Monster Beverage SWOT Analysis, Competitors & USP

Monster Beverage

Parent Company

Monster Beverage Corporation

Category

Non-carbonated ready-to-drink beverages

Sector

FMCG

Tagline/ Slogan

Unleash the Beast

USP

Monster Beverage STP

Segment

Men & Women of all ages and backgrounds

Target Group

Men (age 14-26), athletes, gamers and party goers

Positioning

Competitively priced energy drink

Monster Beverage SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Monster Beverage. Strengths are:

1. Monster drinks have a strong brand identity and a strong brand recognition due to its distinctive logo & color
2. Strong focus on energy drinks market with Energy drinks accounting for 93% of the company’s revenues
3. Forward thinking company as they have introduced a wide array of energy drinks with zero calories/zero sugar for the health conscious people
4. A very strong intangible asset portfolio with over 5200 registered & active trademarks

5. Ability to use the trademarks to maintain a competitive advantage over other in the market

6. A very large product line with entry into almost every non-carbonated drink in recent times

Weaknesses

Here are the weaknesses of Monster Beverage :

1. Limited marketing and a self-imposed restriction to market only to those who follow extreme sports

2. Lack of traditional media marketing limits its products reach to everyone 
3. Aggressive can designs can be intimidating to female consumers

Opportunities

Following are the Opportunities of Monster Beverage :

1. It may venture into carbonated drinks to expand its portfolio of products
2. It is already a leader in Energy drinks, it can try and capture Red Bulls market by being associated with various sporting events
3. Growing low calorie and diet conscious consumers whom they can target for the next wave of customer acquisition

Threats

The threats of Monster Beverage are as mentioned :

1. The government is coming up with stringent regulations for control of quality and safety of the product
2. Intense competition in the energy drinks market 
3. Increasing labor costs in the US could affect its overall costs and decrease margins

4. Inability to come out of Red Bull’s shadows

Monster Beverage Competition

Competitors

Below are the 2 main Monster Beverage competitors :

1. Red Bull
2. Amp