Red Bull Mission and Vision Statements Analysis
Red Bull mission statement is “ giving wings to people and ideas .” Though manufacturing the soft drinks is the primary operation of Red Bull, there is so much more than the company does as inferred in this statement. The statement does this through:
- Distinguished products and services . Red bull is labelled as one of the most satisfying soft drinks across the globe. It is produced under very strict and specific conditions that make it a competitive product. Other than this, the company provides other products while maintaining top standards.
- Improving lives . This company is renowned for the support that it gives to a wide range of sporting activities and teams globally. By sponsoring these events, Red Bull contributes to the growth and development of societies as these sports are economically and socially beneficial.
Table of Contents
Introduction
Red Bull is an Australian-based soft drink manufacturing company known for the production of the popular Red Bull. The value of this company is inseparable with that of its soft drink, Red Bull. Since 1987, this company has gained global attention with its marketing strategies that have enabled this soft drink to rank top amongst all other competing drinks in the soft drink categories in terms of market shares.
The ability of Red Bull to achieve so much is linked to the specificity of its core values, mission and vision statements. The company vision is safe considering the declaration presented by its vision statement that Red Bull will remain focused on maintaining high standards and leadership in the sector. This is strengthened by the strategies implied in the mission statement of this company such as prioritization of progressive ideas. The core values further put Red Bull in a winning position as they create a serene working environment for everyone involved with the firm.
Vision Statement
Red Bull vision statement is “ to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner .” The statement has the following components:
- Maintaining Red Bull Standards . To preserve its reputation, this company emphasizes on quality. It leaves nothing to chance in the protection of this brand .
- Leadership . Red Bull leads in the soft drink manufacturing sector by displaying its undivided attention to both products and people.
Core Values
Red Bull core values include “ people, ideas, and culture .”
The popularity of this company is all because of how it approaches its business. Red Bull has shown that it places people second to nothing else, and this is why it has one of the healthiest cultures. In this way, it can capitalize on ideas drawn from its experts to grow.
Red Bull Mission Statement History
Red Bull mission statement remains unchanged through 2020 and 2021
- Cunningham, S., Cornwell, T. B., & Coote, L. V. (2009). Expressing identity and shaping image: The relationship between corporate mission and corporate sponsorship. Journal of Sport Management , 23 (1), 65-86.
- Ingenhoff, D., & Fuhrer, T. (2010). Positioning and differentiation by using brand personality attribute: Do mission and vision statements contribute to building a unique corporate identity? Corporate Communications: An International Journal , 15 (1), 83-101.
- Lee, M. Y., Fairhurst, A., & Wesley, S. (2009). Corporate social responsibility: A review of the top 100 US retailers. Corporate Reputation Review , 12 (2), 140-158.
- Red Bull – Home.
- Verma, H. V. (2009). Mission statements-a study of intent and influence. Journal of Services Research , 9 (2).
- Williams, L. S. (2008). The mission statements. Journal of business communication , 45 (2).
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Little correction: Red Bull is an “Austrian” based company, not “Australian” based.
What Johannes says: Red Bull is AUSTRIAN, not Australian (think Mozart, not kangaroos)
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Red Bull Mission Statement | Vision | Core Values | Analysis (2023)
Company: Red Bull GmbH CEO : Dietrich Mateschitz Year founded: 1987 Headquarter: Fuschl, Austria Number of Employees : 13,610 Type: Private Annual Revenue (2021) : $8.8 billion Profit | Net income ( 2021 ): $4.6 billion
Products & Services: Energy Drinks ǀ Zero Calories Drinks | Sugar-free Drinks | Energy Shots Competitors: : Keurig Dr Pepper | PepsiCo | the Coca-Cola Company | Monster Beverage
Did you know? Red Bull was originally a Thai drink mainly made for and marketed to construction workers, truckers, and farmers to keep drowsiness at bay. The classic version of Red Bull is sweeter than its European version. Dietrich Mateschitz tried the drink first time to cure his jet lag. The blend of caffeine and taurine reduced his plane hangover instantly, and that was the humble beginning of taking Red Bull to the global stage.
Red Bull GmbH is a leading Austrian-Thai private corporation popular for its variety of energy drinks available with the same name. The renowned energy drink company sponsors many sporting teams and vents. Based in Salzburg, the company started its energy drink as a product named “ Krating Daeng ” (means red bull).
In 1984, Dietrich Mateschitz, an Austrian marketer, took permission from Yoovidhya to establish a company to sell the energy drink in Austria and other countries. By 2019, Red Bull became one of the most sought-after energy drinks sold across 171 countries. The drink is a combination of B-group vitamins, taurine, caffeine, sugar, and Alpine water to boost energy levels in the body.
Red Bull is a leading sponsor of extreme sports such as aerobatic flying, rugby, basketball, and cliff diving.
Red Bull’s annual revenue is $8.8 billion.
Table of Contents
Mission Statement of Red Bull GmbH
“Give wings to people and ideas”
While Red Bull primarily manufactures energy drinks, the company includes many goals in its brief mission statement . The popular soft drink company’s precise statement indicates the following aspects of its distinguished services and products.
