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