Red Bull : BtoB expansion strategy

Red Bull company has launched in March 2013, as a part of its global expansion strategy, a new solution for its BtoB customers concerning order management process, which was at the time, based on in-house solution.

In order to make easier quick orders from its global retailers and distributors, Red bull has implemented a B2B order management platform. This project was managed by Hybris solution software, and enable retailers and distributors from 79 countries above 165, to have access to the platform and get an personalized and purchasing experience which is more flexible, quick, efficient according to the brand's representant.

This new solution is also about offering the possibility for large regions to act as a salespoint for smaller neighbour territory.

Red Bull is planning to use this platform for long-term BtoB, as well as BtoC projects.

Sources:

- http://www.actionco.fr/Breves/Red-Bull-facilite-commandes-ses-distributeurs-55240.htm
- http://www.brandingstrategyinsider.com/2013/10/creating-a-meaningfully-different-brand.html/brand-strategy-red-bull#.Up-E7OLl5lM

Amanda