Introduction:

Hansen’s Natural Corporation (Now Monster Beverage Corporation) is a US based company located in Corona, California. They have been in the market from the 1930s in the manufacturing of natural sodas and from the early 20th century into caffeinated beverages. They have taken on Red Bull recently to become the top leader in the market of energy drinks. This can be taken as an advantage and a threat to the company as they have been majorly depending on their Monster Energy drink product solely for revenue generation despite having a wide range of natural products in the juice and the soda segments.

Monster Energy’s PEST analysis:

Political: There are numerous ongoing attempts to ban caffeinated beverages …show more content…

This proves the fulfilment of specific scientific goals with the help of this beverage. The major portion of the energy drink is marketed for the young generation as they find it difficult to cope up with ongoing busy schedules. The Older population also consumes these beverages, but the decreased content is due to their choice of indulgences in tea and coffee over other caffeinated drinks. The marketing methods and nomenclature of these energy drinks portray their target specificity. The dominating consumer age group and target market has remained the age group of 18-27 in the last 5 years especially the market trend following a masculine trend over females.

Competitors: The main competitors of Monster Energy drink (with 29 percent of the total energy drink market share) as of today with the percentage of their market shares are Red Bull (private)- 30%, Rockstar (private)- 10%, Java Monster (private)- 4%, AMP (owned by PepsiCo)- 3%, NOS (3%), Full Throttle (owned by Coca-Cola)- 3%, Rip IT (National Bewerage Company)- 3% and Miscellaneous other drinks- 15%.

Conclusion:

The fresh participants in the energy drink market who are continuously overtaken by big brands have to have a clear strategy of branding and product selection. The key areas of weakness of these brands are the mature population especially the female section. The increase in requirement is for reduced can