Analysis Of The Corporate Culture Of Red Bull

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Department:
 Medienmanagement Program: 
Media and Communication Management Course: 
Market-oriented Management Red Bull – Corporate Culture Jan Widow Matrikelnummer: M-33504 Supervisor: Mr. Badr SS 2015 This Project Thesis was submitted to the 
 Macromedia University of applied Science
in Munich on the Management Summary: This is the Project Thesis of Jan Widow, for the course Market-oriented Management. The task was to carry out an analysis and/or conception of market-oriented management for the company Red Bull. I chose to present the corporate culture of Red Bull. The methods used were mainly Websites and Scientific Literature. The aim of this Thesis was to give a good overview about what is acoustic branding, how we perceive…show more content…
It includes an organization's unique expectation, experiences and philosophy. Corporate culture is based on written and unwritten rules that have been developed over time. The culture is rooted in an organization's goals, strategies, structure and approaches to labor, customers, investors and the greater community. It affects the ways a company is conducting its business, how they treat their employees and customers. A good corporate culture can increase the organizations productivity and performance. (inc.com,…show more content…
Red Bull The Red Bull GmbH is an Austrian beverage company, headquartered in Fuschl am See. Its most popular product is the energy drink “Red Bull”. The company is also know for its sponsorships of a big range of sporting events. At the end of 2014, they employed 10.410 people in 167 countries and sold more than 5.6 billion cans (Red Bull, 2015). Red Bull is according to Forbes on place 76 of the most valuable brands in the world. Its Brand Value is 7.2 billion $ (Forbes, May 2015) and has 43% of the global market share in the energy drink market (caffeineinformer.com, 2015). 3.1 SWOT Analysis – Red Bull 3.1.1 Strengths Marketing Strategy: Red Bulls promotional activities through extreme sport sponsorships has helped the brand to build a strong identity and to increase consumer loyalty. Market leader: Red Bull has connected the brand with its product. In many countries is Red Bull a synonymous for energy drinks. Worldwide presence: Red Bull is present in 167 countries of the world. This should ensure a long-term growth even if certain markets reach maturity. (euromonitor international, April 2013) 3.1.2 Weaknesses Pricing: The energy drink Red Bull is in direct comparison above the average price for energy

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