Samples & Case Study Review Sample (2023)


Evaluate the impact of Red Bull’s marketing and events strategy.

Samples & Case Study Review Sample (1)



Red Bull GmbH, is an Austrian firm, which is known for its energy drink called ‘Red Bull’. It is headquartered in Fusehl Om See, Austria. It is a 28 year old company which came into existence in mid 1980’s. Dietrich Mateschitz was inspired by functional drinks of the Far East and invented the formula of Red Bull, with unique set of marketing strategies. On April1, 1987, the company unleashed a brand new product which became a new product category in its own. The company has its operation in 168 countries providing employment to more than 10997 people. It is planning further expansion in place, from where the founder drew his inspiration i.e. , Far East as well in USA and Europe (Barrett, 2015). It has sold more than 60 billion can since its inception and more than 5.9 billion got sold in 2015 only, which is 6.1% more than previous year. It boasts the turnover of EUR 5.903 billion in 2015, which is 15.5% more than figures of 2014. The major markets responsible for this phenomenal growth are Turkey, South Africa, India, Saudi Arabia and Poland.

Finding and Analysis

SWOT Analysis


Red bull is the category leader in the segment of energy drinks all over the world. It owns 50% of the market share. Though its competitors like Pepsico and Cocacola have launched various products like Mountain Dew Amp, So Be No Fear, Rockstar and Fast Throttle, with better financial resource are already in the market, yet they are not able to defeat Red Bull and take sufficient market share ( Carpenter, 2015). Red Bull with its reach in 168 countries presently, has huge markets in its hands already and it plans to expand in USA, Europe and Far East more deeply, opening large markets for its sales. This save it from product maturity and provide positive long term prospects for the company. Being the first mover in many countries and holds the position of market leader.


Though it’s the market leader in the category, but it lacks the variety in its product line, which created a need (Pavlou, 2015). The financially strong rivals have vast range of products to offer the customers. The high content of caffeine makes it target of many food and regulatory authorities.


The emerging economies of the world provided Red Bull with many new countries to expand into and penetrate the current markets more deeply. It is considering expanding its production sites in many countries, making products cheaper by avoiding imports (Rahmani, 2015). They did this in Brazil and considering Asia further.

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Various competitors like Pepsico, Cocacola and Monster have wide range of products and good strategies. In addition, some of these some use natural ingredient in their recipes, which is becoming the new preference of the customers. The market in the new countries tends to move towards maturity, posing threat and creating need for more investment in marketing and advertising.

Marketing mix is the set of components that needs to be decided for any new product. It is important for the strategic decision making of the firm (Culley, 2015). It has four components, which are product, price, place promotion. To start a business, the basic need is product. Therefore product decisions are the most crucial ones. These decisions affect the other three variables. The components that are needed to be considered are what product is to be sold and what would be its USP. The decisions like product variety, quality, design, features, brand name, packaging, size, services, warranties and returns are to be made before the product is rolled out.

Pricing is another crucial variable of the mix, which keeps changing as it depend on the costing of the product, marketing expense, price fluctuation in markets, distribution, inventory etc. It is also influenced by competition heavily and increased or decreased according to the necessity. It affects the targeting and positioning of the brand and also used for promotions (Vortman, 2015). It includes components like list price, discounts, allowances, payment period, credit period etc.

Places include channel, coverage, assortments, locations, inventory and transport. Depending on the product type, the distribution is considered. For consumer goods maximum reach is necessary and for premium goods, selected locations are enough. This decision depends on the STP, product and pricing decisions (Gandhi, 2015). This factor influences the company budget. If the prices of the oil rise, the distribution becomes costly and so does the products.

Promotion is the part which in turn influence STP the most, because if the positioning is done right, the product would generate demand and meet the revenue goals (Esteves, 2016). It depends upon the product, product stage, pricing, product categories and other variables. This is the part which is responsible for message delivery.

