The Fox Entertainment Group formed in 1979 is popularly known as Twenty-First Century Fox, Inc. (formerly known as News Corporation), is an American entertainment company that operates in global media and entertainment industry.
It operates in business segments such as broadcast network, Cable network programming, Filmed Entertainment and Television stations. The 21st Century Fox is being owned and chaired by Rupert Murdoch.
Segmentation, targeting, positioning in the Marketing strategy of Fox Entertainment–
Most of the companies operating in the entertainment and media industry use mix of geographic and psychographic segmentation strategies to broadcast and publish the news and various infotainment programs based on the segmentation variables such as age, gender, region, social class, attitude so as to stay relevant in the market.
Selective targeting strategy is used by the group to cater to the changing needs of the different segments in the market.
The company positions itself as a pioneer in the entertainment industry reaching out to each and every stratum of the society through its distinctive contents available through various mediums. Fox Entertainment uses value-based positioning strategy.
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Vision- “Not Available”
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Competitive advantage in the Marketing strategy of Fox Entertainment–
1. Portfolio of offerings-
Since the company operates in four business segments with a large number of offerings meant for various groups of consumers across the borders globally, these array of products help the company to make the customer stay loyal to the various entertainment mediums the company are available with the company.
2.Co-creation of offerings through group businesses:
The company closely operates with the other group businesses so as to support each other in co-creation of the services for being competitively ahead of its competitors.
BCG Matrix in the Marketing strategy of Fox Entertainment:
It operates in four business segments i.e. Cable Network Programming, Fox Television Stations, FOX Broadcasting Company, and Filmed Entertainment.
Out of these businesses the Cable Network programming which produces and licenses sports, general entertainment, factual entertainment, licenses news, and business news are Stars in the BCG matrix due to its wide coverage. FOX Broadcasting Company and filmed entertainment business are also Stars in the BCG matrix while FOX television station business is the question mark in the BCG matrix since it only operates in the US and has the limited scope of growth due to tough competition in the market.
Distribution strategy in the Marketing strategy of Fox Entertainment–
The Company operates in more than 150 countries through its one or more businesses. The company do distribution of its programs through cable television systems, broadcasting over the different mediums such as Radio, online streaming, and digital media.
In broadcasting, the company has 208 affiliates and 17 company-owned stations which help the company in delivering 24/7 programming. FOX entertainment is world’s largest producers and distributors of motion pictures and distributes the same through the variety of arrangements.
Brand equity in the Marketing strategy of Fox Entertainment–
21st Century Fox which is the parent company of FOX Entertainment has been ranked 192 in Forbes magazine list of Global 2000 companies (as of May 2017). The brand has been valued at $ 57.5 billion as of May 2017 (market capitalization value method) generating revenue of $28.06 billion.
Over the years the companies advertisement expenditures have been decreased which exposes it to the risk of decline in the company’s revenue and profit over the period of time.
Competitive analysis in the Marketing strategy of Fox Entertainment-
The companies operating in this industry compete on the factors such as broadcasting rights, availability across the different digital mediums etc.
FOX entertainment competes on basis of the bouquet of interrelated services, availability in the majority of the countries globally and financial stability.It competes with the companies such as Time Warner Group, Walt Disney, and NBC Universal.
Market analysis in the Marketing strategy of Fox Entertainment-
With the advent of technology and online/digital contents, the consumption pattern is changing and companies are doing forward and backward integration to co-create the services.
FOX entertainment operates in the industry which is capital intensive, have high infrastructure cost, high exit barrier. Technological disruption, changing the lifestyle of the communities, political pressure, rising diplomatic relationship, increasing per capita income are some of the factors affecting the operation of the companies.
Customer analysis in the Marketing strategy of Fox Entertainment-
The company serves the customers in various segments such as entertainment & media business houses, vendors, Suppliers, cable providers.In the Retail segment, the company broadcast the contents for the customers of vast age group but the majority of its viewers are in the age group of 10-35 years.
