MTV strategy in Europe

This article offers an account of how MTV has evolved to remain relevant and competitive in the global market. The firm initially considered the entire world as one market and adopted standardization of its products. In order to keep international strategy effective, the company transferred its US business model to Europe, but it later turned out to fail. The major aspects of MTV strategy in Europe were to break it down into units of regional feeds. The goal was to increase profit margin, and gain competitive foothold in the market. The strategy came with additional costs, logistic complications, and general slump in music coverage airtime as a result of launching other programs.

The company introduced a new subsidiary idea. It focused on creating programs that would fit the indigenous culture to be consistent with the cultural diversity across different countries and communities. An individualistic culture that would boost its public image was also on planned. However, owing to the technological revolution and dynamic socio-cultural constructs, the firm embraced a new idea. The current strategy is meant to rejuvenate the company’s competitiveness and market size. It has initiated customized products to create new market niches within the American consumers. By adopting localization through embracing American cultural introduction in its program, it seeks to realize an upward shift in market size. It is equally working on innovative ideas that would create products befitting the millennial. MTV works on constantly meeting the changes in tastes and preferences. In fact, it is working on a transition from solely-music products and diversifies by integrating the input of various stations. The firm has significantly invested in market research and product development to keep with the tight competition and dwindling market.

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