...Tawatha Phillips Strategic Planning for Business Instructor: Lois Sullivan January 29, 2015 Explain how strategic management and the strategic management process are illustrated in this case. The strategic management is a process of analyzing the current situation developing appropriate strategies, putting those strategies into action and evaluating and changing those strategies as needed. The strategic management process implies sequential and interrelated activities leading to some outcome. However, according to the case study MTV has been using a first in market strategy, and the strategy is what is helping them to succeed since they are centered in several ranges of MTV. What challenges do you think MTV might face in crafting future digital and global strategies? No, I do not think MTV will face any challenges when it comes to crafting what will happen in the future of digital and global strategies, except that they are going to have to do it without the CEO. What are some performance measures that MTV’s strategic decision makers might use as they evaluate the results of their digital and global strategies? MTV is using e-business for their digital and global strategies, it has 50 vertical sites which it use for the results of the digital strategy What challenges might a change in strategic leadership bring to a company? All strategic decisions will become the responsibility of the president of Viacom. The president of Viacom might have a different way...
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...East offered MTVN with huge opportunities due to its huge youth populace, MTV’s controversial content that was known for angering religious, political, and conservative communities could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV’s global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel. TEACHING OBJECTIVES & TARGET AUDIENCE The case will help the students to: • Understand the issues and challenges in entering and expanding operations in new markets which were culturally different from the organizations home/traditional/existing markets. • Understand the pros and cons of entering a new market with a standardized/adapted product to suit local preferences. • Analyze MTVN’s strategy in the Middle East, identify challenges and explore strategies that the channel could adopt in the future This case is meant for students of the MBA/MS level programs in the Business Strategy curriculum. The case is also suitable for International Business/International Marketing/Brand Management curriculum. TEACHING APPROACH AND STRATEGY This case can be used effectively in classroom discussions as well as in distance learning programs. In the classroom mode, the case moderator can initiate the...
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...of America. The original target market was young adults, specifically those aged 15-34 as this would allow them to target at least one quarter of Americans. The channel was hosted by VJs, or video jockeys. MTV began to expand outside of the US market by entering the European market in 1987. They then began to expand even further around the world, specifically the Asia Pacific region, focusing on India and Pakistan. MTV India was launched in 1996. Launch of MTV India MTV India had a first mover’s advantage in India as it arrived before any of its competition. However, they first made the mistake of simply coming to India as MTV, with no changes to their model or programming. They quickly figured out they would have to develop new programming for this new region as Indian teenagers did not have the same taste in music as American teenagers, as they did not enjoy rock or rap music. Alex Kuruvilla, the head of MTV India, realized it would take patience to do business in a developing country, a lesson he learned from bringing Corn Flakes to...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory Join Search Browse Saved Papers Ads by videosaverAd Options Home Page » Business and Management Case Study In: Business and Management Case Study Case Study MTV Arabia Challenges and Strategies Case Study MTV Arabia Challenges and Strategies MTV network or music television is a worldwide brand which produce music channels and different programs, Located in America in New York States. Lunched on August, 1981 the channel was about playing music videos along with music news, interview and promotion 24 hours a day and 7 days a week. MTV's demographic targets were young adults and teenagers. MTV network start to expand their work by adding new programs such as reality programs, animated programs, rebroadcast programs……ext. And also they expand their network outside America by lunching multiple native languages of MTV channels to countries around the world by providing programs with localized contents, for example MTV has channels in Europe, Asia, Africa, Australia and Middle east or MTV Arabia, which is a shared project between Arabian television network located in United Arab Emirates which is a part of Arab Media Group the largest media group in UAE and MTV network. The channel was launched on November 17.2007. The channel plans to be a stage for young Arab adults, revealing their...
