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This paper evaluates the attractiveness of Indian market energy drink market for one of the biggest energy drinks makers in the world called "Monster Energy Drink." In order to find new markets for its product and to counter competition, India with its huge customer base and a friendly investor environment is suggested to be an ideal destination for Monster. The structure of this paper can be mainly divided into four parts. The first part briefly talks about the Energy drinks market in India and its growth prospects. It also gives an overview of Monster Energy Drinks Company and its operations. A SWOT analysis is undertaken to evaluate its position as far its foray in India is concerned The second part of the paper is mainly concerned with assessing Indian market through application of PESTEL framework. This part gives an overview of the existing players in India and the extent of competition in the energy drinks market. After reviewing facts about Indian market, in the third part, the suggested entry mode in the Indian energy drinks market is discussed along with the correct marketing mix strategy for Monster. This part also talks about the proposed organizational structure and issues like logistics and supply chain establishment for reaching the target segment. The paper concludes by summarizing the key findings and by providing recommendations for Monster to establish its presence in India.
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