The marketing mix of Red Bull GmbH would be analyzed in the following paragraphs and the solutions would be considered further. The firm offers very limited range of products in each product category. It offers 6 flavor to the people while its major competitors like Monster and Rockstar provide wide range of flavors and blends to the public. Among the 6 flavors of the company, three are almost identical, as these three are the different versions of the same product. The difference is, one is fully flavored, other is sugar free version and another one is zero calorie version of the basic product. It can consider offering coffee blend products as the company prefers natural ingredients. A coffee infused energy drink would do well in the future, as it is healthy and would be able to give company, broad markets. It would be able to attract coffee addict young generation and older generations for providing them the traditional choices in new way. It can also venture into non-carbonated drink, by offering juice or tea blend with energy drink. It will open another kind of market in all the countries. Proving energy drinks with extra strength qualities in the same price would encourage customers to try and further opt for it. It can also provide substitute for competitor’s product. It provided lime, cranberry and blueberry flavors in 2015, and can continue adding more flavors to its portfolio.

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Samples & Case Study Review Sample (2)

The company approximately sold 5 billion cans per year with the rate of$ 1.86 per 8.4 ounces. Though the price is almost similar as that of the competitors, the firm is able to generate more profits. It should not consider increasing prices, as it can drive away the consumers to other products. But, it can encourage bulk selling to the normal public, offering discount on it. This will promote sales and induce customer loyalty.

Red Bull has kept its advertising to extreme sports, but now it should approach the traditional sports like, baseball, basketball and football for its promotions (Giles-Corti, 2015). It will help them target the older generations as they are loyal to these sports. It can also use Ansoff’s matrix strategies to get new markets and penetrate the existing one. For distribution it use aluminum cans as is cheaper, healthier and easily available (Neudecker, 2015). It currently offers its products in 169 countries; it can further increase the number of countries as well as number of retail store per country.

Red Bull’s tagline is ‘it gives you wings’ and it connects itself well with the aspirational youth.

Red Bull Air Race: This is an annual international event created by Red Bull GmbH since the year 2003. It is a series of air races in which participants have to cover the distance in fastest time navigating through a series of obstacles. This takes place on various territories like water airfields or natural wonders. It is conducted on weekends and it attracts huge crowds as well as broadcasting is done through live or taped media. The air racer with the highest number of points at the end of the competition becomes the winner.

Red Bull BC One: This is another annual international competition by Red Bull. It is a an individual B-Boy competition and it is famous as one of the major international breaking championship without a crew event. The main event is knockout tournament, featuring 16 players (Hollensen, 2015). It used to release DvDs, but had to stop due to controversies.


RedBull Dolomeiten is considered as ‘World’s toughest team relay race’ It is held yearly in September in Austria. 110 teams initiate the race organizer is Werner Grissmann. Each team includes mountain runner, paraglide, whitewater kayaker, and mountain bikers. It has been conducted since 1988.

Red Bull X Alp is one of the world toughest adventure races, launches in 2003, which includes hiking or flying 1000 kms in the Alps. Around 30 athletes takes part in it and each team consist of one athlete and one supporter.

New York Red BullsSports sponsorship and acquisition
Abt SportslineSponsorships
Red Bull Battle GroudEvents
Rickie Fowler, Hakaru NakamoraEndorsements
Red Bull StratosEvents
Red Bull X- FightersEvents
Red Bull Cold RushEvents
Slim JesusSponsorships
Red Bull Sailing TeamSports sponsorship and acquisition


The 28 year old firm has experienced huge success since its inception in almost every country, they operate in. But the company needs to consider the saturating market and limited range of products they offer. By rectifying these situations, they can tackle competition and future challenges. Using their popular brand image, they can introduce many new products, considering consumer preferences for it. They can take on its weaknesses by performing market research and modifying the strategies according to the need. The strategies in marketing mix should continue to evolve in every stage, as it forms the core of the product. It should keep renewing the products, maintaining value prices, least cost distribution strategies and better promotional activities for its product line and newly captured audience.