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...Case Study MTV Arabia Challenges and Strategies Case Study MTV Arabia Challenges and Strategies MTV network or music television is a worldwide brand which produce music channels and different programs, Located in America in New York States. Lunched on August, 1981 the channel was about playing music videos along with music news, interview and promotion 24 hours a day and 7 days a week. MTV's demographic targets were young adults and teenagers. MTV network start to expand their work by adding new programs such as reality programs, animated programs, rebroadcast programs……ext. And also they expand their network outside America by lunching multiple native languages of MTV channels to countries around the world by providing programs with localized contents, for example MTV has channels in Europe, Asia, Africa, Australia and Middle east or MTV Arabia, which is a shared project between Arabian television network located in United Arab Emirates which is a part of Arab Media Group the largest media group in UAE and MTV network. The channel was launched on November 17.2007. The channel plans to be a stage for young Arab adults, revealing their ideas and opinions to be a factor in future programming.[1] MTV faced challenges while lunching MTV Arabia, one of the biggest challenges was the predominate culture in Arab countries, because MTV is knowing of using it is open western culture and sometimes contents were known to air sexual explicit and annoying or...
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...device (Bleakley, Hennessy, & Fishbein, 2011). We use it for entertainment, communication, education, and recreation with entertainment being the main source for many people. With the television being the main focal point of so many households many individuals believe this common item is actually detrimental to our society. With its overwhelming depiction of sex, and how sex is portrayed in our society, it is enough to make one think that our world is being transformed into an entertainment reality. Although many individuals realize that television is not real, and they understand how to comprehend the difference between reality and fiction in our society the studies and facts speak louder that television is more harmful than beneficial. To understand the effects of television and sex on our society and on our growing and impressionable children we can examine what acts are actually shown on television, who watches what, how children and teens respond to television, how soap operas and other reality shows shape our culture’s views and...
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...in comparison to Teen Vogue Magazine. In this project I have also included an industry analysis for teenage girl magazines in 2009 and an overview of the marketing mix for both our brand Seventeen as well as Teen Vogue. In conclusion, I have proposed 3 recommendations to better target our audience, build better brand equity, as well as expanding our distribution channels. These recommendations include narrowing our target market, creating a television show, and building a brand store. Thank you giving me this opportunity to analyze the industry and marketing mixes of both brands. In addition, I hope that my three recommendations will better the company in the future. If you have any questions please feel free to contact me at sj7613a@american.edu or by telephone at 202-384-9364 Attachment: Industry Analysis, Marketing Mix, and Brand Recommendations Part 1 Magazine Industry Overview The magazine industry is a very diverse business venture as it is full of multiple segments for its various target audiences. The teen market is full of recognizable names such as the pioneer of teen magazines, Seventeen established in 1944[1], Teen Vogue established in 2003[2], CosmoGirl established in 1999[3]. Each of these magazines caters to the same target audience, girls, ranging from ages 15-25 girls, but segmented to meet the needs of teenage girls in their own niche markets. But as the years have gone by the magazines themselves have seen a change not just...
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...with an initial overview of the four different types of intimate partner violence and how determining which type of intimate partner violence, either intimate terrorism, violent resistance, situational couple violence, or mutual violent control, will help researchers move forward with their findings and the various conclusions that have surfaced over the past thirty years. Johnson dedicates three chapters of his book, one to intimate terrorism, and another to violent resistance, and a third to situational couple violence, claiming that these are the most prevalent forms of intimate partner violence found today. Johnson does not dedicate a chapter to mutual violent control, simply because he claims it is found in only a very small number of cases. Beginning with intimate terrorism, Johnson claims that this is the most commonly thought of form when we talk about “domestic violence.” Intimate terrorism in sum is a pattern of ongoing emotional, sexual, and or physical violent abuse carried out by only one partner in an intimate...
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...O valor de músicas para games e seus impactos para a promoção do jogo e para a carreira do músico Ao observarmos a história dos jogos de vídeo game, pudemos observar uma incrível evolução tecnológica e artística, de barulhos cômicos e imagens desenhadas a superproduções dignas de Hollywood. Da mesma forma, a música dos games se transformou. O mercado de games cresceu tanto que hoje em dia até mesmo grandes compositores do cinema e televisão estão buscando espaço neste mercado. Em média, um compositor recebe cerca de $2,000 a cada minuto de música gravada em um vídeo game. Valor muito superior ao recebido por compositores de outras mídias de maneira geral. Um jogo famoso pode chegar a render até meio milhão de dólares para seus compositores. A demanda por compositores para vídeo games cresceu tanto, que a universidade de Berklee decidiu abrir duas turmas voltadas para este mercado no começo de 2015, as quais foram lotadas em questão de minutos. Um jogo possui em média cerca de sessenta minutos de música. Porém, pode ser jogado por dias, até mesmo meses. Durante esse tempo, o jogador é exposto repetidamente às músicas do game, que passam a compor sua própria imagem, criando um vínculo com o jogo o qual dificilmente se cria em qualquer outra mídia, como cinema ou televisão. Deste modo, podemos ressaltar que a música é de extrema importância para o marketing do jogo. Sua própria existência traz todo tipo de recordações e reconhecimento aos jogadores. Basta alguns minutos do tema...
