Factors for consideration when formulating gestalt response to Monster Energy Drinks threat:
i) Negative exposure for Monster Energy Drinks in fishing contests, car races, etc, all are hobbies where MFK members already have traction. Opportunity for massive negative exposure for Monster Energy Drinks during upcoming London Olympics, if we can form peak viral resistance response during that window.
ii) Monster Energy Drinks' rapid growth, market share, poor cash-flow, recent 2-for-1 stock split, jobs-for-the-boys culture (ie, Rodney Sacks + Hilton Schlosberg, etc) leave vulnerabilities for hostile take-over. Coca-Cola already eyeing them for prey. Can bring litigation controversies and failures and jobs-for-the-boys frivolous lawyers to attention of institutional investors. Monitor share prices.
iii) Increasing governmental regulation, eg, NYC soda drinks proposals. Can keep politicians informed of community anger towards Monster Energy drinks.
Suggest understand enemy, here is Form 10K filed for US Securities and Exchange Commission, especially note Sections 1A and 3:
http://secfilings.nasdaq.com/edgar_...l#A12-1309_110K_HTM_ITEM1A_RISKFACTORS_114102