CASE RED BULL
Red Bull dates back to 1962 where the original formula was developed by Chaleo Yoovidhya, a Thai
businessman, and sold under the name Krating Daeng by a local farmaceutical company to treat jetlag and
boost energy for truck drivers.
Energy drinks may well have come from Scotland in the form of Irn-Bru, first produced in the form of ‘Iron
Brew’ in 1901. In Japan, the energy drink phenomenon dates at least as far back as the early 1960s, with
the release of the Lipovitan. Most such products in Japan bear little resemblance to soft drinks, and are sold
instead in small brown glass medicine bottles or cans styled to resemble such containers. These so-called
‘genki drinks’, which are also produced in South Korea, help employees to work long hours, or to stay
awake on the late commute home …
Read the rest of the case taken from:
Hollensen, Svend (2010) Marketing Management: A Relationship Approach. 2nd edition. Prentice Hall. Page
269-279.
Questions
1. Analyse the strategic situation and the strategy of the company using relevant models.
2. Does the parameter mix of the company reflect the strategy of the company – why or why not?
Please state the reason for your answer. In case of lack of specific knowledge of the conditions you are
requested to base your analysis on hypotheses.
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