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Monster SWOT Analysis


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Management: Preformed SWOT analysis and created a comprehensive detailed business plan for Monster Energy Drink. Plan was intended for future implementation and included sponsorship opportunities, sub products, and ways to become a greener company while ensuring industry competitiveness.

Published in: Marketing
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Monster SWOT Analysis

  1. 1. Background • Introduced in 2002 • Owned and operated by Hansen Beverage Company • NASDAQ Company • Hansen is Located in Corona, CA • On November 10, 2008, the distribution of Monster Energy was turned over to Coca-Cola Enterprises.
  2. 2. Background • Monster is not huge on advertising in the media • Endorses specific people and sponsors events to advertise their products. • 39 different products created and distributed. • Distribute in Mexico & Canada • 2008 Monster was distributed to Australia • Introduced to Germany in 2010
  3. 3. Mitch Coleborn Justin Black Dave Mirra Scotty Cranmer Ricky Dietrich Zach Hale
  4. 4. ission Statement • Monster Energy is a division of the Hansen Beverage Company. Hansen's mission statement states: "The mission of Hansen Beverage Company is to satisfy consumer’s needs for superior quality and great tasting, healthy, natural and functional beverages. Our beverages will be positioned as an upscale brand and will often be marketed at a premium to competitive mainstream products."
  5. 5. onster Opportunity •Monster Beverage company has a fantastic opportunity to take advantage of the growing target market in the United States and around the globe •Monster could advertise by billboards, television, radio, and public areas, Monster can focus on full market advertising instead of just using endorsements to advertise products
  6. 6. S.W.O.T. ANALYSIS
  7. 7. Strengths • Superior taste • Up and growing target market • Appeals to target market lifestyle • Endorsements of athletes in extreme sports (where our generation is taking a liking too) • Higher reputation • No worry attitude (Either drink it or don’t. We don’t care if you don’t like it)
  8. 8. Weaknesses • Unhealthy – Dehydration, or used with other substances such as drugs or, alcohol, can lead to serious injury or death • Expensive – Can lead to an expensive routine • Chances of Sleep Deprivation
  9. 9. Opportunities • Possible endorsements – X games, Nascar, BMX, Motocross and etc. • Innovation – Creating more sub products such as bottled Monster products, making cans more recyclable – Popularity could lead to an influence in global recycling – Produce energy foods, something similar to a PowerBar or CliffBar
  10. 10. Threats • Competition – Growing competition between other producers, such as RedBull, Rockstar, Nuclear, Nas, Amp, Bawls • Substitution for energy drinks – i.e. 5 Hour Energy (A shot instead of a whole can), The caffeine in soda (Which is healthier) • Higher expense in a weak economy
  11. 11. Video 4I
  12. 12. 1st Alternative • We think with the globalization of Monster and the rise in environmental friendly revolution in the world, Monster Energy can be a leader in global recycling. • Monster could use its popularity among the younger generation to teach and influence kids to be leaders in their community by going green.
  13. 13. 1st Alternative Pros • This idea portrays a valuable image and encourages people to buy Monster products and can be assured their money is going to a company that cares for the environment. • This is just another positive thing that Monster can portray and add to their global image
  14. 14. 1st Alternative Cons • Expensive to run a recycling department • There is not a good way to be sure that you would turn a profit with a recycling department.
  15. 15. 2nd Alternative • Another idea is, Monster could build small stores that sell Monster energy drinks and Monster apparel in highly populated areas.
  16. 16. 2nd Alternative Pros • Pros for this idea is that in highly populated areas there are a lot of kids and young adults that potentially would purchase Monster Energy products. • With a Monster store, Monster would have all of its products in one place instead of a gas station where there are all of Monster’s competition drinks next to Monster Energy drinks.
  17. 17. 2nd Alternative Cons • It would cost a lot of Money to build a store. • Also Monster would have to hire more people to work the store and deliver goods to the store.
  18. 18. 3rd Alternative • Monster could put up vending Machines in colleges and give colleges Monster apparel to give out to the students.
  19. 19. 3rd Alternative Pros • Many students would buy Monster from vending machines because of the popular culture that Monster portrays and also because students would drink it while staying up late to study. • Also with Monster distributing apparel to college students, the students would rep Monster everywhere they went.
  20. 20. 3rd Alternative Cons • Cons to this idea is that Monster would give away apparel that they could potentially sell for a profit. • Another con is that some students would protest Monster due to its potential health issues.
  21. 21. Sources • "Background Info." Mac OS X Server. 2011. Web. 16 May 2011. < groundInfo.html>. • McConnaughy, Whitey. Monster Energy Drink® | Unleash The Beast - Home. Monster Beverage Co, 2011. Web. 16 May 2011. <>. • "Monster Energy Drink Review." Energy Drinks at Fact Expert. FactExpert, 2011. Web. 16 May 2011. < monster.php>. • "Monster Energy: Monster Energy Apparel, Monster Energy Clothing, Monster Energy Shirts, Monster Energy Hats." - Drag Racing Heaven, a Drag Racing Only Store. Drag Racing Heaven, 2011. Web. 16 May 2011. < c-658_630.html?cPath=616>.
  22. 22. Monster Zach Watts Cody Box Jackson Powell Tyler Chilson