Monster.Com Marketing Plan
1.0 Executive Summary
In 2000, Monster.com is already a successful career-building business. They are at the top of the online job-recruitment industry. Now that they have created a successful company, they need to be able to sustain their success. CEO Jeff Taylor is interested in what the next 5 years will look like for Monster.com. He wants the company to continue to grow and innovate. Just because the company is #1 today, doesn’t mean they will be able to sustain that status. In order for the company to continue to succeed, they will need to broaden their services. The goal is to develop a relationship with both job seekers and recruiters. Monster.com must find a way to sustain relationships with their customers after they have located the perfect job or found the perfect employee.
1.1 Situation Analysis * Internet is a newer technology that is rapidly expanding * Newspapers are no longer the main source for recruitment advertising * Monster.com has the highest market share among competitors in the online job-recruitment industry * Monster.com revenue is increasing significantly * Monster.com advertising campaign has been highly successful 1.2 Marketing Objectives * Increase Monster.com market share and brand equity * Increase revenues through more job listings * Increase customer services * Build stronger relationships with HR Recruiters
1.3. Marketing Strategies * Expand career development information on website * Allowing success stories from jobseekers to be shared * Offer free employment advise to job seekers who register on the site * Highlight the assistance offered to HR professionals
1.4 Action Plan * Develop more in-depth marketing plan to promote higher level service * Adding a higher level of service for customers for a small fee * Adding career/personality tests to help job-seekers locate the perfect job * Develop more in-depth online community with career
In 2000, Monster.com is already a successful career-building business. They are at the top of the online job-recruitment industry. Now that they have created a successful company, they need to be able to sustain their success. CEO Jeff Taylor is interested in what the next 5 years will look like for Monster.com. He wants the company to continue to grow and innovate. Just because the company is #1 today, doesn’t mean they will be able to sustain that status. In order for the company to continue to succeed, they will need to broaden their services. The goal is to develop a relationship with both job seekers and recruiters. Monster.com must find a way to sustain relationships with their customers after they have located the perfect job or found the perfect employee.
1.1 Situation Analysis * Internet is a newer technology that is rapidly expanding * Newspapers are no longer the main source for recruitment advertising * Monster.com has the highest market share among competitors in the online job-recruitment industry * Monster.com revenue is increasing significantly * Monster.com advertising campaign has been highly successful 1.2 Marketing Objectives * Increase Monster.com market share and brand equity * Increase revenues through more job listings * Increase customer services * Build stronger relationships with HR Recruiters
1.3. Marketing Strategies * Expand career development information on website * Allowing success stories from jobseekers to be shared * Offer free employment advise to job seekers who register on the site * Highlight the assistance offered to HR professionals
1.4 Action Plan * Develop more in-depth marketing plan to promote higher level service * Adding a higher level of service for customers for a small fee * Adding career/personality tests to help job-seekers locate the perfect job * Develop more in-depth online community with career
References: Indian Child. (2001, March 1) “Population of India, India Population.” Retrieved April 3, 2010, from http://www.indianchild.com/population_of_india.htm National Bureau of Statistics People’s Republic of China. (2001, March 28). “Major Figures of the 2000 Population Census.” Retrieved April 3, 2010, from http://www.cpirc.org.cn/en/e5cendata1.htm World Economic Forum. (1999/2000) “Annual Report 1999/2000: Report of the President of the Foundation Board on the activities from 1 July 1999 to 30 June 2000.” Retrieved April 3, 2010, from http://www.weforum.org/pdf/AnnualReport/annual_report_1999_2000.pdf