Red Bull GmbH Case Analysis

Red Bull GmbH is an Austrian company, which is well-known for its Red Bull energy drink. The company is also known for its sponsorship of a range of sporting events and teams. In 2016, a total of 6.062 billion cans of Red Bull were sold worldwide in over 171 countries. About 11,800 employees generated $7.4 billion in revenue. The headquarters of Red Bull GmbH are located in Fuschl am See, Austria.

Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in 1984. While working for German manufacturer Blendax in 1982, Mateschitz traveled to Thailand and met Chaleo, owner of TC Pharmaceutical. He found that the energy drink Krating Daeng, developed by Chaleo’s company during the 1970s, helped to ease his jet lag. After seeing market potential in the drink, he partnered with Chaleo in bringing it to Europe. Under their agreement, the partners invested $500,000 each into founding Red Bull GmbH. In return, they would each receive a 49% stake in the company, with the remaining 2% stake going to Chaleo’s son Chalerm. They also agreed that Mateschitz would run the company.

Between 1984 and 1987, Red Bull GmbH modified the formula for Krating Daeng to better match European tastes by carbonating the beverage and making it less sweet. In 1987, the company introduced their adapted energy drink into Austria under the name Red Bull. It found huge success there by marketing to young professionals. The brand expanded throughout Europe during the early 1990s, exploding into the United States market during 1997, grabbing 75% of the market within a year. The wealth of Red Bull’s founders grew with the company’s success, and by March 2012, both Chaleo and Mateschitz had estimated net worths of over $5.3 billion each. Expanding its distribution to over 171 countries, the company sold 5.2 billion cans of Red Bull in 2012, making it the world’s most-consumed energy drink.

Red Bull GmbH Case Study
IndustryConglomerate including drinks
Founded1984; 34 years ago
FounderDietrich Mateschitz Chaleo Yoovidhya
Related Food and Drink Companies:Starbucks, McDonalds , Coca Cola, PepsiCo, Krispy Kreme, Wrigley, Heineken, Boost Juice, Absolut Vodka, Hardee, Tim Hortons, Hard Rock Cafe, KFC, Gold Star Chili, Mac Cosmetics, Dominos, Frito Lay, Red Lobster

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