Monster Beverage CorporationThe Hansen Beverage company (recently changing its name to Monster Beverage Corporation on January 5, 2012), was a family-owned business in the 1930s, selling freshly squeezed juices to local film studios. In the 1970s, one of the Hansen brothers decided to transform his beverage business into marketing "natural sodas." This was the company's turning point that brought them to where they are today. Today, Monster Beverage Corp. has grown into Canada's largest energy drink company with sales of more than $2.1 billion in 2012. Monster drinks have always been, and continue to claim to be free of preservatives, caffeine , sodium, artificial flavors and colors. . Although many people believe that all energy drinks contain high levels of caffeine and are unhealthy, the company's mission statement, which has not changed since January 5, 2012, when the company changed its name, states otherwise. THE MISSION STATEMENT Monster Beverage Corp.'s mission is to “meet consumers' needs for superior, great-tasting, healthy, natural and functional beverages. Our drinks will be positioned as a premium brand and will often be marketed at a premium to competitive mainstream products. The mission statement provides Monster Beverage Corp. with the information needed for the company's vision. It answers the following questions: • What sector do we operate in? • Who are our customers? • What offerings should we provide to provide value to these customers? Monster Beverage Corp. demonstrates that it understands its customers' needs. They are a successful company with revenue growing faster every year. Their revenues declined during the recent economic recession (2008... middle of document... s.com24. http://www.slideshare.net25. http://www.cspnet.com/ sites/default/files /magazine/article/pdf/CMH12-bevs-specialty.pdf26 http://www.energyfiend.com/the-15-top-energy-drink-brands27. wikispaces.net/MONSTER+Consultants+Final+Doc28 http:/ /uoinvestmentgroup.org/wp-content/uploads/2009/08/Hansen.pdf29 http://goodmorningpill.tumblr.com/30. www.gurufocus.com31 http://www.wikinvest.com/stock/Hansen_Natural_(HANS )32 http://www.hansens.com/us/en/about-us/mission-statement/)33. http://monsterbevcorp.com/34. http://investors.monsterbevcorp.com/releases.cfm35. http://www.fda.gov36. http://ods.od.nih.gov/About/DSHEA_Wording.aspx37. http://www.epa.gov/regulations/laws/osha.html38. http://www.monsterenergy.com39. http://www.cspnet.com/sites/default/files/magazine/article/pdf/CMH12-bevs-specialty.pd