A comparative analysis between two energy drink brands : Red Bull and Golden Eagle

Abstract

Purpose: This comparison case comprises theoretical and numerical data. 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.

Methodology: The methodology utilize in this research is based on the literature study and comparative analysis associate to drinks branding. Two brands “Red Bull and Golden Eagle” was chosen because they are in the same product/service category that are competing for the same target consumers. These two brands (Red Bull and Golden Eagle) have been compared with each other using SWOT, IFE and EFE matrix. The SWOT analysis data of both brands has shown that in addition to the advantages that these two brands possess, they also have weaknesses, opportunities and threats which can be avoided by using different types of strategies (SO, WO, ST, WT).

Findings: The results of IFE and EFE matrix also have revealed the positions of these two brands in internal and external aspects. The data derived from the results of the IFE matrix showed the evaluation aspects of internal factors from both brands. From the data of the IFE matrix, it appears that both Golden Eagle and Red Bull have the same total weighting of points 2.5. The result 2.5 is an average score, so the IFE internal factor rating matrix is positive for both brands. The results obtained from the EFE matrix showed that the evaluation aspect of external factors Golden Eagle and Red Bull differ from each other. The overall weighting of points from the EFE matrix for the Golden Eagle brand turns out to be 2.91 while for the Red Bull brand it is 3.3. The results 2.91 and 3.3 are above average that means that two brands are using to the maximum the external possibilities and minimizing the various risks with which can be faced.

Originality/Value: In this study, has been made the comparison of beverage brands Red Bull and Golden Eagle. The addition of Golden Eagle, who is operated in Kosovo, has brought originality to the study and this study is aimed to be an example for other studies to be carried out in the region.