Red Bull. Growth and Product Positioning of New Entrants
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Essay aus dem Jahr 2012 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,7, Universität Hohenheim, Sprache: Deutsch, Abstract: Auf dem globalen Getränkemarkt herrscht ein verschärfter Wettbewerb. Insbesondere gro e Unternehmen haben Strategien entwickelt um langfristig Marktanteile und gro e Skaleneffekte zu realisieren um wettbewerbsfähig zu bleiben. Der Eintritt in die Getränkeindustrie ist durch Gründung eines neuen Unternehmens, durch Diversifikation existierender Unternehmen oder durch die komplette Übernahme eines existierenden Unternehmens möglich. Weitere internationale Expansionsmöglichkeiten sind der Aufbau eigener Produktionsstätten oder Tochtergesellschaften im Ausland, Exporte sowie die Vergabe von Lizenzen. Der Markt für Energy Drinks ist bis heute relativ stabil, da der Konsum durch den modernen Lebensstil, durch den Preiswettbewerb und durch die verschiedenen verfügbaren Grö en der Dosen nicht abgenommen hat. Nicht nur die Qualität, der Preis oder das Design der Verpackung spielen für den Absatz des Energy Drinks eine wichtige Rolle. Ebenso die Positionierung des Produkts bzw. der Marke ist gerade auf gesättigten Märkten von gro er Bedeutung. Beispielsweise kann gezielt durch Marketingaktivitäten Markenaufbau betrieben und vor allem die Bekanntheit der Marke gesteigert werden. Auch ein gro es Portfolio an Marken und Produkten kann strategisch sinnvoll sein um die Bedürfnisse und Wünsche aller Konsumenten befriedigen zu können. Das untersuchte Thema in dieser Arbeit zeigt auf, wie der österreichische Energy Drink-Hersteller Red Bull versucht seine internationale Präsenz zu erweitern und in welchem Verhältnis er dabei zu wichtigen Wettbewerbern steht. Besonders interessant ist die Tatsache, dass Red Bull ein einfaches internationales Konzept verfolgt. Im Rahmen dieser Arbeit soll die Frage beantwortet werden, inwiefern Red Bull Erfolg mit diesem Konzept hat.
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