Samples & Case Study Review Sample (3)


Barrett, H., & Weinstein, A. (2015). Corporate entrepreneurship, the marketing mix, and business performance. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 144-150). Springer International Publishing.

Carpenter, S. (2015). Marketing and Advertising Strategies: What’s it all About?. InJapan Inc. on the Brink(pp. 148-157). Palgrave Macmillan UK.

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Culley, K. E., Kern, D. J., & Phaneuf, M. (2015). Are a “can do” Attitude and a can of Red Bull Enough? Workload and Fatigue in High-stakes, High-demand Carrier Sortie Operations.Procedia Manufacturing,3, 3062-3069.

Esteves, R. B., & Resende, J. (2016). Competitive targeted advertising with price discrimination.Marketing Science.

Giles-Corti, B., Macaulay, G., Middleton, N., Boruff, B., Bull, F., Butterworth, I., … & Christian, H. (2015). Developing a research and practice tool to measure walkability: a demonstration project.Health promotion journal of Australia,25(3), 160-166.

Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education.

Neudecker, N., Barczewski, J., & Schuster, H. (2015). How Social Media Transforms Brand Management.Marketing Review St. Gallen,32(1), 70-79.

Gandhi, N., & Hill, D. J. (2015). Assessing Services Advertising: Some Preliminary Findings. InProceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference(pp. 437-444). Springer International Publishing.

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Pavlou, P. A., & Stewart, D. W. (2015). Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. InNew Meanings for Marketing in a New Millennium(pp. 218-222). Springer International Publishing.

Vortman, Y., Safran, R. J., Brodetzki, T. R., Dor, R., & Lotem, A. (2015). Expression of multiple sexual signals by fathers and sons in the East-mediterranean barn swallow: are advertising strategies heritable?.PloS one,10(2), e0118054.

Rahmani, K., Emamisaleh, K., & Yadegari, R. (2015). Quality Function Deployment and New Product Development with a focus on Marketing Mix 4P model.Asian Journal of Research in Marketing,4(2), 98-108.


How many samples should a case study have? ›

Typically, a case study has a sample of one (i.e., the bounded case, but note that sam- pling can also occur within the case), unless the research project is a multiple-case study. In a multiple-case study, having three to four distinct cases for comparison is probably the most cases that one can realistically handle.

How do you write a review on a case study? ›

Preparing the Case
  1. Read and Examine the Case Thoroughly. Take notes, highlight relevant facts, underline key problems.
  2. Focus Your Analysis. Identify two to five key problems. ...
  3. Uncover Possible Solutions/Changes Needed. Review course readings, discussions, outside research, your experience.
  4. Select the Best Solution.

What is the sample in a case study? ›

The primary purpose of sampling for a qualitative researcher is to collect specific cases, events, or actions that can clarify or deepen the researchers understanding about the phenomenon under study.

How do you find the answers to a case study? ›

There are several steps to writing an answer to a case study assignment:
  7. STEP 7: SUBMIT.

How many samples is enough? ›

A good maximum sample size is usually 10% as long as it does not exceed 1000. A good maximum sample size is usually around 10% of the population, as long as this does not exceed 1000. For example, in a population of 5000, 10% would be 500. In a population of 200,000, 10% would be 20,000.

Is 10 respondents enough for qualitative research? ›

It has previously been recommended that qualitative studies require a minimum sample size of at least 12 to reach data saturation (Clarke & Braun, 2013; Fugard & Potts, 2014; Guest, Bunce, & Johnson, 2006) Therefore, a sample of 13 was deemed sufficient for the qualitative analysis and scale of this study.

