Monster Energy Drink Target Audience And Company Objectives Free Writing Sample

Consumer Behavior Monster Energy Target Market Because the energy drink is still portion of a new and underdeveloped industry. the energy imbibe mark market is different than in some of the other drink industries. Monster energy drinks have become a really popular. “hip” portion of society. but the market at which they are aimed is non as broad and expansive. or diverse. as some might believe. Early in energy drink history. when they were foremost being sold in the United States. jocks were the primary consumers.

This shows that even ab initio energy drinks were directed at a select crowd. a group of people with specific involvements. Although the consumer base for energy drinks has now expanded beyond that of merely jocks. the mark market is still more peculiar than in other industries. When believing about the energy imbibe mark market. it is of import to see who is most receptive to the purported effects of the drinks. Although everyone is susceptible to the weariness of the super-charged. over-worked life style. immature people are particularly vulnerable to relentless exhaustion and deficient energy.

This group of people. more specifically male adolescents and people in their 20s. are besides most likely to believe in the veracity of the energy drinks’ claims. As a consequence. the bulk of energy drinks are developed for and advertised to this younger coevals. In add-on to concentrating on a specific age group. many energy drink companies are even more sole in their selling attempts. pitching their merchandises and advertisement to appeal to really specialised groups. such as gamers. utmost athleticss partisans. and the hip-hop crowd. The effects of this accent on such a mark market can be seen in the advertisement runs of the energy drinks.

Many of the names of the drinks. such as Monster LoCarb entreaty to these specific consumers and the selling schemes that revolve around patronizing public events or famous person indorsements reflect this focal point. The design and packaging of many energy drinks besides relates to the mark market. Although the energy drink industry presently caters to a really specific mark market. as it continues to turn and develop. it is likely that marketing attempts and the focal point consumer base will be more diverse and expansive.

The Monster Energy Drink. distributed by Monster Beverages Co. . utilizations concentrated aiming as a selling scheme. Strong publicity schemes including merchandise hand-outs by immature attractive sellers in powerful trucks blaring music are common ways The Company promotes in metropoliss. The Company besides uses Ricky Carmichael. a motocross fable. to back their merchandises. 40 pes postings are used to aim motocross fans which are a major mark market for Monster Beverages Co. ( Murr. 2006 ) . Other effectual advertizements include utilizing high contrast. recognizable postings in retail shops and high energy. adrenaline rushed Television ads.

Advantages of concentrated selling include concentration of resources. better run intoing the demands of the mark audience. and strong placement. Disadvantages include sections being excessively little or altering. and big rivals such as ruddy bull to more efficaciously market to niche. Harmonizing to Rodney Sacks. CEO. the mark audience is 18 – 25 twelvemonth old males ( Murr. 2006 ) . This market is focused on a merchandise which offers an energy encouragement. so any audience that is involved in athleticss. or high endurance activity is a clear mark.

The green claw Markss resemble epinephrine. power. and testosterone. attach toing its slogan. “unleash the monster within” . High schools and colleges are clear niches for these high energy markets. The demographics for the mark market for Monster energy drink are: Major Cities 18-25 twelvemonth olds Males Athletes/ High endurance activities Income? in-between category Harmonizing to the 2000 nose count. there are about 10 million males who fall under Sacks’ audience of 18 – 25 twelvemonth old males. But I believe the mark market is spread outing to be much wider than that including adult females and older work forces.

Judging by the effectivity of free press release publicities in hot locations such as South beach. Florida. I see a mark market of males and females ages 12 – 35. Harmonizing to the nose count this figure is around 80 million ( US Census Bureau. 2007 ) . Hansen’s Monster Energy drinks offer elephantine doses of caffeine and sugar in large black tins adorned with neon-colored claw Markss. The chilling packaging. plus a bevy of extreme-sports sponsorships. places Monster as an high-strung option to Red Bull in the fast-growing. $ 2 billion a twelvemonth energy-drink market.

Monster’s motto: Unleash the animal. ” Monster has surely energized Hansen. The company has seen its gross revenues more than double since it introduced the trade name in April. 2002. Last twelvemonth. Hansen earned $ 20 million on gross revenues of $ 180 million. up from merely $ 3 million of net incomes on gross revenues of $ 80 million in 2001. Gross saless about doubled. while net incomes quadrupled. in this year’s foremost one-fourth. Those consequences helped Hansen gain the No. 26 topographic point on BusinessWeek’s one-year ranking of Hot Growth Companies. Monster Objectives Hansen has jolted the Monster trade name with a dosage of guerilla selling.

Teams of Monster ambassadors” give out samples of the merchandise at concerts. beach parties. and other events. The company besides sponsors motocross. surfboarding. and skateboarding competitions. Hansen representatives in black Monster vans supplement the company’s web of 300 independent distributers by piecing shop shows and restocking specially designed racks in convenience shop ice chests. Hansen now owns an 18 % portion of the energy-drink class. harmonizing to the trade publication _Beverage Digest_ .

