The Swedish TV production is facing great challenges today and actors on the market have to strategize to cope with these changes. This study explores what strategies are used, how they are formed, and what parameters are focused on when analyzing the market and industry, from a company perspective.
Consequently, the purpose of this study is to investigate how Swedish TV production companies think strategically to cope with emerging market changes. The method used to collect data was semi-structured interviews. In order to retrieve ac-curate and reliable information we conducted four interviews.
Three of these interviews were done with actors within the market. To ensure an accurate market picture, with high trustworthiness, we interviewed one large, one medium and one small company.
Finally, we interviewed an independent market consultant, who provided an additional perspective. After having analyzed the material from each interview we later on com-pared the findings in a cross case analysis, in order to draw general conclusions. Our research and findings indicate that Swedish TV production companies mainly keep track of social trends, industry demand, the factors of the SWOT analysis, and the bar-gaining power of buyers in order to plan and form their strategies.
Additionally, our findings indicate that Swedish TV production companies mainly use: a differentiation strategy and international strategic alliances. Moreover, we have also found that if Swedish TV production companies belong to an international conglomerate, they use this to their advantage.
Source: Jönköping University
Author: Blumenkehl, Roberth | Magnfält, Fredrik | Törnblom, Marcus