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.

2. 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.

3. 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

4. Mitch Coleborn Justin Black
Dave Mirra Scotty Cranmer
Ricky Dietrich Zach Hale

5. 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."

6. 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

7. S.W.O.T. ANALYSIS

8. 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)

9. 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

10. 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

11. 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

12. Video
http://www.youtube.com/watch?v=7X63K_USF
4I

13. 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.

14. 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

15. 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.

16. 2nd Alternative
• Another idea is, Monster could build small
stores that sell Monster energy drinks and
Monster apparel in highly populated areas.

17. 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.

18. 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.

19. 3rd Alternative
• Monster could put up vending Machines in
colleges and give colleges Monster apparel to
give out to the students.

20. 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.

21. 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.

22. Sources
• "Background Info." Mac OS X Server. 2011. Web. 16 May 2011.
<http://net.archbold.k12.oh.us/ahs/web_class/Fall_09/Site3_Mundy/Back
groundInfo.html>.
• McConnaughy, Whitey. Monster Energy Drink® | Unleash The Beast -
Home. Monster Beverage Co, 2011. Web. 16 May 2011.
<http://www.monsterenergy.com/>.
• "Monster Energy Drink Review." Energy Drinks at Fact Expert. FactExpert,
2011. Web. 16 May 2011. <http://energydrinks.factexpert.com/911-
monster.php>.
• "Monster Energy: Monster Energy Apparel, Monster Energy Clothing,
Monster Energy Shirts, Monster Energy Hats." DragRacingHeaven.com -
Drag Racing Heaven, a Drag Racing Only Store. Drag Racing Heaven, 2011.
Web. 16 May 2011. <http://www.dragracingheaven.com/monster-energy-
c-658_630.html?cPath=616>.

23. Monster
Zach Watts
Cody Box
Jackson Powell
Tyler Chilson