Friday October 27, 2017
https://www.wsj.com/articles/mexican-tv-mogul-leaves-amid-programming-struggles-1509037669
An era for Telenovelas has come to an end recently. For the past 20 years, Emilio Azcarraga Jean has been the CEO and led the Mexican television giant Televisa. He has now decided to step down due to decreasing advertising sales and increasing competition that he feels that his company cannot compete with. He will continue to be a part of the company as chairman but feels that him stepping down will allow him to focus on the company's long term strategy.
Mr. Jean's family has been running this company since it was first created and enjoyed a near monopoly on it for almost a decade. Since Mr. Jean is resigning his position, it will be an end to his family running the company. When he first took over the company, he was able to get control and get a financial turnaround of the company while it was highly in debt that was bleeding cash.
Since that time, there have been many competitors in the internet age such as Netflix that offers fast paced television series in Spanish. They have no use for watching telenovelas on tv anymore. With this market challenge, Televisa's revenue has dropped significantly. They are trying to appeal more to modern audiences and market differently so that they will be able to get a bigger audience than before and compete with Netflix and their other competitors.
This is a clear example of marketing structure because Televisa was not thinking of the different age and time that was coming and thinking ahead, they stayed with their old school traditions. When they realized that they were losing sales and their audience, they knew they had to market better in order for them regain their revenue again.
https://www.wsj.com/articles/mexican-tv-mogul-leaves-amid-programming-struggles-1509037669
Mr. Jean's family has been running this company since it was first created and enjoyed a near monopoly on it for almost a decade. Since Mr. Jean is resigning his position, it will be an end to his family running the company. When he first took over the company, he was able to get control and get a financial turnaround of the company while it was highly in debt that was bleeding cash.
Since that time, there have been many competitors in the internet age such as Netflix that offers fast paced television series in Spanish. They have no use for watching telenovelas on tv anymore. With this market challenge, Televisa's revenue has dropped significantly. They are trying to appeal more to modern audiences and market differently so that they will be able to get a bigger audience than before and compete with Netflix and their other competitors.
This is a clear example of marketing structure because Televisa was not thinking of the different age and time that was coming and thinking ahead, they stayed with their old school traditions. When they realized that they were losing sales and their audience, they knew they had to market better in order for them regain their revenue again.
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