read a case analyze based on international strategy.

MTV vs. Channel V – International Strategy
MTV, owned by Viacom, was first launched in US, with an idea of a channel
provides 24hours of music every day (MTV Networks International: Localizing
Globally, 2006). At first, many experts believed that it would fail because music videos
were not that plentiful. By beginning of 1984, MTV became more popular, and it was
known as a channel not only for music but also about artist’s attitude and fashion style.
MTV appeared to be one kind of a company could do well with global strategy, which
offers the same products using the same marketing strategy in all nation market. One of
the benefit of using this type of strategy is to save the cost of researching and marketing
since they only use “one size fit all” when entering different type of market…
MTV then expanded to other countries, focusing on the European (Rusch, 2011).
At the start MTV kept their US taste of music when they entered into international
market, since they thought what suits US will also go well with other nations. However,
they failed to do so because European music and fashion taste is completely different to
US except some famous global singers such as Madonna and Michael Jackson.
Moreover, American jokes on MTV did not suit European countries since they have
different slangs and culture (Rusch, 2011).
Channel V in 1990’s grew rapidly in China, India, Taiwan and Australia giving
major competition to MTV in global arena. Channel V rapidly restructured its
operations in China and India to grow at constant pace with MTV. The company
employed attractive methodologies like reality shows, road trips and exclusive launches
in India market to gain high market share in music broadcasting industry (About
Channel V, 2012).
Channel V also increased their online presence globally through its website
channelv.com. Attracting various audiences from different fields with their kind of...