Essay - Red Bull Introduction the Popularity of Sports Drinks Has Grown...

Red Bull

Introduction

The popularity of sports drinks has grown exponentially over the past few years. Red bull is one of the most popular energy drinks currently on the market. The purpose of this discussi***** is to provide a proposal for a comp*****rative study, which will investigate consumer attitudes and buying decisions between Red ***** Uk (London) and ***** Bull Thailand (Bangkok). This proposal ***** contain a literature review, research problems and objectives, limitations of *****, significance of the study, research methodology, hypothesis and a list of sources used to conduct research. Let us begin our disc*****sion with a brief *****view of the company and the founder.

***** ***** *****

According ***** the company's official website at redbull.com, the company was founded in 1984 by Dietrich Mateschitz. (The History)

Mateschitz ***** the company after learning about ***** popularity of tonic ***** in Asia. (The History)

After creating the product and tweaking it for a couple of years, Red ***** went on ***** market in Austria in 1987. (The History)

***** 1992, Red Bull had been ********** to ********** first foreign market when it was made available in Hungary. (The History)

***** Bull is currently ***** in over 100 countries. (The *****) Accord*****g to the *****, more than 1 billion cans ***** Red Bull are sold each year throughout ***** world. In addition, the company employs 1850 employees. (***** History)

***** bull is ***** the #1 energy drink in the *****. (The H*****tory)

Red Bull is an ***** dr*****k that contains the following ingredients; Taurine, Glucuronolactone, Caffeine, Niacin, vitamin v6, ***** b12, p*****tothenic acid, sucrose ***** glucose. (Key Ingredients) The ***** also has a sugar free version of the drink that does not contain sucrose or *****. (Key Ingredients) According to the website, the benefits of consuming Red Bull include improved performance, concentration, metabolism, vigilance, and emotional status. (The Benefits of Red ***** Energy Drink)

Background and Literature Review

Background

***** ***** an article in the J*****nal ***** Small Bus*****ess M*****agement, the Austrian based company has taken tremendous strides to introduce the product to other European markets and North America. The article explains,

Red Bull made a first step tow*****rd placing the beverage on other European markets, where it ***** a simil*****r success. ***** logical next step for Red Bull was to look at the U.S. market. Shortly before obtaining ***** necessary FDA approval, Red Bull began setting up a local wholly-owned subsidiary in Los Angeles in 1996. The company opted for distribution through a ***** subsidi*****ry rather than for work*****g w*****h independent distributors. The prime reason for ***** strategy was the importance of ***** Bulls own promotional and organizational culture, but considerations of strategic control ***** the need to develop a "feeling" for the ***** also played an import*****t role. (Apfelthaler, 2000)

***** article goes on to explain that Red Bull's *****s for entering *****se markets were to improve the ***** market sh*****. The ***** that the company entered were chosen because of their market potential. Eventually, Red Bull chose