Mtv Strategy
INTRODUCTION
Globalisation is the “trend toward greater economic, cultural, political, and technological interdependence among national institutions and economies” (Wild, Wild, Han, 2010, p34). That process has increase the fall of trade barriers and therefore has shaped the world 's markets and businesses, increasing the opportunities for companies to extend internationally.
Numerous are the reasons for going international and the most obvious ones are by far: economies of scales, bigger foreign market, escape from the domestic saturated market...
When companies have their reasons for extending their business overseas, they have to determine the right strategy to enter the new foreign market, which is the hardiest work.
In this report we will explain and show through the example of the famous company MTV, how important and crucial is the strategy choice to succeed in international business.
The report will make the reader understand that domestic strategy won’t automatically work in foreign countries. Even if today, globalisation is spreading a standardized way of living, doing business, consumption… and people tastes around the world are getting closer, the need to accommodate the product to specific expectations can be an obligation for companies and the key to succeed.
According to the well known slogan “think global, act local” the report will discuss about multi domestic’s stakes, creating therefore a key issue problem: how to make the right balance between standardization and adaptation of the offer in the international scene?
The report will be mainly divided in two parts: the failure of MTV first step in extending its business abroad, and then we will present and explain its current strategy which has allowed it to become the one of the most powerful international TV program.
To summarise, the report is about to show different important points, in international business strategy, and mostly it will underline the difference and the
Globalisation is the “trend toward greater economic, cultural, political, and technological interdependence among national institutions and economies” (Wild, Wild, Han, 2010, p34). That process has increase the fall of trade barriers and therefore has shaped the world 's markets and businesses, increasing the opportunities for companies to extend internationally.
Numerous are the reasons for going international and the most obvious ones are by far: economies of scales, bigger foreign market, escape from the domestic saturated market...
When companies have their reasons for extending their business overseas, they have to determine the right strategy to enter the new foreign market, which is the hardiest work.
In this report we will explain and show through the example of the famous company MTV, how important and crucial is the strategy choice to succeed in international business.
The report will make the reader understand that domestic strategy won’t automatically work in foreign countries. Even if today, globalisation is spreading a standardized way of living, doing business, consumption… and people tastes around the world are getting closer, the need to accommodate the product to specific expectations can be an obligation for companies and the key to succeed.
According to the well known slogan “think global, act local” the report will discuss about multi domestic’s stakes, creating therefore a key issue problem: how to make the right balance between standardization and adaptation of the offer in the international scene?
The report will be mainly divided in two parts: the failure of MTV first step in extending its business abroad, and then we will present and explain its current strategy which has allowed it to become the one of the most powerful international TV program.
To summarise, the report is about to show different important points, in international business strategy, and mostly it will underline the difference and the
References: 2/ Curry, E, 2004, FCC to investigate display of nudity from MTV-produced Super Bowl broadcast, Baptist Press, viewed May 2011. 3/ Entertainment, 2007, Music videos aren 't part of MTV 's big picture, NY Daily News, viewed May 2011 6/ Lall, R, 2006, Indians: Pride of all-new MTV generation, The Times of India Group. 7/ Malkin, M, 2007, viewed 27 April 2011, 8/ MTV and Global Marketing, uploaded: 08/03/2011, viewed 28 April 2011, 11/ MTV Networks International: Localizing globally, 2006, viewed 30 April 2011, www.icmrindia.org, 12/ Peng, M, 2009, Global strategy (2nd edition) p296 13/ Rogers, M, 1985, Viacom buys MTV, Money CNN, viewed May 2011. 14/ Sataline, S, 2011, The Jersey Shore pumps up MTV-owner Viacom 's profits 53%, NY Daily News, viewed May 2011 15/ Steve Peake, 2011, Profile of '80s Cable Network MTV, 80Music.about.com, viewed 24 April 2011, 16/ Surk, B, 2007, MTV debuts in Arab world, The Seattle Time, Nation and Word, viewed 1 May 2011, 17/ Viacom, 2008-2009, viewed 20 April 2011, 18/ Xe-Media V3, viewed 1 May 2011, http://www.xe-media.ch/demoV3/index.php?option=com_xewebtvfx&Itemid=0&func=special&sorting=showall