What are the characteristics of digital streaming consumers?

INSTRUCTIONS:
Perform a Market Attractiveness Analysis and prepare a short memo report to recommend the most attractive foreign market.
Purpose: The purpose of the analysis is to identify and understand which foreign market would be the most attractive for the focal firm to enter, and make a recommendation to the firm’s executive team. You will do so by comparing numerous foreign markets on relevant variables.
The criteria for evaluating countries varies by product and industry. However, for any product or industry, the goal is to determine what is the potential size of the market for the companys products.
With that in mind, population and wealth are two good variables to start with and are included in the table in the case. Youll need to add more variables to complete your index.
You will need to think about the digital streaming industry. What are the characteristics of digital streaming consumers? What is required to deliver the service consumers? Are there any other political, cultural, economic, or competitive forces that may influence market attractiveness?
Getting Started: First, watch the Market Screening Overview video [7 min]
Then, watch the video on building the Market Attractiveness Index [8 min]
Then,
Read the attached mini case about Hulu [PDF]
Hulu Market Selection.pdf – Alternative Formats
and develop a market attractiveness index for all the locations in table in the Appendix. Use at least 5 variables, 2 of which must be population and income. When adding variables, make sure to explain the relevance of your new variables, and make sure they are not redundant with what you have already been provided, e.g., GDP/capita is already included, so adding another variable that captures wealth does not add much value.
Then prepare a short memo report (2-3 pages) addressed to Hulus executive board that describes your analysis and clearly states your recommendation.
Upload a DOCX file (your memo) and the XLSX file that you used to create your Market Attractiveness Index.
Tips for Organizing the Memo for Market Attractiveness:
First, follow the general guidelines in the generic sample memo [PDF]
Sample Memo.pdf – Alternative Formats
. Including making your recommendation clear in the opening segment of the memo. (you do not necessarily have to choose the top scoring market, but it should be at least in the top 5).
As you describe you the process you used, mention the key sources of data that you used. This approach is probably new to most people, but it builds credibility early in the communication to help persuade your reader.
Describe each of the variables you used, the source of the data, why each one is relevant and their weights. You should also comment on which country is most attractive with respect to that variable.
Describe in more detail your ultimate recommendation and why you chose it. You should also comment on one or two other top scoring potential markets.
You might also include a snippet of the data for the top several markets from your index in the memo itself, especially for any markets you mention in the memo.
Remember, company executives will use the information to make a business decision, so you need to convince them that your analysis is competently executed and reliable.

Additional useful background on Hulu can be found in Statista’s 2020 Hulu Brand Report [PDF]
Additional Videos on Data Sources:
Passport Global Market Information Database – Click for short video tutorial [5 min]
GlobalEDGE Market Potential Database – Click for short video tutorial [3 min]

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