Case study analysis of international management challenges in YouTube LLC

¶ … Tube in India

SWOT of YouTube in India

Strengths

Weaknesses

Opportunities

Threats

Globalism drives culture, culture drives usage.

Copyright infringement.

Localized events, pages, languages.

Competition from another group -- too little, too late.

Able to use template for Global access with localized tweaks, add ons and language.

May be seen as an American product making advertisement money for Google.

Increase localized presence with localized advertising, education, and links.

Requires households have Internet access.

Well-funded, well-developed software platform with over

Uses "dark horse" business model; on paper losing millions per annum.

Peer to peer clicks and usage is up; almost 1/4 million more users per month since 2006.

Rival with Facebook for "hits" per day.

Extremely well-known logo and web presence.

Because peer user uploads, quality variable -- some incredibly bad.

Continue to increase technical standards and/or help desk schemata.

Cumbersome download and video quality without high-speed Internet.

Part 2- Assess YouTube's growth through alliances and partnerships. -- YouTube is very effective in using alliances and partnerships to grow. The company was founded in 2005 then acquired by Google in 2006 for almost $2billion in Google Stock. So, with just an initial venture capital influx and within 18 months, YouTube was able to expand to the predominant video file sharing site and move globally into over 20 countries.

Part 3 -- Assess the company's localizing strategy. Do you recommend that YouTube 'localize' when entering other countries? When YouTube enters a new country, it focuses on local features like promoted videos, homepage promotions, localized user interfaces and help centers, user support and community features. As well, YouTube allows for content to be further localized to expand to some of the local languages. YouTube uses its basic interface to globalize, and then it localizes by tweaking the interface and focused content upon that particular locality. It appears that this strategy largely works, and gives the local area a feel of ownership and reason to assess YouTube.