Essay on How Red Bull Maintain Their Stronghold - 8091 Words

Contents0.0 Abstract 1.0 Introduction 2.0 History 3.0 Does Red Bull ® Revitalise the Body and Mind? 3.1 What are the ingredients in Red Bull ®? 3.2 Red Bull ®Ã¢â‚¬â„¢s adverse health effects 3.3 Has Red Bull ® profited from controversy? Page(s) 2 3 3-4 4-5 5 6 6-7 7 8 8 9 9 10 11-12 13 14 14 15-16 16-17 17 17 18 18-19 20 21-24 25 4.0 Red Bull ® a non-descript market? 5.0 How is Red Bull Marketed? 5.1 Sponsorship 5.2 Advertising 5.3 Brand Image 5.4 Some of Red Bull’s extreme sports athletes and events in pictures 6.0 Revolutionary Marketing 7.0 Maintaining market share 8.0 Competition and Intellectual property 9.0 Discussion 9.1 Diversification of product range 9.2 Drinks for the â€Å"Health Conscious† consumer 9.3 New Marketing Ideas 9.4†¦show more content†¦(Kratin Daeng [ca. 2008]) Dietrich Mateschitz (Gschwandtner 2004). Page | 3 The iconic eye-catching logo and slogan â€Å"red bull gives you wings† were then designed (Gschwandtner 2004). By 1990, despite high sales figures, and a lot of promotion, Red Bull ®Ã¢â‚¬â„¢s finances were in the black. To this point, funding had been 90% equity from the two partners and 10% bank loans (Gschwandtner 2004; Dolan 2005). Ambitious Mateschitz now believed Austria too small a market for Red Bull ®. In 1993, Red Bull ® moved into such countries as Hungary and Germany, planning to pre-market the little 250ml can by word of mouth across Europe (Gschwandtner 2004). Red Bull ®Ã¢â‚¬â„¢s Kraihamer commented, â€Å"We do not market the product to the consumer, we let the consumer discover the product first† (Keller 2004, p.119). This â€Å"Buzz† marketing proved highly successful, and inexpensive. Red Bull ®Ã¢â‚¬â„¢s controversial ingredients made it a â€Å"cool† fashion icon. Its mixability with vodka, coupled with extreme sports sponsors hip, helped the drink tap into the young â€Å"hip† market (Cooney 2007; Gschwandtner 2004). By 1997, Red Bull ® had conquered most of Europe including the UK. It then moved onto the USA, working state by state with a similar â€Å"buzz† technique (Hein 2001). Today Red Bull ® is now Austria’s most successful brand, worth more than â‚ ¬10.9 billion, with diamond producer, Swartzkopf being worth half as much (Muller 2009). 3.0 Does Red Bull ® â€Å"Revitalise the Body and Mind†? Red Bull ® is billed as aShow MoreRelatedDr. Pepper Snapple Group Inc.2047 Words   |  9 Pagesprofitable and a wise investment for the future? Moreover, how can the new energy drink compete with other huge brands? There are several difficulties and elements to evaluate before entering the energy beverage market, such as the market itself, competitors, consumer behaviour and marketing. Analysis The Market The energy beverage market is one of the fastest growing and most innovative segments of the current beverage market. Red Bull, Monster Energy, Rockstar and hundreds of similar positionedRead MoreRastafarian79520 Words   |  319 Pagesdevelopment of Rasta that deï ¬ es the notion that it is a movement of the insane and the misguided. Given the way in which Rastafarianism has arrived in the world, it is useful when someone is able to help us understand its origins and propose how we can then comprehend how it functions in the world today. Again and again, I encounter students who are interested in reggae music and the music of Bob Marley, but they remain deeply puzzled by Rastafarianism because of its seemingly peculiar tenets of faithRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pagesunsuccessful practices are not unique. Information Boxes and Issue Boxes are included in each chapter to highlight relevant concepts and issues, or related information, and we are even testing Profile Boxes. Learning insights help students see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success modes. Discussion Questions and Hands-On Exercises encourage and stimulate student involvement. A recent pedagogical featureRead MoreCase Study148348 Words   |  594 Pagesthat you can download or listen to online †¢ Video cases that show real managers talking about their own organisations †¢ Revision flashcards to help you prepare for your exams †¢ A multi-lingual online glossary to help explain key concepts †¢ Guidance on how to analyse a case study †¢ Links to relevant sites on the web so you can explore more about the organisations featured in the case studies †¢ Classic cases – over 30 case studies from previous editions of the book †¢ The Strategy Experience simulation

Differentiate Between Management and Leadership Free Essays

Individual paper: Differentiate between management and leadership. Be specific 1. Describe the roles and responsibilities that organizational managers and leaders play in creating and maintaining a healthy organizational culture. We will write a custom essay sample on Differentiate Between Management and Leadership or any similar topic only for you Order Now 2. ————————————————- Recommend at least two strategies that organizational managers and leaders can ust to create and maintain a healthy organizational culture. Support your concepts w/the concepts discussed in class. Management and leadership both play an important role in the success of a company. However, each role has a different function and in order to be successful in either position, you must have a clear understanding of what each role entails. This paper seeks to provide an understanding of the difference between management and leadership positions. It will expound on the role and responsibilities of each position because often times the two are viewed as having the same function. Managing a company is the process of moving the company forward implementing identified goals and objectives. Managing is the process of planning, organizing and allocating the necessary resources to accomplish these goals and objectives. He/she will be responsible for developing control mechanisms to motivate employees, measure the companies achievements, as well as ensure projects and operations are run efficiently, cost saving, and effective. 3. Leadership is more abstract when considered separately from management. Leadership is guiding a person or group toward the best results. It is having sound understanding to determine and ability to articulate visions and goals. Leadership is in par with management, but takes on precedence for strategic management and long-term success. How to cite Differentiate Between Management and Leadership, Papers

