...* Open the book to pages 22-23. * Read Case #3: MTV's New Reality, from Chapter 1. * Complete a 500-1000 word paper that addresses the four discussion questions at the end of the case. 1) Explain how strategic management and the strategic management process are illustrated in this case. Strategic management comprises of the formulation and implementation of the major goals by considering the appropriate resources by seeing the internal and external resources. The objective of strategic management is to achieve better alignment of corporate policies and strategic priorities. Keeping in mind the four parts of the strategy process: situation analysis, strategy formulation, strategy implementation and strategy evaluation, MTV’s analysis showed that the company was looking for ways to continue its success. MTV formulated digital and global strategies. MTV implemented strategies by creating virtual worlds for many of its shows and expanding in key global markets with more MTV brands using a range of technologies. In this case the strategist of MTV’s target on global digital strategy of digitalizing media infrastructure through social networking. MTV’s strategy is to entertain all the audience by providing according to their clients taste content by digital medium exchange. Strategist have to target young and teenagers and do literate about the dilemma of online satellite connectivity like web store and the website available having the direct linkage with the social sites...
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...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 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...
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...MTV Networks: The Arabian Challenge TEACHING NOTE ABSTRACT MTV Networks (MTVN) had over the years developed a reputation for its ability to provide localized content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel’s history. While the market in the Middle 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...
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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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... OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: • Building customers’ brand knowledge • Generating brand identities and value propositions • Using the marketing mix to effectively deliver the brand to the marketplace • Measuring brand equity • Creating a comprehensive and effective brand architecture • Managing brands over time Course Organization and Administration: Strategic Brand Management is...
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...Case 4 MTV NETWORKS: THE ARABIAN CHALLENGE A litmus test for mtv’s localization strategy Launches in 2007 as part of its global expansion strategy Its prescence would provide the region with an international music brand, in return the region promised to offer growth opportunities to MTVN given to its huge youth population. MTV’S success in the middle east was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment in the region Arabic version, (supposed to act as a culturally unifying force by propelling Arabic music to the global forefront, and vice versa. Had a lot of hopes in this project MTV BACKGROUND Launched in 1981 12-24 yrs Heavy metal, and rap music Started airing non-music reality shows In 1987 was launched in Europe which marked its global expansion “Think Globally, act locally” (MTV Australia, MTV Asia, MTV India, MTV China, etc) 179 countries ------------------------------------------------- 130 channels in 25 languages Success was credited to the channel adopting a decentralized structure and gave commercial and creative autonomy to the local staff. Minimal interferences in local operations led to innovation and expansion Chanel depended on the local cultures 3.PREPARING FOR THE LAUNCH Similar channels across the world Only middle and upper classes whho had been exposed to the west MTV Arabia was formed as a result of a liscencing arrangement between MTV and AMG...
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...MTV India – 78-665-02 Travis Lafferty – 104310841 Muhammad Majid - 104329571 Syed Husain - 103707301 MD Maruf Chowdhury - 104300198 Mushfiqur Rahman - 104336715 The University of Windsor MTV, originally Music Television, is an entertainment and music based television channel owned by Viacom. In each region MTV is in it aims to target the youth, specifically teenagers, via specifically created shows to appeal to the specific region they are in. MTV currently broadcasts in more than 170 countries and in 32 languages. There are 136 distinct MTV channels and 230 different web sites. This allows MTV to target each region specifically and develop different programming for each region, as what the youth enjoys varies greatly by region. MTV first launched in 1981 as a basic cable channel dedicated to music in the United States 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...
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...at how firms can increase their profitability by expanding their operations in foreign markets, the different strategies that firms pursue when competing internationally, and the various factors that affect a firm’s choice of strategy. Subsequent chapters build on the framework established here to discuss a variety of topics including the design of organization structures and control systems for international businesses, strategies for entering foreign markets, the use and misuse of strategic alliances, strategies for exporting, and the various manufacturing, marketing, R&D, human resource, accounting, and financial strategies that international businesses pursue. OUTLINE OF CHAPTER 12: THE STRATEGY OF INTERNATIONAL BUSINESS Opening Case: MTV Networks Introduction Strategy and the Firm Value Creation Strategic Positioning Operations: The Firm as a Value Chain Global Expansion, Profitability and Growth Expanding the Market: Leveraging Products and Competencies Location Economies Experience Effects Leveraging Subsidiary Skills Summary Cost Pressures and Pressures for Local Responsiveness. Pressures for Cost Reductions Pressures for Local Responsiveness Choosing a Strategy Global Standardization Strategy...
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...BSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMR. All rights reserved. To order copies, call 0091-40-2343-0462/63 or write to ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India or email info@icmrindia.org. www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is...
