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.
Monster beverages have always been, and still claim to be free of preservatives, caffeine, sodium, artificial flavors and colors. Although many people believe that all energy drinks contain high levels of caffeine and are not healthy, the company’s mission statement which has not changed since Jan 5th, 2012 when the company changed its name, states otherwise.
Monster Beverage Corporation, through its subsidiaries, develops, markets, sells, and distributes alternative beverage category beverages in the United States and internationally. It operates in two segments, Direct Store Delivery and Warehouse.
The Direct Store Delivery segment offers carbonated energy drinks, non-carbonated dairy based coffee plus energy drinks, non-carbonated energy shakes containing proteins, carbonated energy drinks containing nitrous oxide, non-carbonated energy drinks with electrolytes, energy supplements, and ready-to-drink iced teas.
The Warehouse segment provides sodas, sparkling water beverages, seltzer waters, energy drinks, fruit juices, juice cocktails, aseptic juices, coconut water juices, ready-todrink lemonades, ready-to-drink lemonade plus tea drinks, powder drink mixes, and probiotic digestive wellness powder drinks.
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, Huberts, Worx Energy, and Peace Tea brands. It serves full service beverage distributors, retail grocery and specialty chains, wholesalers, club stores, drug chains, mass merchandisers, convenience chains, health food distributors, food service customers, and the military.
THE MISSION STATEMENT
The mission of Monster Beverage Corp. is “to satisfy consumers' 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 for competitive mainstream products.”
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...