SCENARIO FORECASTING REPORT

Scenario forecasting report



Executive Summary

The purpose of this assignment develop two scenarios in which I can apply my statistical knowledge to analysis of primary and secondary data is used in decision making at Red Bull (an energy drink manufacturer company). In the paper I have created a scenario for the Red Bull company for forecasting purpose. For the analysis, I used a statistical technique (regression analysis) to test the developed hypothesis. Moreover, I developed “Individual Scenario Forecasting” for EMBA in which I discussed my objectives for next two years of EMBA, environmental drivers and outcomes.

Scenario forecasting report

Part 1: Company Data and Analysis

Company overview

Red Bull is a privately held company that produces and markets energy drinks under the brand, Red Bull. Its products include Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Cola and Red Bull Energy Shots. The company markets its drinks across the US, Western Europe, Turkey, Japan, Brazil, India and China. It is headquartered in Fuschl am See, Austria and employs around 7,758 people.

Red Bull is a manufacturer and marketer of energy drinks. Its energy drink is produced in Austria and exported to 160 countries. The company markets its energy drinks under the brand, Red Bull. The company's products include the following: Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Cola and Red Bull Energy Shots. Red Bull Energy Drink and Red Bull Sugarfree are functional beverages to vitalize body and mind. The Red Bull Cola is a mix of natural ingredients. The drink contains a range of ingredients including cola nut, coca leaf extract, galangal, lemon and lime, cloves, cinnamon, cardamom, pine, field mint, vanilla pods, ginger, mace, cocoa, liquorice, orange and mustard seed. Red Bull Energy Shot is a concentrated Red Bull Energy Drink without carbonation. The company offers the drink in 60 milliliter (ml) bottle and 250 ml. can. Red Bull markets its products primarily in Turkey, Japan, Germany, the US, China, India, Brazil and Western Europe (www.redbull.com).



History

Red Bull was founded in 1984 by Dietrich Mateschitz. In 1992, the company's product, Red Bull, was distributed in Hungary and Slovenia, followed by Germany and Switzerland in 1994. Red Bull entered the US market in 1997, testing it in California, and taking five years before the drink was distributed nationally. Later in 1997, the drink was rolled out internationally across the markets including Europe and North and South America. The company established an alliance with Cadbury Schweppes to extend its presence in the Australian market, in 2003. In the following year, the company also extended its sales reach India. In 2006, Alaska Airlines began to provide 'Red Bull' drink to its in-flight customers. The company launched Red Bull Energy Shot and Red Bull Sugarfree Shot in the US in 2009. In the same year, the company launched its energy drinks in Europe, Australia and New Zealand (www.fundinguniverse.com).

Use of data - Primary or Secondary

The major expectations of decision making at Red Bull are to reach an understanding of the relevant processes ...