You are required to review an organisation case study including statistical information on business unit performance and current market conditions.
The case study will also include information regarding the organisation’s current capacity to respond effectively to change.
You must then prepare a Business Portfolio and Dynamic Capability Report slide presentation using the following headings:
- Business Portfolio Analysis Plot each business unit on a BCG matrix, GE-McKinsey matrix, and Synergy matrix
- Business Portfolio Recommendations Provide recommendations to the organisation for the strategic management of each business unit with explanations for each recommendation
- Dynamic Capability Analysis Prepare an assessment of the organisation’s dynamic capability including its capacity to:
- Identify and assess opportunities
- Mobilise resources
- Transform and reconfigure strategic assets
- Dynamic Capability Recommendations
Provide recommendations to the organisation for enhancing overall dynamic capability with explanations for each recommendation
Analysis of Business Unit Performance
Fantasy Film Business Portfolio
Movies are subtle reflection of the culture and attributes of the society that it depicts.
The budget and packaging of the settings of the studio should present the feasibilities that are required by the production houses
Fantasy Films studio is a popular destination for the production of brand films, corporate videos, launch and product films and animation series
Fantaspace is the highest grossing unit of the Fantasy Films.
Fantaspace is highest brand value bearer of the Fantasy Films company
In the BCG matrix of the company, the Fantaspace is considered as the Cash cows for the company
It is evident from the market stats that the rate of market return is highest among the four concerns of Fantasy Films
The exchange share in the company is quite high
The Fantasy Films have been one of the major market players owing to significant contributions from the Fantaspace and Advantage
Hence, brand packaging should be elected as a potential promotional strategy for the two concerns
Brand packaging would help Fantaspace to associate their name with the successful production from these houses
This is how the clientele would also emerge
Advantage is another major prospect for the Fantasy Films
Advantage faces high market competition, although.
However market rivalry has also accounted for the spread of brand fame of Advantage among the potential customer bases.
The management should focus on dealing with the most potential client base with more caution.
The company also introduce some rigidity in the working methods of the company’ staff so that the best assistance can be provided to the clients.
Brand packaging would help Advantage to associate their name with the successful production from these houses
This is how the clientele would also emerge
In terms of revenue generation, AniSoft have been surpassingly the least grossing sector for Fantasy Films.
The revenue channels of AniSoft are not very prominent
This concern was created as a back up space for the Fantasy Films in the initial period of the company’s journey.
Later the concern was registered as a separate concern by the parent company.
This concern is the dogs of the company according to BCG analysis of the Fantasy Films company.
The marketing strategy of these two firms have to be reviewed by any external consultancy agency.
The graph of the business output of these two concerns for 2016 and 2017, suggest that the client base have reduced by further 25%, approximately.
Recommendations for Enhancing Overall Dynamic Capability of Fantasy Films
The market popularity if Digi-X is naturally high since the brand value of the Fantasy Films is also on the higher side.
The market equity is however not so high
Market strength of Digi-FX is majorly dependent on the enticement of the target customer base.
More the factor of revenue generation is also important
The average financial base of the clients who approaches Digi-FX is also not big.
This is why the income edge of the company often falls below the projected threshold
The Digi-FX production house is linked with Fantasy Films.
However the parent concern have never focused deeply on developing the promotional outcome for Digi-FX.
The works of visual FX and 3D development is mostly done, however in this concern.
it is evident that brand fame have been badly hit and ardent promotional activities like small films and promotional online content should be generated for earning popularity among the customers
The graph of the business output of Digi-FX for 2016 and 2017, suggest that the client base have reduced by further 25%, approximately.
Fantasy Film Business Portfolio
The fantasy films are being run by the four junior concerns, namely Fantaspace, Advantage, Digi-FX and AniSoft. Analysing the market strategies of the company, it can be identified that audience acceptance of the firm have the o be increased in the near future. The fantasy Films have to provide special emphasis on the two concerns Digi-FX and AniSoft. It have also been identified that the investment structure have to be reframed and tertiary publicity have to be gained for the future establishment of the two firms.
Fantasy Film Dynamic Capability
The most modern technologies of Fantasy Films leaves opportunity for high level content moderation.
Thus the content created from this studio have been highly popular among the consumers.
The R&D team of the firm, in order to achieve this, works in close counters with the clients, that is the production houses
This enables the company to develop the technical and resources’ set up that are mostly in demand among the clients (Spanjol et al. 2015).
The physical, technological, human and capital resources are all huge latent scope for the development of the company.
The core business activities for fantasy Films are highly profit generating and have great future scope.
The activities do not require any severe involvement in client service. Hence, in this context, the company saves its operational cost.
Marketing Strategy for Fantaspace and Advantage
There are also ample scope for development of AniSoft and Digi-FX, the two weak zones of the company.
In case if the company is able to standardise the client base of AniSoft and Digi-FX, the average revenue generation would increase greatly.
For the last few consecutive years, the company have signed up with some particular production houses and provided similar genre of productions.
However, presently the company needs to be variable in the kinds of production they do. The company should produce more of fictional content, including scientific and horror genres. As per McDONALD (2016), this attracts more clients.
The company should also start shooting with more different production houses and new directors with new styles of direction
In the end the fiscal plan of the company also have to shuffled in order to incorporate these contexts
There is ample availability of resources in Fantasy Films.
That is why, the company can make happen various different kinds of productions
In spite of that Fantasy Films have been a set of production houses that makes similar type of production works
As an impact, it can be stated from the analysis of Payne and Frow (2014), that there is high chance of the customer market of Fantasy Films getting typically segregated.
There is dearth in expertise of the marketing team of the company at present.
Hence external marketing analysts and recruitment agencies have to be invited in the company
They would consolidate the marketing department of the Fantasy Films with new recruits and training sessions
A restructuring of the existing organisational structure is also required
This is an urgent requirement for the company and the Financial strategists of the company have to make immediate funds allocation for the company’s restructuring activities.
An adept sales team should also assist the marketing professionals
Lucrative band packaging is an immediate criteria for the studio
This would entice more clients in future.
The current marketing analysis of the firm reveals that human resources of the company have to be more precisely organised. There is definitely ample opportunity for the development of the company. Marketing campaign would help the company to attract potential clients for AniSoft and Digi-FX. The company have so long only focused up on expansion of the client base. They have not focused on making sustainable future faceted development in the firm and as an outcome of that the new improvisation are required.
Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), pp.120-136.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The marketing book (pp. 108-142). Routledge.
Spanjol, J., Tam, L., Qualls, W.J. and Bohlmann, J.D., 2015. Enacting Change in Strategic Marketing Decisions: The Role of Regulatory Focus in Teams. In Marketing in Transition: Scarcity, Globalism, & Sustainability (pp. 37-37). Springer, Cham.
Payne, A. and Frow, P., 2014. Developing superior value propositions: a strategic marketing imperative. Journal of Service Management, 25(2), pp.213-227.
Ben-Ner, A. and Siemsen, E., 2017. Decentralization and localization of production: The organizational and economic consequences of additive manufacturing (3D Printing). California Management Review, 59(2), pp.5-23.
Volo, S. and Irimiás, A., 2016. Film tourism and post-release marketing initiatives: a longitudinal case study. Journal of Travel & Tourism Marketing, 33(8), pp.1071-1087.
Korpela, S., 2017. The Fine Line Between Production House and Production Service: Implementation of Organizational Change–Case: Company X.
Moses, C., Maxwell, A., ADEGBUYI, O., Akinbode, M. and Inelo, F., 2016. The Overriding Influence of Social Media as the Key Driver of Cinematic Movie Sales. International Business Management, 10(6), pp.718-725.
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