Internal Analysis Report: Viusasa's Strengths and Weaknesses

This report presents an internal business analysis of Viusasa, a Kenyan video-on-demand (VOD) platform. It employs a SWOT analysis to evaluate Viusasa's strengths, including multilingual content, content diversity, and competitive pricing. The report identifies weaknesses such as high production costs, limited smartphone access, high data costs, and video quality issues. Recommendations include focusing on original content creation, offering free trial periods, and exploring joint ventures to improve revenue. The report also outlines Viusasa's vision and mission statements, organizational values, and proposes a mechanistic organizational structure with a focus on democratic decision-making to foster employee and stakeholder interests. The analysis highlights the importance of adapting management styles to meet the evolving demands of the entertainment market, referencing successful strategies employed by companies like Netflix.

Running head: INTERNAL BUSINESS ANALYSIS
INTERNAL BUSINESS ANALYSIS
Name of the student
Name of the university
Author Note

1INTERNAL BUSINESS ANALYSIS
Table of Contents
Internal Analysis of Viusasa............................................................................................................3
Strength........................................................................................................................................3
 Multiplicity of languages......................................................................................................3
 Diversity of content..............................................................................................................3
 Pricing...................................................................................................................................4
Weakness.........................................................................................................................................4
 High cost of production:.......................................................................................................4
 Lack of access to smart phone:.............................................................................................4
 High cost of data:..................................................................................................................5
 Video quality issues and no trial period:..............................................................................5
Recommendations............................................................................................................................5
Business strategy.............................................................................................................................6
 Vision statement..................................................................................................................6
 Mission statement.................................................................................................................6
 Organizational values:..........................................................................................................7
Organizational structure...................................................................................................................7
Management style:...........................................................................................................................8
References......................................................................................................................................10

2INTERNAL BUSINESS ANALYSIS
In order to conduct the internal analysis for finding the respective strength and weakness
of an organization, SWOT analysis is conducted (Gürel et al., 2017). This is the framework
which is used for the evaluation of the company’s competitive position in the market. This is one
of the foundational models for measuring the strength and weakness of the chosen company. The
Chosen organization here is the Viusasa. This analytical framework is helpful in formulating
substantive suggestions and for overcoming the weaknesses.
Internal Analysis of Viusasa
Strength
 Multiplicity of languages
Viusasa is the online VOD platform created for the purpose of entertainment and information
(Play.google.com, 2019). This Kenyan music and TV are brought to the convenience of the
people and one of the strengths of this application is that it offers the broadcasting of show in
different languages. It is offered in English, Swahili and other vernacular languages of the people
keeping in mind the easy accessibility of people. This helps to give extra advantage to the
company since other applications of entertainment not offer these show in the vernacular
language (Igunza, 2019).
 Diversity of content
This is particularly useful since it is possible to have accessibility in any of the online
platforms and at a cheaper price. It brings out the wide variety of shows at one place which is
one of the most attracted things about the application. This has been shared by the Kenyan
customers that the content diversity is excellent than any other applications of entertainment

3INTERNAL BUSINESS ANALYSIS
applications like KTN news which is only restricted to the news and informative article(Igunza,
2019).
 Pricing
The company offers a perfect pricing strategy for the content it sells, since it gives access
to a wide variety of content starting from the information to entertainment, the company offers
an affordable pricing than the rest of the companies of the market. This helps the customer to get
access to multiplicity of content at a cheaper cost and it is an advantage of the company since
there are not many applications available for this purpose in the Kenyan market. However, it is
important to acknowledge the inherent weaknesses of the company in order to find out he issues
in operation.
Weakness
 High cost of production:
The company suffers from thee problem of high cost of production and it is incurring
loss to the company. This high cost of production is generated by the lack of availability of
revenue models for the company. In order to reach to larger customer base, it is important for the
company to increase enough revenue for the development (Christensen et al., 2016).
 Lack of access to smart phone:
The Company finds it difficult to reach to the targeted customers of Kenya since most of
the population of Kenya does not have access to smart phones and the basic requirement for the
application to find usage among the customers is to have accessibility to smart phones (Hansson,
2016). This is one of the weaknesses of the company that it requires to be overcome in order to
have a larger customer base in the Kenyan market.