How do you write a case study sample? ›

5 key steps for writing your case study
  1. Introduce the customer. Set the stage for your case study with an introduction. ...
  2. State the problem. Every product or service is a solution to a problem. ...
  3. Introduce your product. This is where you begin solving the problem. ...
  4. Show results. The big reveal. ...
  5. Prove it.
5 Feb 2020

What is review of case study? ›

First, case studies should be significant; that is, they should be of general interest and should deal with important issues. Second, they should be complete. Third, case studies should consider alternative perspectives to avoid presenting only one side of a story. Fourth, they must display sufficient evidence.

What are examples of samples? ›

A sample is just a part of a population. For example, let's say your population was every American, and you wanted to find out how much the average person earns. Time and finances stop you from knocking on every door in America, so you choose to ask 1,000 random people. This one thousand people is your sample.

What are the samples of a study? ›

In research terms a sample is a group of people, objects, or items that are taken from a larger population for measurement. The sample should be representative of the population to ensure that we can generalise the findings from the research sample to the population as a whole. What is the purpose of sampling?

What type of questions are asked in case study? ›

Case Study Interview Questions About the Decision Process
  • How did you hear about our product? ...
  • How long had you been looking for a solution to this problem? ...
  • Were you comparing alternative solutions? ...
  • Would you describe a few of the reasons you decided to buy our product?
22 Aug 2022

Is a sample size of 30 enough? ›

A sample size of 30 is fairly common across statistics. A sample size of 30 often increases the confidence interval of your population data set enough to warrant assertions against your findings.4 The higher your sample size, the more likely the sample will be representative of your population set.

Is 30 respondents enough for a survey? ›

We generally recommend a panel size of 30 respondents for in-depth interviews if the study includes similar segments within the population. We suggest a minimum sample size of 10, but in this case, population integrity in recruiting is critical.

Is 100 respondents enough for quantitative research? ›

In most cases, we recommend 40 participants for quantitative studies. If you don't really care about the reasoning behind that number, you can stop reading here. Read on if you do want to know where that number comes from, when to use a different number, and why you may have seen different recommendations.

How many sample size is enough in qualitative research? ›

Commentators suggest that qualitative sample sizes of ten may be adequate for sampling among a homogenous population (Sandelowski, 1995). Others state that qualitative sample sizes of 20-30 are typically (pp.

Is 20 a good sample size for qualitative research? ›

Sample Size for Qualitative Studies

Need to ensure there is enough, but not too much, data (>30 too large; Boddy, 2016). One review identified that samples of 20 and 30 (and multiples of 10) were most common (Mason, 2010), with 25-30 being a typical recommendation (Dworkin, 2012).

How many sample is enough in qualitative research? ›

Generally speaking, if a population is very homogeneous and the phenomenon narrow, aim for a sample size of around 10. If the population is varied or the phenomenon is complex, aim for around 40 to 50. And if you want to compare populations, aim for 25 to 30 per segment.

What are the 3 methods of case study? ›

He has helpfully characterised three main types of case study: intrinsic, instrumental and collective[8]. An intrinsic case study is typically undertaken to learn about a unique phenomenon.

How do you write an introduction for a case study sample? ›

2. Introduction
  1. Summarise the your task.
  2. Briefly outline the case to identify its significance.
  3. State the report's aim(s).
  4. Provide the organisation of the main ideas in the report.
  5. Briefly describe the key problem and its significance (You usually do not need to provide details of findings or recommendations.

What should I say in my review? ›

What to say in a performance review
  • Talk about your achievements. ...
  • Discuss ways to improve. ...
  • Mention skills you've developed. ...
  • Ask about company development. ...
  • Provide feedback on tools and equipment. ...
  • Ask questions about future expectations. ...
  • Explain your experience in the workplace. ...
  • Find out how you can help.

What makes a successful review? ›

Your review should be clear, constructive and consistent. Clarity is important because authors will not be able to respond to your concerns if they don't fully understand what they are. Reviews are most helpful if they don't just criticise, but also make constructive suggestions for how concerns may be resolved.

What is the difference between case study and review? ›

Case studies are about how the service works, reviews tend to be more personal accounts of how the service is supported. Reviews help us understand the culture we're about to join.”