Mission Statements Analysis of Red Bull
- Promoting Freedom and Active Lifestyle
Giving wings to people is the main aim Red Bull’s mission statement reveals. It implies the brand’s comprehensive objective to support people in their goals and help them achieve their dream by providing them with the best energy drink.
Red Bull positions itself as an excellent energy drink for people who dare to chase their goals or aspire to live an adventurous life. The company understands its target audience and reaches them with clear, constant, and consistent communication through its mission statement and marketing strategy.
Red Bull stays true to its goal by sponsoring sports events to build powerful brand awareness and show that its energy drinks can give people out-of-the-world, incredible performance.
In 2012, RedBull sponsored and organized “ Stratos .” It was a unique event in which Felix Baumgartner from Austria attempted a parachute jump from the mountain in front of hundreds of people.
- Providing Valuable Products and Services
Since its launch, Red Bull has established a reputation as the most satisfying energy drink in the world. Energy drinks are popular for vitalizing the mind and body . The mission statement signifies that Red Bull drinks work great for everyone, from busy professionals, athletes, and travelers to students.
The company ensures to follow specific and strict conditions to make its competitive products. It maintains top standards to provide an effective range of energy drinks.
- Upgrading Lives
Red Bull has established itself as a company with clear goals to support a wide range of extreme sporting activities globally. The company has been supporting and sponsoring sports teams and events during festivals and championship events. Sponsoring sports events is a way to contribute to society’s development and growth economically.
Red Bull Sustainability Goals
“A can has more than one life”
Red Bull has always played a vital role in creating a sustainable environment. The company considers making the environment livable for everyone as its core responsibility. It ensures to follow and implement sustainability goals throughout the manufacturing process of the energy drinks.
It emphasizes sustainable packaging, improving energy use, and lowering carbon emissions in supply and production. The key components of the sustainability goals of Red Bull include.
- Promoting Environmentally Friendly Production
Red Bull aims to create and promote an environmentally friendly production process. The company achieves this by collecting empty cans and recycling them. The brand uses recyclable aluminum cans as they’re easy to melt down without loss of quality. The company saves 95 percent of energy by recycling its aluminum cans.
In addition to that, Red bull ensures producing drinks in resource-conserving ways. It uses 100 percent recyclable pads, trays, displays, and cardboards.
- Creating a Centralized Eco-Friendly Production
Another aspect of Red Bull’s sustainability goals is developing eco-friendly production methods to ensure environmental benefits. The leading soft drink company has a centralized production system that implements efficient and innovative technologies to conserve resources. Plus, the use of high-quality ingredients and state-of-the-art processes guarantee premium product quality.
Core Values / Culture of Red Bull
The Red Bull Company’s offices reflect its brand culture. The reputed soft drink company stimulates innovation and collaboration to make the work culture more creative. It designs offices that promote concentration and focus among employees.
The company also ensures seamless communication among the workforce with advanced meeting rooms, cafes, and gyms to help people celebrate and socialize together.
Red Bull’s core values include components like ideas, people, and culture.
The popularity of Red Bull is because of the unique way it approaches business practices. The company’s values show that it places its workforce first to cultivate and promote a healthy culture. This is how it capitalizes on ideas drawn from the experts to progress and grow.
Red Bull’s fast-paced environment encourages people to develop a unique and innovative entrepreneurial mindset . The core values show that the company aims to provide the freedom to dream and face challenges.
References & more information
- Red Bull, Red Bull Stratos , Red Bull
- Red Bull, Gives you Wiiings Red Bull
- Featured image by Jesper Brouwers
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Red Bull GmbH is the distributor of the Red Bull energy drink. The company came into real-world experience in the year 1987. In this article, we will see the Red Bull Mission and Vision statement.
Introduction
Each of the companies works with a different approach to reach whatever position they see themselves to be. For that, various things matter to get the success companies to want.
A mission statement is the motive of the organization which they want the world to know. The mission statement depicts the purpose of whatever innovations, struggles, & ideas that the company is striving towards. So, the mission statement defines the reason for the companys’ constant invention.
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Red Bull Mission Statement
Red Bull is an energy drink. It has a wide range of consumers all over the world. In the beginning, Reb Bull’s start was a little bit limited. But later, it took continuous growth by getting recognition for its taste & ingredients.
Red Bull Vision Statement
Red Bull’s vision statement is– We will maintain our standards of ourselves by controlling the leadership position in the energy drinks category by serving customer services in a highly efficient & profitable manner .
Red Bull Values Statement
Red Bull value statements are – People, ideas, & culture .
Ideas are the first step for the accomplishment of each & every dream of the organization. If the idea is unique then success will also be bigger in the future. So, an idea holds a big responsibility in itself & that is also the reason for accepting the idea as a value by Red Bull .
But deep down this mission, vision, & values have stayed as a root for Red Bull’s success. The organization has proven that these three things can make major differences in the business field. However, every company has these three statements. But the factor is how deeply the management follows it.
Frequently Asked Questions
Red Bull has a slogan that gives wings to the consumer. However, the real impact of these energy drinks on the consumer is very different. The caffeine inside the Red Bull energy drink will enter into the system. And it makes heart rate & pressure increase in the body just within the 10 minutes of having it. These will impact on creating alertness & concentration of that person.
