Communication Strategies at Red Bull: SWOT Analysis and Comparison with Competitors

MANAGEMENT

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EXECUTIVE SUMMARY
Communication is the most essential aspect of the modern day business. It is essential for the
organisations to understand the challenges they are facing in their communicational
mechanism. This report analyses the communication mechanism at the Red Bull. It is seen
that company is using verbal communication as their major form of non-electronic
communication strategy. In terms of electronic communication methods they are using
mobile technologies, social media sites, blogs and E-mails so as to improve their performance
related to communication. These communicational channels have enabled them in bringing
the effectiveness in the flow of ideas. This report provides the strengths, weaknesses,
opportunities and threats of the communication strategy that is used within Red Bull.
Communicational practice of Coca-cola and Pepsico has been illustrated in the report along
with recommendations for communicational strategies that can be used by Red bull.

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Contents
EXECUTIVE SUMMARY...................................................................................................................1
INTRODUCTION.................................................................................................................................2
Key non-electronic communication methods used by Red Bull............................................................2
Electronic media and communication strategies....................................................................................3
SWOT analysis of Red Bull’s communication strategies......................................................................5
Comparison of the communicational practice of the 2 competitors.......................................................6
Recommendation for improving communication at Red Bull................................................................8
CONCLUSION.....................................................................................................................................9
REFERENCES......................................................................................................................................9
INTRODUCTION
Communication has become one of the most essential aspects in the modern day business.
Companies are using different types of strategies so as strengthen their communication

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strategies. Since internet has become a common medium for communication hence the
companies have also started taking use of it for improving their communication
( Waterhouse, et al. 2010). Electronic media and communication strategy has become
essential for customers especially when it comes to use of social media and other websites. E-
communication has boosted both internal and external communication. Red Bull is an energy
drink that is sold by Red Bull GmbH. Company was found in 1987 and current has the
highest market share among all the energy drinks in the world. Company is selling approx.
6.302 billion cans in a year. This report analyses the key non-communication practices and
methods that a firm is using so as to engage with their suppliers, publics, and the staff
members. It also provides the overview of the electronic media and communication strategies
used by the firm that includes different electronic platforms. Strength and weakness of the
company’s communication strategy along with comparison of the communication practices of
their competitors has been done. In the last part suggestions and recommendations about the
ways to improve communication within the organisation has been illustrated.
Key non-electronic communication methods used by Red Bull
Non-electronic communication methods were widely used in the organisation for their
internal communication in the previous times but it is neither fast not effective in the modern
times (E. Kunz, Elsässer and Santomier, 2016). Red Bull uses this communicational medium
for distributing messages along their internal stakeholders. Primary non-electronic
communication method includes:
 Invoices: This is used by the management to convey any particular kind of messages
to its employees. This is one of the most traditional methods of communication that
was and is used within the firm.
 Flowcharts: This is used by the managers in the Red Bull so as to explain any
procedures within the firm to their employees. This is generally used in the meetings
so as to explain the process or any other structural things (Daly, Liou and Brown,
2016).
 Verbal communication: This is the highly used non-electronic communication
methods used in the organisation. Employees interact with each other through verbal
communication so as to increase the co-ordination among them and to improve the
strategies related to teamwork. There is a particular standard that has set within the
firm and the employees have to confer with each other in that manner only.