Global Immersion Project
Team 2
Team Leader
Hari Shyam Gupta
Country Research
Milind Dumbre
Company Research
Soumitra Wagholikar
Data Collation
Bhavik Parmar
Data Analysis & Industry Liaison
Ajinkya Chikte
Structure
Company & Country
Background & Challenges
Strategic Goals
PESTLE + SWOT + Porter's
The Business & The Market
Gap Analysis
Recommended Strategies
Balanced Scorecard
Conclusion
The Company
American media services provider founded in 1997 by Reed Hastings and Marc Randolph
Subscription-based streaming media service
137 million total subscribers worldwide
Available worldwide except Mainland China, Syria, North Korea and Crimea.
The Company
Released nearly 700 original shows and movies so far, spending around $8 billion on content in 2018 alone
Over 20 billion dollars of debt and long-term obligations
International growth added $65 million to Y-o-Y revenue
The Company
The Country
Ghana
Key Issue #1
Service Distribution
Key Issue #2
Customer Acquisition
Key Issue #3
Customer Retention
The Goal
To Grow The Market
The Country
PESTLE
Analysis
Political Factors
Successful democracy after years of military rule
One of top three countries in Africa for freedom of speech and press freedom.
PESTLE
First black African colony to declare independence
Economic Factors
Diverse and rich resource base
Africa’s second-biggest gold and cocoa producer
Ghana’s GDP growth doubled in 2017 at 8.5 percent
PESTLE
Social Factors
29.15 million people split across various ethnic groups
Young age structure: 57% of population under 25 years old
56% live in urban areas: 3.34% annual rate of urbanization
PESTLE
Technological Factors
First African country to setup internet infrastructure
20 million mobile phone users & over 10 million internet users
Cheapest access to internet data in all of Africa
PESTLE
Legal & Environmental Factors
The Constitution of Ghana guarantees freedom and independence to the media
Very progressive government taking firm action to limit
and control environmental damage
PESTLE
SWOT
Analysis
SWOT
SWOT
SWOT
SWOT
SWOT
Porter's
Five Forces
Porter's
Porter's
Porter's
Porter's
Porter's
Porter's
The Business
CONTENT
The Business
CONTENT
PLATFORM
ACQUIRED
ORIGINAL
DISTRIBUTION
The Business
CONTENT
PLATFORM
ACQUIRED
ORIGINAL
PHONE
SMART TV
TABLET
OTHER
DISTRIBUTION
The Business
CONTENT
PLATFORM
CONSUMER
ACQUIRED
ORIGINAL
PHONE
SMART TV
TABLET
OTHER
SUBSCRIPTION
DISTRIBUTION
RELEVANCE
COST
The Business
The Market
The Market
LOW INTERNET PENETRATION
HIGH INTERNET USER GROWTH
The Market
The Market
ADEQUATE INTERNET SPEED
HIGH TIME SPENT ON MOBILE
The Market
AVERAGE MONTHLY INCOME
The Market
LIVE TV APPS
LOCAL COMPETITION
The Market
VIDEO ON DEMAND
LOCAL COMPETITION
The Market
Gap Analysis
NO LOCAL CONTENT
HIGH PRICE
LIMITED PAYMENT OPTIONS
DISTRIBUTION PARTNERSHIPS
CONTENT LOCALIZATION
NETWORK PARTNERSHIPS
E-WALLET INTEGRATION
OEM INTEGRATION
Gap Analysis
Strategies
Content Localization
Acquire existing local
content
Strategies
Content Localization
Acquire existing local
content
Recruit local talent to produce new content
Juliet Asante
John Akomfrah
Leila Djasni
Nana Obiri-Yeboah
Shirley Frimpong-Manso
Eddie Nartey
Strategies
Content Localization
Acquire existing local
content
Recruit local talent to produce new content
Yvonne Nelson
Majid Michel
Jackie Appiah
John Dumelo
Nana Ama McBrown
Van Vicker
Strategies
Network Partnerships
Offer content on telecom network aggregator apps
Reduce cost to customer via billing to telecom operator
MTN
46.8% market share
Airtel-Tigo
26.8% market share
Vodafone
23.9% market share
Strategies
E-wallet Integration
Facilitate payment through all available online means of payment
Strategies
OEM Integration
Embed the Netflix app in devices before sale
Provide discounts & info through point of purchase
Strategies
Five-year Projections
Strategies
Balanced Scorecard
Balanced Scorecard
Financial
Balanced Scorecard
Customer
Balanced Scorecard
Learning & Growth
Balanced Scorecard
Internal Processes
Balanced Scorecard
Summary
- Ghana is a limited, yet ripe market to start the African expansion of Netflix
- The socio-techno-economic conditions in Ghana are ideal to drive online video viewership
- Internet infrastructure and penetration are adequately abundant
- 4 step strategy: Content Localization, Network Partnerships, E-wallet Integration, OEM Integration
- The Ghana success story can be replicated in surrounding African countries with minor recalibration of strategies
Summary
End
GIP
By chikte
