Red Bull GmbH is the largest energy drink seller in the world. As the market leader in energy drink segment, Red Bull’s management team believes it is the time to expand their business into other segments in beverage industry, such as juice segment. In 2010, global juices industry reached a worth of almost $84 billion. Main players in this segment include large corporations such as Coca-Cola and PepsiCo. To survive in a market, every company has a unique way to compete. Coca-Cola used highly standardized production as a strategy to compete. Red Bull want to find their own way to compete in this market. Top managers in Red Bull decided to invest 200~300 million USD in five years to create a subsidiary in the US to start their business in juice industry. Just like Coca-Cola and PepsiCo, they want to create a new brand for their juice product. Managers in Red Bull decided to hire a consulting firm to help them to start their business. The primary questions from Red Bull top managers are:

• Should we enter juice industry now? Or later?

• What kind of juice should we sell?

• How can we compete with other brands?

In detail, managers in Red Bull expect your consulting firm to offer following solutions: What is the new subsidiary’s long-term objectives?

• What strategies will best achieve those objectives?

• What should the new subsidiary’s short-term objectives? (profit, market share, ranking)

• What are the challenges to achieve those objectives?

• What is a good name for our new brand? (You can offer several options.)

• What kind of juice do we sell? (You can offer more than one type)

• Who are my customers?

• How to start my business in juice industry?