While Red Bull remains the leader with about half of the market. Hansen’s energy-drink gross revenues increased 162 % last twelvemonth — more than three times Red Bull’s growing rate. A little subset of consumers is traveling wild over these drinks. ” says Beverage Digest editor and publishing house John Sicher. Hansen is truly siting a tiger. ” It’s a jungle out at that place. though. Coca-Cola Co. ( [ **KO** ] ( . . /javascript: % 20void % 20showTicker ( ‘KO’ ) ) ) is advancing its new Full Throttle energy drink.

PepsiCo Inc. ( [ **PFE** ] ( . . /javascript: % 20void % 20showTicker ( ‘PFE’ ) ) ) is marketing energy drinks under its SoBe and Mountain Dew trade names. And independent enterprisers have elbowed their manner in with merchandises such as Rockstar and FUZE Mega Energy. Every month we pick up a new merchandise or two. ” says George Kalil. who runs an independent bottling company in Tucson. Sacks estimates that the energy-drink class is turning 50 % a twelvemonth and that there’s room in the market for everybody. These are the new soft drinks of the universe. ” he declares. Sacks and Schlosberg are fending off the onslaught by diversifying.

They’ve launched Joker. an energy drink sold entirely in Circle K convenience shops. and Rumba. a caffeine-laced juice drink designed to be a forenoon pickup. And they introduced Monster Assault. which comes in a black-and-gray disguise can that saysDeclare war on the ordinary! ” It’s a motto that could depict the juiced-up scheme of this formerly sleepy drink participant. It is evident that Monster has become a major participant in the energy drink market. We hope to be the figure one pick of energy drinks among consumers.

United Cereal Company Business Analysis

I. Key Problem

United Cereal is a diversified company established in 1910 by Jed Thomas. The company produces snack nutrients. dairy merchandises. drinks. frozen nutrients. baked goods. and cereals. The cereal industry generates one tierce of United Cereals gross. United Cereal focuses on “commitment. diligence. and loyalty” which attracted many people to work for the company. Jed expected his Directors to adhere to a strong set of values and wanted committed Directors that would continue his doctrine of the “The UC Way” to its clients. In add-on. the company focused on listening to its clients and descrying current tendencies to do the market portion of their nucleus value.

United Cereal was good known as an pioneer in the cereal industry and had implemented the “brand management” system. where trade name Managers had exclusive leading of the trade names. During the planetary enlargement of United Cereal in 1952. the company implemented State Managers ( CM ) in Europe. who worked on client satisfaction by analyzing alterations in cultural tendencies. The company’s doctrine was to listen to the client and make a merchandise that the client wants. The State Managers invariably strived to run into customers’ demands around different parts in Europe. European breakfast cereal was a really profitable recession-proof market with few rivals.

United Cereal was 2nd. after Kellogg’s. who had 26 % of the cereal market. Laura Brill was United Cereal’s European frailty president when Healthy Berry Crunch was traveling to be launched. This became one of the toughest determinations of her calling. Laura wanted to establish it to all of Europe and for this new cereal to be the company’s foremost coordinated multimarket launch. Directors and vice-presidents were hesitating about this thought. The undermentioned inquiry arises from this quandary. What international scheme should United Cereal implement with Healthy Berry Crunch cereal in order to cut down costs and increase market portion in the European sector?

II. Relevant Theory

This instance relates to international schemes. which compounds the pick of multi-domestic and planetary schemes. United Cereal has established national subordinates. which are led by Country Managers. The State Directors are to the full responsible for the merchandise and market in their State every bit good as fabrication. selling. R & A ; D. etc. of the merchandise. By holding single subordinates in each Country. the cost of invention and production became a major factor for United Cereal. Many of the Country Managers worked really hard on cut downing costs. alternatively of establishing and introducing new merchandises. This scheme in a competitory market was non plenty and each subordinate shifted their scheme into a cost decrease scheme alternatively of an advanced and competitory scheme. The good side of multi-domestic scheme is the creative activity of new merchandises that met customers’ satisfaction. The disadvantage of this scheme is that the subordinates are to the full empowered by the trade name. and any determinations made were by inexperient immature Directors.

On the other manus. the advanced thought that Laura Brill has is the planetary scheme. which she wanted to call “Eurobrands. ” Eurobrands will centralise determinations for merchandises every bit good as selling. publicity. and advertisement. This will cut down cost on SG & A ; A by 10 % to 15 % over 3 old ages. In add-on. the Eurobrand construct will work absolutely today as old cultural behaviours have disappeared in the European community. and many of the EU ordinances in respect to labeling and selling are no longer relevant. The disadvantage with the Eurobrand construct is that the United Cereal manner of listening to all Europeans could be lost. In the instance of Healthy Berry Crunch. merely France tested the merchandise. hence. United Cereal does non cognize how or if the remainder of Europe will react to the merchandise.

