jazeera case study

7/30/2019 Jazeera Case Study

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UNIVERSITY OF SHARJAH

AL-JAZEERA CASE STUDY

Ahmed EssamEldeen

U00018817


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Executive summary:

This case study is about Al Jazeera Company (channel) that tries to

build its own bridge through the American nation using its different

tools. Will Al Jazeera channel be able to settle down into the

American nation or will it face great difficulties that will make it

consider its situation. This paper addresses the case study and tries to

find some solution or small gaps that could capture the American

nation interest and hence makes Al jazeera channel not only one of

the greatest channel news in the Arab nation but also one of the

greatest channels worldwide competing with BBC, CNN and many

more.


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Abstract:

Abstract

Category: Globalizing a company

Title: Al- Jazeera case study

Abstract:

This case study is trying to address the movement or the globalization of al-

Jazeera company or channel into the American nation

Through the case I will be trying to dig out some solutions and ways in

which it will support the Jazeera channel with the American nation

although the American nation has some direct attitudes with al Jazeera

channel in a way or another

For example some of them say that this channel always supports the Arab

nation and this thing doesnt suit the Americans in any ways

The other thing could be related to the incident happened by Osama bin

ladle who is responsible for all the fear Americans have towards the Arab

nation nowadays.

Bibliography:

Aljazeera. (2012, April 16).About us. Retrieved from Aljazeera:

http://www.aljazeera.com/aboutus/

Al jazeera. English case about osama bin ladelhttp://www.aljazeera.com/indepth/spotlight/binladen/
http://www.aljazeera.com/indepth/spotlight/binladen/http://www.aljazeera.com/indepth/spotlight/binladen/http://www.aljazeera.com/indepth/spotlight/binladen/


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COVER PAGE .................................................ERROR! BOOKMARK NOT DEFINED.

EXECUTIVE SUMMARY .............................ERROR! BOOKMARK NOT DEFINED.

ABSTRACT ......................................................ERROR! BOOKMARK NOT DEFINED.

INTRODUCTION............................................ERROR! BOOKMARK NOT DEFINED.

AL-JAZEERA ..................................................ERROR! BOOKMARK NOT DEFINED.

AL-JAZEERAHISTORY ........................................ ERROR!BOOKMARK NOT DEFINED.

AL _JAZEERA HSITOR ENGLISH ..............................Error! Bookmark not defined.

The GREAT PLAN ..........................................................Error! Bookmark not defined.

JUMPINGTOTHECABLETV ............................. ERROR!BOOKMARK NOT DEFINED.

SOCIALFACTORS ................................................. ERROR!BOOKMARK NOT DEFINED.

LEGAL FACTORS .........................................................Error! Bookmark not defined.

CONCLUSION ................................................ERROR! BOOKMARK NOT DEFINED.

BIBLIOGRAPHY Error! Bookmark not defined.


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Introduction:

Like the sun life spreads its light in all directions. When we are born,

we want everything at once and cannot control the energy we have

been given.

But, if we want to make a fire, we have to focus all the sun rays on

one spot. And the great secret that the divine energy revealed to the

world was fire. Not just fire for burning, but the fire that transforms

wheat into bread. And there comes a moment when we need tofocus that inner fire so that our life will have some meaning.

And this is exactly what Al-Jazzera channel need to do is to focus all

their energy and marketing communication strategy in order to build

up a way to catch the American nation attention and slowly

disintegrates the bad picture from the population image. In our

journey through we will be addressing they possible ways that couldhelp al jazeera rise up through its mission of fully globalization.


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AL-JAZZERA

Does a man who spend years preparing to climb the highest

mountain in the world feel defeated when, on reaching that

mountain, he discover that nature has cloaked the summit in

storm clouds? The man says to the mountain: you dont want me

this time, but the weather will change and, one day, I will make it

to the top. Meanwhile, youll still be here waiting for me.

These simple words by Paulo Coelho can best describe the full form

of AL- jazeera channel trying to encounter the American nation. Day

by day it will face great difficulties that will slow down its missionbut one day everything will change and it will be much easier to

encounter. To sum up, only two major factors needs to be changed

Time and the image of how America sees Al Jazzera.

Now we all know that the incident of Osama bin ladle is a major

factor that disturbed the image in the eyes of America. Moreover, its

one of the major factors that America new about the Arab nation more

in depth but of course in a bad picture.


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HISTORY OF AlJAZEERA

Luckplayed a big role in Al Jazeeras creation and expansion. In

1995 Qatars Crown Prince Hamad bin Khalifa overthrew his father

and immediately set to reforming the countrys media and

governance. His aim was to transform Qatar into a Persian Gulf

version of Switzerland. He thought good publicity would help. So

would open up the emirates media. An Arab version of CNN would

attain both objectives. The BBC in 1994 had started just such a station

in Qatar, with Saudi money. The Saudis soon discovered that the

BBCs independence wasnt what they were paying for. The venture

dissolved, leaving 250 BBC-trained journalists unemployed. Qatars

emir swooped in, hired 120 of them, and Al Jazeera was born.

Al- JAZEERA ENGLISH: Al Jazeeras English-language networkwent on the air in November 2006. The network is based in Doha,

Qatar, the small Arab, and peninsular nation jutting into the Persian

Gulf from Saudi Arabias eastern midsection. Al Jazeera is Arabic

for the peninsula. The network is heavily funded by Qatars royal

family. Boycotts and pressure from other Arab regimes, most notably

Saudi Arabia, keeps advertisers away and prevents the station from

becoming self-sufficient.


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THE GREAT PLAN:

At the start of my case I discussed how al-jazeera could encounter the

American nation. And this could only be done in two ways the first

one is giving it some time and everything will change automatically!