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Red Bull Mission Statement Analysis and Vision
Red bull mission statement for customers, red bull brief history and early days, red bull’s unique corporate philosophy and its impact on our society and world, conclusion: red bull has a uniquely compelling brand philosophy that is highly valued by society.
Red Bull Mission Statement "We are dedicated to uphold Red bull standards, while maintaining the
Red bull may not give you wings'.
In today's world, the name Red Bull and the slogan "Red Bull Gives You Wings has been inscribed into the minds of consumers around the globe. The popular energy drink, which seems to have sky-rocketed in US as well as world-wide sales is no miracle drug, although it does seem that way by the overflowing demand. Known to many as a coffee substitute, Red Bull is able to give its buyers that extra push or burst of energy to keep their day going due to its increased amounts of caffeine, without the nasty aftertaste of coffee. No doubt its marketing strategies have made a massive impact on its increased sales, but at its start, it is no lie to call Red Bull a self-made success. In a time where everyone is
Energy Drinks And The Energy Drink Industry
Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many
Red Bull Case Study
Red bull has dominated the energy market for a decade now. Its popularity and stylish design has allowed it to be charged at a premium price. Red Bull is a stylish and vibrant energy drink that is priced at least five times higher than the ordinary soft drink. Red Bull strongly believes that it offers its consumers something more than a beverage; it believes that it offers them a ‘way of life.’ It provides its consumers with energy and related brainpower to make the most of their time. Due to all of the above reasons, Red Bull can afford to price itself at such a high price. Therefore, it is important that Red Bull chooses those markets where the people have the financial capacity to purchase their product
Essay on Red Bull Situation Analysis
This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.
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Market share and strategy - RedBull had dominated the market of energy drinks all over the world. Its main mission is to provide an energy drink made with natural ingredients which provide energy to man, women or children in their day to day life. It provides instant energy which helps college students or working people to maintain their energy and keep doing their work with full enthusiastic way.The Red Bull brand had created a great impact on the mind of its customers by its product results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy Drink Brands.")
Anheuser Busch Inbev
As a company[s main mission to be the greatest beer in the world, they have achieved competitive strategies to be able to protect their business-level strategies; Sprinkler Expansion strategy, Aggressive Marketing Strategy and Consumer Responsiveness Approach.
Red Bull Marketing Plan
Red Bull has a large market share in the energy drink market and it is one of the most popular energy drinks in the world, this may help us to increase the demand for the product and maybe develop a new product within the same brand.
Marketing Research: Red Bull Strategy
Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).
Red Bull Marketing Research
This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their
Red Bull 's Marketing Plan
Indeed, Red Bull’s marketing efforts have an appeal that continuously attracts new consumers. The techniques Red Bull uses associate their energy with a “positive” lifestyle. In return, daily consumers begin to connect the consumption of the beverage with remarkable life “benefits” such as high levels of concentration and performance. For the younger consumer, Red Bull provides energy for adventurous and
Red Bull Marketing
Red Bull GmbH is a small company, who manufactures “Functional Drinks” or “Energy Drinks” on a
International Marketing
Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team
Ans3 – The global markets are becoming increasingly competitive, with new products and new markets opening up, it is imperative that companies keep updating and re-engineering their products to cater to changing consumer needs and fresh trends. Red Bull has believed in keeping a simple production, marketing and distribution strategy. However with the increase in competitors, certain changes in its marketing mix would be beneficial.
Event Marketing - the Lessons from Red Bull Strategy
Additionally, Red Bull seek out and create a sense of drama and the spectacular with each event to rival anything Evel Knieval could’ve ever imagined.
Analysis of Building Brand Equity of Non Traditional Ways Red Bull
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Their slogans, “Red Bull Gives You Wings” and “No Red Bull, No Wings” have also proven to be a staple in their brand presentation for many years (Red Bull). While Red Bull is still dominating the industry, they may have some untapped resources in their marketing strategy and product presentation. While the brand is known throughout society they have the ability to reach a larger audience without losing the identity that the brand was built on. In the United States specifically, Red Bull could appeal to American athletes and consumers by sponsoring well-known athletes outside the extreme sports industry.
Related Topics
- Dietrich Mateschitz
- Krating Daeng
Red Bull Global Headquarters
When Red Bull was founded in Austria in the mid 1980s, it marked the launch of not only a new product but also a unique marketing concept. The first can of Red Bull was sold in Austria in 1987, creating a whole new product category – Energy Drinks.
Today, Red Bull operates in over 175 countries, selling over 11.5 billion cans annually and growing! Above all, our people remain the essential ingredient in bringing the Red Bull brand to life. In Austria more than 2,000 individuals, representing over 60 different nationalities, work together to grow the brand and deliver great products and experiences by Giving Wiiings to People and Ideas. In addition to our Global Headquarters, Austria is home to Red Bull Media House and other entities such as our Consumer Products divisions, Wings for Life and the Flying Bulls.
