disgrace (Silverman 2003).
The market that Red Bull entered into in 1987 is a far cry from the current one, in that Red Bull was the pioneer in energy drinks. Before 1987, the market was none-existent. Today, however, it is ever expanding, and the competition is fierce (Kumar et al 2005: 8-9). Through the 1990s and the 2000s, the energy drinks market has seen constant growth, however, in recent years; growth has slowed somewhat in the core markets, the US, the UK and Australia. Growth in the UK…
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