Strategic Management of AtomFilms Case Study Example | Topics and Well Written Essays - 750 words - 1

Strategic Management of AtomFilms - Case Study Example    In the B2B, AtomFilms acquired content through major film festivals using grassroots public relations. It also distributes content through finding distribution channels that would buy the films. In 1998, Air Canada bought five films for its short-haul flights opening up an opportunity for success for AtomFilms. The B2C was not much successful because advertising and merchandise revenue overshadowed it but it built the company’s brand identity, consumer outreach, and marketing strategy. The two strategies helped the company grow as the consumer confidence grew. By the year 2000, the company had generated more than $5 million in revenue. The B2C had helped the company gain $1 million in revenue from merchandise sales through the company’s website. Despite the fact that the elements of the business model are mutually consistent and reinforcing, the company had not found the best way to use its website to monetize consumer traffic (Hill & Jones,  2013). Mika’s possible approaches correspond to forward integration, market penetration, and market development strategies. First, the B2B and B2C approach correspond to the forward integration strategy in the sense that it sought to gain ownership over distributors. AtomFilms developed its content distribution network by calling every distribution channel to sell its products. It also established a website to directly reach consumers and promote sales. The company’s approach also corresponds to the market penetration strategy in the sense that it sought to increase its market share for present products through B2C approach. This was launched after B2B to increase advertising and offer extensive sales promotion items and to increase publicity efforts (David,  2013).