crucial step in developing a global expansion strategy is the selection of potential target markets. A four-step procedure for the initial screening process: 1. Select indicators and collect data 2. Determine importance of country indicators 3. Rate the countries in the pool on each indicator 4. Compute overall score for each country 2. Choosing the Mode of Entry Decision Criteria for Mode of Entry: * Market Size and Growth * Risk * Government Regulations * Competitive Environment/Cultural Distance * Local Infrastructure Classification of Markets: * Platform Countries (Singapore & Hong Kong) * Emerging Countries (Vietnam & the Philippines) * Growth Countries (China & India) * Maturing and established countries (examples: South Korea, Taiwan & Japan) Key criteria for choosing entry modes: * Company......

Words: 888 - Pages: 4

Free Essay

Market Entry Strategy

...MARKET ENTRY STRATEGY The market entry strategy framework encompasses several services that are put together to help our customers to enter a new market. These services can be delivered separately depending on your needs and stage in the internationalisation process.  With our proven market entry strategy framework, we assess whether you should enter a market or not, why, and how. The strategic framework comprises 4 phases that focus on specific issues of the market entry: - Market assessment - Business case development - Implementation roadmap - Go live After each phase, based on the deliverables produced, the client will decide whether or not the entry in the new market must be pursued. Each assignment begins with a “start up” aimed at developing a complete understanding of the client organization, products and processes, as well as a finalising and initiating the project. Each element within the strategic framework will deliver strategic reports for the project sponsor and management board.  Market Entry Strategy Framework This phase is the formalization of the information collected in phase I. This must be done in close collaboration with the client, since assumptions need to be validated to produce coherent figures in the financial analysis. The following sections of the analysis are used to assess: - The attractiveness of the market - The difficulties to enter in the market and the capabilities the client has to overcome them - The potential......

Words: 673 - Pages: 3

Premium Essay

International Market Entry

...International Marketing Marketing Wine in the Chinese Market Executive Summary China’s demand for Western wine has rapidly increased. This has created a market opportunity for high end, quality wine companies from Australia to export their products to China. The product that will be focused on is Glandore Wine from the Hunter Valley. The report will focus on exporting this product into the Chinese market. There should be a strong focus on building brand reputation and maintaining long-term business relationships. There are multiple entry types into foreign markets yet Chinese regulations limit the mode of entry. The recommended mode of entry for Glandore wines is a Joint Venture. The decision between product standardisation and customisation is an important aspect of strategic decision-making. It is recommended that Glandore does not customise their core product of wine, however it is recommended that other product attributes are customised to appeal to the Chinese market. When promoting Glandore wine in the Chinese market there should be use of advertising, public relations, sales promotion and personal selling. Table of Contents Executive Summary ……………………………..…. 2 1. Introduction ………………………………………………... 4 2. 2.1 Market Entry………………………………………………4 2.2 Recommendations ………………………………………5 3. 3.1 Product Standardisation and Customisation ……..…..7 3.2 Recommendations…………………………………….….7 4. Promotion in China 4.1 Push......

Words: 3549 - Pages: 15

Free Essay

Market Entry Strategies

...ACKNOWLEDGEMENT In the name of Allah the Most Gracious and the Most Merciful. Alhamdulillah, all praises to Allah for the strengths and His blessing completing this group project for this subject IBM530/535 (International Business) Firstly, we would like to express our deepest thanks to our dedicated lecturer, Miss Riza Emifazura Bt Jaafar who had guided us a lot during this semesters session March-July 2013. Her invaluable help of guidelines support and suggestion in order to finish up our project. Not forgotten deepest thanks and appreciation to staff from Adabi Consumer Industries Sdn Bhd, Madam Azatul Izan Bt Mohamed Nordin as a product manager for giving us details information about Adabi’s product in local market and international market. We also thanks to all of group member that have been contributed by supporting this work and give fully cooperation, commitment and help during this project progress till it is fully completed Last but not least, thanks to our parents, family and friend for their constructive suggestion, idea and full of support for the report completion from the beginning till the end. Thank you. PART 1: MARKET ANALYSIS i. General Information The country that our company chooses is Indonesia. The name Indonesia has its roots in two Greek words: "Indos" meaning Indian and "Nesos" which means islands. It is an appropriate description of the archipelago as there are estimated to be a total of 17,508 islands, of which only about......

