Red Bull's Billionaire Maniac

Red Bull's billionaire maniac

This document is a press article from Business Week magazine, published on the 19th of May 2011. It is entitled « Red Bull's billionaire maniac ». The document leads us to ask how to be more profitable. It will be interesting in a first part to introduce Red Bull company and to talk about the evolution of the firm's revenues. And in a second part, to show the new aims of the business.

Dietrich Mateschitz created a new beverage : the energy drink. It's nicknames are « speed in a can » and « liquid cocaine » (l.8-9) . He comes from a little kown outside of his native Austria. He is « one of the most successful entrepreneurs of our age » (l.3). The company has been very successful. It has increased its labour force about three times, from 2,605 in 2004 to 7,750 in 2010. We can say that the company growing up very quickly !

Dietrich Mateschitz didn't finish to improve his firm because he has new aims, which are to developped more and more his brand. He created Red Bulletin, is a magazine which is inserted in the Sunday editions of newspapers such as L.A. Times, Chicago Tribunes and Miami Herald … (l. 15-16) . It deals with sports, arts and singers. Red Bull has diversified to advertise it's beverage in a better way than to have billboards or advertisement on the Internet or in magazines. It also wants to promote music and sports. Red Bull aims at providing people with « the World of Red Bull » : everywhere you go, you will can see the brand « Red Bull », in sports competitions, concerts and TV programme.

By a way of conclusion, we can say that to be more profitable we need to have a lot of imagination and patient. The media are very important because we can be everywhere if we know how to use that. Red Bull's CEO hopes to be more profitable and I think that he takes the good way !

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