Index1. Introduction2. Red Bull Marketing Strategy3. Red Bull competitors4. Red Bull target audience5. Red Bull challenges faced by management decision-making strategy6. Internal and external factors of Red Bull7. Conclusion(Devi 2011)Introduction Increases resistance, accelerates the ability to concentrate and reaction speed, gives more energy and improves mood. All this can be found in a can of Red Bull energy drink which, thanks largely to a good marketing campaign, excellent distribution and good packaging design, has managed to reach almost 160 countries around the world. The Red Bull brand, created by an Austrian entrepreneur, has young athletes as its target audience, two attractive and equally difficult segments to deal with. Red Bull is an energy drink sold by Austrian Red Bull. It was created as an adaptation of the Thai energy drink Krating Daeng which translates as Red Bull and introduced in 1987. Based on market share, it is the most popular energy drink in the world. With excellent business acumen, he saw great success of the drink in Europe, where the product does not exist, and an excellent opportunity to become an entrepreneur. In the mid-1980s he began the difficult task of getting approval to sell the contents of the drink called Red Bull. It was an unknown product with three times the caffeine of a common gas. Mateschitz had to wait three years to obtain the license in Austria, but this setback brought anxiety among retailers, who ordered large quantities of cans as soon as the license was approved in 1987. Interestingly, consumer research indicated that 50% of them disapproved of the flavor, because it was very strange and bitter tasting. However, thanks to his vast experience... half of the paper... Referenceshttp://findarticles.com/p/articles/mi_kmnew/is_200603/ai_n16242802/?tag=rbxcra.2.a.22 (accessed 02/13 /11)http://www.icmrindia.org/casestudies/catalogue/Marketing/Red%20Bulls%20Innovative%20Marketing%20Excerpts%20p2.htm (accessed 02/13/11)http:/ /www.bized.co .uk/compfact/redbull/redbull7.htm (accessed 13/02/11)http://www.davidairey.com/images/art/red-bull-plane.jpg (accessed 15/02/11) Theory and management practice 1996 GA Cole 5th edition ( Page 151)Strategy Management 1996 Briam kennyStrategy management by Charles WL Hill and Gareth R. Jones 2001The Strategy Process third edition by Henry Mintzberg and James Brian Quinn third edition 1996Decision making and problem solving by John Afair 2001 first edition Decision making an integrated approach by David Jennings and Stuart Wattam second edition 1998