COVID-19 Impact on Red Bull

Summary

COVID-19 Impact on Red Bull June 29, 2020 based on market analysis and brand diversification by industry and geography.

Much like other FMCG companies the energy drink company Red Bull is expected to record a steep decline in sales in the coming months as majority of its sales are concentrated in the regions worst affected by COVID-19. Consequently, the company must devise strategies to sustain sales in these regions as well as seek ways to increase sales in the low impact regions to mitigate some of the losses it is likely to suffer during the difficult times of global pandemic.

Scope

• Red Bull's sole focus on energy drinks may lead to a substantial decline in its overall sales
• The premium energy drink maker should adopt defensive strategies to mitigate the losses - Red Bull's lack of diversification in business and its primary markets being under the impact of COVID-19 put its sales at risk

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