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...BASICS OF RESEARCH –II TAUGHT BY- TANYA SARKAR SUBMITED BY- BJ&MC II-A TABLE OF CONTENTS * SYNOPSIS * REVIEW OF LITERATURE * QUESTIONNAIRE * CONCLUSION * BIBLOGRAPHY SYNOPSIS * TOPIC- HAVE SOCIAL NETWORKING SITES INCREASED OR DECREASED PERSONAL INTERACTION? * HYPOTHESIS- SOCIAL NETWORKING SITES HAVE CHANGED THE WAY PEOPLE INTERACT * JUSTIFICATION- THE CONTINIOUS USE OF SOCIAL NETWORKING SITES IS HAMPERING PERSONAL INTERACTION BETWEEN PEOPLE. * METHODOLOGY-THE RESEARCH IS CONDUCTED THROUGH PRIMARY AND SECONDARY DATA COLLECTION. IT IS A QUANTITATIVE RESEARCH. * OBJECTIVE-THIS RESEARCH IS CONDUCTED TO NOTE THE EFFECTS OF SOCIAL NETWORKING SITES ON PERSONAL INTERACTION. REVIEW OF LITERATURE INTRODUCTION What is a social networking website? A social networking service is an online service, platform, or site that focuses on facilitating the building of social networks or social relations among people who, for example, share interests, activities, backgrounds, or real-life connections. A social network service consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging. Online community services...
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...Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands today claim hundreds of thousands of Facebook friends, Twitter followers, online community members, and YouTube fans; yet, it is a lonely, scary time to be a brand manager. Despite marketers’ desires to leverage Web 2.0 technologies to their advantage, a stark truth presents itself: the Web was created not to sell branded products, but to link people together in collective conversational...
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...Business Horizons (2011) 54, 193—207 www.elsevier.com/locate/bushor The uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands...
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...ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America...
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...9-502-040 OCTOBER 5, 2001 DOUGLAS B. HOLT Mountain Dew: Selecting New Creative Standing at the front of a PepsiCo conference room, Bill Bruce gestured enthusiastically, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCo’s advertising agency, BBDO New York. In fact, it was Bruce who devised the famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships....
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...Michael Jackson English Michael Joseph Jackson[1][2] (August 29, 1958 – June 25, 2009) was an American singer-songwriter, dancer, businessman and philanthropist. Often referred to by the honorific nickname "King of Pop", or by his initials MJ,[3] Jackson is recognized as the most successful entertainer of all time by Guinness World Records. His contributions to music, dance, and fashion, along with his publicized personal life, made him a global figure in popular culture for over four decades. The eighth child of the Jackson family, he debuted on the professional music scene along with his brothers as a member of The Jackson 5 in 1964, and began his solo career in 1971. In the early 1980s, Jackson became the dominant figure in popular music. The music videos for his songs, including those of "Beat It," "Billie Jean," and "Thriller," were credited with breaking down racial barriers and transforming the medium into an art form and promotional tool. The popularity of these videos helped to bring the then relatively new television channel MTV to fame. With videos such as "Black or White" and "Scream" he continued to innovate the medium throughout the 1990s, as well as forging a reputation as a touring solo artist. Through stage and video performances, Jackson popularized a number of complicated dance techniques, such as the robot, and the moonwalk, to which he gave the name. His distinctive sound and style has influenced numerous hip hop, post-disco, contemporary R&B, pop,...
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