1. Fuller1
KeishaL.Fuller
Final Case Study: Please designa viablestrategy for a companyin your industry. Youhave identifieda
potentiallyprofitablenewforeignmarket. Pleaseexplainwhat factorswouldbe mostimportantin the
case of your specificindustry.List these. Also,what formof organizationyoushall adoptto best suit
your needs.
Managing in a Global Economy
18 January2016
The televisionmediaindustryisevolvingtoinclude videoviewingacrossmultiple platformsandin
multiple locations. KLFMediaCorporationwasestablishedin2008 to provide contentfordistribution
on existingcable networks,buthasbeensuccessfullyventuredintoproducingcontentspecificallyfor
consumptionviadigital andmobiledevices. These highqualitydocumentaries,scriptedseries,andfilms
aimto produce diverse depictionsof underrepresentedpopulations. Toexpandtheirinternational
reach,Comcast/NBCUniversal hasprovidedfundingforKLFto developmulti-platformforthe African
continent. KLF’sabilitytoproduce qualitycontentwithleanbudgets,becomingprofitable withintwo
yearsof itscreation,anddevelopingcross-platformcontentmade itthe obviouschoice forNBCU.
WithNBCU’s funding,KLFiscreatinga new broadcastcompanynamed Hebu Tuone,1
whichis
Swahili for“here we go!” Kenyawaschosenbecause itisbilingual withSwahili andEnglishbeingthe
national languages,ithasa boomingtelecommunicationssectorthatisnotheavily regulatedbythe
government2
,anditis home to M-Pesa,“a mobile-phone basedmoneytransferandmicrofinancing
service forSafaricomand Vodacom[and] Currentlythe mostdevelopedmobile paymentsysteminthe
developingworld3
.” Inorderto establishcommitmentandsupporttothe largercommunity,Hebu
Tuone will be registeredinandoperationswill be basedinKenya.
KLF’sheadof internationaloperationsandmobilecontentdevelopmentwill relocate toKenya
to establishthe appropriaterelationshipsandtounderstandthe typesof contentKenyanswant. The
goal is to beginwithKenyaandsurroundingnationsandeventuallyexpandthroughoutthe African
continent. Giventhe robustmobile infrastructureinKenya –that will be HebuTuone’stargetedfirst
screen. Televisionbroadcastingisnottargetedwithinthe firstfive yearsanddependinguponthe
infrastructure andevolutionof consumerdemands,mayneverbe inplay. KLF’stopwriters,producers,
and directorswill trainlocalstoproduce contentthatmeetviewerdemandsandKLF’sstandardsfor
1 http://en.bab.la/dictionary/english-swahili/here-and-now
2 http://en.wikipedia.org/wiki/Kenya
3 http://en.wikipedia.org/wiki/M-Pesa

2. Fuller2
qualitycontent. Some businessandcontentstrategywillbe largelydrivenbyKLFtoensure consistency
as HebuTuone expands. Creative resourceswill be sharedbetweenKLFandHebuTuone so that
standardscan be maintained,butthe aimisto employandempoweras manylocalsas possible. As
HebuTuone expandsthroughoutAfrica,the core operationswill remaininKenyaandsatellite offices
and staffswill be createdincommercial centerssuchasSouthAfrica. Giventhe varietyof cultures
withinthe continent,itisimportanttoensure thatthe contentismade by andtargetedto the localsis
available aswe expand.
A partnershipwithM-Pesawillbe establishedtosupportmonetizationof contentaswell asto
serve asthe hubto the marketingstrategy. Videosnippetsthatare intendedtogoviral will be
distributedtoM-Pesacustomersaftertheycomplete transactionssuccessfullyalapost-roll
advertisements. The aimof the videosistotease the viewersandmake themwanttosee more and to
spreadthe word to others. If they choose tosee more,theycan downloadthe HebuTuone mobile app
to viewacertainamount of free videos. Theywillthenhave the optiontosubscribe toHebuTuone for
a monthlysubscriptionfeepaidviaM-Pesa. Giventhe popularityof mobilevideoandthe penetration of
mobile devices4
,we conservativelyestimaterevenue of $20 millioninyearone. Givenouraimto target
mobile videodistribution,we cankeepproductioncostsminimal usinglocal talentandHandycamsto
produce highresolutionshort-formcontent. Since phonesare the target,average videolengthwill be 3-
5 minuteswiththe upperboundbeing25 minutes.
4 http://www.cnn.com/2012/10/04/tech/mobile/africa-mobile-opinion/index.html