8 An Energy Drink with a Monster of a Stock The $5.7 billion energy-drink category, in which Monster holds the No. 2 position behind industry leader Red Bull, has slowed down as copycat brands jostle for shelf space.

Over the past five years Red Bull’s market share in dollar terms has gone from 91 per cent to well under 50 per cent and much of that loss has been Monster’s gain.

Source: Fortune, 25 December 2006 a Describe the structure of the energy-drink market. How has that structure changed over the past few years?

b If Monster and Red Bull formed a cartel, how would the price charged for energy drinks and the profits made change?