Zhodnocení konkurenční pozice značky na trhu energetických nápojů

Abstract

The aim of this thesis was to evaluate the competitive position of energy drinks in retail units, with a focus on the Red Bull brand. Based on observations, proposals were developed to address potential shortcomings and enhance competitiveness. The outcome of these proposals should lead to the optimization of areas enabling Red Bull to strengthen its market position and achieve a higher level of competitiveness.