Harvard Case - Shankaboot: Extending the Web Series from Lebanon to Other Arab Countries
"Shankaboot: Extending the Web Series from Lebanon to Other Arab Countries" Harvard business case study is written by Lina Daouk-Oyry, Dima Jamali. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Dec 20, 2013
At Fern Fort University, we recommend that Shankaboot pursue a strategic expansion into other Arab countries, leveraging its existing success in Lebanon. This expansion should prioritize a phased approach, focusing on culturally relevant content and building strong local partnerships. This strategy will capitalize on the growing digital media landscape in the region, while ensuring cultural sensitivity and sustainable growth.
2. Background
Shankaboot is a successful Lebanese web series platform that has gained significant popularity for its relatable and humorous content. The company is now exploring expansion opportunities into other Arab countries, seeking to capitalize on the region's growing digital media market. This case study examines the challenges and opportunities associated with this expansion, focusing on the strategic decisions required for success.
The main protagonists of the case study are:
- Elias Khoury: The founder and CEO of Shankaboot, responsible for the company's vision and strategic direction.
- The Shankaboot team: A group of talented individuals responsible for content creation, production, marketing, and operations.
- The potential Arab market: A diverse and dynamic audience with varying cultural nuances and preferences.
3. Analysis of the Case Study
To analyze Shankaboot's expansion strategy, we can utilize a framework that incorporates both internal and external factors. This framework will help us identify key opportunities and challenges associated with this venture:
1. SWOT Analysis:
- Strengths: Strong brand recognition in Lebanon, talented team, culturally relevant content, existing infrastructure, and a proven track record of success.
- Weaknesses: Limited resources for international expansion, potential cultural barriers, lack of established relationships in target markets.
- Opportunities: Growing digital media market in the Arab region, increasing demand for local content, potential for partnerships with regional media companies.
- Threats: Competition from established regional players, economic instability in some Arab countries, potential for censorship and regulatory challenges.
2. Porter's Five Forces:
- Threat of New Entrants: High, due to the ease of entry into the digital media market.
- Bargaining Power of Buyers: Moderate, as consumers have a wide range of options available.
- Bargaining Power of Suppliers: Low, as content creators and production companies are readily available.
- Threat of Substitutes: High, as consumers can access similar content from various sources.
- Competitive Rivalry: High, as the market is fragmented with numerous players vying for audience share.
3. Cultural Considerations:
- Language: Arabic is a diverse language with regional dialects. Shankaboot needs to tailor its content to specific target markets.
- Values and Beliefs: Arab cultures are diverse and have varying social norms and sensitivities. Content should be culturally appropriate and avoid offensive themes.
- Humor and Entertainment: What is considered humorous in one Arab country may not be in another. Shankaboot needs to understand the nuances of humor in each target market.
4. Recommendations
Shankaboot should pursue a phased expansion strategy into other Arab countries, focusing on the following key recommendations:
1. Market Research and Selection:
- Conduct thorough market research to identify the most promising target markets based on factors like digital penetration, disposable income, and cultural affinity.
- Prioritize countries with strong internet infrastructure and a growing demand for local content.
- Focus on countries with a positive regulatory environment for online media.
2. Content Localization:
- Adapt existing content to resonate with local audiences by incorporating cultural references, humor, and language.
- Develop new content specifically tailored to each target market, taking into account local preferences and sensitivities.
- Collaborate with local talent to ensure authenticity and cultural relevance.
3. Strategic Partnerships:
- Build strategic partnerships with local media companies, content creators, and distributors to leverage existing networks and reach.
- Explore joint ventures or co-production agreements to share resources and expertise.
- Partner with local influencers and social media personalities to promote Shankaboot's content.
4. Marketing and Distribution:
- Utilize a multi-channel marketing strategy, including social media, online advertising, and public relations.
- Leverage local influencers and social media platforms to reach target audiences.
- Partner with local streaming platforms and telecommunication companies to distribute content.
5. Operational Efficiency:
- Develop a robust operational structure that can manage international expansion effectively.
- Establish local teams with expertise in content creation, marketing, and distribution.
- Implement a centralized content management system to streamline operations and ensure consistency.
6. Financial Management:
- Secure funding for expansion through a combination of internal resources, strategic partnerships, and external investments.
- Develop a comprehensive financial model to track expenses, revenue, and profitability.
- Monitor cash flow and ensure financial sustainability.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Shankaboot's core competency lies in creating culturally relevant and engaging content. This strategy aligns with its mission to entertain and connect with Arab audiences.
- External customers and internal clients: The recommendations address the needs of both external customers (viewers) and internal clients (employees) by ensuring cultural sensitivity, providing diverse content options, and fostering a collaborative work environment.
- Competitors: The recommendations aim to differentiate Shankaboot from competitors by focusing on local content, building strong partnerships, and leveraging a multi-channel marketing approach.
- Attractiveness ' quantitative measures: The recommendations are expected to generate positive returns on investment, considering the growing digital media market and the potential for increased revenue.
6. Conclusion
Shankaboot's expansion into other Arab countries presents a significant opportunity for growth and market leadership. By leveraging its existing strengths, adapting its content to local audiences, and building strategic partnerships, Shankaboot can successfully navigate the complexities of the Arab media landscape and achieve sustainable success.
7. Discussion
Alternatives:
- Organic Growth: Shankaboot could focus on organic growth in Lebanon before expanding internationally. However, this approach may limit its potential and expose it to increased competition.
- Mergers and Acquisitions: Shankaboot could acquire existing media companies in target markets. This approach could accelerate expansion but carries significant risks and financial implications.
Risks and Key Assumptions:
- Cultural Sensitivity: Misinterpreting cultural nuances could lead to backlash and damage the brand's reputation.
- Regulatory Challenges: Different countries have varying regulations for online content. Shankaboot needs to comply with local laws and regulations.
- Competition: The market is competitive, and established players may pose a significant challenge.
Assumptions:
- Growing Digital Media Market: The Arab region's digital media market will continue to grow.
- Demand for Local Content: Arab audiences will continue to demand culturally relevant content.
- Technological Advancements: The internet infrastructure in target markets will continue to improve.
8. Next Steps
- Phase 1 (Year 1): Conduct market research, select target markets, and develop a localized content strategy.
- Phase 2 (Year 2): Establish local partnerships, launch content in selected markets, and monitor performance.
- Phase 3 (Year 3): Expand to additional markets, refine content strategies, and build a sustainable business model.
By following these steps, Shankaboot can successfully expand its web series platform into other Arab countries, achieving its growth objectives while respecting cultural sensitivities and fostering a positive impact on the region's digital media landscape.
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Case Description
Shankaboot, the world's first Arabic-language web series, was created in Lebanon as a social development project carrying forward the following message: "to defy traditions and explore taboos". The overarching vision was to use the web to create a forum for raising awareness, sharing alternative viewpoints and generating constructive discussions about the social issues that were often experienced by Arab youth, but which no one dared to speak up about. The project was a resounding success and received a 2011 International Digital Emmy Award. In July 2011, the producer of the web drama was approached by potential funders to scale up the Shankaboot project to the rest of the Arab world. She had to decide where Shankaboot could expand to, given censorship laws and Internet connectivity levels in the region.
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