Develop the second part of your marketing analysis and focus on the next of the 4 Ps—the place actions of Red Bull.

Submit a detailed analysis of the place strategy for a new line of products.

Introduction
As we learned in Assessment 1, Red Bull must find a way to maintain its leadership in the energy drink category. Looking for ways to grow sales, Red Bull’s marketing manager has tasked you with preparing a plan for introducing a new product line of energy drinks with a coffee flavor.

Your marketing manager was impressed with your product analysis. Now Red Bull needs your help deciding how they will distribute these new coffee-flavored products, which distribution channels they will use, and which approaches and strategies they will apply in order to both reach their customers at the places where they purchase energy drinks and make a profit.

Overview
Develop the second part of your marketing analysis and focus on the next of the 4 Ps—the place actions of Red Bull.

The place strategy of the marketing mix is all about finding the best way to distribute and retail products and services. Not only does place strategy focus on retail locations, but place strategy also focuses on the journey of a product from manufacturer to consumer, which includes transportation, storage, and shipping. Place strategy must also integrate with other Ps of the marketing like product, price, and promotion.

Preparation
Continue to familiarize yourself with Red Bull and its current marketing strategy. With the perspective of place strategy in mind, you can go back to its website, below. You will use this same company for all assessments in this course. In addition, look again at the two other websites that provide background on Red Bull’s current marketing strategy:

Discover the World of Red Bull.
Red Bull Marketing Strategy: Sampling and Extreme Sports.
Red Bull’s Marketing Strategy: What Your Company Can Learn.
If you need guidance in locating additional information about Red Bull, please ask your faculty member.