Investigation of the Marketing of the Red Bull Company in Consideration of Cultural Aspects

Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Lund University (School of Economics and Management), course: International Marketing and Euro-Marketing, language: English, abstract: This paper looks closer at international marketing with an emphasis on the cultural issues, which are often forgotten in real life. The company Red Bull was chosen as an area of study in order for us to be able to apply and test the theories in our course literature with the way things are done in reality. The choice of Red Bull was an obvious one because of its presence in the global marketplace as well as the group-members home countries. The course literature has been used as a point of reference when it comes to examining whether the company is standardizing or adapting and also regarding international marketing as a whole. Moreover, the paper will focus on the Czech Republic, France, Germany, and Sweden in correlation to the marketing Red Bull adopts in these countries.