International marketing: The strategic plan to introduce MTV's radio in the French market

Résumé du document

The music industry will face great challenges for the next few years. Due to new technologies and especially the Internet, the industry has to find new ways to "sell music" and to make the customers interested in their product. The main issue in the music industry is the development of the digital music or the MP3. Now it is common to download music from the Internet even if it is illegal. We can find peer-to-peer file sharing websites and download thousands of preferred music files. This phenomenon began 10 years ago with the Napster website. This website has been the first to allow Internet users to share music on Internet. Now this first version of the website is closed; however Napster has adapted the website framework to the law.

As mentioned earlier, the phenomenon began 10 years. At this time, the music industry and especially the major music companies were prosperous and enjoyed high sales of CDs and other formats (physical). Customers had few choices but they were satisfied by the CD format. Now we can say that it is the customer who controls the market and not the music industry and the major music companies. Peer-to peer file sharing websites, I mean those which are not legal but highly used, are controlled by amateurs and not professionals. Internet is such a big domain that it is virtually impossible to keep a check on people.

Extraits

[...] In order to offer an additional service, the radio will make some connections with the other MTV shows which exist in other countries. That way, the audience will be able to know people from USA, China, South Africa, and Thailand The price The service will be free because the radio will earn most of its revenues from the advertisers. The radio want to attract young people which do not want to spend money in entertaining. The people MTV has to hire a famous radio host. [...]

[...] The marketing strategy for reaching the French market This part of the report is going to explain how MTV is going to reach the French Market. We have seen that MTV has great competitive advantages that will be used to penetrate the market and compete with the major radios in France. The introduction of a MTV radio in France is going to help the international strategy of the first entertaining media in United States The reason why MTV decided to invest in France a. [...]

[...] There are even more and more people that have more than one cell phone especially in big cities. In terms of TNT connections, the government has set up a goal that guarantees that every French householder will be able to watch the TNT in 2011. Here we can see that the country is enough developed to see new investors coming in France. I might add that since 1993, more than 100,000 jobs have been created in France by American companies. It represents 25% of the total number of jobs created by Foreign Direct Investment in France. b. [...]

[...] MTV bases its communication on creating buzz The current strategy a. The Ansoff matrix MTV has adopted a strategy of worldwide expansion: the market penetration and the market development. MTV has been a great success since its creation. We can notice that MTV adopt the same strategy in every country. The channel broadcast real TV shows and music videos for the MTV generation. MTV music and TV shows which are targeting teenagers and young adults. We can notice that MTV is focused on broadcasting new TV shows to attract new customers. [...]

[...] The major political parties in France are the UMP and the PS. The radio market is private in France but an applier has to get an authorization from the State and the Economical environment` The French growth rate was about in 2007. The GDP was about $ 2.56 trillion in 2007. France is a member of the G8, the leading industrialized countries in the world. France is ranked as the sixth largest economy by nominal GDP. France is European Union member. [...]