4INTERNAL BUSINESS ANALYSIS
 High cost of data:
The Company suffers from the problem of reaching to the masses due to the high cost of
data for the people. Since data is of high cost in Kenya, people do not have access to
applications that consumes large amount of data. However the company is trying to reduce
the cost of data and it is imperative to note that the application has been focused on
consuming less data than the other present entertainment applications.
 Video quality issues and no trial period:
Unlike the other entertainment companies and their applications in the market, this fails
to reach to the masses because the video quality is slow and there is no free trial period for
the customers. It is imperative to acknowledge the fact that customers want free offers and
discount for new products in the market and it is also beneficial for the company to ensure
higher customer satisfaction by assuring some free trail at the initial days of the launch o the
new product in the market (Chenze, 2019). It is also reported in the general media that the
platform fails to reach to the people due to the higher level of commercials and the originality
of the content for the Kenyan population.
Recommendations
The company should look for the ways of capitalizing the strength and take initiative to
eradicate the weakness in order to have better reach to the indigenous Kenyan population. For
example, the company should be focused on developing the content of the application by
creating original TV series that might create sensation among the people. Secondly, it is
important to start the free trial period for the customers to the initial years in order to have

5INTERNAL BUSINESS ANALYSIS
larger customer base. By developing original content, it can reach out to large number of people
since they have the option of reaching out the people in their native languages. In order to
develop the revenue generation and lower the cost of production, the company should look for a
joint venture with other companies which are already established in the market to have higher
accessibility to revenues.
Business strategy
 Vision statement
The vision statement of a company refers to the optimal goals and rationale for their
existence in the market (Kirkpatrick et al., 2017).
Viusasa’s vision statement is to create the best platform of entertainment and information
for the indigenous Kenyan population. It is expected to the necessary licensing for reaching out
to the global audience and creates enough opportunities for the indigenous filmmakers to
showcase their talent though creating original content for the application.
 Mission statement
The mission statement of a company is the framework of how the company plans to reach
to the visions in future and it will be focused on organizing revenues for reducing the cost of
production. It is also to create the lower present high quality entertainment videos to the people
with original content and bringing the world of information at the doorstep of the Kenyan
population.

6INTERNAL BUSINESS ANALYSIS
 Organizational values:
The values of an organization or business entity are the foundation of the same. The core
values and beliefs get reflected in the managerial decisions and behavioral pattern of the
company in their market operations (Khan et al., 2015). Viusasa should have the foundational
values like good communication among all levels of management, it is also important to develop
innovation and passion for creating new content that can reach to wider customer base, most
importantly it is important to develop the value of honesty within the organization to have a
successful operation. It is important to seek excellence in all the functional, administrative and
operational decision.
Organizational structure
The organizational structure is defined as the process of multiplicity of actions from task
allocation to the coordination and communication of the organization towards achieving the
organizational goals (Wheelen et al., 2017). Since it is a new business entity in the market, the
company should opt for the following organizational structure. The company should allocate
and make the segmentation following the “mechanistic model” (Dierksmeier, 2019). This model
is helpful in creation of a centralized organizational structure that will have centralized control
with a clear chain of command. The company should make clear segmentation of all the
departments like purchase, ales, service and products. This clear segmentation would be
essential to deal with the issues of sale and purchase in a compartmentalized way as it is
expected to foster faster growth and make operations efficient. This is important to opt the
mechanistic model because this model helps to provide a hierarchical and bureaucratic structure
since it is easier to take decision. However, within a mechanistic organizational structure it is