Hospital Budget free essay sample

Over the years financial management has been a concept that is flourishing in the world of health care. â€Å"Until the 1960s, financial management in all industries was generally viewed as descriptive in nature, with its primary role being to secure the financing needed to meet a business’s operating objectives† (Gapenski, 2008, pg. 26). However, today, financial management holds a more significant role in the management of businesses overall. Now, the primary role of financial management is to plan for, acquire, and utilize funds (capital) to maximize the efficiency and value of the enterprise† (Gapenski, 2008, pg. 26). Similar too many happenings in health care, the specific goals of a business’s management financially is highly dependent on the nature of each particular business. Overall, financial management is a practice that will provide the theories, tools, and concepts needed in order for a company to make better decisions. The Patton-Fuller Community Hospital is one of these companies that take advantage of the financial management practices in order to make better decisions. Recently, a 2010 budget was developed using the 2009 projections, assumptions, and figures. The purpose of this paper is to analyze that budget and discuss which financial management practices will be most effective for this organization as well as which practices will be the least effective. The 2010 budget developed for the Patton-Fuller Community hospital projects that there will be a slight increase in total revenue, total expenses, and net income that will allow the organization to continue to make its turnaround in the following year. There are several financial management practices that will be helpful for the Patton-Fuller Community Hospital. The first financial management practice that will be effective for this hospital is evaluating and planning. This involves evaluating current operations of the organization and evaluating their financial effectiveness in order to plan for the future. This can be anything from the organizations requirements in areas of managing cash to budgeting and reporting financial results. Continuing to produce projected budgets and assumptions for following years will ensure that Patton-Fuller Community Hospital is evaluating their financial situation often, and producing and expectant budgets for analyses. These projections will also allow them to plan for future increases or decreases in areas such as patient volume, utilities, supplies, salaries or ash on hand, so they do not come as a surprise. Giving the hospital an opportunity to plan for future events and accommodate for situations and operations that are either working for or against them, will help to keep the hospital from experiencing unexpected negative effects. The next financial management practice that will be most effective is long-term investment decisions. These decisions will focus on acquiring new facilities and equipment, as well as the implementation of new strategic pl ans in the future of this organization. As far as equipment is concerned, the new budget specifies that new high-cost equipment has been installed within the last year. Air conditioning, telephone systems, all patient beds, and headwalls were replaced in 2009. It also states that depreciation rose sharply, however it is going to remain the same in 2010. Knowing that these improvements will not cost this organization money this year will allow them to plan ahead for capital investments, and possible expansion of the facility that will bring in more money for following years. Financial decision practices are going to be effective as well. â€Å"All organizations must raise funds to support operations. Such decisions involve the choice between internal and external funds, the use of debt versus equity capital, and the use of long-term versus short-term debt† (Gapenski, 2008, pg. 27). Applying this practice to the Patton-Fuller organization will help them to decide if the number of fundraisers needs to be increased, or whether more short-term or long-term investments will prove to be more useful. Despite only a slight increase in revenue, the Patton-Fuller Community Hospital must still support facility upgrades as well as maintenance and costly health information technology. The income that investments provide is typically viewed as an extra source of funding that this organization cannot go without. This type of practice will also be useful for the marketing department who projected in the 2010 budget that donations will be increased by 15%, which will also add to the hospitals expenditures in a capital budget. A financial management practice that may prove less effective for this hospital is contract management. â€Å"In today’s healthcare environment, health services organizations must negotiate, sign, and monitor contracts with managed care organizations and third-party payers† (Gapenski, 2008, pg. 28). The complexities that come with third-party repayment means that a large amount of time and resources are being spent on burdensome accounts, bills, and collection processes, instead of focusing on activities that will bring revenue into the company. Historically, the practice of finance had been driven by the Medicare program, which demanded that providers (primarily hospitals) churn out a multitude of reports both to comply with regulations and to maximize Medicare revenues† (Health Care Finance, 2012, para. 6). In order for a company to be financially functional, they must support cost containment efforts as well as be able to lead their company into the future, not just record what is happening and may be in the past. Spending less time negotiating with third-party payers will open up more time and resources that can be focused on increasing hospital revenue. When an organization is in a time of high profitability and is experiencing an abundance of financial resources, the function of financial management tends to decline in importance. In an effort to control this decline, â€Å"Providers have been redesigning their finance functions to recognize the changes that have been occurring in the health services industry† (Health Care Finance, 2012, para. 9). That way they do not experience a time of fall because of their disregarding of these practice. Recently, a 2010 budget was developed using the 2009 projections, assumptions, and figures for the Patton-Fuller Community Hospital. The purpose of this paper was to analyze that budget and discuss which financial management practices were most effective for this organization as well as which practices were the least effective. Having strong financial management practices is vital to any organization as well as the economic well-being of the health care industry as a whole.