And the second one is by trying to changing the way people think

towards al-jazeera channel using different marketing strategy and

techniques.

Through the case will be explaining some marketing strategies that

could influence the American nation.

Al jazeera is one of the most influential brands in the world. Its brand

equity remains high through the whole world but the tv network has

been consistently frustrated by its inability to conquer the us market If

on one hand the deal bringsAl-Jazeera into closer competition with

American news channels like CNN, MSNBCandFox, on the other it

confronts the Qatari network with a challenge. Described as a terrorist

friendly and anti-American channel which famously aired Osama Bin

Ladens speeches, most major cable and satellite television networks

in the US have refused to offerAl-Jazeeras English-language service

to their audiences ever since its inception six years ago. WillAl-

Jazeera America be able to take over the American public?

Now talking about Al jazeera English its already has its own

American viewers that are interested but al jazeera wants to change its

position from internet to cable tv! Why is that?


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A research says that American people are used to cable TV. In order

to reach a bigger market share we have to buy these kinds of facilities

that Current TValready had. There were no ideological reasons

behind the decision to buy Al Gores television. They had what we

were looking for. By acquiring Current TV,Al-Jazeera will

significantly resolve a distribution problem in order to expand the

existing distribution footprint in the US, as well as increase our

newsgathering and reporting efforts in America. For many years, we

understood that we could make a positive contribution to the news

and information available in and about the US and what we are now

announcing will help us achieve that goal.

Adding to that is the marketing strategy know as the joint venture

which involves two companies joining together when they try to

globalize or enter a community that is different from the mother

community and this market strategy has a great advantage which is

dividing the looses if the companies disintegrates but the only minor

disadvantage is that the profit gained will be divided on two.


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Now jumping to the factors that could encounter or deflect the

formation of the Arab news station in the American nation

Social FactorsThe most important issue for any news station is the viewers and

the publicity and we all know that the society of the Arab nation is

way more different than that of the American nation. AlJazzera has

its English news station that had its 5th

anniversary from two years

ago and its well know in the American community and this is one

point for them that could help them interact with the American nation

The social factors are perhaps the biggest element that will

determine Al Jazeeras success in the US. The US can be considered

as a group of different ethnicities, cultures and backgrounds and that

is what makes it very special and difficult to deal with. Unfortunately,

however, having a mix of different cultures can result in the rise of

ethnic stereotypes which in turn gives birth to racism. This is a very

crucial subject especially in news broadcasting, since the slightest

piece of news can result in a war between the different ethnic groups.

This will be one of the unfamiliar territories for Al Jazeera since the

same problem isnt as prominent in the Arab world

Legal FactorsA lot of things have to be taken into consideration when trying

to encounter a country like the United States as it is one of the major


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countries that have many rules and regulations and they are very strict

in it so any changes outside the laws can cause destruction.

Moreover, when a newly company tries to enter another nation

it should take a great care of the rules and regulation about this

country and adding to that the social background that was discussed in

previous pages should also be taken into consideration as the

community would be much different than the mother one.

Americans culture

Relating to culture, in usa most of the Americans dont know about

other countries they only care about themselves and they think that

they are the most powerful and no other country could interact with

them, this could be partially true but since the incident of osama bin

ladel all of the Americans knew about the arab community not in a

good picture of course and this could affect to a great extent theinterrelation of al jazeera with the American society said faysal zok.

Now relating it to the cross cultural analysis arab people should try to

interchange their context culture to that of the amiercans inorder to

bring a change .

Jumping to religion and language both of them are completely

different and hence al jazeera has to change its language inorder tocoop.


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Conclusion

When you try to encounter a country you dont know you

should do a series of steps bounded by a plan that could be strongenough to encounter the sea waves and dodge them with a little or

minimum looses. And in order this to be the end picture an address of

the people, culture, marketing strategies, social and legal issues

should be taken into great consideration. The good tactical stategy

which is the joint venture and sticking to the tv cable channel whic

most of seventy percent of the American nation uses it where both of

a great advantages to Al-Jazeera channel.

To sum up, Al jazeera needs to put a large effort in order to bring a

change and be able to enter the market community changing the way

Americans see it, but it is not impossible what i see it can only be a

matter of time maybe 3 to 5 years and al jazeera will be one of the

greatest companies worldwide.


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BILBOGRAPHY:

http://www.aljazeera.com/indepth/spotlight/fifthanniversary/

al jazeera celebrating their fifth anniversary

This video is recently new posted two days ago and got a lot of views

describing the action of Osama bin ladle in a funny way

http://www.youtube.com/watch?v=eUkX75IEkHE

Aljazeera. (2012, April 16).About us. Retrieved from Aljazeera:

http://www.aljazeera.com/aboutus/

Al jazeera. English case about osama bin ladel

http://www.aljazeera.com/indepth/spotlight/binladen/

Manuscript found in Accra by panlo Coelho..... original source book

pg 76
http://www.aljazeera.com/indepth/spotlight/fifthanniversary/http://www.aljazeera.com/indepth/spotlight/fifthanniversary/http://www.youtube.com/watch?v=eUkX75IEkHEhttp://www.youtube.com/watch?v=eUkX75IEkHEhttp://www.aljazeera.com/aboutus/http://www.aljazeera.com/aboutus/http://www.aljazeera.com/indepth/spotlight/binladen/http://www.aljazeera.com/indepth/spotlight/binladen/http://www.aljazeera.com/indepth/spotlight/binladen/http://www.aljazeera.com/aboutus/http://www.youtube.com/watch?v=eUkX75IEkHEhttp://www.aljazeera.com/indepth/spotlight/fifthanniversary/

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