Words: 15994 - Pages: 64

Premium Essay

Marketing Strategies and International Market

...MARKETING STRATEGIES AND INTERNATIONAL MARKETS Before talking about how transnational companies enter new markets and develop on the old ones, we should clearly understand the very concept of marketing in general, as well as have an idea of ​​what kinds marketing strategies exist in the world today. THE CONCEPT OF MARKETING The situation with the definition of "marketing" is the same as with many modern terms. In the world literature there are so many definitions of the term "marketing", here are just few of them: «Marketing - a human activity aimed at meeting needs through the exchange»; «Marketing - social and managerial process by which individuals and communities by creating products and exchanging them get what they need»; «Marketing - is the process of planning and implementation of design, pricing, promotion and realization of ideas, goods and services through the exchange of satisfying goals of individuals and organizations»; «Marketing - social process aimed at meeting the needs and requirements of individuals and groups through the creation and suggestion of valuable goods and services and sharing with others ; As you can see, what all these definitions have in common is that marketing is directly connected with the exchange of goods and services to meet the needs. Consequently, it is impossible to give a truly complete and accurate definition of "marketing" because it covers absolutely all spheres of human life. Many people believe that marketing is just......

Words: 1937 - Pages: 8

Premium Essay

International Modes of Entry Into Foreign Market

...Department of International Business University Of Dhaka. Subject: Submission of the report on Modes of Entry into Foreign Markets. Sir, It’s been pleasure for me to submit my report on “Modes of Entry into Foreign Market”. This report contains the structure and material as instructed by you. I have tried hard to do my best and fulfill your expectation. The assigned work and the information gathering process involved with it gave me access to the areas, which I didn’t know before. However it is needless to say that, there may be some mistake in my organization, presentation and style. In completing the report I have tried my best in imparting ever available details of the, “Modes of Entry into Foreign Market” avoiding unnecessary amplification of the report. Thanking you, Yours faithfully Md.RazibulMatin ID. No: 801414091 EMBA Program Department of International Business University Of Dhaka. Table of Content SL NO. | TOPIC NAME | PAGE NO | | Letter of Transmittal | 1 | | Executive summary | 3-4 | Chapter-1 | Introduction | | 1.1 | Problem of Modes of Foreign Markets Entry | 5-6 | 1.2 | Rationale for Modes of Foreign Markets Entry | 6 | 1.3 | Scope and Objectives of the study | 6-7 | 1.4 | Methodology of the Study | 7 | 1.5 | Limitation of The Study | 7 | Chapter-2 | Literature Review | 8 | Chapter-3 | Modes of Entry into Foreign Market | | 3.1 | Market entry strategy | 9 | ......

Words: 7614 - Pages: 31

Premium Essay

Foreign Market Entry Strategies

...* Topics to be discussed: * What is International Business Environment? * Changing Pattern of International Management * Major Elements Affecting International Business * International Business Environment * The international business environment can be defined as the environment in different sovereign countries, with factors exogenous to the home environment of the organization, which influences decision-making on resource use and capabilities. * It involves three environments such as domestic, foreign and international. * Domestic environment * composed of all the uncontrollable forces originating in the home country that influence the firm’s life and development. * Foreign environment * composed of all the uncontrollable forces originating outside the home country that influence the firm. * the kinds of forces are the same as those in the domestic environment but their values often differ and changes in the values of foreign forces are at time more difficult so assess. * International Environment * interactions between the domestic environmental forces and the foreign environmental forces AND * interactions between the foreign environmental forces of two countries when an affiliate in one country does business with customers in another. * The Forces: * environment: all the forces surrounding and influencing life and development of the firm; they can be external or internal * uncontrollable......

