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Seminar paper from the year 2014 in the subject Business economics - Miscellaneous, University of applied sciences, Nürnberg, language: English, abstract: The objective of this work is it to introduce and apply one of the most renowned strategic instruments in the portfolio analysis for the company's management - the BCG Matrix. By applying the BCG Model to the Red Bull Company current strength and weaknesses of the portfolio will be uncovered and based on the analysis a decisions can be made about selection, prioritization and alignment of SBU´s to create a balance between risk and performance. Even Red Bull has already started to diversify into other businesses, rather than limiting itself to energy drinks the diversification strategy has not yet success so far, hence it can be expected an unbalanced and therefore risky portfolio.