Mtv Case

Introduction:

The business of MTV, in the past decade, has taken on global marketing and brought it to a whole new level. MTV is now successfully a huge network in over 160 different countries due to their ability to fluctuate their market strategy to satisfy the changing demands in different cultural settings throughout the world.

Questions:

Identify the key environmental Challenges MTV has faced in its effort to expand globally, and discuss how MTV has overcome them.

The first major environmental challenge that MTV has faced in expanding globally is the different cultures. People wanting and expecting more from MTV than the standard shows and music that we all know watch and listen to in America is a result of the differences in culture around the world. Without the knowledge of other cultures throughout the world the business of MTV would be set up for failure. (Lamb, Hair, McDaniel) Another issue that arises from cultural differences is adjusting the network and what it has to offer to the language of the country.

Another environmental challenge that MTV has faced in expanding globally is deciding which countries to expand into. MTV had to take into consideration which markets around the world were developed economically as well as had a high demand for television and programming services and which countries had the ability to allow MTV to prosper in their markets. Along with economic development, MTV was faced with the challenge deciding which markets were doing well economically, have a high population, and growth rate.

To overcome the cultural differences that MTV has faced while expanding globally they did many things. MTV firstly broadcasted their programs in 18 different languages, allowing countries to watch their programs in their own language. MTV also changed from broadcasting American programming to what the different markets they were expanding into demanded. Examples including; the ability to get CD and concert information, as well...