Expanding in the Soft Drink Industry
The soft drink industry includes the energy drinks segment and is lead by Coca-Cola and 
PepsiCo. Ranked seventh in terms of world value, and unranked in volume sales, it is unlikely that 
Red Bull will be able to break into the top five of soft drink companies unless it expands its portfolio 
(Passport, 2012). In addition to expanding the amount of products it has to offer, it is important that 
Red Bull effectively manages its marketing among its products. The recent abysmal performance of 
Red Bull’s new product Red Bull Cola in contrast to its current main product, emphasizes the need to 
effectively allocate resources. In addition, Red Bull’s highly caffeinated drinks may put its product at 
risk of regulation and inhibit its global growth.