Fuschl am See
Red Bull teams are based in three locations in Salzburg: Fuschl am See, the Red Bull Base in Elsbethen and Wals-Siezenheim. Red Bull has been Giving Wiiings to People and Ideas from our headquarter’s location in Fuschl am See for over 35 years. The architectural office buildings, surrounded by crystal clear lakes and mountains, are a great spot for lunch time swims or training for the next Wings for Life World Run on the trails around the lake. Fuschl surroundings offer short hikes and tall peaks for the mountain go-ers and during winter, after work ski-touring is just a few minutes from the office. Several of our Corporate Project teams including Wings for Life and Flying Bulls are also based throughout Salzburg in nearby locations.
Our workplaces reflect the brand culture: creative spaces that stimulate collaboration and interaction; offices designed to promote focus and concentration; fully connected meeting rooms that enable seamless communication with our colleagues in the building and around the world; facilities that support our daily lives (changing rooms, bike storage) as well as lunch spots, local hikes and lakeside areas where we come together to socialise and celebrate.
Global Headquarters Teams
Most jobs take energy - these give it
Thanks to our sales teams around the world, whenever consumers want a Red Bull, a can is close at hand. Single cans and multi-packs are merchandised and sold in supermarkets, convenience stores, gas stations, restaurants, bars, e-commerce sites and at other locations, including hotels, festivals and specialty retailers. Red Bull sales teams are channel-oriented and organised into Off Premise (retailers, where the product is consumed later) and On Premise (hospitality venues, where the can is opened and enjoyed immediately). Fun fact: did you know that the first Red Bull sold was here in Salzburg in a local On Premise account? With experts in the areas of Key Accounts, Field Sales, Distribution, Category Management, Insights and Trade Marketing, our sales teams work collaboratively across business channels to build customer partnerships, secure availability and brand presence, and drive maximum consumer impact. Our sales teams maximise the steady profits that keep the entire company strong and growing.
Red Bull’s mission is clear: we Give Wiiings to People and Ideas. Global, national and local marketing teams in over 170 countries around the world accomplish this in unique ways. We inspire, encourage, challenge and empower people to make the most of their time and talent to bring the best ideas to life. Since 1987, Red Bull has continually captured the world’s attention with 'beyond the ordinary' initiatives, events and projects including Red Bull Flugtag, Red Bull Stratos, Red Bull BC One, Red Bull Cliff Diving and countless others. Red Bull marketing teams are specialized in the areas of Sports (Events, Athletes), Culture (Dance, Music), Brand (Advertising, Consumer Activations, Consumer Insights, Consumer Collecting and Field Marketing, Product Initiatives), and Media (Communications/Earned, Content Development and Production, Managed and Owned). Often, our Field Marketing teams support initiatives in all of these areas; they work closely, both internally as a unit and cross-functionally with sales teams, to create the best consumer experiences around our brand and products as well as media projects.
The operations team plans and executes the production, transportation and delivery of our product around the world to meet the demand of our customers and ensure the highest quality standards within every can of Red Bull. The process begins with the Product Innovation team, developing and introducing the products consumers want most. It continues with Planning, the team responsible for supply and inventory management, including raw materials, packaging, produced beverages and POS materials. Our Procurement team sources everything needed to produce our premium beverages packaging and POS while Production is responsible for mixing, filling and packaging the beverage. Fresh and ready-to-drink cans are delivered through the entire distribution channel, to all point-of-sale outlets thanks to our Logistics team. Through it all, our Quality team assures the quality of the product by managing specifications, compliance and certifications at every point in the process. Operations works tirelessly with the most advanced systems and technology to ensure that every single time a consumer searches for, purchases, and opens a can of Red Bull, they enjoy an optimal product experience.
The mission of our media teams is to create and program unique and authentic content that inspires and engages our consumers – and keeps them coming back for more. Through our seasoned approach to storytelling, our teams at Red Bull Media House within Media Network, ServusTV, Terra Mater, Publishing and Benevento showcase the World of Red Bull. Media teams develop, produce and commission original, 'beyond the ordinary' stories across a wide range of formats, including events, live broadcast, social media, audio media, print and online magazines, television, short and long-format programming, as well as documentaries and feature films from around the world. Our teams then programme the content to reach our audience across our network of owned and managed channels – from digital platforms to traditional television networks and editorial media partners. Media teams work cross-functionally to build and develop digital products, ensure smooth technical executions and a world-class user journey, and realise media sales opportunities and cross-platform promotions, in order to bring to life a ‘beyond the ordinary' consumer experience.
The finance team is responsible for keeping the company in financial balance. In order to achieve this goal, the team has experts in the areas of accounting, taxes, controlling, compliance, treasury, strategy, and merger and acquisitions.
To support Red Bull's global business, IT drives automation, collaboration and decision-making based on business insights. Strategic IT functions such as concepts, architecture, management and standards are managed internally whereas other IT functions (development, operations, support) are either outsourced or automated. Media Technology teams work across the entire digital media supply chain and technology stack to facilitate the streaming and storage of content, as well as the management of digital rights and its technical infrastructure, all to support the vision of bringing content to life. A dynamic digital environment allows us to achieve our goals while being challenged and enriched by the diverse nature of our international organisation.
The legal team protects the company, as well as its employees, partners and vendors, adding value to each product line and initiative by providing proactive, reactive, and strategic legal advice and services. Well-considered guidance empowers the business to maximise opportunities while limiting exposure to unnecessary risks.
