Marketing
20th Edition
ISBN: 9780357033791
Author: Pride, William M
Publisher: South Western Educational Publishing
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Question
Chapter 9.2, Problem 1C
Summary Introduction
Case summary:
Medium N was founded in the year 1997. It started off as a pay-per-rent DVD rental facility. Users will go to medium N’s website and browse and order the movies they needed, and get them delivered to their house.
Medium N is taking on the planet, as it becomes available in more countries. It was one of the Country U companies to venture into Country C, and the company now has a footprint in more than 190 countries, with plans to expand into every nation on the planet.
Medium N’s globalized strategy is the secret to its accelerated international growth. It is now shifting its market strategies to emphasize original video programming, like foreign content, rather than pricing. It has not only dominated the video renting market, but it is also persuading more consumers around the world to leave cable and direct TV in favour of streaming.
Finally, Medium N’s popularity is dependent on how much of the world has decent internet access. Only about 34% of Country C people have access to the internet. Despite those difficulties, there is still a lot of space for international expansion and development.
To discuss: Whether medium N is finding it easier way to spread into certain countries than others.
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Marketing
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