YouTube’s Company Case Analysis

Abstract

In recent years, with the rapid development of smart phones and wireless networks, YouTube has become an indispensable APP in the mobile phones of citizens, and has an endless stream of users. This study introduces the company background of YouTube and uses swot analysis to find company’s strengths,weaknesses,opportunities and threats. In chapter two, this study uses three level strategy to find out the key audience of youtube and what kinds of functional level strategies YouTube uses to attract audiences. Draw a strategic map and analyze it in chapter three, concludes that the main goal of YouTube is to increase revenue. In chapter four, this study uses five forces analysis to analyze the barriers to entry in the market are relatively low, the bargaining power of suppliers are weak because their services or products depend on Youtube’s need and the bargaining power of buyers are also under the weak site. But YouTube has some competitors within the industry for example Vimeo, YouKu, Dwango, Dailymotion, etc. so the competitive rivalry is high. In chapter five this study uses strategic group analysis and chooses "content" and "premium platforms" to be the two variables. In chapter six, this study uses resource and capability analysis to find out that YouTube' s standout resource is its technology and do the VRIS analysis. National Diamond Analysis Of Youtube take five attributes into consideration and these determinants create the national environment in chapter seven. In chapter eight, this study focuses on BCG matrix with the addition of analysis of synergy among the strategic business unit (SBUs).The main goal of this chapter is to analyse the synergies of Alphabet company using the BGC tool. Alphabet is a multinational technology that specializes in internet-related services and products. According to these different analyses, this study enhances the understanding of YouTube’s advantages and favorable opportunities, and its position in the audio-visual market. This study also pays more attention to the weaknesses and threats of YouTube.