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  • March 2014 (Revised March 2018)
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Red Bull (A)

By: Eric Van den Steen and Carin-Isabel Knoop
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

Despite facing giants like Coke, Pepsi, and Budweiser—with obvious potential sources of competitive advantage—Red Bull had established itself as the U.S. market leader in energy drinks. By 2008, however, Red Bull's dominance was challenged as Monster drinks surpassed it in volume. The case considers judo strategy both from the perspective of a small player (when up-start Red Bull faces Coke, Pepsi, and Bud) and as a large player (when market leader Red Bull faces up-start Monster).

Keywords

Judo Strategy; Judo Economics; Sustainable Competitive Advantage; Imitation; Strategy; Competitive Strategy; Competitive Advantage; Market Entry and Exit; Food and Beverage Industry; United States

Citation

Van den Steen, Eric, and Carin-Isabel Knoop. "Red Bull (A)." Harvard Business School Case 714-401, March 2014. (Revised March 2018.)
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About The Author

Eric J. Van den Steen

Strategy
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Related Work

    • March 2014 (Revised March 2018)
    • Faculty Research

    Red Bull (A)

    By: Eric Van den Steen and Carin-Isabel Knoop
Related Work
  • Red Bull (A) By: Eric Van den Steen and Carin-Isabel Knoop
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