Sebak 1

Josh Sebak
ENGL 1102-092
Develop a Working Knowledge
Summary
So far I have learned that Red Bull is currently competing in the sports/energy drink industry.
Their current market share is 43% and their closets competitor is Monster Energy at 39%. In
terms of organizational resources, through effective strategic planning and leadership, Red Bull
has maintained a strong global image across the world. Their reputation with customers for
quality has earned them strong brand equity. By combining tangible and intangible recourses,
Red Bull has managed to gain strong market share.
Bibliography
Red Bull: A Trailblazer in Marketing Strategy. S.l.: MarketLine, a Datamonitor business, 2012.
Internet resource.
Energy Drinks: Exploring Concerns About Marketing to Youth : Hearing Before the Committee
on Commerce, Science, and Transportation, United States Senate, One Hundred Thirteenth
Congress, First Session, July 31, 2013. , 2014. Internet resource.
Brasel, S.A, and J Gips. "Red Bull ''gives You Wings'' for Better or Worse: a Double-Edged
Impact of Brand Exposure on Consumer Performance." Journal of Consumer Psychology. 21.1
(2011): 57-64. Print.
Who Makes Red Bull? Red Bull Company - Origin & Founder:: Energy Drink:: Red Bull
USA. N.p., n.d. Web. 19 Mar. 2015.
Energy Shot Case Study: Creating a New Market in the Energy Drinks Sector. Paul # 011 44 161
238 4056: Datamonitor Plc, n.d.. Internet resource.
Jessop, Alicia. The Secret Behind Red Bulls Rise As An Action Sports Leader. Forbes. N.p.,
7 Dec. 2012. Web. 3 Feb. 2015.
The Importance of Marketing for the Success of a Business. Small Business - Chron.com.
N.p., n.d. Web. 6 Apr. 2015.