Red Bull and Monster, the two main players in the $8.3-billion U.S. energy-drink market, invest heavily in
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Red Bull and Monster, the two main players in the $8.3-billion U.S. energy-drink market, invest heavily in sponsoring motor racing.
And Monster has now signed a multiyear deal to name the Monster Energy NASCAR Cup Series. Red Bull has a 38 percent market share and Monster a 27 percent share. Overall market growth is expected to be 3.1 percent a year over the next five years.
a. Describe the structure of the energy-drink market.
b. What might be the reason why two firms dominate the energy-drink market?
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