Unformatted text preview: December 3, 2007 Case: MTV 1.) Identify the key environmental challenges MTV has faced in its effort to expand globally, and discuss how MTV has overcome them. MTV had to take into effect the different cultures and religious beliefs certain countries have. So before they started the MTV channel in that country MTV had to meet with a political leader to make sure that it's shows wouldn't make fun of the countries religions or culture. Culture, the common set of values shared by its citizens that determine what is socially acceptable. MTV initially exported the standardized American version, but shortly discovered that although teens from around the world enjoyed American music, they are more interested in their own regional music rather than American music. MTV overcame this complex task by producing "localized content for specific markets". 2.) What is MTV's global market entry strategy? Discuss whether you agree with MTV's approach, and identify its advantages and disadvantages. MTV did an amazing job recognizing and reacting to international marketing opportunities. MTV's true significance is to "translate its formula for success into the many languages of the world. The network now owns 33 distinct channels that broadcast shows in 18 languages to 1.8 billion viewers in over 160 countries." MTV had to take into effect the different cultures and religious beliefs certain countries have. So before they started the MTV channel in that country MTV had to meet with a political leader to make sure that it's shows wouldn't make fun of the countries religions or culture. Culture, the common set of values shared by its citizens that determine what is socially acceptable. With product and promotion the way MTV handled its very diverse market was by product adaptation. MTV changed their product so that it would fit the needs and wants of that specific culture, but kept the same message with a little critiquing here and there to make it appropriate for each country. The advantage of doing this is that MTV is making a ton of money by making their company accessible for 160 countries. The disadvantage to this is in the beginning MTV lost a bunch of money trying to gain new consumers so that their program would be a hit. MTV had to convert what the American form of MTV to the culturally diverse crowd of new viewers. The advantage to MTV spreading globally is that America is making a profit every time a person turns on MTV. 3.) Discuss MTV's global product strategy. At the end of the article, Bill Roedy, the President of MTV Networks International stated that the reason why countries who have extreme cultural differences like Israel, Cuba, or China have very resistance is because Roedy explains that MTV is not in the business of exporting American culture. That's why they have shows in 18 different languages. By doing this, MTV is creating a large and diverse market which is expensive and most of the time hard to penetrate. In Brazil, MTV has Rockgol, which is an MTV-produced soccer championship contested by Brazilian record industry executives and musicians. As we all know almost all of the.viewers of MTV in Brazil, tend to be huge soccer fans. MTV has the program specifically designated for the specific regions. ...
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This essay was uploaded on 04/22/2008 for the course MRKT 101 taught by Professor Vishalkashyap during the Fall '07 term at Xavier.
- Fall '07