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1) Monster Energy® Drink: Composto Da Monster Energy® Drink E Reign Total Body Fueltm Drink

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1) Monster Energy® Drink: Composto Da Monster Energy® Drink E Reign Total Body Fueltm Drink Monster Beverage Corporation (NASDAQ: MNST) A cura di SCENARIO: • Monster Beverage Corporation è una holding company situata in California. • Le filiali della società sviluppano e commercializzano bevande energetiche, tra cui Monster Energy® Drink, Monster Energy Ultra® Drink, Burn® Drink, e molte altre. • La mission della compagnia è quella di soddisfare le esigenze dei consumatori per una qualità superiore di grande degustazione con bevande sane, naturali e funzionali. • Monster è l’azione che ha avuto la miglior performance del secolo negli USA. Le azioni di Monster sono salite ad oggi del 100.000% dal loro debutto nel 2003. INDICE: 1. MODELLO DI BUSINESS 2. STORIA 3. SETTORE 4. BILANCI 5. AZIONE 6. PROSPETTIVE FUTURE E FATTORI DI RISCHIO 7. VALUTAZIONI INGRESSO 8. CONCLUSIONI 1. MODELLO DI BUSINESS Monster Beverage è una delle più grandi e famose aziende di bevande energetiche al mondo. La società negli anni è stata capace di sviluppare un interessante modello di business, vendendo e distribuendo bevande energetiche con i seguenti brand: ● Monster Energy® ● NOS® ● Monster Energy Ultra® ● Full Throttle ® ● Monster Rehab® ● Burn® ● Monster MAXX® ● Mother® ● Java Monster® ● Nalu® ● Muscle Monster® ● Ultra Energy® ● Espresso Monster® ● Play® and Power Play® ● Punch Monster® (stylized) ● Juice Monster® ● Relentless® ● Monster Hydro® ● BPM® ● Monster HydroSport Super Fuel® ● BU® ● Monster Dragon Tea® ● BU® ● Caffé Monster® ● Samurai® ● Reign Total Body FuelTM ● Live+® ● Reign InfernoTM Thermogenic Fuel ● Predator® 1.1 MODELLO DI BUSINESS Il modello di business di Monster è suddiviso in 3 segmenti operativi : 1) Monster Energy® Drink: composto da Monster Energy® Drink e Reign Total Body Fueltm Drink. 1) Strategic Brand: composto principalmente dai vari marchi di bevande energetiche acquisite da The Coca-Cola Company ("TCCC") nel 2015 e dalle bevande energetiche più economiche dell’azienda. 1) "Altro“: composto da alcuni prodotti venduti da American Fruits and Flavors, LLC ("AFF"). Una filiale controllata al 100%. E da quegli importi societari che non si riferiscono specificamente a un segmento oggetto di informativa "Corporate e non assegnati." - Il segmento Monster Energy® Drinks genera la maggior parte dei ricavi operativi netti della società e lo fa vendendo bevande energetiche preconfezionate principalmente a imbottigliatori e distributori di bevande a servizio completo. In alcuni casi, i prodotti vengono venduti direttamente a venditori al dettaglio di generi alimentari, grossisti, negozi di club, venditori di massa, catene di discount, clienti di foodservice, e-commerce e militari. - Il segmento Strategic Brands invece genera principalmente ricavi operativi netti, con però percentuali di margine lordo superiori al segmento precedente, vendendo "concentrati" e/o "bevande" ad operazioni autorizzate di imbottigliamento e inscatolamento. Le bevande energetiche preconfezionate sono poi vendute ad imbottigliatori, distributori o dettaglianti di servizi completi. In misura minore, questo segmento genera ricavi vendendo anche determinate bevande energetiche confezionate pronte all'uso agli imbottigliatori e ai distributori di bevande. 1.2 MODELLO DI BUSINESS Un’altra parte fondamentale per capire a pieno il modello di business di Monster è sicuramente tutto ciò che concerne la produzione e distribuzione dei loro prodotti. Vediamole nel dettaglio. PRODUZIONE: La società non produce direttamente prodotti finiti, ma fa produrre i propri prodotti a imbottigliatori terzi e confezionatori a contratto. Monster acquista aromi, concentrati, dolcificanti, succhi, integratori, lattine, bottiglie, tappi, etichette, vassoi, scatole e altri ingredienti per i propri prodotti da fornitori vari, che vengono poi consegnati agli imbottigliatori e co-packers di terze parti. A seconda del prodotto poi gli imbottigliatori aggiungono acqua filtrata e/o altri ingredienti per la fabbricazione e il confezionamento dei prodotti finiti adeguandosi alle conformità delle ricette e formule dategli. Nello specifico, la compagnia si appoggia è AFF per sviluppare e produrre i sapori primari per il segmento Monster Energy® Drink. Venendo agli accordi che Monster ha, tutti prodotti finiti, come già accennato, sono fabbricati da vari imbottigliatori e imbottigliatori terzi situati in tutti gli Stati Uniti e all'estero. La maggior parte di questi sono generalmente su base mensile o sono terminabili su richiesta e senza limitazioni sulla quantità di produzioni minime entro determinati periodi. Per quanto riguarda invece il packaging, i prodotti sono confezionati in una serie di luoghi, sia a livello nazionale che internazionale, il più vicino possibile ai mercati in cui vengono venduti, così da ridurre i costi di trasporto e i danni ai prodotti relativamente al trasporto. 