Abstract
A Comparative Analysis Between Two Energy Drink Brands: Red Bull and Golden Eagle
Highlights
The growing trend of success of different companies makes them even more competitive in the market, so taking into account such situation companies which operate in the same business scope are often compared to each other, where the only purpose is to know the main areas in which these companies are focused and which has brought them to favourable competitive positions in the market while ensuring the generation of high profits
This paper focused to compare two drinks brand (Golden Eagle and Red Bull) with each other through the comparative analysis, where the Swot Analysis (SWOT), Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix are used for this purpose
Theoretical data were analysed through the SWOT matrix, while numerical data were extracted using IFE and EFE matrixes for both Golden Eagle and Red Bull
Summary
The growing trend of success of different companies makes them even more competitive in the market, so taking into account such situation companies (organizations) which operate in the same business scope are often compared to each other, where the only purpose is to know the main areas in which these companies are focused and which has brought them to favourable competitive positions in the market while ensuring the generation of high profits. Golden Eagle and Red Bull currently are internationally known brands, all thanks to the quality of their products, and this has ensured them to maintain market leadership positions (Red Bull), while the Golden Eagle brand is expanding its influence gradually around the world and within a short period of time has managed to penetrate many markets. Since both of these brands have the same field of action, the energy drinks sector, in this case study or rather called comparison case will be clearly analysed all points one by one. Through the detailed analysis of this case, the comparison aims to identify these omissions to the greatest extent possible and through the interpretations which will be given for each point where it is thought might be reasonable to reach satisfactory conclusions from the final data that will be drawn between these two brands
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