Monster Beverage Corporation found out the differences between energy drinks and the normal drinks after some failure of marketing. When the other brands tried to narrow down the distance between the customers, Monster tried to highlight its fashionable aspect; when the other brands emphasized the fitness of the drink, Monster produced an energy drink with high caffeine and sugar in it, usually with the portion that could help customers keep concentrate and clear-headed. Just like medicine, the value of energy drink is its function, not the flavor. To distinguish itself with other brands is important to Monster.
As an energy drink, Monster’s biggest competitor is Red Bull. Everyone wants to be the first in their realm, but Monster holds a different opinion. It thinks that to be “the second big” energy drink can be as strong as Red Bull and may lead to a greater success, so instead of being friends with Red Bull, Monster chooses to stand on the opposite side, to offer the experience that Red Bull cannot provide to the customers. If we do a SWOT analysis by using this point, being unique would be an opportunity to Monster.