PRODUCT EXTENSION STRATEGIES IN THE CONTEXT OF THE BUSINESS CYCLE, USING RED BULL AS A CASE STUDY

This paper examines product extension as a key strategy within the business cycle, using Red Bull as a case study. It highlights how the brand adapts through innovation, health-focused offerings, and localized products to stay competitive. Red Bull’s approach demonstrates how product extension can sustain growth, meet evolving consumer needs, and maintain market relevance.