Viusasa Growth: External Business Environment Analysis in Kenya

This report presents a business plan executive summary focusing on Viusasa, a video-on-demand platform in Kenya, aiming to identify growth strategies. It begins by describing Viusasa's business model, which centers on providing local content in various languages through smartphone applications, emphasizing its commitment to empowering local content creators. The report then conducts a market analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors that present both opportunities and threats. Internal factors, including strengths like diverse content and aggressive pricing, and weaknesses such as high production costs and low smartphone usage, are also assessed. Furthermore, the report outlines Viusasa's vision and mission statements, followed by an organizational analysis using the GROW model. The marketing mix, including product, price, place, and promotion, is detailed, highlighting Viusasa's unique value proposition. The report concludes with STP (Segmentation, Targeting, and Positioning) strategies, market needs, execution plans, projected growth, and references, providing a comprehensive overview of Viusasa's current state and potential growth pathways.

Business Plan

Executive Summary
Popularity of Video on Demand Platform is
increasing
The business plan will derive the ways to enhance
their performance in the market
Viusasa is the chosen platform
The following slides will present analysis of market
and organization before stating the strategies for
Viusasa

Business Description
Videos on Demand Platform
Accessible via Smartphone
Downloadable via Google Play Store and Apple App
Store
Streams content in various languages such as English,
Swahili and Kenyan Dialect

Business Description
Indented to Foster Local Content
Empowering the Local Music and Video
Producers
Content offers Services Charging a
Subscription Fees

Market Analysis – External
Factors
Politic
al
Facto
rs
Poor Financial Situation of the
Kenya Government can be a
Threat
Proper Political Support is
Needed for Digital Streaming
Platforms
Encourage Liberal Thought
Making
P E S T L E

Market Analysis – External
Factors
Econom
ic
Factors
Past Crisis Situation Related to
the Economic Growth can impact
the environment
GDP of 74.38 Billion USD states
that the application does have a
platform
P E S T L E

Market Analysis – External
Factors
Socia
l
Facto
r
Affordability of the Smartphone
is low
Smartphone Usage is low
compared to other countries
Social Infrastructure regarding
affordability of internet is also
low
P E S T L E

Market Analysis – External
Factors
Technologic
al Factors Cost of Internet Usage is very
high in Kenya
Adaptability of Technological
advancements are slow in the
country
P E S T L E

Market Analysis – External
Factors
Legal
Factor
s
Government has taken steps to
ease the legal process f doing
business
Employees are also supported by
the government of Kenya
P E S T L E

Market Analysis – External
Factors
Environme
ntal
Factors
The company need to adhere the
environmental aspects to
encourage sustainability
Kenya being one of most
diversified countries does have
numerous natural resources
P E S T L E

Marketing Analysis – Internal
Factors
STRENGTH AND
WEAKNESS
Strengths
Availability of Multiple
Languages
Diversified Content
Aggressive Pricing

Marketing Analysis – Internal
Factors
STRENGTH AND
WEAKNESS
Weakness
High Cost of Production
Lack of Smartphone Usage
Higher Internet Pricing

Marketing Analysis
Opportunities
Digitalization of the entertainment
industry
Developing Economy with a bright
future
Peoples engagement with vernacular
OPPORTUNITIES AND
THREATS

Marketing Analysis
Threats
Internet Prices are higher
Smartphone accessibility is low
Less supported infrastructure to allow
consumption of the content
OPPORTUNITIES AND
THREATS

Organizational Analysis
V I S I O N A N D M I S S I O N
The vision statement of a company refers to the optimal goals and
rationale for their existence in the market. 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.
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.
VISIO
N
MISSI
ON

Management Model
G R O W
M O D E L
• Find
alternatives of
the action
plans
• Identification of the
obstacles
• Commitment for
Action
• Obtaining a
360 degree
approach to
assess the
organization
• Setting up the goals
and objectives
GOAL REALIT
Y
OPTION
S
WRAP-
UP

Marketing Mix
P R O D U C T
The
application
also offer
Informative
Content
It offers
Videos,
movies and
entertainme
nt options
Viusasa is
providing a
Video on
Demand
Platform

Marketing Mix
P R I C E
Pricing for the
Services are
KES 300.00
Payment
Methods
includes
PayPal, Airtel
Money, Visa
and Net-
Banking
It does have
different
subscription
fees for
different
subscription
version

Marketing Mix
P L A C E
• Available in internet
platform for android in
Google Playstore
• Availability in iOS platform
via Apple App Store

Marketing Mix
P R O M O T I O N
Promotional activities in Television
platforms such as CitizenTV
Kenyan Radio service Hot96 have
also aired about Viusasa
Posters for advertisements was also
shared among the consumers

Unique Value Proposition
K E Y
F E A T U R E S
Offers
contents
in the
local
dialects
Offers
wide
range of
content
Affordabili
ty is one
of the key
features
of Viusasa

Marketing Strategies – STP
S E G M E N T A T I O N
Demograph
ic
Dividing the market
based on age and
gender
Geographi
c
Dividing the
market into
geographical
units
Psychographi
c
Dividing the market
based on the
lifestyle

Marketing Strategies – STP
People who are interested in
Kenyan Content
People of every age and gender
can access the content
People with active internet
connection and Smartphones
T A R G E T

Marketing Strategies – STP
The application is positioned as one
of the most content heavy Video-on-
Demand Platform in Kenya
The application is positioned one of
the most value for money Video-on-
Demand platform
P O S I T I O N I N G

Perceptual Map Price High
Content LowContent Low
Price Low

Market Growth
PROJECTED GROWTH
Source: Statista.com and Digital
Outlook

Consumers Demographics
BY AGE
Source: Statista.com and Digital
Outlook
18y-
24y
25y-
34y
35y-
44y 45y-
54y 55y-
64y

Market Needs
NEEDS OF STREAMING
CONSUMERS
Consumers of the streaming
platform need diversity in the
content
Optimized experience in the
streaming application
More features in the application
to navigate through the content
Better quality content in the
VoD platform

Execution
MARKETING PLAN
Execute the segmentation based on the
three factors such as demography,
geography and psychographs
Identify the target audience for the
correct content for streaming
Expand the platform to the various parts
of the country and optimization of the
application

References
Barba-Jimenez, C., Ramirez-Velarde, R., Tchernykh, A., Rodríguez-Dagnino, R., Nolazco-Flores, J., & Perez-Cazares, R. (2016). Cloud based Video-on-Demand
service model ensuring quality of service and scalability. Journal of Network and Computer Applications, 70, 102-113.
Fahy, J., & Jobber, D. (2015). Foundations of marketing.
itunes.apple.com (2019). Viusasa. [online] App Store. Available at: https://itunes.apple.com/ke/app/viusasa/id1270080131?mt=8 [Accessed 24 Feb. 2019].
Juluri, P., Tamarapalli, V., & Medhi, D. (2016). Measurement of quality of experience of video-on-demand services: A survey. IEEE Communications Surveys &
Tutorials, 18(1), 401-418.
Kotler, P., & Armstrong, G. (2015). Principles of Marketing-Global Edition. Pearson.
Mikos, L. (2016). Digital media platforms and the use of TV content: Binge watching and video-on-demand in Germany. Media and Communication, 4(3), 154-161.
Play.google.com (2019). [online] Play.google.com. Available at: https://play.google.com/store/apps/details?id=com.viusasa&hl=en_IN [Accessed 24 Feb. 2019].
statista.com. (2019). Video Streaming (SVoD) - worldwide | Statista Market Forecast. Retrieved from https://www.statista.com/outlook/206/100/video-streaming--
svod-/worldwide