Taran Swan at Nickelodeon Latin America Case Study Essay

After a period of declining sales for Allround, we increased the advertising budget to be consistent with our competitor’s budget. We decided to be very consistent with our strategy over the ten periods; however, in hindsight we should have implemented a more dynamic strategy that factored in the changing

Should La Casa de Las Botas embrace expansion or maintain the status? Which segment Jorge should focus on if he plans to expand the markets?

The Latino and Hispanic population continues to increase at a lower rate every year in the U.S., they account for a large portion of the population. However, it hasn’t change the portrayal of Latinos in the media. Often, the Latino community is shown in a negative light that doesn’t represent the reality of this community. The main goal of this paper is to show and understand how the media portray Latinos and ways to solve the problem.

Review of ABC Company and the directions it is targeting. The strategy of the company is to lift the expected sales in an aggressive fashion, with the expected end target being to triple the current levels. The plan is to push sales into the targeted range of $3 million within 3 years versus the current amount which sits at $1.2 million. We will identify the perceived risk factors that may impact this aggressive strategy and its successful execution. The following will be those risk factors:

This summer I will be going to latin America through a non-profit organization called Amigos de las Americas.

I think it is obvious in the previous years that the amount the company spends on advertising has a direct effect on the number of sales. According to the projected number of units that are expected to be sold, the company is expecting an increase from 3,400 in year 8 to 3510 in year 9. This is a considerable increase because of the fact that in year 7, there were 4,000 units sold, and in year 8 we saw this drop to 3,400.

for opportunities to grow this company. An opportunity had come our way to be the sole supplier

The team had to stay within a budget and this meant that funds had to be spent in the most optimized way, leading to some options being taken off of the table, such as the very expensive TV ads that could not be developed (pg 3)

The most important challenges for a new television network include advertising, settling on a target demographic, building a distribution system, and market the new brand. With the case of CW, dividing the responsibilities between the former WB and former UPN networks was also a major challenge, in addition to deciding which shows from each network would continue. Distribution is the primary concern, as it’s important for the network, especially a new one, to reach as much of the country as possible. Finding affiliate stations and distributors was crucial for the CW to start off successfully. Fortunately for them, they were able to secure many of the former UPN and WB stations and distributors and broadcast to 95% of the country,

NTN24 will broadcast a promotional piece of 20 seconds during the 15 days prior to the "Poder Latino" in which appears the media partnership with GW.

Entering Argentine market in 1993-1994 was a good strategic decision for Continental as one of the TOP5 cable TV companies in the US despite certain risks for several reasons:

Swan’s enthusiasm and philosophy of open communication and ownership of tasks had brought the Nickelodeon team together. Latin America was very segmented. Regional dialects, customs and languages needed required attention. Rey del Valle was brought in from Fedex to help keep the network on budget. Even though he had no experience in entertainment, Swan was particularly concerned with the bottom line. With this move, and others, money was being spent on gambles but the reasoning behind them was well informed. Investments in quantitative and qualitative studies were recommended by Del Valle, further aligning them with their immersive business strategy.

However, Taran Swan successfully identifies her main recourse and advantage – the Nickelodeon brand and philosophy. Although her managers at Nickelodeon where unsure about the success that can be achieved in Latin America, she took the challenge to try and convince them that the market is ready. As she noted there were not that many opportunities to enter the competition and she fails most probably there won’t be another shot. Quickly she manages to overcome what proves to be her greatest challenge – the unfamiliar environment.

The 2015 Marketing Plan outlines ADL’s approach to attain a significant increase in revenue and profits over the preceding year. The target revenue for 2015 is NZ$800,000 – a planned 10% revenue gain. The target by 2020 is a revenue increase by 30-40%. We think this increase is attainable due to our decision to expand our

The authors would like to thank Carlos Velázquez, Corporate Marketing Director, and Xavier Torras, Corporate Brand and Communication Director, at Roca Corporación Empresarial, for the information and assistance provided. The case and teaching note were anonymously peer-reviewed for presentation at the NACRA 2013 Conference, Victoria British Columbia, Canada, October 17-19, 2013. Copyright  ESADE, 2013. This material belongs to the Foundation ESADE No part of this document may be reproduced without the express permission of the authors.