The strong point for the marketing of Red Bull in UK is the strong distribution set up it holds in there.
For Red Bull, competition in the energy drink industry is minimal. These units will be responsible for creating the distribution networks, communication with the networks, marketing and sales promotion in the designated areas though the developed distribution network.
As a start up measure Red Bull approached small distributors and encouraged them to stock and sell the drink Red Bull only. Saunders, M. The access to the distribution network poses a barrier for any new entrant. Thus Red Bull is to be positioned as a product for young active individuals who require a boost night or day and typically is image conscious and looks after their health.
Hence power of suppliers is not strong force acting on the industry.