Business Level Strategy and Red Bull: A Discussion

Part 1: Analyzing Business Level Strategy

This assignment has 2 parts:

Part 1: (1-2 paragraphs, 250 words)

For this week's discussion, let's reflect on business level strategy specifically.

Identify a company of your choosing (But not Tesla, Facebook, Amazon, Apple, Netflix, or Google - there's so many other great companies out there) and

describe what type of business level strategy they utilize. Is their business level strategy working for them? Why or why not? Please describe in detail and provide support for your arguments.

Part 2:

Read a classmate's discussion and write a short response. Juan Palomino's Dicussion: Red Bull’s business level strategy is product differentiation. Red Bull promotes a premium energy drink that is in general more expensive than the one their competitors offer.

Red Bull’s business-level strategy influences their customers to believe in a lifestyle of taking risks and being active, based on their message “Red Bull gives you wings”. I believe Red Bull’s business-level strategy is one that works for them.

By using a differentiation strategy, Red Bull can continue building their brand and can continue communicating their message on an active lifestyle through involving their brand with extreme sports such as motor racing, snowboarding, and cliff-diving. Red Bull keeps growing as a result of their investment in building this brand image.

In 2020, 7.9 billion cans of Red Bull were sold worldwide, a 5.2% increase compared to 2019. Worldwide marketing has opened and helped grow markets mainly in Turkey, Germany, Russia, Canada, Scandinavia, Switzerland, and the USA (Red Bull).

Below is an example of a response: Hi Juan, Thanks for sharing your insights. I love red bull's brand - they definitely have the superior brand awareness strategy of competing products. The brand has an interesting beginning. If you're interested, check out this short article.