Red bull gmbhs – Custom Essay
Learning outcomes to be examined in this assessment At the end of a module the learner will be expected to be able to:
Explain how special events are defined and classified
Explain the scope and impact of marketing and events within an organisation
Describe the marketing mix and explain its role in a marketing strategy
Apply basic event and marketing concepts (e.g., planning, coordinating, staffing, marketing, segmentation, targeting and positioning (STP), risk management, evaluation, etc)
An individual report which must be presented in a report format (1500 words). It is important that your report is properly structured as shown below. Remember that this individual report accounts for 100% of your module assessment.
Your report should include references to the appropriate international event and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 5 different academic references must be cited to achieve a pass, but a well-researched report is likely to cite many more.
You are advised to keep a backup copy of the report until you receive your grade and regularly back-up your work in the cloud (OneDrive, iCloud, Dropbox and GoogleDrive are good examples). A disk crash is not an acceptable reason for late submission.
Below is an indicative structure for your report:
Title Page
Table of Contents
A list of all the sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible.
Introduction/Executive Summary (approx. 150 words)
This should show that you have understood the brief and that you will cover everything required.
Findings and Analysis (approx. 1200 words)
This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections.
Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix.
See client brief on the next page for more information
Conclusion (approx. 150 words) This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here.
Reference List / Bibliography The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as:
Bibliography – a list of consulted readings, for example a list of textbook sources, that you have studied while composing your essay, but not specifically cited in the text
Reference list – a list of cited sources
Client Brief:
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the highest selling energy drink in the world, with 5.387 billion cans sold in 2013. The Red Bull company slogan is “Red Bull gives you wings” and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice, etc), sports team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brazil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.
Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy which aims to constantly evolve and develop the brand. This approach allows Red Bull to engage with consumers using new and exciting channels of communication.
A written 1500 word report which should include:
Summarise Red Bull GmbH’s background and history, turnover, management structure, current corporate goals and targets, and markets. Your summary should use material from the Red Bull web site, and other relevant online sources (approx. 250 words).
Develop a SWOT analysis to identify Red Bull GmbH’s current situation in relation to its main competitors. You should identify a minimum of three/four/five strengths, weaknesses, opportunities and threats. Your model should be developed referencing core marketing texts with content developed from articles and web sites (approx. 250 words).
Describe the marketing mix and its role in marketing, referencing two relevant theories and concepts (200 words).
Explain how Red Bull use the different elements of the marketing mix to promote their brand. Your explanation should be illustrated with specific examples of Red Bull events, promotional activities and target audiences (300 words).
Create a diagram explaining how special events are defined and classified. Your diagram should draw upon relevant core texts (150 words).
Classify at least four Red Bull events using the model you have provided (150 words).
Evaluate the impact of Red Bull’s marketing and events strategy (200 words)
