Red Bull Energy Drink Essay -- Business Marketing Case Study, solution

Red Bull is an energy drink that doesn’t do well in taste tests. Some say it’s too sweet. Others just shake their heads, saying, â€Å"No.† Its contents are not patented, and all the ingredients are listed on the outside of the slim silver can. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull. Says Red Bull founder Dietrich Mateschitz, â€Å"If we don’t create the market, it doesn’t exist.† Mateschitz’s secret to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious â€Å"buzz-marketing† strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, â€Å"We don’t bring the product to the consumer, we bring consumers to the product.† Today Red Bull is a powerful global brand and very few customers know the story of the highly talented, creative and determined salesman, publicity-shy Dietrich Mateschitz. Tiny Austria’s only billionaire, Mateschitz located his office in the quaint lakeside village of Fuschl, near Salzburg, Austria. His architect is currently building a new office building in the shape of two volcanoes. His collection of 16 airplanes is located in a steel and glass hangar, which serves as an aviation museum and the home of the Flying Bulls at Salzburg Airport. He tries to keep it down to working three days a week. He likes to keep things simple. The size of his headquarter staff is only 200. Mateschitz farms out the production and distribution of the 1.5 billion cans sold worldwide. The total number of employees worldwide is only 1,800, which brings the sales volume per employee close to a million dollars. Mateschitz not only generates brilliant sales and marketing ideas, he is equally talent ed in the execution of the biggest and boldest business ideas. His latest project involves a $1 billion motor sport and aviation theme park in Styria, Austria. Dietrich Mateschitz founded the Red Bull company. According to company legend, the idea for Red Bull came about as Mateschitz sat at a Hong Kong hotel bar in 1982... ...key to remaining market leader in the energy-drinks business. Last year, Coca-Cola, PepsiCo and Anheuser-Busch, an American brewer, each launched an energy drink, attempting to get a slice of the market in which Red Bull currently has a 70-90% share. Mr Mateschitz is not worried. â€Å"The market isn't generic; it doesn't exist if we don't create it. It's a branded market,† he says. Keeping cool Mr Mateschitz now plans to spend two days a week coming up with wacky ideas to promote Red Bull. Already, the company sponsors an annual Flugtag, when contestants build their own flying-machines and leap off a parapet into water, true to the Red Bull slogan: â€Å"It gives you wings†. His latest project is to build a huge glass hangar at Salzburg airport to house his collection of ancient aircraft, including a DC-6 that once belonged to Marshal Tito, and to host airshows.  £Ã‚ £ That will change. â€Å"We have to go for diversification and acquisitions, and we are investing lots in R&D. We already have concepts and brand formulations for five years' time,† says Mr Mateschitz. But if Red Bull becomes a sort of Austrian Coca-Cola, that carefully cultivated ethos will vanish like bubbles in the brew.

Positive Aspects of Technology Essay

From man`s first invention of the wheel to modern day’s advanced computers, one can clearly see how far humans have developed with technology. Modern technology has provided mankind with numerous positive aspects; from getting to places in seconds to curing complex diseases. The most fundamental and important positive aspect of technology is that it gives humans the ability to share knowledge more effectively. Nowadays, a country is not defined by its wealth or influence, rather by its â€Å"ability to develop and advance knowledge† (Johnston 1). In the essay, The Diplomacy of Knowledge, author David Johnston states that, â€Å"information has never been so ubiquitous and so cheaply and easily shared† (1). In other words, information has never been so readily available, thanks to the fast growing Internet. The Internet allows billions of people to express their opinions and put forth their knowledge for others to see. Johnston also mentions that the foundations of the internet were laid by â€Å"300 years of discovery in math and science from Newton to Einstein† (2). Great scientists such as Newton to Einstein shared their experience and findings which have become the cause of all the ongoing technological development. For instance, the recent uprising in Libya was hugely successful due to the internet. Thousands of people posted Facebook statuses and communicated in numerous other ways. By sharing each other’s thoughts and knowledge, they were able to overcome the situation by establishing a strong and organized community. Moreover, new inventions are also greatly impacted by the sharing of knowledge and this can be evidently seen with a great discovery such as Insulin. Charles Best and Frederick Banting, a bio-chemist and a surgeon, are innovators from different fields. Both of them shared each other’s knowledge and brought forth one of the greatest discoveries of all time, insulin which saved millions of diabetic patients. In other words, today’s advancements in technology let the sharing of knowledge much more effectively, as it allows mankind to â€Å"[experience] unprecedented rates of change† (2). It also gives humanity the opportunity to undergo â€Å"rapid transformations, characterized by risk and opportunity on a global scale â€Å"(2). These changes brought through the sharing of knowledge bring an evolution in social and ethical factors within the society. In conclusion, technology has provided mankind with countless positive aspects, although the greatest aspect is the better collaboration of knowledge. From insulin to modern medicine, history has made it clear that great things can happen when everyone shares their learning with each other. As Thomas Jefferson mentions, â€Å"[by lighting] your candle with the flame of mine, my light is not diminished, it is enhanced† (2).

The Interpretation of the Holy Quran which Is Aimed at the Self-development and Analysis of Ones Intentions Free Essay Example, 2750 words

It is considered to be a right of every human to study and contemplate on the meaning of the Holy Scripture word to word to discover the underlying meaning of each verse. An allegorical form of interpretation is thus done to develop this inner meaning of the scripture since the Qur an is the decisive factor through which other matters are resolved (Sookhdeo 2006). Muhammad, the prophet on whom the Qur an was revealed was given the responsibility to interpret it through his words and actions which became to be known as the hadith or the sunnah that eventually became the second means of interpretation which expounded on the Qur an. Hence one can categorize the five different traditional sources which are means of commentary on the Qur an, namely The Qur an, Prophet Muhammad s explanation, The Sahaba s (companions of Prophet Muhammad) reports, the reports of the followers of companions and lastly with a connection to all the above the reason . Qur an being the word of God is authorit ative in its explanation. The Prophet was sent to clarify the meaning of the Qur an. After Prophet Muhammad, the companions followed his footsteps in reiterating what he had taught and practised on the basis of Qur an but where the Qur anic interpretation and the tradition of the Prophet are silent, then a consensus of the companions may be accommodated in the interpretation. We will write a custom essay sample on The Interpretation of the Holy Quran which Is Aimed at the Self-development and Analysis of Ones Intentions or any topic specifically for you Only $17.96 $11.86/page The classical form of exegesis as followed by the exegetes dealt with linguistic issues, juristic issues, and theological issues . These issues required an understanding of the Arabic language in which the Qur an is originally revealed.