The HR team enables Red Bull to hire, develop and grow the right people. This means supporting managers and teams with the right resources and work environment to be creative, develop individual strengths, work collaboratively and achieve the best possible results. Global HR teams include HR Information Systems, Talent Management and Compensation & Benefits while our Austria HR team includes Talent Acquisition, Business Partnering, Payroll and an HR Shared Service Center to ensure all headquarter employees are supported.
The Fashion & FanWear teams are responsible for an extensive product portfolio led by the premium fashion brand AlphaTauri and Red Bull Energy Wear, which includes the Official Red Bull Athletes Collection and a large range of Red Bull FanWear for Red Bull Racing, RB Leipzig, Red Bull BC One and many more. The team manages various brand extension programs, creating further dimensions of the Red Bull brand. They are committed to establishing business and driving innovation across product design, development, marketing and distribution, including e-commerce.
Data & Analytics teams throughout the organisation support our various departments by identifying useful internal and external, structured and unstructured data sources. The consistent delivery of high-quality data is ensured by the implementation of rigorous Data Quality Management standards and processes. Additionally, the teams ensure the data is properly modelled and provide state-of-the-art decision support by applying data science and machine learning, including purpose-built and trained artificial intelligence applications. Data & Analytics teams help ensure our insights and data have the highest possible impact throughout the company by designing relevant, advanced reporting solutions.
Enter the World of Red Bull and kick-start your career with an Internship or by joining our Graduate Program. Check out the different job functions and find out which one reflects your strengths, passions and professional pursuits.
Administration functions act as the backbone of the entire organisation. With a clear focus on priorities, they support processes, projects and daily deadlines, coordinate information flow within the team and interface between the business and external stakeholders.
Giving Wiiings to People and Ideas
Showcasing our global heroes, events and projects
Global Projects
The World of Red Bull is filled with adventure, culture, sports and innovation. Everything Red Bull does is localised, unique, and delivers on the mission to Give Wiiings to People and Ideas.
Global Heroes
We team up with athletes and artists to help them hone their talents, achieve their goals, support their communities, entertain and inspire others and constantly innovate, moving their discipline forward.
Global Events
Our events enable once-in-a-lifetime experiences where the participants are heroes of the day!
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The vision statement of Red Bull
Posted by George on Mar-10-2020
1.1. What is a vision statement?
The vision statement for Red Bull is its strategic plan for the future – it defines what and where Red Bull Company wants to be in the future. The vision statement for Red Bull is a document identifying the goals of Red Bull to facilitate its strategic, managerial, as well as general decision making processes.
1.2. Components of the vision statement
1.2.1. concise.
The vision statement of Red Bull is brief and to the point. This means that the company has not used long dialects and dialogues to delivers its opinion ad stance to the public and relevant stakeholders. The vision statement should be brief and comprehensive – it should communicate the essence of the business, and its future plans to help the stakeholders understand its business philosophy and business strategy.
1.2.2. Encompassing description
The vision statement of Red Bull should be brief but should be holistic in nature. This means that the visions statement should be complete in its description and information of what the company desires, and how it plans to achieve its long term goals strategically. The vision statement should be a comprehensive statement identifying the company’s core strengths, which would enable it to achieve its futuristic goals.
1.3. How to develop a vision statement
The company should identify the following t be able to guide its business decisions towards future success and progress to be able to develop a successful vision statement:
1.3.1. Look at the organizational history
- When did Red Bull start the business?
- How many employees did the company have during the beginning?
- The significant milestones that Red Bull has achieved since being started, and when were these milestones achieved?
- Include all positive and negative milestones that Red Bull has faced, and how it overcame them?
- What does Red Bull enjoy the most about its business and why?
These questions will help the management and key decision makers at Red Bull to critically assess the history and the various decisions that were made for Red Bull and the business. These will be critically reviewed for the positive o the negative consequences they brought, and how that influenced the general business direction or Red Bull to have it stand in its present position.
1.3.2. Look at the present
- What is the business landscape for Red Bull currently?
- How many employees does the business have currently?
- What is the unique value proposition offered by Red Bull
- What are the strengths, weaknesses, opportunities and threats being faced by Red Bull in the present?
- What is the financial strength of the company in the present?
These questions will help strategic managers and decision-makers identify the need of the business to progress, as well as identify the resources needed for advancement. In addition, these questions will also help Red Bull in deciding the future direction it wants to take on, and how to achieve and realize that direction. Lastly, assessment of present standing for Red Bull will help the business identify how it can improve the business with potential changes.
1.3.3. Look at the future of the organization
- What are the long term goals for Red Bull?
- What are the short term goals for Red Bull?
- How can the company improve its offerings?
- Which processes and ideas can be implemented to help the business gain higher effectivity and efficiency?
- What is the potential for growth for Red Bull?
- What are the secondary goals of the business?
These questions will allow managers and decision makers for Red Bull to clearly think about where they want the business to be in the future, and how this future and its goals can be achieved and realized.
1.3.4. Identify loopholes
The process of critically assessing the past, present and future of Red Bull is important for vision building because:
- It allows identification of gaps and loopholes between the present an the future
- It directs Red Bull towards filling those loopholes through correct resource allocation
- It helps idea generation for enhancing business performance
- It allows strategic decision making for fueling business growth
1.4. How to implement a vision statement
1.4.1. gathering for a meeting and idea generation.
