學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Paramount: RuPaul’s Drag Race—from Subculture to Mainstream
內容大綱
VH1, MTV, and LOGO were all popular television channels owned by the Paramount television network. One of the most successful shows on LOGO was RuPaul’s Drag Race, a reality television show featuring drag queens. Paramount was considering moving RuPaul’s Drag Race off LOGO to a different platform within the Paramount portfolio in 2017. Before deciding where RuPaul’s Drag Race would air, Paramount needed to determine whether the show could be successful on another platform given its current fan base, how the potential move would affect the show’s ratings, and whether the positioning or targeting strategy for the series would need to change if it were moved.
學習目標
This case can be used in undergraduate- and graduate-level marketing courses and graduate-level strategy courses. After working through the case and assignment questions, students will be able to do the following:<ul><li>Evaluate brand objectives and align these with a company’s overall strategic imperatives. </li><li>Assess the possible impacts of a change in product strategy on various brands within a parent company, consumers, and society at large.</li><li>Analyze current market trends, consumer segments, and future growth opportunities to determine a product’s future strategy.</li></ul>