After finishing the individual assignment “SWOT” which analyzed the situation of the second biggest energy drink company- Monster, I just knew Monster is the second biggest energy drink company! I never saw Monster’s products in China!
The Red Bull is the number one energy company and was the first to be introduced into the market in 1987. Red Bull has a clear leading position in China and almost has no competitors. Differs from Red Bull, the Monster has small China market and is relative popular in Canada. Monster wants to reduce the gap between Red Bull and itself. Expanding its market in China is very important. China has the most population in the world. Little increase in Chinese market will cause obvious increase in Monster’s whole market.
The second thing for the Monster to do is remain its cheep- price advantage. In general consumers can get a can of 8.3oz Red Bull drink or a can of 16oz Monster drink at the same price. If the Monster can remain its price advantage and pay great efforts on expanding Chinese marketing, it will reduce its gap with Red Bull in the future. Mons consumers prefer cheap price products.
references:
http://www.ukessays.com/essays/business/competition-and-market-analysis-for-red-bull-business-essay.php