Monster Energy Essay

11236 Words Oct 18th, 2013 45 Pages
| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid |

PART A
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.
…show more content…
Values
Monster shows the importance of values in their statement, The Corporation’s Scope for the Future, as a company. Their values are as follows: * To always have superior quality in their products and services * To have their customers (and their families) be confident while consuming their product, always being able to taste the quality and never lose trust in the Monster brand * Continuous quest for excellence * High ethical and moral standards Monster states that their customers always come first. They are in business for their customers and because of their customers, committed to establishing relationships, providing high quality products and maintaining profitable partnerships. Monster fully respects their customer’s rights, dignities, opinions and individuality. Critical to their success, the customer is their most valued asset.
Monster will never be satisfied with current performance, constantly looking for new opportunities to grow their business and market wherever possible. Expanding their product range without compromising the excellence of the existing ones, this company of over 50 years promises not to tolerate mediocrity.
Lastly, Monster Beverage Corp. will never take part in or support anything unethical or illegal.

Corporate Strategy

As defined in Marketing the Core, product differentiation is a corporate strategy whereby there is “a provision of something that is unique and valuable to
Open Document