MARKETING

BBC Worldwide's International Expansion



Table of Contents

Introduction2

Review of Global Marketing2

The expansion strategy4

Goal Setting5

Mission statement5

Financial Summary5

Situation Review5

Market Overview5

Market Situation6

Competitive situation6

SWOT Analysis7

Strengths7

Weaknesses7

Opportunities7

Threats8

Strategy Formulation8

Marketing Objectives8

Financial Objectives8

Marketing Strategies8

Target Audience8

Target Influencers9

Product9

Price9

Place9

Promotion10

Distribution10

Resource allocation and monitoring10

References12

BBC Worldwide's International Expansion

Introduction

British Broadcasting Corporation started BBC Worldwide as a subsidiary of BBC back in the year 1995.today BBC Worldwide stands tall as the leading group of channels in UK. Apart from the excellent marketing strategies adopted by the company and perfect segmentation, the global success of BBC Worldwide can be attributed to its diverse portfolio of channels. The company has channels in over 100 countries across the globe. The company is providing entertainment and infotainment for all the members of the family. Some of the major channels in the portfolio are listed hereunder (Peter, 2010, p. 2).

UKTV

BBC Lifestyle

BBC HD

BBC America

BBC Knowledge

BBC Kids

BBC Canada

BBC Entertainment and

CBeebies

The success of BBC Worldwide lies in the fact that its strategies are all centered on the target consumer. They believe in customization and personalization in every sense of the word. The company has a dedicated budget for marketing research. This research is conducted with the underlying objective of capitalizing on the new business opportunities as soon as they are created. As soon as the company enters a market it tries to build brand awareness. This is done in response to the company's acknowledgement of today's competitive market. The unique selling proposition of the company is its distinct content. It is on this basis that the company has carved a niche for itself among target audience that has a class and wants genuine information as well as entertainment.

In spite of the success of the company in the home country as well as in other countries, the company is dedicated to creating top of mind recall for itself (Drucker, 2003, p. 136). Hence, the company has shifted its marketing strategy more recently and is now more focussed on above the line advertising. Other than Europe, the same strategy has been adopted for channels in the Middle East, Asia and Africa.

Review of Global Marketing

As far as global marketing of the company is concerned, the company believes in staying ahead of the competition at all times and keeping tabs on the competition on continual basis. Every strategy that the company forms is in the best interest of its valued customers and other stakeholders. These include the BBC Trust, employees, strategic channel partners and politicians. The strategy of the company is forward linking and action oriented. BBC Worldwide has blossomed into a flourishing global business. The head of marketing department at BBC Worldwide believes in staying close to the competition. This means developing an understanding of the global entertainment industry and designing the pitch accordingly. The global marketing strategy of BBC Worldwide can be summarized into the following five key points (Interactive Rich Picture, 2011, p. 29):

Marketing is like a maze whereby the company has to design its strategies to get to the target market. Hence, the key to successful marketing knows what the customers ...