What is the purpose of a case review? ›

When a child dies, or is seriously harmed, as a result of abuse or neglect, a case review is conducted to identify ways that local professionals and organisations can improve the way they work together to safeguard children.

How long does it take to review a case study? ›

Many case studies last around 3-6 months but can also continue for years (WikiHow, 2016). To be prepared is very important. Merriam (1994) show that a well prepared compilation and data analysis process is a time saver for the writing process.

› Knowledge Base › Methodology ›

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in so...
Learning how to write a case study can be useful in a variety of occupational fields from business to psychology. A case study, or case study analysis, is a met...
Ah, the case study: One of the most important pieces of marketing content for a business, and yet all too often, also the most boring. The problem with this is,...

What is a good number of participants for a case study? ›

Summary: 40 participants is an appropriate number for most quantitative studies, but there are cases where you can recruit fewer users.

What is a good sample size for a qualitative case study? ›

Based on studies that have been done in academia on this very issue, 30 seems to be an ideal sample size for the most comprehensive view, but studies can have as little as 10 total participants and still yield extremely fruitful, and applicable, results.

What is the ideal length of a case study? ›

While the guidelines and template contain much detail, your finished case study should be only 500 to 1,500 words in length.

Is a sample size of 300 enough? ›

As a general rule, sample sizes of 200 to 300 respondents provide an acceptable margin of error and fall before the point of diminishing returns.

Is a sample size of 30 large enough? ›

A sample size of 30 is fairly common across statistics. A sample size of 30 often increases the confidence interval of your population data set enough to warrant assertions against your findings.4 The higher your sample size, the more likely the sample will be representative of your population set.

Is 30 respondents enough for a survey? ›

We generally recommend a panel size of 30 respondents for in-depth interviews if the study includes similar segments within the population. We suggest a minimum sample size of 10, but in this case, population integrity in recruiting is critical.

What is enough sample size? ›

For populations under 1,000, a minimum ratio of 30 percent (300 individuals) is advisable to ensure representativeness of the sample. For larger populations, such as a population of 10,000, a comparatively small minimum ratio of 10 percent (1,000) of individuals is required to ensure representativeness of the sample.

Is 20 respondents enough in qualitative research? ›

Ensuring you've hit the right number of participants

In The logic of small samples in interview-based, authors Mira Crouch and Heather McKenzie note that using fewer than 20 participants during a qualitative research study will result in better data.

How many case studies is enough? ›

Or you can go by an overall rule of thumb to estimate how many case studies you may need. For example, for a medium-sized software firm, 4 to 6 case studies a year is a good target. A larger firm with a regular e-newsletter may need one fresh case study every month.

Is 5 participants enough for qualitative research? ›

While some experts in qualitative research avoid the topic of “how many” interviews “are enough,” there is indeed variability in what is suggested as a minimum. An extremely large number of articles, book chapters, and books recommend guidance and suggest anywhere from 5 to 50 participants as adequate.

How many respondents are in a case study? ›

Some say between 30-50 sample size is fine, while others say between 5-25, and another group say between 5-12. There is even a renowned authority who claimed that one participant is enough depending on what a researcher is researching.

Is 20 a good sample size for qualitative research? ›

Sample Size for Qualitative Studies

Need to ensure there is enough, but not too much, data (>30 too large; Boddy, 2016). One review identified that samples of 20 and 30 (and multiples of 10) were most common (Mason, 2010), with 25-30 being a typical recommendation (Dworkin, 2012).

What makes a good case study? ›

Good case studies include key details that show how the customer got from A to B using the product—something you don't get with customer reviews. Don't make your reader work too hard to visualize the story. If you can use images and videos, use them!

How many words is a case study? ›

Most resources tell you that a case study should be 500-1500 words. We also encourage you to have a prominent snapshot section of 100 words or less. The results and benefits section should take the bulk of the word count. Don't use more words than you need.


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