ASSIGNMENT COVER SHEET STUDENT DETAILS Student name: Le Tran My Duyen Student ID number: 31211022066 UNIT AND TUTORIAL DETAILS Unit name: Managing the Global Environment Tutorial/Lecture: Assessment 2 Lecturer or Tutor name: Unit number: Class day and time: BUS307 Monday (08:00– 11:15) Dr. Ngo Cong Khanh ASSIGNMENT DETAILS Title: International Spotlight Case: Nigeria Length: 1,300 words Due date: 01/10/2023 Date submitted: 01/10/2023 DECLARATION I hold a copy of this assignment if the original is lost or damaged. I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit. No part of the assignment/product has been written/ produced for me by any other person except where collaboration has been authorized by the Lecturer / Tutor /Unit Coordinator concerned. I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking). Student’s signature: Le Tran My Duyen Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been signed. 1. If you were a consultant for Filmhouse, how would you advise Kene Mpkaru regarding his next moves in Nigeria? I will suggest Kene Mpkaru reevaluate and revise Filmhouse's customer segmentation strategy. Nigeria is not a developed country; evidently, 4 out of 10 Nigerian people spent less than 137,430 Naira real per capita annually (National Bureau of Statistics, 2019). Hence, focusing predominantly on high-end, luxurious services such as full dining experiences may not be the most lucrative approach. Instead, a more viable strategy would be to provide economical options to cater to a broader audience. Introducing discounted rates during specific hours or days and offering combo deals that include affordable tickets and refreshments are practical solutions. The majority of individuals watched any sort of Internet video on a weekly basis as of the third quarter of 2022 (Statista, 2023b). Given the local preference for home-viewing experiences, there also exists a significant opportunity for Filmhouse to venture into the online streaming domain, thereby capturing a broader customer base. A pay-per-view model can be an effective approach to tap into this market. To differentiate from the myriad of low-budget movies available on platforms like YouTube, Filmhouse-produced movies should emphasize on unique storylines, professional casting, and high-quality post-production. By addressing the Nigerian populace's diverse preferences and economic capacities, Filmhouse can expand its reach, increase its revenue streams, and contribute more effectively to the development of the Nigerian film industry. 2. What specific aspects of the country are positive for the company? What factors are negatives? Positive factors - Financial Negative factors support from the government: - Economic inequality: High corruption, resource According to Statista (2022), Nollywood was granted mismanagement among politicians, and expensive several million dollars in 2013 and 2017 through a governance are raising economic disparities between government investment, "Project Act Nollywood". the rich and the poor in Nigeria (BusinessDay, 2022). This investment assists entities like Filmhouse in 91.36% of the population is expected to live on less developing its infrastructure cinema and reducing than $6.85 daily by 2023 (Statista, 2023). Such low operation costs. Such financial support has improved income and the rise of inflation make Nigerian people the technical and infrastructure standards of movie hesitant to spend too much on non-essential services, theaters while also fostering an environment that including entertainment. Subsequently, the company encourages the emergence of creative talent and can not expect to gain a stable revenue when content. This government support demonstrates a approaching high-end theater strategies dedication to developing a thriving film industry that - Piracy: is still a burning issue for local film will benefit Nigerian film creators and viewers. producers to mitigate. According to reports, pirated - The rise of Nollywood: With more than 2,500 copies of films are sold at a lower price after several movies released yearly, the filming industry hours of the official movies being released (Oh, 2014). contributed to $5 billion in Africa's GDP (UNESCO, By allowing unauthorized access to content, piracy 2022b). Nollywood is potentially vital for competing causes significant financial damage within the industry, with two other monsters worldwide, Hollywood and with a loss of N82 billion in 2014 (Ayodele, 2021), Bollywood. To the company, Nollywood would be a diminishing the rightful profits of authors, distributors, catalyst for boosting its locally relevant and diverse and performers. This criminal activity also jeopardizes content towards a larger audience. Following that, the the industry's ability to maintain itself economically brand image can be strengthened to advocate for and prevents investment and future expansion. regional artists and cultures. - Unorganized structure of Nollywood: Normally, - Digital technology: The advent of modern, one filmmaker is in charge of everything (Ebelebe, reasonably priced, and lightweight digital film 2017). To Filmhouse, the disorganized nature of equipment has enabled young Africans to access tools Nollywood presents substantial hurdles that limit for audiovisual content production (UNESCO, 2022a). operational effectiveness and strategic alignment. This Film producers seize technology-based chances to results in a chaotic working environment with produce complex scenes like VFX or CGI, enhancing disorganization of personnel and messy scheduling on the cinematic experience. Furthermore, the filmmaking movie sets. Ebelebe also stated that for Nollywood to and distribution undoubtedly process's increased the digitalization producers' has establish itself as a significant player in the income international market, it must formalize its operations by opportunities (Ebelebe, 2017), paving the way for a including experts from various industries in its brighter and more sustainable future for the industry. filmmaking processes, including