Words: 883 - Pages: 4

Free Essay

Entry Plan Into International Market Revlon’s Entry Into Sweden

...Entry Plan into International Market Revlon’s Entry into Sweden Chari M. Calhoun Dr. James J. Ruether International Marketing June 13, 2015 Introduction: Company history In 1932, Charles and Joseph Reveson along with a chemist named Charles Lachman, founded Revlon (Revlon 2014). The company began by making a single product which was a unique type of nail enamel. Revlon is now an international corporation with a multi-million dollar net income. Cosmetics, hair care, skin care fragrances, deodorant/anti-perspirant, and other beauty care products are Revlon’s key products. Its products are sold in approximately 150 countries and six continents (Revlon 2014). The company operates in North America, Asia Pacific, Europe, Middle East and Africa (AMEA), and Latin America. It is headquarted in New York City, New York and employed approximately 6,900 people as of December 31, 2013 (Revlon,Inc. 2014). Market penetration strategies, developing new products, utilizing market development strategies, building its strong brands, expansion by introducing new consumer preferred products, and existing franchise extensions, are all part of the alternative corporate growth strategies used by Revlon. These strategies are the key element of the organization’s success. Sweden is a country in which Revlon could capitalize from strategically entering into the market and continuing its present consistent growth. Company profile and analysis The current president and chief executive......

Words: 3302 - Pages: 14

Free Essay

Market Entry Strategies for Tresemmé Into Vietnam

...Ministry of Education and Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY STATEGIES FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani Ministry of Education and Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY CAMPAIGN FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani 2 ABSTRACT The target purpose of this report is to build an Integrated Marketing Communications (IMC) program for TRESemmé, which is a long-standing American brand that has recently appeared in Vietnam. In this report, we focus on IMC strategic plans for creating TRESemmé’s recognition and expand brand awareness in Vietnam market. We gathered information on the Internet and using our knowledge from Integrated Marketing Communications class to complete our assignment. Thanks to the report, we have the opportunity to apply theories in real situation, learn more about integrated marketing communications and know how to plan IMC stategies for a specific brand. ...

Words: 4366 - Pages: 18

Premium Essay

Market Entry Strategy

...A market entry strategy is to plan the a method of delivering goods or services to a target market and distributing them there. when importing or exporting services, it refers to establishing and managing contracts in a foreign country.Market entry is more than examining a set of economic data. Successful market entry begins with assessing feasibility, factors such as the trends, the culture, the nature of the competition and the opportunity. There are a variety of ways in which organizations can enter foreign markets. The three main ways are by direct or indirect export or production in a foreign country. Exporting methods include direct or indirect export. In direct exporting the organization may use an agent, distributor, or overseas subsidiary, or act via a Government agency. In effect, the Grain Marketing Board in Zimbabwe, being commercialized but still having Government control, is a Government agency. The Government, via the Board, are the only permitted maize exporters. Bodies like the Horticultural Crops Development Authority (HCDA) in Kenya may be merely a promotional body, dealing with advertising, information flows and so on, or it may be active in exporting itself, particularly giving approval (like HCDA does) to all export documents. In direct exporting the major problem is that of market information. The exporter's task is to choose a market, find a representative or agent, set up the physical distribution and documentation, promote and price the product.......

Words: 429 - Pages: 2

Premium Essay

International Market Entry and Development

...Companies globalize in order to target a larger market. With a larger market, companies can increase their profit from the services and products that that would be accessible to a higher number of consumers. To go global, companies must begin with a strategic plan and then move on to full implementation. They must also develop a knowledge base through marketing research to ensure that that the right choices are being made. Companies must also concentrate on market entry through exporting and other low-cost, low-risk international expansions alternatives. With globalization comes great opportunity for growth but also the many challenges of entering brand new markets. CEO’s and marketing executives face marketing decisions that can affect the future of the company for many years to come. They must employ strategic planning to match new markets with products and corporate resources more effectively and efficiently to strengthen the company’s long term competitive advantage (Czinkota & Ronkainen, 2010). Daily decisions then fit into the company’s overall strategic marketing goals. Companies that implement a formal strategic planning process will increase profitability as well as improve various nonfinancial objectives. The first step of the strategic planning process is assessment and adjustment of core strategy. This begins by defining the business that the strategy is being developed for. Companies must understand exactly the business that is being conducted......

Words: 2135 - Pages: 9

Superheroes | Mission Impossible | Harrdy Sandhu Kya Baat Ay Jaani B Praak Arvindr Khaira Music mp3