III. Assessment on Options

In this instance there are two options. Launch Healthy Berry Crunch in France or launch Healthy Berry Crunch as United Cereals foremost Eurobrand construct. a. Launch Healthy Berry Crunch in France – harmonizing to the study given in France. 64 % of the people said that they would re-purchase the merchandise in the following three months. Kellogg’s Particular K with strawberries is the lone rival in the market presently offering healthy cereal to the consumers. Jean-Luc Michel did intensive testing of the merchandise and the analysis has shown a tendency towards healthy nutrient in France. Therefore. the debut of Healthy Berry Crunch would be a great success in the Country.

In add-on. Healthy Berry Crunch will reflect the company’s nucleus values and inventions that each subordinate has been known for. B. Launch Healthy Berry Crunch as United Cereals First Eurobrand – if this alternativeis chosen. United Cereal will salvage between 10 to 15 % in research and development over a period of 3 old ages. By being the first to establish a healthy merchandise like this all over Europe. it will make a large advantage over United Cereal rivals and cut down the menace of rivals come ining the European market. Although Healthy Berry Crunch trials were merely performed in France. the overall European civilization is going similar in that they are swerving towards healthier eating wonts. Therefore. the likeliness of this merchandise being liked by the remainder of the population is great.

IV. Suggested Course of Action

After analysing this instance. the best class of action is to establish Healthy Berry Crunch as United Cereals foremost Eurobrand construct. In order to back up this thought. a major alteration in the organisational construction of United Cereal must be done. This will ensue in staff decrease and other nest eggs such as selling and production costs. The way that Laura Brill wants to take with the future organisational construction is to make Eurobrand squads. The trade name Directors from the subordinate and a regional frailty president will be portion of the Eurobrand squad. This squad will be responsible for the development. technology. selling. and research of new merchandises. The Eurobrand scheme will present Healthy Berry Crunch in Europe and will derive more market incursion than any other rival.

On the other manus. depending on the fortunes. the multi-domestic scheme is a scheme that does non look at other possibilities in other markets or parts. They act like a “mini UC” in each Country. and the disbursals and the clip spent are normally non really profitable to the company. Despite the unfavorable judgments and concerns that may happen during the organisational structural alteration. the Eurobrand scheme will convey leading and teamwork among the members of the squad. They will move as leaders in the merchandise preparation. market positioning. packaging. advertisement. pricing. and publicities. At the same clip. they will be responsible on cutting costs and happening ways to raise gross to United Cereal.

V. Key Takeaways

Learning about the two different international concern schemes: multi-domestic and planetary scheme was really interesting. Each State. continent. part. etc. . could differ from each other. and that is when leaders must be wise in taking international schemes. In the instance of Europe. most of the states that surround the continent have been unified in one community. That is the ground why their civilizations. economic systems. policies. and so on. have been meeting over the old ages. A practical manner to analyze the international market is using the CAGE theoretical account. This theoretical account will supply us with another manner to look at planetary enlargement by analysing civilizations. disposals. geographics. and economic sciences globally.

When industries reach international markets. they are either multi-domestic or planetary. What dictates which of these schemes is better. depends on the economic systems of graduated table and how customized the industries want to be with their merchandises.

Strength & Weaknesses Of Coca-Cola


The intent of this integrated essay is to research the strengths and failings of Coca Cola ( Coke ) utilizing the Value Chain Analysis Framework developed by Michael Porter. Using Exhibit I from Porter’s Framework. I examined the linkages and strategic significance of Coke’s value system.


Harmonizing to Michael Porter ( 1985 ) . information engineering changes the manner companies operate by specifically aiming how companies create their merchandises. Porter divided the concern operation procedure into value activities that were either technologically or economically based. Porter so stated that executing the value activities at a lower cost or making a differentiated. premium-paid merchandise outputs a competitory advantage.

Exhibit I classified the value concatenation activities as either primary or secondary. Primary activities include all aspects covering with merchandise creative activity. gross revenues. bringing. and serving new merchandises. On the contrary. secondary activities support the primary activities by supplying all services necessary to cook the merchandise for the client. ( Porter. 1985 ) . An illustration of a supporting activity would include the hiring activities of the human resource section. Their responsibility is to engage skilled employees to bring forth the company’s merchandises.

Last. Porter addressed the linkages that exist between interdependent activities in the company’s value concatenation and with providers. Often mutualist activities lead to tradeoffs in countries such as public presentation. cost. and quality. Optimization of those tradeoffs leads to a strong competitory advantage. Whereas a failure to capitalise on those trade-offs causes legion issues include low gross revenues. loss of competitory border. and layoff.


