Red Bull (A)

Case Solution

Eric Van Den Steen, Carin-Isabel Knoop
Harvard Business School ()

Despite facing giants like Coca-Cola, Pepsi and Budweiser with obvious potential competitive advantages, Red Bull had established itself as the US market leader in energy drinks. However, in 2008, Red Bull’s dominance was called into question as Monster Drinks outpaced it in volume. The case looks at judo strategy both from the perspective of a small player (when upstart Red Bull meets Coke, Pepsi and Bud) and from the perspective of a big player (when market leader Red Bull meets the upstart Monster).

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