- Red Bull should gather all employees from different managerial levels in groups
- These groups should work towards generating ideas based on what the organization stands for, and what it offers
- The idea generation should be based on the employee's perception
- The ideas should also involve where the progression of the company should be focused on
- In addition, the employees should also focus their ideas on foreseeing a potential future for Red Bull
1.4.2. Grouping similar ideas and developing drafts
- Similar ideas should be grouped
- Senior level employees should develop and compare descriptions for grouped ideas
- The grouped ideas should be categorized according to themes
- The thematic groupings should be prioritized with the organizational offerings and values
- Draft vision statements should be created based on high priority groups of ideas and descriptions
1.4.3. Evaluating the vision statement
- Visions statements should be evaluated on their criteria of matching with the organizational offering and potential
- The vision stamen should also reflect the work environment and business potential of Red Bull
- The vision statement should be in line with the values of Red Bull
1.4.4. Communication of vision statement
- The visions statement should be communicated to all relevant stakeholders of Red Bull
- The visions statement should be incorporated in the annual statement
- The visions statement for Red Bull should also be updated, and transparently be drafted within the organization
- The visions statement should be sued to guide the drafting of the mission statement
2. The mission statement of Red Bull
2.1. what is a mission statement.
The mission statement for Red Bull is a public document that details the values and strategic aims of Red Bull. The mission statement of Red Bull also identifies the purpose of the organization existence, highlighting the services and the products it offers. Further, the mission statement also identifies the organization’s operational goals for Red Bull, the processes the company uses to achieve those, the target customer groups, and the region where the company operates.
2.2. Components of a mission statement
2.2.1. customer satisfaction.
The mission statement of Red Bull focuses on addressing issues of customer satisfaction. The mission statement of Red Bull has identified its target customer groups, and also identified their needs and demands. The mission statement reflects on how its products and services work towards increasing customer satisfaction for its target customers.
2.2.2. Based on core competencies
The mission statement of Red Bull is based on its integral strengths and competencies. This is important for Red Bull as the mission statement will highlight the different systems and processes as well as strategic tactics that the company uses to achieve its organizational and strategic goals. The achievement of the goals will depend on how well Red Bull makes use of its core competencies.
2.2.3. Realistic and clear
The mission statement for Red Bull is also realistic and clear. This means that Red Bull has used simple, string, and easily understood words and phrases in the drafting of its mission statement. Clarity is important so that the mission statement is understood by all relevant stakeholders of Red Bull Company. Red Bull’s mission statement is also realistic, which makes it able to achieve various set goals and targets.
2.2.4. Motivational and inspirational
The mission statement of Red Bull is motivational in that it works towards inspiring the employees and the workforce towards giving their optimal best performance towards the goal achievement of Red Bull. The mission statement of Red Bull is also inspirational in that it develops the need for growth and progress in individuals – for the betterment of not only the company but also for their own selves.
2.2.5. Specific and sharp
The mission statement of Red Bull is precise and to the point. It is easy to understand and delivers what the audience must know about Red Bull’s offerings and operations. It is important to keep the missions statement short, sharp and precise to be able to successfully communicate the company’s standing to stakeholders, instead of dragging it on into long pages with repetition and non-important aspects.
2.2.6. Reflects the company’s offerings
The mission statement of a company should be based on what the company has to offer in terms of products and services. This means that the mission statement for Red Bull highlights its offerings, but ensures that this offering is in line with the values that the company stands for. The mission statement for Red Bull, therefore, identifies the ethical grounds through which the company systematically works to deliver its offering.
2.3. How to develop a mission statement
It is important to follow the following steps and answer the following questions to be able to develop successful mission statements:
2.3.1. What does Red Bull do?
- Define the purpose of Red Bull
- Define its brief history
- Define the need for existence for Red Bull
2.3.2. How does Red Bull manage to achieve its promised offering?
- Explain the systems and operations employed at Red Bull
- Identify relevant ethical policies in place at Red Bull
- Highlight the use of transparency at Red Bull in all matters
- Define the processes that Red Bull uses to deliver its promised offering to target customer groups
2.3.3. For whom does Red Bull produce offerings?
- Define target market customers for Red Bull
- Target market customers from different regions can also be defined
- Red Bull can also explore secondary target market groups, and define them in the mission statement
2.3.4. What value is Red Bull adding on?
- Define the value additions being brought forward by Red Bull in the customer’s life
- Define the purpose of the offerings being delivered by Red Bull
- Highlight the importance of Red Bull in the lives of its customers
2.4. How to implement the mission statement
2.4.1. communication.
- Red Bull should communicate the mission statement to all stakeholders – employees, customers, shareholders, public, government etc.
- Red Bull should also keep the mission statement transparent and accessible at all times
2.4.2. Training
- Red Bull should encourage its employee force to undergo training if need be to meet the requirements of the mission statement
- Red Bull should regularly hold workshops to refine the values being defined in the mission statement and build them in its employee force
2.4.3. Goal setting
- Red Bull should develop SMART goals to meet the strategic targets identified in the mission statement
- Red Bull should also develop ethical grounds to remain in line with the mission statement
- Red Bull should keep goals flexible, but the means to achieve the goals should be stringent and should reflect the values drafted in the mission statement
3. Goals of Red Bull
3.1. what are organizational goals.