7INTERNAL BUSINESS ANALYSIS
difficult to make rapid changes within the operations and management of the company.
Nonetheless it is an effective way for the employees of the organizations to perform their
respective functions with a certain level of autonomy.
Management style:
For an organization to operate in a successful manner, it is important to have an
innovative style of management. It is the management style of a company that is determined by
the type of leadership through which it operation. The company has the record of multiple
financial failures in the last few years which are a clear indication that the management has failed
to make effective decision (Business Today Kenya, 2019). The failure in effective decision
making gets reflected in the management of the issues arising in the internal and external market.
For example, it has been observed that the company has failed to protect the interest of the
employee and there have number of complaints against the manager of the company in failing to
pay the employees at times. Hence it can be argued that the management of the company has
failed to follow a democratic structure of decision making.
It should be suggested to the company that they adopt the business management model
that is expected to foster growth of the employees and the organization at the same (Matt et al.,
2015). Viusasa should be taking up the management styles followed by other national and
international successful company in the entertainment industry to have greater react to the
people. For example, big giants of the entertainment business like Netflix have focused on the
sustained method of reaching to the masses and it has been possible through building customer
relationship stronger. Companies like Viusasa should take up strategies that will help to develop
a model based on the customer’s psychographic and demographic organization. For an internal

8INTERNAL BUSINESS ANALYSIS
management model to be adopted, the company should focus on building a business model that
will be inclusive of value proposition, franchising, sourcing and subscription. However at the
internal business management it is important for the company to adopt an approach where the
interest of the employees is to be protected. The human resource management of the company
has been effective in taking case of the interest of the employees. Unless the company can solve
the issue of financial management and higher job satisfaction for the employees, there are lesser
chances of success at the external level. Hence, it is important that the company should opt the
democratic decision-making process where the interests of the stakeholders are given enough
importance. A democratic decision making will also help the company to have inflexible
approach towards the market risk.

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References
Business Today Kenya (2019). Will Ryde TV succeed where Viusasa has failed?. [online]
Available at: https://businesstoday.co.ke/will-ryde-tv-succeed-viusasa-failed/ [Accessed
25 Feb. 2019].
Chaffey, D. (2015). Digital business and e-commerce management. London: Pearson Education
Limited.
Chenze, E. (2019). Viusasa: Hype or substance?. [online] Android Kenya. Available at:
https://androidkenya.com/2018/01/viusasa/ [Accessed 25 Feb. 2019].
Christensen, C. M., Bartman, T., & Van Bever, D. (2016). The hard truth about business model
innovation. MIT Sloan Management Review, 58(1), 31.
Dierksmeier, C. (2019). From Jensen to Jensen: Mechanistic Management Education or
Humanistic Management Learning?. Journal of Business Ethics, 1-15.
Gürel, E., & Tat, M. (2017). SWOT ANALYSIS: A THEORETICAL REVIEW. Journal of
International Social Research, 10(51).
Hansson, P. O., & Jobe, W. (2016). Daily usage of smartphones: new activities for Kenyan Elite
runners. Journal of Mobile Technologies, Knowledge and Society, 2016.
Igunza, P. (2019). Viusasa: Kenya's most popular platform is now bigger, better, cheaper -
Citizentv.co.ke. [online] Citizentv.co.ke. Available at:
https://citizentv.co.ke/news/viusasa-kenyas-most-popular-platform-is-now-bigger-better-
cheaper-214887/ [Accessed 25 Feb. 2019].

10INTERNAL BUSINESS ANALYSIS
Khan, M. L., Langove, N., Shah, F. A., & Javid, M. U. (2015). The Modes of Conflicts and
Managerial Leadership Styles of Managers. Global Business & Management
Research, 7(2).
Kirkpatrick, S. A. (2017). Toward a Grounded Theory: A Qualitative Study of Vision Statement
Development. Journal of Management Policy and Practice, 18(1), 87-101.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business &
Information Systems Engineering, 57(5), 339-343.
O'Neill, J. W., Beauvais, L. L., & Scholl, R. W. (2016). The use of organizational culture and
structure to guide strategic behavior: An information processing perspective. Journal of
Behavioral and Applied Management, 2(2), 816.
Play.google.com. (2019). [online] Available at: https://play.google.com/store/apps/details?
id=com.viusasa&hl=en_IN [Accessed 25 Feb. 2019].
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy (p. 55). Boston: pearson.