Coca Cola ( Coke ) is the largest maker of non-alcoholic drinks in the universe. Coke markets over 500 merchandises in over 200 states. With that being said. Coke’s gross for 2013 merely surmised to $ 46 billion as opposed to the $ 64 billion posted by PepsiCo. Coke’s top challenger. Upon farther scrutiny. I discovered that PepsiCo operates in both the bite and drink industry unlike Coke. which entirely deals in drinks. Of the $ 46 million in grosss posted by Coke. at least 75 % of the gross came from drink gross revenues. In comparing. PepsiCo has a diversified portfolio with at least 25 % of gross attributed to beverage gross revenues. Therefore. in world. the $ 64 billion reported by PepsiCo equates to approximately $ 16. 5 billion in comparable gross revenues ( “KO Income Statement” . n. d. ) .

Coke’s strongest competitory advantage prevarications in their name. With holding such a long history and loyal client base. Coke has endured many old ages of increased net incomes. In add-on. another asset for Coke is the selling scheme used. Coke makes a stance that Coke is for everyone regardless of age. On the other manus. Pepsi’s slogan targets the immature with their new age selling attack. Last. Coke is everyplace. It is in shops. eating houses. peddling machines. and served on air hoses. Not merely is Coke presenting their merchandises to consumers through normal channels. but Coke besides uses strategic spouses. such as McDonalds. who sell Coke merchandises alongside their company merchandise. This partnership increases Coke’s gross revenues. broadens the client base. and reduces bringing cost ( “SWOT of Coca Cola” . n. d. ) .

Coke’s biggest failing is neglecting to come in another sphere. As I mentioned earlier. PepsiCo is besides in the bite market ( “SWOT of Coca Cola” . n. d. ) . If Coke enters this market. its net incomes could more than double. Coke is cognizant of this major failing and began a grassroots attempt to carry their employees to buy replacement and. sooner non-Pepsi. merchandise. For case. on my first twenty-four hours as a contractor with Coke. I received a booklet showcases all of Pepsi’s merchandises. Coke made me cognizant that if our 80. 000 employees purchased a PepsiCo merchandise one time a hebdomad for a twelvemonth. our rival outputs approximately $ 16 million a twelvemonth. Acerate leaf to state. I felt obligated to diminish my truenesss to Doritos and Kentucky Fried Chicken.


In short. Value Chain Analysis AIDS companies in placing which activities are necessary to prolong concern operation and which are non. In add-on. this tool is besides utile in placing a company’s competitory strengths that could take to a competitory advantage in their industry.

In my sentiment. Coca Cola’s future chances are limitless. Coke has successfully launched several new merchandises including their sparkling drink line and freestyle drink machines. Even with direct competition from PepsiCo. Coke remains the front leader.


My greatest strength is my strong educational background with accent on my accounting and fiscal accomplishments. I am able to offer any company ten old ages of experience in general accounting in full rhythm histories collectible. assorted countries of histories receivable including Cash Applications. Credit. and Collections. I besides offer over four old ages of experience as an Accountant and three old ages of experience as a Financial Analyst. For governmental and abroad employers. I offer four old ages of Middle East experience and a Moderate Risk Security Clearance.

With my background. I believe I have a little competitory border over likewise situated campaigners. For that ground. I choose to prosecute my Doctorate in Business Administration ( DBA ) for speedy entree to exceed fiscal places that have eluded me for some clip. Having my DBA will put me in the right sphere even against more seasoned campaigners.

When sing future chances that would add value to my sketch and at the same time affect societal alteration. I think organisations such as the Federal Emergency Management Agency ( FEMA ) . the United Nations. and the Peace Corps. These organisations are well-known advocators for peace and wellbeing in other states. The overall end of those companies is non merely to into influence the lives of the persons in another state. but besides to act upon in a positive mode. I think I can hold a successful calling with one of those companies. but I do enjoy assisting others.


If you worked for Coke. how far would you be willing to travel to be portion of the squad? Would you to the full commit to Coke and give up all PepsiCo merchandises?

What is your personal competitory advantage?


KO Income Statement | Coca-Cola Company ( The ) Common Stock – Yahoo! Finance. ( n. d. ) . Retrieved September 4. 2014. from hypertext transfer protocol: //finance. yokel. com/q/is? s=KO & A ; one-year

Porter. M. E. & A ; Millar. V. E. ( 1985 ) . How information gives you competitory advantage. _Harvard Business Review. 63_ ( 4 ) . 149-161. Retrieved from hypertext transfer protocol: //zaphod. mindlab. umd. edu/docSeminar/pdfs/Porter85. pdf

SWOT of Coca Cola. ( n. d. ) . Retrieved September 4. 2014. from hypertext transfer protocol: //www. marketing91. com/swot-coca-cola/

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