Red Bull Analysis

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1.0 Introduction The Center for Applied Research states that “strategic thinking is a way of understanding the fundamental drivers of a business and rigorously (and playfully) challenging conventional thinking about them, in conversation with others”. Strategic thinking focuses on the long term direction of the company. The role and impact of strategic thinking is critical in finding and developing unique opportunities to create value to a good or service. This paper takes a look into the company Red Bull® and how the role and impact of strategic thinking has placed them in a highly competitive position. 2.0 Red Bull Red Bull is a sweet, caffeinated energy drink aimed to give customers a high energy kick. Founded in 1984 by Dietrich Mateschitz, Red Bull is a pioneer in the energy drink category worldwide. It was first introduced on the Austrian market in 1987and quickly expanded to several foreign markets, Singapore (1989), Hungary (1992), Germany (1994), UK (1995), and USA (1997). Red Bull is currently available in 160 countries with annual sales of approximately four (4) billion. 2.1 Vision "We are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices dedicated to coaching and developing our organisation as an employer of choice." Red Bull values its people as it provides a great place to work where people are inspired to be the best they can be. Its Portfolio is to bring to the world a quality beverage that anticipates and satisfies people's desires and needs. They aim to be productive by being a highly effective, fast-moving organization. 2.2 Mission Statement “Our mission is to be the premier marketer and supplier of Red Bull in Asia,

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