attorneys, engineers, bankers, technicians, and so on. 3. How would you deal with the wealth gap in the country? As Nigeria has ranked to become one of five poverty headquarters around the world (Katayama & Wadhwa, 2019), Filmhouse has to employ completely different strategies than when doing business in other developed countries. Modifying a range of affordable pricing models will capture Africa's sizable low-income customer base. Several models are tiered pricing with discount incentives for serving diverse membership programs to increase customer loyalty and repeat business. Beyond financial hardship, Nigerian households experience a disability to use critical services, public resources, and other assets such as education and healthcare, according to The Editorial Board (2022). This explains why corporate social responsibility (CSR) activities are concerned with bridging the wealth gap, which allows for narrowing the wealth gap by enhancing access to opportunities, education, and resources. Filmhouse is advised to provide them with industry-related skills workshops or training programs at reduced fees or free, thus contributing to the economic upliftment of themselves and their families. Employees have equal rights in the workplace and are protected by labor policies if any violation arises. To ensure a harmonious and equitable work environment, labor policies must be transparently written, focusing on fair wages and compensation, employee welfare and well-being, and diversity and inclusion initiatives (D&I). Additionally, by participating in charitable events and partnering with non-governmental organizations (NGOs), Filmhouse can significantly impact community revitalization initiatives and welfare programs, strengthening its capacity to reduce social inequalities and promote community growth. Nollywood presents a lucrative opportunity, yet to secure long-term sustainability in this booming industry, Filmhouse must address prevalent macro-environmental issues relating to abysmal living standards by implementing competent and equitable strategies in the region. 4. Would you advise Filmhouse to concentrate on Nollywood productions, or would you try to attract Hollywood movies? If I were Filmhouse's owner, I would concentrate on Nollywood because of its potential for expanding globally. The industry has already drawn a massive audience in Nigeria, or broadly, the African continent. Nollywood films play good roles in reflecting the culture and values of Nigerians, deeply ingrained in them with the industry's image, and touching them emotionally. Nonetheless, there are some improvements for Filmhouse to yield. They have to conduct thorough research to gain insights about market segmentation and implement CSR policies to help the nation's economic situation (mentioned in questions 1 and 3). Furthermore, since Nollywood has been paid more attention around the world in recent years, Filmhouse would employ a transnational strategy. This involves casting a mix of local and international actors/actresses in English-spoken projects, thereby creating a universal appeal and bridging cultural gaps, allowing the films to resonate with audiences worldwide. Beyond that, Filmhouse should work with foreign directors, writers, and crews to integrate various creative viewpoints and improve storytelling and film quality. This blending of various tales and filmmaking styles would not only enhance the image of Nigerian culture but also explore universal issues, increasing the films' appeal on a global scale by offering multiple depictions of stories. References Ayodele, M. (2021, September 16). Nollywood produces most movies in 5yrs but piracy limits profit. Businessday NG. https://businessday.ng/business-economy/article/nollywood-produces-most-movies-in -5yrs-but-challenges-persist/#:~:text=According%20to%20the%20World%20Bank BusinessDay. (2022, April 19). Inequality hinders inclusive growth in Nigeria: Here are possible solutions. Businessday NG. https://businessday.ng/opinion/article/inequality-hinders-inclusive-growth-in-nigeriahere-are-possible-solutions/#:~:text=The%20Nigerian%20government%20should%20 create Ebelebe, U. (2017). The Impact of Digital Technology on Emerging Film Industries (Lessons from Nigeria). https://research-repository.griffith.edu.au/bitstream/handle/10072/370402/Ebelebe%2 CUgo%20Ben_Final%20Thesis_redacted.pdf Katayama, R., & Wadhwa, D. (2019, January 16). Half of the world’s poor live in just 5 countries. The Data Blog. https://blogs.worldbank.org/opendata/half-world-s-poor-live-just-5-countries National Bureau of Statistics. (2019). Poverty and Inequality in Nigeria 2019 : Executive Summary. Nigerianstat.gov.ng. https://nigerianstat.gov.ng/elibrary/read/1092#:~:text=In%20Nigeria%2040.1%20perc ent%20of Oh, E. (2014). NIGERIA’S FILM INDUSTRY: NOLLYWOOD LOOKS TO EXPAND GLOBALLY. In United States International Trade Commission. https://www.usitc.gov/publications/332/erick_oh_nigerias_film_industry.pdf Statista. (2022). Nigeria: financial governmental support to Nollywood. Statista. https://www.statista.com/statistics/1187838/financial-support-from-nigeria-governme nt-to-nollywood/#:~:text=The%20largest%20Nigerian%20film%20industry Statista. (2023a). Economic Inequality - Nigeria | Statista Market Forecast. Statista; Statista. https://www.statista.com/outlook/co/socioeconomic-indicators/economic-inequality/ni geria Statista. (2023b). Nigeria: share of weekly online video streaming by type 2021. Statista. https://www.statista.com/statistics/1324025/share-of-weekly-online-video-streaming-i n-nigeria-by-type/ The Editorial Board. (2022, April 15). Is Nigeria’s poverty artificial or natural? Businessday NG. https://businessday.ng/editorial/article/is-nigerias-poverty-artificial-or-natural/#:~:text =Nigeria%20was%20classified%20as%20one UNESCO. (2022a). The AFRICAN FILM Industry. Unesco.org. https://unesdoc.unesco.org/ark:/48223/pf0000379165/PDF/379165eng.pdf.multi UNESCO. (2022b, January 3). African film: A booming industry. UNESCO. https://en.unesco.org/courier/2022-1/african-film-booming-industry