Organizational goals are those business and strategic objectives that define the purpose of Red Bull. Organizational goals are strategic targets that Red Bull wants to achieve over a period of time. This time period is generally long term. The goals of Red Bull help direct its employee behaviour, as well as help in directing the operations of the business in the short term.
3.2. Components of goal
3.2.1. achievable.
The goals set by Red Bull should be achievable. This means that Red Bull should have the resources and the finances necessary for being able to realize the organizational goals over the long haul. Red Bull should also have the strategic leadership to be able to achieve these organizational goals.
3.2.2. Time-frame defined
All goals set by Red Bull- even for the long term – have an attached time frame. This is important to ensure that the organization is effective and efficient in realizing its goals.an attached time frame for the goals set for the long term future also helps in establishing a related time frame for the more short term organizational objectives.
3.2.3. Easy to understand
The goals should be fairly simple and should be easily understood by all employees of Red Bull. This is important as only when employees are clear about what the goals are, their importance, and the urgency of achieving them will they be able to relate with them and work towards achieving them.
3.2.4. Easy to communicate
The goals set by Red Bull should also be easy to communicate. This means that the jargon used for goal setting and goal communication should be clear and precise. These goals should be communicated with all managerial levels, and all employees to allow them a directive path to help the organization achieve these goals.
3.2.5. Pragmatic
The goals set by Red Bull should also be realistic in nature. This means that all strategic goals defined by Red Bull should take into consideration not only its internal financial position and resources but also the skill set of its employees and the larger macro environment. This will enable the company to set goals that will sue the core competencies of Red Bull to help it achieve the strategic goals easily, and realistically.
3.2.6. Relation with job tasks
All goals should be relatable with the employees of Red Bull. This means that all goals should directly or indirectly be tied to the job tasks and job nature of employees. This is to ensure that employees don’t feel redundant and use their skills to help the organization progress.
3.3. How to develop goals
3.3.1. strategic evaluation.
- Assess and review the vision statement
- Based on the vision statement and company values, decide where Red Bull should be in the next five years
3.3.2. Brainstorming
- Brainstorm goals that will help Red Bull achieve its long term direction
- Group goals according to themes
- Cluster the goals, and briefly describe each group and cluster
- Set long term goals for the company according to different clusters and groups
3.3.3. Prioritization
- Prioritize different clusters and groups
- Set and define long term goals based on prioritization
- Prioritization should be based on how soon the different defined goal groups and clusters will help Red Bull progress and achieve its desired position in the next five years or so to develop a successful vision statement
3.4. How to implement goals
3.4.1. communication.
- Communicate the goals to all managerial levels
- Goals should also be communicated to all relevant stakeholders – including distributors, shareholders, third-party contractors etc.
- Goals may also be communicated to customers
- Communication of goals will help Red Bull achieve goals by defining roles and milestones needed for achievement
3.4.2. Periodic strategic evaluation
- Evaluate the progress of goal attainment periodically
- This evaluation is done at a strategic level and operational level
- Different goals should be set for different departments of Red Bull to help it achieve the broader long term goals
- These departmental goals help in directing operations towards the larger strategic goal attainment
3.4.3. Training
- Employee training to develop skills needed and necessary for goal attainment
- Training can be in-house or out-house for employees
- Training for Red Bull should be continual and should be consistent with the goals set
4. Objectives of Red Bull
4.1. what are organizational objectives.
Organizational objectives for Red Bull are the short to medium term targets and goals that the organization sets to achieve the bigger strategic goals set for the long term. The organizational objectives are important in shaping resource allocation within Red Bull as well as in determining the policies, schedules and processes that are implemented in Red Bull.
4.2. Components of objectives
4.2.1. specific.
All objectives set by Red Bull are specific and clear. This helps employees, as well as managers, manage and maintain focus on the targets and the end results that need to be achieved. At the same time, specific objectives help managers determine skill development and training needs within their departments as well.
4.2.2. Measurable
Objectives at Red Bull are also measurable. This means that all objectives can be tracked for progress. This is important for Red Bull as it helps in meeting deadlines. The element of measurability is added in objectives by adding quantifiable criteria for determining progress and objective achievement.
4.2.3. Attainable
The goal should be attainable that even in stretching the abilities of the employees and challenging them, it should remain possible to achieve. The objectives at Red Bull are attainable in that they push the employees out of their comfort zones but remain possible to achieve.
4.2.4. Realistic
Objectives at Red Bull are also attainable in that they are realistic. This means that Red Bull sets objectives keeping in view the organizational resources and constraints to be able to achieve objectives effectively and within time.
4.2.5. Timely
Objectives at Red Bull are also time-bound in that they have a specified start and finish date. The timeliness of the objective helps Red Bull maintain a sense of urgency in employees, and keep them motivated towards achieving the objective.
4.3. How to develop objectives
4.3.1. focus on overall strategy.
