Marketing Audit Redbull

Red Bull Marketing Audit

MARKETING AUDIT:

THE CASE FOR RED BULL

TABLE OF CONTENTS

Title Page

PART I. MARKETING ENVIRONMENT AUDIT

Macroenvironment

A. Demographic ……………………………………………………. 2-3

B. Economic ………………………………………………………… 3-4

C. Environmental …………………………………………………… 4-5

D. Technological ……………………………………………………. 5-6

E. Political …………………………………………………………… 6-7

F. Cultural …………………………………………………………… 7-8

Task Environment

A. Markets …………………………………………………………… 8-10

B. Customers ……………………………………………………….. 10-12

C. Competitors ……………………………………………………… 12-13

D. Distribution and Dealers ……………………………………….. 14

E. Suppliers …………………………………………………………. 15

F. Facilitators and Marketing Firms ……………………………… 15-16

G. Publics ……………………………………………………………. 16

PART II. MARKETING STRATEGY AUDIT

A. Business Mission ……………………………………………….. 16-17

B. Marketing Objectives and Goals ………………………………. 17-18

C. Strategy ………………………………………………………….. 18

PART III. MARKETING ORGANIZATION AUDIT

A. Formal Structure ………………………………………………… 18-19

B. Functional Efficiency …………………………………………… 19-20

C. Interface Efficiency …………………………………………….. 20

PART IV. MARKETING SYSTEMS AUDIT

A. Marketing Information System ……………………………….. 21

B. Marketing Planning Systems …………………………………. 22-23

C. Marketing Control System ……………………………………. 23-24

D. New-Product Development System …………………………. 24

PART V. MARKETING PRODUCTIVITY AUDIT

A. Profitability Analysis ………………………………………….... 25-26

B. Cost-Effectiveness Analysis ………………………………….. 26-27

PART VI. MARKETING FUNCTION AUDIT

A. Products …………………………………………………………. 27-28

B. Price ……………………………………………………………… 28-29

C. Distribution ……………………………………………………… 29-30

D. Advertising, Sales, Promotion, Publicity & Direct Marketing. 30-31

E. Sales Force ……………………………………………………… 31-32

REFERENCES ………………………………………………………….. 33-37

RED BULL GmbH MARKETING AUDIT REPORT

PART I....