Year 12 IB Extended Essays 2018

However, the increase in advancement and availability of these technologies allowed for

globalization to occur. Globalization has had profound effects on the entire business world.

The relative ease to expand internationally compared to a few decades ago has increased

numbers of potential consumer, levels of competition in local markets, and has created less

cultural distinctions between nations. Hence, to reach out to larger numbers of customers and

try to stay ahead of the competition, social media marketing is now commonly used by

companies. Red Bull’s choice of using social media marketing is an appropriate selection

regarding the demographics of the majority of their consumers: teenagers and young adults.

Red Bull is aware of this themselves, as they first began by targeting their product towards

young European nightclub goers. Insights into Red Bull’s consumer demographics illustrate

that in 2015, approximately 57% of their consumers were ages 34 or below (InfoScout,

2015). In addition, Figure 2 (on page 11) illustrates how young people have a dominating

presence across social networks.

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