In this line of thoughts then, it is crucial for Red Bull to diversify its product offering from other items available on the market.

7. Managerial Implications

The managerial team at Red Bull GmbH has to supervise the entire process of manufacturing and selling of the new candies. In this order of ideas, they must first conduct a market analysis assessing the need and consumer perceptions relative to the introduction of a new energy candy. Given that the study reveals satisfactory results, the managers will carefully review the ingredients to be used in the making of the candy. Using natural ingredients will be a plus in the later development of a differentiation strategy. Once the product is manufactured, details such as packaging or the slogan will be addressed.

The next step is that of signing contracts with intermediaries that will be in charge of distributing the candy and representing the...
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