BBC Marketing Strategy
Since the BBC was established in 1922, the content created and distributed by the company was focused on information, education, and entertainment. Nowadays, the mantra of global media has changed almost completely to be much more dependent on user choice (Dobson, n.p.). Content is the primary focus of BBC’s production, and the company continues to lead the world in the genres of natural history, documentaries, and drama. The purpose of this paper is to determine the type of consumer that BBC needs to appeal considering the perception of BBC on young consumers and to recommend the changes to be implemented in the company’s marketing strategy.
Company’s Background
The BBC is a global media leader that aims to serve the public and determines it mission as informing, educating and entertaining. The company’s public purposes are sustaining civil society and citizenship, promoting learning and education, stimulating creativity, representing the UK, building an understanding of international issues, and delivering the benefits of emerging technologies, communications and services to the public (“BBC Annual Report and Accounts 2015/16” 2). Even though the mission of the company is reviewed every 10 years, recent changes in media consumption and supply have been significant with entrances of new major media players such as Amazon, Facebook, Google and Netflix which changed the consumer attitudes and demands towards content (Dobson, n.p.). Thus, nowadays BBC is the leading media company. However, it should change its marketing strategy and adapt its mission to address the demands of consumers.
Competitive Analysis
The field of on-demand streaming services has been characterized by intensified competition in recent years. BBC competes in this area with Netflix and Amazon. In the current year, Netflix has announced a big increase in the number of subscribers. To make sure that BBC does not trail behind its competitors, the company aims to develop iPlayer. The streaming service by BBC is high in the rankings in recent years. However, the online competition poses a challenge to this service because Amazon Prime Video and Netflix have increased their market share in the UK. The original content by these competitors, including big-budget blockbusters, have established the popularity of Netflix and Amazon as content creator and providers in the UK (Feldman, n.p.).
Strategic Objectives
In 2016 BBC has aimed four strategic goals in the context of its competition in the digital media market. First, the company aims to create distinctive content by ensuring that the services are delivered to all audiences. Second, BBC management team seeks to transform the offer to a younger audience by innovating and developing online services to respond to the changing market of media. Third, BBC sets an objective of developing a more personal content across its portfolio and transforming the company into a more collaborative and open organisation. Finally, the BBC aims to demonstrate value for money in all areas of its operations (“BBC Annual Report and Accounts 2015/16,” 5). A video-on-demand service iPlayer has been developed to assist the company in reaching its strategic objectives.
Challenge of Attracting Young Audience
The …
