What is the SWOT analysis for MTV?

Answer 1

For a SWOT analysis of MTV's parent comany (Viacom) look here:

http://www.wikiswot.com/SWOT/10_Media/Viacom.html

Otherwise read below for a very extensive SWOT specific to MTV

MTV SWOT Analysis Situational analysis, being a part of the market planning process, is an integral procedure and a very powerful tool for organizations and businesses to instigate effective marketing plans. As the initial procedure of creating a market plan, situational analysis aims to comprehend the environmental as well as the organizational influences that surround a particular business establishment. To put it simply, situational analysis is the process of reviewing the present situation of the company, which includes the review of relevant matters such as the history of the firm, analysis of its market environment, competitors and consumers. There are actually two types of situational analysis that are both equally significant. One is the external analysis and the other focuses on the internal environment. When conducting an external situational analysis, the business' customers, market and competitors are analyzed. Relevant information regarding the company's market segments, their competitor's relative weaknesses and strengths as well as the industry as a whole. An analysis of the external environment requires more than just a summary of what the competition is doing. The external environment is comprised of two elements -- the societal environment and the industry. The societal environment includes a review of major trends in society affecting organizations across all industries. These trends include political, economic, social and legal. While not necessarily having a direct, immediate impact on the business, these trends are important to the long-run health and direction of the business. For example, the number of dual career couples does not directly impact the short-run performance of the company, but does certainly impact future policies and directions the company may take in the long run. An analysis of the industry takes a look at factors that have a more direct bearing on the business. Hence, in addition to analyzing the competition other groups must be similarly evaluated to ascertain that no opportunities or threats within the environment are overlooked (Buhler, 1994). On the other hand, internal situational analysis focuses on the identification of the company's distinctive competencies, expected growth, their assets as well as their liabilities. The internal analysis also illustrates the core values of a company, and in what ways can these values be enhanced or beneficial to the market plan (Cooper, 2002). The evaluation of the internal environment of the company involves the analysis of the company's structure, culture and resources. When a strategy is selected for implementation, it must be appropriate given the way the organization is structured or the way an organization must be restructured. The strategy must be consistent with the organization's culture. Finally the organizational resources must be available to actually implement the strategy that was formulated. Without the proper people, skills, abilities, finances and physical resources, the strategy cannot be implemented (Buhler, 1994). The success of the business organization entails detailed understanding and examination of political, social and economic factors that influence the growth and continuous operations of the company. Studying the important consideration relevant to the organization to serve the purpose and objectives of the company will determine its success. Consequently, decision-makers of the company should be sensitive of the general trends and changes that are taking place in their industry. This will include efforts to maximize the opportunities available while reducing the risks that confront the business organization. The strengths, weaknesses, opportunities and risks that characterize the operations of MTV are detailed in the discussions that follow. Strengths MTV's association to popular culture means it also dominates the young adult population who are some of the strongest money spenders. MTV is able to appeal to this population not only through the music but also through its coverage on lifestyle, film, fashion and other forms of leisure and entertainment that captured this market. It is easy to be loyal to MTV as it gives the young adults what they want and at the same time, this market determines what MTV should show them. MTV is a channel that has a personal appeal that cable networks and advertisers come knocking on MTV's door. The demand of the market has no way to go but up. To the young adult market, MTV is an empowering vehicle which allows them to have a more pronounced self-esteem, power and personality which allows MTV to constantly claim the dominating position. Another strength is brought by MTV's appeal to its advertisers. During its many programs such as the Music awards, MTV has been receiving sponsors from companies that are confident to enjoy exposure in MTV's sought after programs. PepsiCo and Ford are two of the companies that have taken the MTV opportunity in order to reach out to the young adult market. Many artists seek the alliance of MTV knowing fully that this is a launch pad of present favorites and successful artists. MTV has been constantly expanding and exploiting other media and entertainment forms other than music such as those brought by films and Video Games. Its constant mergers with companies such as the Philippines' National Broadcasting Company will further localize MTV and fit the interests of its audience and bridging cultural as well as regional differences. MTV has since expanded to India and China and has been continuing its move towards alliances and mergers for wider distribution and for tailored products. Partnerships will allow MTV to cement its influence in a fast moving insatiable consumer market. MTV's constant support for social and political causes will allow greater relevance and presence. Its involvement with such issues strengthens its power and influence in the realm of entertainment media. Its expansion to other media forms will allow it to deliver more services other than just mere music. MTV's VH-1 will allow MTV to maintain its dominant position among other markets. Weaknesses The weakness of MTV is that it caters to instant fleeting on-demand interests. As such MTV is bound to lose its dominating position because there are bound to be other interests the audience and market wants to be met. Thus MTV will need to find out what exactly these interests are and expand to this if they would want to maintain a dominating position. Cable Television offers several other choices that MTV is removed from its monopoly. MTV had encountered obstacles in reaching the local audience through their cultural misunderstandings. It must understand the cultural milieu they are penetrating by making appropriate aspects such as advertising, brand, and cultural contexts. Opportunities The digital age may present an opportunity for MTV to merge into mobile and Internet companies with regards to the wider distribution of their products. Information technology can provide MTV better solutions in determining what the market demands. Video Awards and Countdowns may hold polls through mobile phone or websites. At the same time, MTV may enjoy visibility in wireless technologies allowing the market to "have its MTV" when they want it. MTV's presence in the web and mobile will allow an enhanced on-demand viewing experience. Globalization has opened MTV to international deals and the emerging markets such as China, India and Brazil are definitely rich growth opportunities to venture into. Up to two thirds of Asia's population belongs to the 12-34 age group which is MTV's Target market. This will be a large market to explore and cater to. Asia has also been increasingly interested in Western Products. It is expected that MTV has up to 54 million homes in China. With China's advertising also on an upsurge along with India, MTV has marketing and advertising revenue growth opportunities. Threats The emergence of Digital cable and other substitute platforms will be a threat to MTV's current dominance. Different countries such as Germany had created their own local music channels that would compete with MTV. Their advantage is their familiarity of the audience that MTV must be able to match. Locally produced content and the government reinforcing deregulation in several countries had allowed global media to proliferate. MTV exists in the turbulent world of Popular culture. It needs to constantly take risk and commit changes in order to curb MTV to the fleeting interests of its impulsive market. Digital platforms provide other alternatives for the population to spend their past time and thus MTV must know well to penetrate this. For MTV to continue setting trends, it must be open to other possibilities as its consumers are known to be demanding and possessing short attention spans. Many competitors also would like to try their hand in challenging MTV's success. New cable networks and channels have been eager to take a chunk out of MTV's advertising share. However, the advertising revenue that has been sustaining MTV has began to decrease as cable networks lose their appeal. The presence of new digital and media forms provide advertisers other new and emerging ways and alternatives in marketing their products. The MTV Generation, the young adult 12-34 market is also growing old. MTV will need to anticipate a new generation and have a new market to please. The threat in MTV's chosen market is that the young adult stage is a turbulent and short-lived stage. Not to mention, the young adult's sensibilities and interests are quick to change. The New Technologies encouraged the production of more channels allowing local cable and satellite technology to create more and increase bandwidth.