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. Monster Energy is a brand of energy drink manufactured by Monster Beverage Company of Corona, California.
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. ...view middle of the document...
The company offers its products primarily under the Monster Energy, Monster Rehab, Monster Energy Extra Strength Nitrous Technology, Java Monster, X-Presso Monster, Muscle Monster, Punch Monster, Hansen’s, Hansen’s Natural Cane Soda, Junior Juice, Blue Sky, Hubert’s, Worx Energy, and Peace Tea brands. It serves full service refreshment wholesalers, retail basic need and claims to fame chains, wholesalers, club stores, drug chains, mass merchandisers, accommodation chains, wellbeing sustenance merchants, nourishment administration clients, and the military. (Monster Beverage Corporation, Businessweek.com).
THE MISSION STATEMENT
The mission of Monster Beverage Corp. is to “provide the best energy supplement to our consumers and fuel them with MONSTER ENERGY” (Monster Beverage Corporation, 2012 Annual Report).
The mission statement provides Monster Beverage Corp. With the information needed for the company’s vision. It answers the following questions:
• What business are we in?
• Who are our customers?
• What offerings should we provide to give these customers value?
Monster Beverage Corp. shows that they understand their customers’ needs. They are a successful business with higher growing revenue every year. Their revenues did decrease during the economy’s recent recession (2008) but the company has never struggled. In the fourth quarter of 2012 they had a net sales increase of 15 % to $ 471.5 million.
As defined in Marketing...