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...BSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for Management Research (ICMR), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is what we do --...
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...a film, The New Star of India, to engage younger consumers and jumpstart sales. During the film producing process, they associated with Facebook to select co-actors, in order to receive a high social media popularity. Furthermore, since Nissan Micra has lots of competitors, such as Maruti Swift, Ford Figo, and Hyundai i10 and i20, Nissan also wanted to become the most popular car in B2 category by using social media. For Tata Nano, because of the long history of Tata company and the exist brand awareness of Tata, their goals are different from Nissan. Tata company wanted to let public use Nano to alter their two wheel motorcycle, because Nano is the cheapest car in the world. In addition, Tata partnered with MTV to conduct a TV show, Nano Drive with MTV, obtain public awareness of Nano. Most importantly, during this process, Nissan also used Facebook to connect people, which led them receive lots of fans(or potential customers). Because of the low price of Nano, the youth of India...
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...Case Analysis - Taran Swan at Nickelodeon Latin America (A) Organizational Leadership and Decision Making – RMGT110 Taran Swan at Nickelodeon Latin America Introduction This case study has at its center, Taran Swan, who served as launch director and general manager of Nickelodeon Latin America. She was involved with the launch from its inception. She was enthusiastic in the pursuit of her goals and at the beginning when the Nickelodeon Latin America was taking shape, she was relentless in achieving what her managers believed was impossible. Despite her dogged determination, she proved to be very open to new ideas and suggestions. Her enthusiasm and savvy were infectious. She was a good listener and held people accountable for their actions. Her only agenda was ensuring the channel’s success and maintaining the Nickelodeon brand and integrity. She successfully created an environment conducive for people to discuss, question and rationally lay out their ideas and views. Her transformational leadership style shines through, as she rarely applies her authority and at the same time, by adjusting small pieces of the organization that she has created, the company leaps forward. In such a hostile and unfamiliar environment, some leaders would follow a more totalitarian approach but she chose a different path. She allowed freedom of ideas and views. They overcame the competition by thinking big – as she puts it herself to “make a splash”...
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...Written Case Analysis Case: Taran Swan at Nickelodeon Latin America (A). Harvard Business School Case Jon Goebel Question 1: Considering various behaviors exhibited by Taran Swan, what do you think are the two predominant personality traits that characterize her? Rely on the class discussions from Session 1. Highlight important examples from the case that led you to this conclusion. In the case study about Nickelodeon in Latin America, Taran Swan exhibits glimpses of each of the five personality traits, but the two traits that most clearly epitomize her dynamic personality are “high extraversion”, and “high openness to experience”. Taran Swan has a tendency toward “high extraversion” and demonstrates this in how comfortable she is networking throughout all levels and functional areas within Nickelodeon / MTV and parent company Viacom. She was dealt a challenging situation when initially asked to launch the network station in Latin America. Taran is given direction to solicit resources and support from MTV personnel, but these employees are not familiar with the Nickelodeon brand and hold obvious bias toward their own network (MTV). Despite this situation, one MTV employee still gives Taran very high praise for not only involving all departments of the organization, but also for offering the opportunity to contribute their own ideas. Taran’s tendency for extraversion also allows her to infuse a sense of camaraderie...
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...Urban High School | Supplies, Material, Equipment Needed: Laptop, Overhead Screen, Condoms, DVD, Chalk, Pens, Paper, Index Cards | Estimated Cost: Laptop is owned by teacher already, screen for PowerPoint provided by school, additional materials approximately $75-$100 dollars (including purchase of educational DVD). | Community and Target Aggregate: Teenagers primarily 9-10th graders | Topic: Prevention of Sexually Transmitted Diseases | Epidemiological Rationale for Topic (statistics related to topic): Teenagers engage in sexual risk behaviors that have untoward health outcomes. The statistical data provided from the CDC is alarming: * 46% had ever had sexual intercourse * 34% had had sexual intercourse during the previous 3 months, and, of these * 39% did not use a condom the last time they had sex * 77% did not use birth control pills or Depo-Provera to prevent pregnancy the last time they had sex * 14% had had sex with four or more people during their life * An estimated 8,300 young people aged 13–24 years in the 40 states reporting to CDC had HIV infection in 2009 * Nearly half of the 19 million new STDs each year are among young people aged 15–24 years Nursing Diagnosis: Risk of STD infection related to lack of knowledge of STD prevention as evidenced by teenager sexual behavior. Readiness for Learning: Identify the factors that would indicate the readiness to learn for the target aggregate. Include emotional and...
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...The Ethics of Marketing The Use of Alcohol, Sex, and Children Business Ethics 11/23/2013 Introduction The American Marketing Association defines marketing as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories...
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