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Monster Beverage SWOT & PESTLE Analysis

ID : 52637853| Apr 2020| 15 pages

COMPANY PROFILE -Monster Beverage

Business Sector :Food and Beverage

Operating Geography :United States, North America

About Monster Beverage :

Monster Beverage Corporation is a holding company that manufactures energy drinks. Its headquarters are located in Corona, California, USA. The company conducts business only through its consolidated subsidiaries. It has three operating and reportable segments - Monster Energy Drinks, Strategic Brands and the others segments. The Strategic Brands segment consists of the various energy drinks acquired from The Coca Cola Company. They primarily earn revenue from the Monster energy Drinks segment by selling ready-to- drink packaged energy drinks to bottlers and full service beverage distributors or to retailer, club stores, foodservice customers and the military. A total of 153 countries and territories receive one or more of the company’s energy drinks.
Its major competitors are TNA Energy, Total mec and Red Bull. While the US remains the most significant market for Monster Beverage Corp, the company is seeing the benefits of investing in other markets as interest and demand for energy drinks grows in certain regions. While competition is fierce in many developed markets, Monster may see much of its growth coming from development in emerging markets. The company ranked #11 on Forbes’ 2018 World’s Most Innovative Companies list. It is currently also the second largest energy drink manufacturer.
The tagline of the company reads, “Unleash the Beast”. The USP of the company lies in its expansive portfolio of energy drinks that is unmatched by any other. As of 2020, the company employs around 3142 employees.

Monster Beverage Revenue :

US$ 3,807,183 – FY ending 31st Dec, 2018
US$ 3,369,045 – FY ending 31st Dec, 2017

Competitive Analysis of Monster Beverage

The SWOT analysis for Monster Beverage is presented below:
1. Continuous expansion of existing portfolio
2. Wide geographic presence
3. Production closer to market
4. Distribution agreements with TCCC
5. Strong sponsorships supporting the brand
6. Consistently strong financials
1. Short term production arrangements
2. Personal injury and false advertisement lawsuits
3. Heavy dependence on Monster Energy Drinks for revenue
1. Long term co-packing facilities around the world
2. Innovative Product launches
1. Highly competitive ready-to-drink market
2. High dependence on raw material
3. Seasonality impacts consumer demand
4. Government Regulations related to obesity, impact on children and public health
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Detailed SWOT Analysis of Monster Beverage



1. Continuous expansion of existing portfolio: Monster Beverage continuously expands their existing portfolio of drinks both in the line of carbonated energy drinks and non-carbonated drinks. They introduce additional products, flavors and types of beverages to complement our existing product lines. They’ve added dietary ingredients in their Monster Energy Drinks line to appeal to the health-conscious individuals. Monster Beverage has also launched dairy based coffee energy drinks and energy shakes in 2018. They have also started offering affordable energy drinks under the Mutant Energy Product line. They introduce additional types of consumer products that are complementary to their existing products and/or to which their brand names are able to add value.

2. Wide Geographic presence: Monster Energy drinks are sold in 142 countries and territories globally. Their strategic brands that were bought by The Coca Cola Company (TCCC) are sold in around 96 countries. A total of 153 countries receive one or more monster energy brands worldwide. Monster Energy® brand is part of the premium category of energy drinks across several countries as do the Strategic Brands from their stable. The affordable energy brand, notably Predator®, participates in the affordable segment of the energy drink category internationally where it is distributed in 16 countries worldwide. With such an extensive distribution system they are able to capture the growing demand in both developed and developing countries. The availability of a variety of flavors across geographies allows it to gain dominance in a majority of markets.

3. Production closer to market: Both domestically and internationally their products are packaged in a number of locations, which enables them to produce products closer to the target markets where they are sold. The objective is to reduce freight costs as well as transportation-related product damages. As distribution volumes increase in the domestic and international markets, they continue sourcing additional packing arrangements closer to such markets to further reduce freight costs.

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In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Monster Beverage SWOT and PESTLE analysis has been conducted by Shreya Luthra and reviewed by senior analysts from Barakaat Consulting.

Copyright of Monster Beverage SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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