- Objectives should focus on the broader organizational strategy
- This will facilitate the organization in keeping in view the broader purpose and at the same time work towards achieving quantifiable goals and objectives
- By keeping in view strategic focus, Red Bull also maintains proximity with the vision of the organization and works towards enhancing the performance of the organization
4.3.2. Focus on goal
- Objectives at Red Bull should be set keeping in view the set organizational goals
- Objectives at Red Bull should flow from the organizational goals, and work towards helping the company and its departments and operations achieving the set goals
- This is important as it keeps objectives strategically relevant to the organizational processes and systems
4.3.3. Focus on the time frame and skill sets available
- Objectives at Red Bull should focus on the time constraints present in terms of resource present, as well as the urgency of the organization and the industry
- Objectives at Red Bull should also focus on the skillset of employee and organizational resources available
- Focus on resources and skills is important to ensure that all objectives are attainable
- Focus and relevance with resources and skills will also help Red Bull identify gaps that it needs to fill through training
4.4. How to implement objectives
4.4.1. communication.
- Objectives at Red Bull should be discussed with employees mutually
- Purpose of the set objectives should be clearly discussed, and communicated with the employees
- This discussion should entail not only the objective, but also the time period within which it is expected to be completed, and the processes and means to achieve it
- Objectives should also include aspects of personal and individual growth and development of employees to make sure that employees remain motivated throughout
4.4.2. Performance appraisal
- The performance appraisal at Red Bull helps managers and supervisors keep track of objective achievement and employee performance
- The performance appraisal also helps keep the objectives time bound through regular reviews and discussions
- The performance appraisal also helps identify skills development aspects that employees need and helps the managers develop suitable and needful strategic training programs for skill development and skill improvement
5. References
Cole, G., 2003. Strategic Management. Boston: Cengage Learning EMEA.
French, R., 2011. Organizational Behaviour. Hoboken:NJ: John Wiley & Sons.
Gilligan, C. & Hird, M., 2012. International Marketing: Strategy and Management. London: Routledge.
Hill, C. & Jones, G., 2007. Strategic Management: An Integrated Approach. Boston: Cengage Learning.
King, D. & Lawley, S., 2016. Organizational Behaviour. Oxford: Oxford University Press. Learning.
Kotler, P. & Keller, K., 2009. Marketing Management. New Jersey: Prentice Hall.
Perkins, S. & Arvinen-Muondo, R., 2013. Organizational Behaviour: People, Process, Work and Human Resource Management. London: Kogan Page Publishers.
Thompson, J. & Martin, F., 2010. Strategic Management: Awareness & Change. Hampshire: Cengage Learning EMEA.
Witcher, B. J. & Chau, V. S., 2010. Strategic Management: Principles and Practice. Boston: Cengage Learning EMEA.
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Red Bull mission statement is " giving wings to people and ideas ." Though manufacturing the soft drinks is the primary operation of Red Bull, there is so much more than the company does as inferred in this statement. The statement does this through: Distinguished products and services.
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Red Bull aims to create and promote an environmentally friendly production process. The company achieves this by collecting empty cans and recycling them. The brand uses recyclable aluminum cans as they're easy to melt down without loss of quality. The company saves 95 percent of energy by recycling its aluminum cans.
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A company's vision and mission statements define what the company does and what their future goals are. You can use a company's vision and mission statements while looking for a job to determine whether the company is a good fit for you and your personal goals and values.
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Red Bull's vision statement is- We will maintain our standards of ourselves by controlling the leadership position in the energy drinks category by serving customer services in a highly efficient & profitable manner. Every stream of the business has competition in the markets.
Red Bull Mission Statement for Customers In recent years, Red Bull has been trying to broaden its scope. In the past, the company would sponsor events and athletes that were very energetic and free-spirited. However, they have now shifted their focus towards a more polished aesthetic.
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About us. Red Bull Gives Wings to People and Ideas. This drives us - and all we do - since 1987. Today, Red Bull operates in over 170 countries selling more than 7.9 billion cans annually and ...
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Red Bull Mission Statement "We are dedicated to uphold Red bull standards, while maintaining the leadership position I the energy drinks category when delivering superior customer service in a highly efficient and profitable manner.
Red Bull's mission is clear: we Give Wiiings to People and Ideas. Global, national and local marketing teams in over 170 countries around the world accomplish this in unique ways. We inspire, encourage, challenge and empower people to make the most of their time and talent to bring the best ideas to life.
Red Bull's mission statement is "Giving wings to people and ideas. Though manufacturing the soft drinks is the primary operation of Red Bull, there is so much more than the company does as inferred in this statement. The statement does this through: distinguished products and services."
Mission Statement. Red Bull North America's mission statement is "Giving wings to people and ideas. While the drink raised several health concerns for the high amount of caffeine and sugar in the past years, Red Bull's story, it's undoubtedly entrepreneurial."
The mission statement of Red Bull has identified its target customer groups, and also identified their needs and demands. The mission statement reflects on how its products and services work towards increasing customer satisfaction for its target customers. 2.2.2. Based on core competencies
Marketing objectives: 1) to create brand preference for the product as the source for the mind and body invigoration within generation Y. 2) To maintain the strong brand leadership within the energy drink market by building more awareness of the high-quality performance of the product