Harvard Case - Project Moab at Hulu
"Project Moab at Hulu" Harvard business case study is written by C. Fritz Foley, James Weber. It deals with the challenges in the field of Finance. The case study is 17 page(s) long and it was first published on : Nov 15, 2017
At Fern Fort University, we recommend that Hulu proceed with Project Moab, the acquisition of the online video game streaming platform, Moab. This acquisition aligns with Hulu's growth strategy and provides a significant opportunity to expand its customer base, diversify revenue streams, and gain a competitive edge in the rapidly evolving entertainment industry.
2. Background
Hulu, a leading streaming service, faces increasing competition from established players like Netflix and Amazon Prime Video, as well as emerging platforms. Project Moab represents an opportunity for Hulu to expand its offerings beyond traditional video content and tap into the lucrative gaming market. Moab, a popular online video game streaming platform, boasts a large and engaged user base, particularly among younger demographics.
The main protagonists of the case study are:
- Mike Hopkins: Hulu's CEO, responsible for making the final decision on Project Moab.
- Jason Kilar: Hulu's former CEO, who initiated the acquisition discussions.
- The Moab Team: The management team of Moab, responsible for negotiating the acquisition terms.
- The Hulu Board of Directors: Responsible for approving the acquisition and overseeing the integration process.
3. Analysis of the Case Study
We can analyze Project Moab through the lens of strategic analysis, considering the following factors:
- Industry Analysis: The entertainment industry is undergoing a rapid transformation, driven by technological advancements and changing consumer preferences. Streaming services are increasingly integrating gaming and interactive content to enhance user engagement and attract new audiences.
- Competitive Analysis: Hulu faces intense competition from established players like Netflix and Amazon Prime Video, as well as emerging platforms. Acquiring Moab would allow Hulu to diversify its offerings and compete more effectively in this evolving landscape.
- SWOT Analysis:
- Strengths: Hulu has a strong brand, a loyal customer base, and a proven track record of delivering high-quality streaming content.
- Weaknesses: Hulu's reliance on traditional video content makes it vulnerable to competition from platforms offering diverse entertainment options.
- Opportunities: The acquisition of Moab presents an opportunity to expand into the gaming market, diversify revenue streams, and attract a younger demographic.
- Threats: The gaming market is highly competitive, and Hulu may face challenges integrating Moab's operations and retaining its user base.
4. Recommendations
Hulu should proceed with the acquisition of Moab, subject to the following conditions:
- Negotiate a favorable acquisition price: Hulu should leverage its strong financial position to secure a price that reflects Moab's true value and its potential to contribute to Hulu's long-term growth.
- Develop a comprehensive integration plan: Hulu should carefully plan the integration of Moab's operations into its existing infrastructure, ensuring a seamless user experience and minimizing disruption to both platforms.
- Invest in Moab's growth: Hulu should allocate resources to enhance Moab's platform, expand its game library, and develop new features to attract and retain users.
- Explore cross-promotion opportunities: Hulu should leverage its existing customer base to promote Moab and vice versa, creating synergies and maximizing the value of the acquisition.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The acquisition aligns with Hulu's mission to provide a diverse and engaging entertainment experience for its customers.
- External customers and internal clients: The acquisition will expand Hulu's reach to a new customer segment and provide its existing customers with access to a wider range of entertainment options.
- Competitors: The acquisition will help Hulu compete more effectively with other streaming services that are already integrating gaming and interactive content.
- Attractiveness ' quantitative measures: The acquisition is expected to generate significant returns on investment (ROI) through increased revenue, expanded market share, and enhanced customer engagement.
6. Conclusion
Acquiring Moab presents a strategic opportunity for Hulu to expand its offerings, diversify its revenue streams, and gain a competitive edge in the evolving entertainment landscape. By carefully planning the integration process, investing in Moab's growth, and exploring cross-promotion opportunities, Hulu can unlock the full potential of this acquisition and create significant value for its shareholders and customers.
7. Discussion
Alternative options to acquiring Moab include:
- Developing an in-house gaming platform: This would require significant investment and expertise, and it may be difficult to compete with established players in the gaming market.
- Partnering with a gaming company: This could provide access to resources and expertise, but it may limit Hulu's control over the gaming experience.
The key risks associated with the acquisition include:
- Integration challenges: Integrating Moab's operations into Hulu's existing infrastructure could be complex and time-consuming.
- Customer retention: Hulu may face challenges retaining Moab's user base after the acquisition.
- Competition: The gaming market is highly competitive, and Hulu may face challenges competing with established players.
8. Next Steps
Hulu should implement the following steps to ensure a successful acquisition of Moab:
- Due diligence: Conduct a thorough due diligence process to assess Moab's financial performance, user base, and growth potential.
- Negotiation: Negotiate a favorable acquisition price and terms that reflect Moab's value and potential.
- Integration planning: Develop a comprehensive integration plan that addresses operational, technical, and cultural aspects.
- Investment: Allocate resources to enhance Moab's platform, expand its game library, and develop new features.
- Marketing and promotion: Leverage Hulu's existing customer base to promote Moab and vice versa.
By taking these steps, Hulu can ensure a successful acquisition of Moab and realize the full potential of this strategic opportunity.
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Case Description
In 2015, Elaine Paul, CFO of Hulu, and the rest of the senior leadership team, must decide if they should offer a new, advertisement-free subscription service. At the time Hulu distributed a wide variety of content including in season current programming and earned significant revenues from advertising revenues. This choice had strategic implications and required formulating a view on how the video on demand industry would evolve. It also had value implications that can be analyzed in a subscriber valuation model. The owners of Hulu, which included Disney and Fox, would ultimately need to approve whatever decision was made.
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