MTV Networks: The Arabian Challenge

            
 
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MTV Networks: The Arabian Challenge has been published in Strategic Management Formulation, Implementation, & Control, 12e by Pearce & Robinson, McGraw-Hill / Irwin
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : BSTR294 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

International Business | Globalization Business
Case Length : 14 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Available
Organization : MTV Networks
Industry : Media, Entertainment, and Gaming
Countries : Middle East

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.

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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.

Issues:


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.

Contents:

  Page No.
A Litmus Test for MTV's Localization Strategy 1
Background Note 2
Preparing for the Launch 3
MTV Enters the Middle East 5
Rationale Behind the Venture 5
Key Challenges and Success Strategy 6
The Road Ahead 8
Exhibits 9

Keywords:

Entry strategy, Expansion strategy, Localization strategy, Emerging markets, Environment, Social, Culture, Regulatory, Competition, MTV, MTV Arabia, Middle East

A Litmus Test for MTV's Localization Strategy - Next Page>>


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