Factors Affecting Red Bull

1.Political and Legal Factors：
1.1 Enforce restrictive policies or lows Certain restrictive laws and relevant policies and regulations appear to let the Red Bull sales under restrictions in some areas. Because the event Red Bull or other energy drinks cause of death appeared, such as Red Bull in 2004, resulting in three deaths in Sweden and the United Kingdom in 2009, resulting in one death events. Although there are only a few people died, they are still subject to the attention of media as well as legislators to respond. For example, they are now considering to limit the sales of Red Bull, and we can see from the limitation of ads for children issued by government in order to change the consumption habits of a new generation(Deegan,2015).Relevant

Macroeconomic stability is one of the major economic factors affecting the general business, Red Bull's performance is also proportional to the stability of the local economy, especially Red Bull's high-end business. For example, as a direct impact of the global economic crisis in 2009, Red Bull annual reached 3.27 billion euros, which decreased 1.5% in the past 12 months (Dudovskiy,2016). Apart from that ,the slowdown of Chinese economic growth rate may also affect the sales of Red Bull, after all, the Chinese economy is now considered as one of the World’s largest economic

Because the images of some extreme sports and the sponsorships of Red Bull on sport groups, it is considered as a cool brand. This brand image also helps Red Bull become much more popular in club,students and drivers(Deegan,2015). 3.2 A shift in consumer perception As many areas enter the stage of an aging population,people’s work and life pressures rise up, which result in people spend more attention on healthy condition during their daily life, especially food nutrition and healthiness. According to Nielsen retail monitoring data, as of November 2014, both natural and functional beverage categories grew in double digits. Data also reveals that public attitudes toward the Red Bull energy drink is acceptable, but there are more and more people in education and health organization against Drinking Red Bull, because Red Bull contains alcohol and some additives which impact on the health of young people and adults (Alford, Cox and Wescott, 2001; Seifert and Schaechter, 2011). This also brings new marketing objectives for Red Bull. Therefore, Red Bull is supposed to produce excellent quality, in line with industry standard, green and healthy