Chapter 5 - Developing a Global Vision

       Monster Cables global vision is to be the number one supplier of audio/video components in the world, and with the company distributing in over 70 countries they are well on the way to achieving their goal. Monster is able to get the "word out" about their up and coming product by participating in international conventions, such as this years IFA in Berlin, Germany. IFA is a huge venue with 1,441 exhibitors and over 230,000 visitors. It is a great opportunity to introduce international consumers to Monster Cable's Products by allowing them to see and experience their products first hand.

       At this years IFA, Monster announced its newest headphone line from Beats by Dr. Dre called Beats Mixr. Beats Mixr is a conjunction with Award winning DJ David Guetta designed specifically for DJ's. David Guetta is a DJ/Producer known across Europe. Creating a line with Guetta's endorsement is a great way to break in to the European market. The pairing of a monster product with a celebrity is nothing new to Monster Cable. They have use this formula with most of their headphone product from Beat by Dr. Dre. This Style of marketing development is what Monster is also using to break in to the Asian market.

       In 2010, Monster joined with former basketball player from the Houston Rockets, and Chinese national Yao Ming to create Yao Monster. Together their line of products, which include headphone, performance glasses, lifestyle bags and home theater cables, will ofter Chinese consumers their unique "fusion of technology and life," as noted in the companies press release.

Links:
Yao Monster press release
Yao Monster AD


       Unfortunately, in 2006 Monster had began outsourcing their production jobs to other nations in order to stay competitive with other companies. With the outsourcing of work, Monster laid off over 120 of their production work force. Most of the employees that were laid off are minorities(Chinese and Mexican) and over the age of 40. While this action may have help Monster Cable's bottom line, it has hurt their relationship with their community, which they proclaim to care so much for. Several protest would follow for years to follow. One could only wonder if this is the reason for Monster support of local charities.

Links:
CPA boycott of Monster Cable
Justice for Monster Cable Workers