Red Bull Energy Drinks Case Study

1: "Energy Drinks Industries, company, product, competitors" ….etc.

2: "RED BULL SUGERFREE Cans supply chain model, locations, relations" …etc. "Many firms produce products or goods from parts of raw materials that are bought from the main source, till these products are delivered to the markets locations and presented for the customers, then you have the supply chain starting from the purchase of raw material from different areas, through the manufacturing steps and stages till is being sold by the consumer. Some of supply chains are well defined and easy to determined, while others are hard to evaluate" (Chopra & Meindl, 2000) (Siew, G, Sambasivan, 2013). "Supply chains come in different sizes of the facility such as; difficulties,

In addition, The Red- Bull™ Energy Drinks performance and effectiveness are succeeded in the global markets. The effectiveness of The Red- Bull Energy Drink has been assured by a large and different number of scientific studies it was appreciated and image enhance by many people such as Champions, athletics, drivers, dignitaries and hard-working individuals in various countries with energetic lifestyles (E, International, 2012). "The largest-volume energy drinks production is The Red- Bull cans with more than billion cans are sold in every year approximately in one hundred countries. The Red- Bull™ holds a 71% percent share of the global market. It has a dominant station and one of the fastest growing of the soft and energy drinks in a number of countries. D. Mateschitz founded The Red- Bull in the mid of 1980 's. He created the form of The Red- Bull and developed the splendid marketing concept of The Red- Bull and the country of origin is Thailand. The Red- Bull Company goes further nowadays (E, International,

The making of The Red- Bull is 100% outsourced (Collin, Eloranta, Holmstrom, 2008). It produces and fills the cans in factories in Switzerland and Austria. The raw materials of the Red- Bull cans come from the "Red- Bull Vitamin Drink Co. Ltd" that provides vitamins and energies throughout China. Moreover, the cans are delivered in 8.3-ounce cans (E, International, 2012). This move was propelled by the wildly successful when the aluminium raw material and the location of cans making are done by aluminium smelters in Austria in "Fuschl am See" and it is the Headquarters that located near to the mountains as well as close to Alpine fresh water and other sources that 's why The Red- Bull company success in the global market, also they didn’t depend on external suppliers not belong to the company itself and closing the gaps in front of its competitors. It followed in a horizontal integration strategy when the vitamins and other ingredients are delivered by The Red- Bull Vitamin Drink Co. Ltd from china to Austria and from there they start filling the cans. Then they stock it in the same site. After that, the delivery of the cans goes to the wholesalers through ships and trains by the distributors of "The Red- Bull itself "(E, International, 2012). The wholesalers are such as; "HMN-INTERNATIONAL .PTE. LTD in Singapore" and the others from hundreds countries have a direct supply contacts with the retailers in each country, after that it reached the markets where the customers