Strategic Management Plan for Middle-East Television Network - Essay Example

Strategic Management Plan for Middle-East Television Network Mission To provide the only credible source of news and popular source entertainment television for viewers in the Middle East, while promoting American Values such as freedom and democracy. Vision Bring an enlightened view of America to the Arab World Strategic Goals 1 Provide quality television network in the Middle Eastern market 2 Promote Positive Image of United States and its Values in Middle Eastern Market 3 Conquer the Middle Eastern television market Proposed Objectives and Strategic Initiatives to help in Conquering the Middle Eastern Television Market 1).

Increase marketing vehicles to at least a dozen unique vehicles within the first year of MTN rollout. Strategic Initiatives: 1a). Identify a variety of marketing vehicles (billboards, radio advertisement, youth events, and concerts) that will position and expose MTN to the target market. 1b). Engage in performing continuous advertisement of American themes, music, cultural symbols and phrases. 1c). Be able to identify the key areas that matter most towards promoting the positive image of United States in the Middle East regions. 1d). Engage in joint initiatives with the local cultures as a measure of establishing a mutual understanding between foreign and local cultures in the Middle Eastern region. 1e). Engage in both respective and effective Corporate Social Responsibility (CSR) initiatives in the Middle Eastern region as means of gaining popularity and acceptance within the Arab Community. 2). Increase funding for MTN marketing to $5M within the first year Strategic Initiatives: 2a).

Consider building coalitions with members of Congress. The idea is to gain their support and align the effort with the Foreign Relations Committee. 3). Increase MTN’s number of top-10 rated programs in the Middle Eastern television market by 100% within 24 months of its roll out. Strategic Initiatives: 3a). There is a need to benchmark Al-Jazeera television network’s top-rated programs that conform to MTN’s vision/mission and produce MTN versions or spinoffs. Budgetary considerations include the cost of new programming. 3b). Be able to benchmark and closely monitor the Arabic assistants to ensure they sample large fractions of American values and cultures to be aired daily in the Middle East Television Network. 3c). Need to edit and monitor all live coverage of the Arab media to the world as measures of reducing anti-U.S. policies and semantics in the Middle Eastern Regions. 3d). Identify and hire influential local anchors in the Middle East Regions that would be willing to promote and preach American values and policies to the Arab World. 4). Increase MTN’s ratings among young (18 and younger) Middle Eastern viewers by 100% within 24 months MTN must appeal to young people.

Research has been able to indicate that the audience’s support is the key to the success of U.S. policies through the entire Arab World. Listeners who tune in for the music will stick around for the news (Dickinson & Army War College, 2005). Strategic Initiatives: 4a). Identify existing programming that is popular in this age demographic worldwide (US, European, other) that also might be attractive to young Middle Eastern viewers. Budgetary considerations should include the cost of new programming. 4b). Solicit more support from the United States government into directing more resources towards the broadcasting activities located in the Arab and Muslim-majority nations. 4c). Increase monitoring of the Substance and Style Issues as a measure of ensuring the programs concentrate on the issues that have most values to the United States policymakers. 4d). Conduct regular survey on the performance after few months of operations.

The strategy would be effective for viewing the level of progress in promoting American values and cultures in the Middle Eastern Region and hence identify potential areas that need improvements. References Dickinson, J. H., & Army War College (U.S.). (2005). A strategy to improve a negative American image in the Middle East. Carlisle Barracks, Pa: U.S. Army War College.