Scribd
Upload
13 views

Project 1

Uploaded by

DUNCAN OCHIENG
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
13 views

Project 1

Uploaded by

DUNCAN OCHIENG
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Situation Analysis:

The beginning the Quibi's journey in 2020 was marred by shrouds of anticipation, and

the content creators leveraging mobile short format for premium viewing was the highlight.

Boasting founding board members that came from the industry by the names of Jeffrey

Katzenberg and Meg Whitman, the company got the attention of the Hollywood studios,

global corporations as well as even private investors. The finance was intensified by over $2

billion of the overall capital

On the other hand, the great genes and fundings may not be enough for a unicorn with

growth and scalability struggles.

Value Proposition

TV shows based on the range of movie, documentary and serial content adhere to

certain standards of high quality while being not exceeding 10-minute mark on average, so

that they are conveniently accessible through the smartphone and other gadgets that we

commonly use. For this purpose, Quibi hired (stars) of original shows plus continuously

advance their technology to create their own space inside the competitive streaming field

through producing premium content in trifling portions.

Key Insights:

1. Misalignment with User Preferences:*Although Quibi’s high production values and

exclusive content were the strong sides of the original business plan, its short-form approach

limited viewership. Users, who observe a variety of content across multiple platforms, are

accustomed to consume the videos they want for a long time, and they shifted to longer-form

content available on platforms like Netflix and Hulu but key in on Quibi's short format and

didn't like it.


2. Monetization Challenges: Quibi's subscription price serves as a barrier for

consumers who already have access to content of the same nature through less expensive

means. The most worrisome issue was the fact that, despite the free trial period, the

conversion to paid subscriptions was not as good as we hoped showing that there was a

distance between expected benefit and willingness to pay by the customers.

3. Intense Competition: The challenger brand sought to thrive in the intensely

competitive market dominated by these large media players like YouTube, TikTok, and

Instagram that have positioned themselves as the default go-to video content providers and

have provided content for free or significantly low price ranges. The site was facing difficulty

to excite customers because the users could not recognize difference in products that they

offered and did not have market share for a long time.

4.Pandemic Impact: However, debatable was the fact, why the Quibi struggled in the

market fallout covid-19 began with its brief outburst. As the adoption rate of more people

who had been spending more time at home and keen on viewing long shows was on the rise,

most people seemed to counter the platform’s platform mobile only which was evidently

unfitting with that existing trend and this led to the platform’s slow growth.

5.Limited Social Integration: From the time it was launched, the absence of a strong

social media network segmentation strategy coupled with a standpoint that gave standpoint

that others had already taken easily overshadowed Quibi and population-as a whole, this

made it hard for Quibi to outdo them. Nonavailability of social integration speeded up the

formation of users groups retreating and distributing the users as posting and sharing content

productiveness was burdened and less likely to turn viral today.


6.Target Market Understanding: Although its target market were users who were

mobile users, Quibi did’not make a significant inroad in the market as it failed to do a

research about its target audience needs, likes and behavior which might drive their mobile

phones to Quibi. The horizons covered up its evolving customer and offered services

spanning from the user expectations, as oppose to the content strategy of the channels.

Conclusion:

The end in the Quibi came extremely fast and these issues in the user’s experience

along with the competitors kinds, the problem in the application to monetize, the pandemic

that caused economy crisis, the application without having numerous users, and the poorly

defined target audience contributed a lot to this particular outcome. When we look deeper

into the key conclusions which Quibi spearheaded, the journey of this short-form online

video platform probably will be a useful guide for the innovations in the future and it is

worthwhile to observe the footprint of Quibi.

You might also like