Competitive Analysis of Viacom

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  • Topic: Viacom, Mass media, Paramount Pictures
  • Pages : 13 (3185 words )
  • Download(s) : 363
  • Published : December 10, 2012
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Table of Contents

Introduction/History…………………………………………………………….……………….1

Competitive Advantage…………………………………………………………………………2

Environmental Analysis

- SWOT…………………………………………………………………………………….4

- BCG Matrix………………………………………………………………………………7

- PESTLE…………………………………………………………………………………..9

- Porter’s 5 Forces……………………………………………………………………....11

Conclusion……………………………………………………………………………………...13

Bibliography…………………………………………………………………………………….14

Introduction

"Viacom's goal is to be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms. We focus on our consumers, enhancing our existing brands, developing new brands and executing on our multiplatform strategy to reach this objective and sustain growth. By capitalizing on our creative strengths and deepening our relationships with audiences, advertisers, distribution affiliates, talent and licensees, Viacom is positioned to achieve continued or greater global success” (Viacom, 2012)

Viacom was founded 1971 and they were in partnership with Columbia Broadcasting System Inc., and created themselves as a public company. Year 1983, they tied up with Warner Communications Inc. and Warner Amex Cable Communications. 1985, they have acquire 66% of MTV Networks. 1987, MTV had their expansion and expanded to Europe. 1991, they get hold of 50.01% of MTV Europe. 1994, they have completed joining 9.9 Billion Dollars with Paramount Communications Inc. Until the year 1998, they are continuously producing shows and entertainment on air. 1999, they have joined the New York Stock Exchange. By 2000, they have completed their merge with the CBS Corporation. Viacom Inc., re-founded on January 3, 2006, is a global mass media conglomerate that emphasizes on cinema, and cable television. 2006, moving forward, they continuously closed numerous partnerships with different entertainment companies and became internationally recognized.

Viacom caters to kids, tweens, teens and adults audiences anywhere around the globe, 24 hours and 7 days a week. Mainly, they are one of the leading entertainment companies that can be seen on television, motion pictures and other more media measures. Being a competitive company, Viacom’s brands include big names such as; Comedy Central, MTV, Nickelodeon, and VH1. It is also home to Hollywood’s oldest movie studio; Paramount Pictures. It is ranked 4th in Entertainment Industry by the Fortune 500 as of May 2012. (Viacom, 2012)

Competitive Advantage

Competitive advantage is mainly what the organization has, that gives them an advantage over their competitors. This can include a lot of factors such as price or quality of their products, to its internal factors such as strategy implementation down to its employee’s. A company can have a comparative advantage which is having the same product but for a lower price, or a differential advantage which is usually having a newer, better product than that of its rivals. (Investopedia, 2012)

In order for the organization to find out their competitive advantage, they have distinguish their advantage in comparison to other company, furthermore, competitive analysis may help in determining the different forces that may affect both in bad and good way to the company.

Viacom is a growing market on its own industry as their innovating, accumulating and offering more products and services, some of which include the biggest names in the media industry; BET Networks, Comedy Central, MTV, Nickelodeon, VH1, and Paramount Pictures corporation. Viacom’s strategy in terms of their marketing is that they are targeting wide market and people and they also, Viacom is seeking low costs but giving quality products and services to their customer/client, this makes the very competitive in comparison to others that is in the same genre of business. (Hoovers, 2012)

One of the competitors of Viacom is the...
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