Monster Energy Essay

11217 Words Oct 19th, 2013 45 Pages
| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid |

Situation Analysis Monster Beverage Corporation
The Hansen Beverage company (recently changing their name to Monster Beverage Corporation on January 5th of 2012), was a family owned and operated company in the 1930’s, selling freshly squeezed juices to local film studios.
In the 1970’s, one of the Hansen brothers decided to transition their beverage business into marketing ‘natural sodas’. This was the upturn of the company that led them to where they are today. Today, Monster Beverage Corp. has transformed into the largest energy drink company in Canada with sales of more than $ 2.1 billion in 2012.
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Monster’s corporate strategy involves redesigning labels and graphics to appeal to their customers. Monster initially marketed their product to athletes, and only athletes drank their beverages. This means that the corporate strategy when the company started was very different, appealing to a niche segment. Over time, the market has expanded and the need for differentiation was introduced to Monster Beverage Corporation.
As stated in Monster Beverage Corporation’s 2011 Annual Report:

“We believe that one of the keys to success in the beverage industry is differentiation, making our brands and products visually distinctive from other beverages on the shelves of retailers. We review our products and packaging on an ongoing basis and, where practical, endeavour to make them different, better and unique. The labels and graphics for many of our products are redesigned from time to time to maximize their visibility and identification, wherever they may be placed in stores, which we will continue to re-evaluate from time to time.”

Corporate Objectives
The corporate goals or objectives of a company must be linked back to their corporate strategies and mission statement in order to realize their identity and reasons behind the things they do and understand why they do it. Their

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