1.3 MODELLO DI BUSINESS DISTRIBUZIONE: Monster negli anni ha stipulato accordi con vari imbottigliatori/distributori che prevedono la distribuzione dei prodotti per un periodo iniziale fino a venti anni, che possono essere successivamente rinnovati per ulteriori periodi da uno a cinque anni, a determinate condizioni che possono variare a seconda della forma dell'accordo. Inoltre, la società ha il diritto di risolvere determinati accordi di distribuzione in qualsiasi momento e senza un pagamento di una penale. Ad oggi possiamo dire che la distribuzione dei prodotti di Monster, è completamente nelle mani di CocaCola, attraverso la rete di distribuzione TCCC. Ciò vale sia per il segmento Monster Energy® Drink e sia per lo Strategic Brand. Tutto ciò comprende quindi i territori in Canada e negli Stati Uniti e a livello internazionale, per la distribuzione e la vendita delle bevande di Monster. 1.4 MODELLO DI BUSINESS Passiamo invece ora ad analizzare più nel dettaglio chi sono i clienti di Monster. Customers: Come accennato precedentemente, i clienti di Monster sono principalmente: imbottigliatori/distributori di bevande, negozi al dettaglio, grossisti, negozi di club, rivenditori di massa, catene di convenienza, clienti del foodservice, negozi, rivenditori di e-commerce e militari. Andando a vedere però più in profondità, i principali clienti per importanza di grandezza e nome del brand sono: Coca-Cola e altri imbottigliatori della rete TCCC , Asahi Soft Drinks Co, Kalil Bottling Group, Big Geyser Inc. Wal-Mart Inc. (includendo Sam’s Club) e Costco Wholesale Corporation. I dati seguenti riportano le percentuali delle vendite lorde ai vari tipi di clienti per gli anni chiusi al 31 dicembre 2019, 2018 e 2017. 2. STORIA Negli anni trenta, Hubert Hansen e i suoi figli iniziarono un'attività di vendita di succhi freschi non pastorizzati a Los Angeles, in California. Nel 1977, Tim Hansen, uno dei nipoti di Hubert Hansen, percepì un’esigenza da parte del mercato di succhi naturali pastorizzati e miscele di succhi stabili. Ne iniziò la produzione, creando così la Hansen Foods, Inc. ("HFI"). La società nel 1988 presentò un’istanza di fallimento, venendo così acquisita dalla California Copackers Corporation e rinominata Hansen Natural Company. Nel 1990, un consorzio guidato da Rodney Sacks e dal suo collega sudafricano, Hilton Schlosberg, acquisì la Hansen Natural Corporation, per 14,5 milioni di dollari. E da quel momento Rodney Sacks ne divenne presidente e amministratore delegato. Riuscendo a cavalcare con successo il nuovo emergente mercato delle bevande energetiche. Nel 2012, gli azionisti concordarono di cambiare il nome da Hansen Natural Corporation a Monster Beverage Corporation. Nel 2015 CocaCola è diventato il maggior azionista di Monster, iniziando una partnership molto solida con la società. Partnership che concerne la distribuzione delle bevande, ma non solo. Nel 2016 Monster ha completato l'acquisizione del fornitore di aromi e del partner commerciale di lunga data AFF. Monster è l’azione che ha avuto la miglior performance del secolo negli USA. Le azioni di Monster sono salite ad oggi del 100.000% dal loro debutto nel 2003. 3. SETTORE: Mercato di riferimento Il mercato delle bevande energetiche, o in inglese Energy Drinks, è un mercato maturo composto da pochi grandi e da molti piccoli concorrenti. I due principali concorrenti detengono l'82% della quota di mercato delle bevande energetiche. La quota di mercato di Red Bull è pari al 43% del mercato delle bevande energetiche. Red Bull ha la più alta quota di mercato di qualsiasi bevanda energetica al mondo. L’azienda è proprietaria di una serie di eventi sportivi estremi ma anche di diverse squadre sportive. La quota di mercato di Monster è del 39% del mercato delle bevande energetiche. Ci sono più di 30 diverse bevande sotto il marchio Monster in Nord America, tra cui il suo nucleo Monster Energy line, Java, Monster, Extra Strength, Import, Rehab e Muscle Monster. L'azienda è anche nota per aver sostenuto molti eventi sportivi estremi. La quota di mercato di Rockstar è del 10% del mercato delle bevande energetiche. Rockstar Energy Drink è stata acquisita da Pepsico nel marzo 2020. Rockstar è disponibile in più di 20 gusti e in più di 30 paesi. La quota di mercato di AMP è invece del 3%. Amp Energy è un marchio di bevande energetiche prodotto da Rockstar Inc. e di proprietà di Pepsico. AMP è stato prodotto ed etichettato con il suo marchio stand-alone. AMP è confezionato in lattine da 16 once e 24 once ed è venduto negli Stati Uniti, Canada, Regno Unito e Libano. 3.1 SETTORE: Mercato di riferimento Cerchiamo ora di capire più nel dettaglio che cosa siano le bevande energetiche, come si sono sviluppate e dove si collocano nel mercato delle bevande
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