Analysis Of The Corporate Culture Of Red Bull

A brief: Back in 1987 in Austria Dietrich Mateschitz started a new company, Red Bull to produce an energy drink, this energy drink is based on some ancient Far East drinks. Red Bull became the most sold drink in 2014, with more than 5.6 billion cans in more than 167 countries around the world. Red Bull, and as a part of it support for it’s slogan as an energy drink has initiated Red Bull support for extreme sports such as x-bike, sky diving and the world record free fall jump from the edge of the earth by Felix Baumgartner. Internatiolasation rationale: Red Bull waited two years to initiate the it’s internationalization process, to start that process from Asia in particular from Singapore -1989, after achieving success in Singapore the

Anheuser-Busch has been called “The King of Beers” and for decades Budweiser was America's top selling beer. Being one of America's biggest advertising companies has likely contributed to Anheuser-Busch InBev being named the #1 Most Admired Beverage Company for the second year in a row. This advertisement is for Budweiser, although the commercial advertises the journey and story of Adolphus Busch, the co-founder of Anheuser-Busch. It is aimed to resonate with immigrants who have gone through a similar experience or can relate to the journey of reaching their dreams. The purpose of the commercial is to sell beer, but the meaning behind it is to allude to the what good can come of immigration.

Does business growth and success always acquaint to community growth and success? Bartow J. Elmore explores this question in his book, Citizen Coke: The Making of Coka-Cola Capitalism. Elmore looks at the price that the environment and the public has paid to allow Coke to rise into the power it is in today. With operations in “over two hundred countries and selling more than 1.8 billion beverage servings per day”(7), you simply cannot deny the influence and power that Coke has. Coke is a widely successful business, but their growth has come at a cost.

MillerCoors is a company that swims in the Red Ocean of mainstream American lager beer. Launched in the 1800’s, both sides of this company have been holding strong with the top beer brands in the United States. Coors Banquet beer is one of the most popular lager brands today, and since the merge, Miller Genuine Draft is now under the same umbrella. Some of the brewers in direct competition with MillerCoors’ Coors Banquet Beer are Anheuser-Busch with Budweiser, Pabst Brewing Co. with Pabst Blue Ribbon, Heineken International with Heineken and Amstel, and Boston Beer Co. with Boston Lager.

In today’s market, Walmart and Target are two of the top competing companies within the market system. According to Loudenback and Lee (2015) research on Walmart and Target stated, “We just released a list of the 50 most powerful companies in America, and Walmart came out on top as the most powerful company in the nation with Target a close second”. Walmart was founded 60 years after Target was founded. The two companies have found different ways and techniques to stay a top of their competitors. Within my SWOT analysis, I plan on pointing out each company’s strengths, weaknesses, opportunities, and threats.

Background Monster Beverage Corporation became a prominent company with the creation of the energy drink “Monster”. The company was founded on April, 2002 in Corona, California, United States of America. The company was incorporated with Hansen Natural Corporation, a company which sells non-carbonated drinks such as ice tea, lemonade, sodas…etc. However, due to the growing demand of Energy drinks, Hansen partnered together with Rodney C. Sacks to “create a Monster”. (Hansen, 2005)

Let us have a look. After having grown its revenue by a 61% in 2015, the fuel cell system manufacturer expects its revenue to grow more than 50% to $150 million in 2016. Now, this rosy outlook looks more of realistic rather than a mere infer for two reasons. First, the growth of contract booking that grew a whopping 33% to $200 million in 2015, compared with $150 million in 2014.

Budweiser Called the “King of Beers” on ABInBev’s website, Budweiser was first produced in 1876 by Adolphus Busch. It is an American lager style beer and perhaps one of the most internationally famous brands from the United States. Its company employs an excellent online marketing strategy, as it has social media accounts on Twitter, Facebook, Youtube, and Instagram (AbInBev). This helps Budweiser’s visibility when it comes to online reputation. On Facebook, Budweiser has 13,954,149 likes with a growth of 37.4% as of May 1, 2017.

Negra (2010), suggests that at one stage Ireland was opposed to globalisation. “Irish Glamour”, Negra states, was the beginning of the New Irishness beginning. Traditional coffee shops such as Bewleys, a predominantly cultural meeting place were replaced by corporate coffee chains as rent became too much on the high street shopping

You could simply find Coke from anywhere, examples likes vending machines, airlines, kiosk, convenient stores, supermarket, restaurants, cafes, hotels and night clubs which made the Coca-Cola grab the largest market share in the beverage industry. Besides, Coca-Cola beverages also distributed by wholesalers and distributors to reach those niche market. Coca-Cola wins big contract with global QSR players likes McDonald’s, Subway and Burger King. Figure 1 Coca-Cola System PepsiCo’s products reach the market through direct store delivery (DSD), customer warehouse, and third-party distributor networks. Under DSD system, PepsiCo delivers their company’s products directly to retail stores.

This years Nielsen reported that Super Bowl LI attracted 111.3 million watchers (). This is a massive audience in which Anheuser-Busch was able to market its product to. Prime time super commercial spots cost millions of dollars, but it is hard to imagine a better date to air a brand new commercial. Additionally, the large audience also provided an opportunity for Anheuser-Busch to release a pro-immigration message. If one is to look deeply at the 2017 Budweiser commercial, it is clear that the company values immigration and those who wish to better themselves like Adolphus Busch.

That is a monumental number considering there are so many soft drink and beverage choices to select from. Also it is proven that Coke’s market share is seventeen percent higher than the next two competitors. As viewers watch the commercial they conclude that Coke is the number one selling beverage and should be the first choice of beverage. This “must have” mentality ensures that the product is looked at as the prime candidate for consumption because they provide a great taste at a low cost. Coca-Cola also uses kairos to their advantage by airing their advertisement at a great time.

Most people probably think that allowing eighteen year olds to drink legally would create more car crashes and increase their medical bills, but 18 year olds are becoming more responsible. In 2010, the alcohol industries contributed over $400 billion towards the U.S. economy (“Economic Contributions of the Distilled Spirits Industry.”) This is due to the fact that the alcohol industry provided nearly 3.9 million people with jobs throughout the U.S. What this shows is that the alcohol industry produces an extreme amount of money for the economy. The obvious part of allowing eighteen year olds to drink is that it would create a new range of customers for bars, restaurants, and clubs. With eighteen year olds now allowed to consume alcohol, bars, restaurants, and clubs would see their profits increase tremendously with all of these new adults eager to get out and have a good time with their friends.