I attached 3 discussion posts for each of them you should Your 2-paragraph posting should be written in the following format: Edit the posting for spelling, grammar, and technical writing. List the c

The Equity Alliance Between Coca-Cola and Monster: A Troubled Engagement? Chapter 8.

This case discusses the recent burst of growth seen from the energy drink industry and how it affects soda companies like Coca-Cola and Pepsi. Coca-Cola and Pepsi have been archrivals in the beverage industry but recently some new competition entered in the form of energy drinks. Pepsi got a quick start by purchasing and starting their own energy drink companies while Coca-Cola was late to the party. Eventually though, Coca-Cola purchased a 17% stake in the biggest energy drink company, Monster, in an equity alliance. This was a risky strategic move for Coca-Cola as Monster and other energy drink companies are involved in lawsuits and being investigated by the FDA for the dangers of their drink. Additionally, Coca-Cola and Monster are in arbitration over Coca-Cola's new Coke Energy which Monster claims violates their non-compete clause.

Obviously this case does show a problematic strategic relationship between Coca-Cola and Monster, but I don't believe the investment was a mistake from Coke. Monster and energy drinks as a whole have continued to rise and Monster especially is dominating the drink space. Since this case was written 4 years ago, I believe it is safe to say that the relationship between the two companies has worked out well considering the growth trajectory Monster is still on. It was a risky move by Coke but I believe it paid off and it will only grow to pay off more and more in the future.