MK2530: Week 5 Competition and Global Marketing
Exercise 5.1
Monster In 1994, Monster Worldwide pioneered job recruiting on the Internet with Monster.com. Today, it is the
only online recruitment provider that can service job seekers and job posters on a truly global basis. With a
presence in 50 countries around the world, Monster has unparalleled international reach. And although
global economic woes have hindered the growth of corporations everywhere, Monster is investing heavily
with plans to become even bigger worldwide. Most recently, Monster’s international expansion has
included the purchase of ChinaHR.com giving it a strong presence in the world’s largest country. Monster
already gets about 45 percent of its annual revenue of $1.3 billion from outside the United States. But it
expects to become even more global in the coming years. To back that geographic expansion, Monster is
also inventing heavily in search technologies and Web design in order to appeal to clients everywhere.
If you are unable to watch the video, search online for two articles about Monster.com and complete your
assessment using the following as guiding questions:
1. Which of the five strategies for adapting products and promotion for global markets does Monster
employ?
2. Which factors in the global marketing environment have challenged Monster’s global marketing
activities most? How has Monster met those challenges?
Sources as Cited In:
Kotler, P., & Armstrong, G. (2012). The global marketplace. Principles of marketing (p. 577) (14th ed.).
Upper-Saddle River, NJ: Prentice Hall. 1
