P/M/295. Masters Dissertation. The development of digital technologies and its impact on strategic planning in the Media & Entertainment industry

The aim of this dissertation is to research the impact of newly arising digital technologies on strategic planning in the Media & Entertainment industry. The work is performed by primary research (literature review) and the case study of Redbus (film license distributor in the UK). The following objectives have been pursued in the wok: to demonstrate the adapted strategy of Redbus for business success in the newly emerging market with the account for the new conditions, and to consider strategic options available to companies, seeking competitive advantage in the digital economy. In the part of literature review a definition of digital economy concept was established in the meaning of impact on social, technological and economic changes. The convergence of Media, Telecoms and Computing was discussed and the organisations value chain was evaluated in the new, converged business area, so the disentermediation and re-intermediation processes were discussed as the ways to achieve a value creating system. The managerial theories were considered to analyse the choice of the right strategy in the digital economy. In order to find the right strategy for Redbus the research examined two cases of strategic rethinking at Getmobile.de and BAA. Finally, the author concludes about the importance of the strategy redesign according to the emerging demands of deregulation, new technologies and global competition. The recommendations for RedBus to rethink its strategy accordingly, by diversification, acquisition and innovation, were given.