The Key Principles of Marketing - Research Paper Example

The company which operates with the brand name Monster Energy is now acknowledged for its high market share of energy drinks in the USA. Moreover, the company is massively expanding to new markets not only in the United States but also abroad. According to Beverage Digest 2011, the company is ranked second, right behind Red Bull which holds over 40% of the energy drink market share. Monster energy is not widely advertised in the media but is well known for its sports and athletics sponsorship (Datamonitor 2008, pg 2).

Monster Energy assumes a private company structure. It is moreover a limited company. The company is therefore different from Hansen Natural Corporation. However, Monster Energy Company is owned by Hansen Natural Corporation. The corporation is a listed company that has its origin or history in Hansen and his three sons in the 1930’s. Later, the business was acquired by California Co Packers Corporation after it been declared bankrupt but retained the name Hansen Natural. Hansen Natural Corporation launched Monster Energy in the year 2002 and the United States is acknowledged as the country of origin.

On 5th January 2012, the Hansen Natural Corporation changed its name to Monster Beverage Corporation. The new name began operation as from 9th January 2012. The corporation is based in Corona, California. The Monster Beverage Corporation is a listed company that is owned by shares. At the beginning of the year 2012, the corporation announced the increase of the authorized shares from 120 million shares to 240 million shares. In itself, the Monster Energy Company stands to be a multimillion-dollar company (Datamonitor 2008, pg 2).