Question 1:

Please read the following case study about Ryans world, a childrens YT channel, and answer ALL of the questions that come after.

Ryan's Worldis a children'sYTchannel featuring Ryan Kaji, who is eight years old as of June 2020,along with his mother, father, and twin sisters. With more than 24 million YT subscribers, Ryans World has made Ryan a top social media influencer. Indeed, in 2019, Forbes named Ryan the highest earning YT streamer of any age for the second year in a row, estimating that he made $22 million in 2018 and $24 million in 2019 from advertising, their branded toys clothes and home goods, a partnership with Nickelodeon, and other sponsorship deals.

Ryans channel, which was formerly known as Ryan Toys Review, posts a variety of family-centred videos, but the heart of the channel is the unboxing toy reviews, where Ryan opens and reacts to new toys. The videos where he opens giant eggs filled with varieties of toys from brands like Transformers and Minions are among his most popular. But he doesnt just open eggs. He test-drives kid-sized cars, plays with Spider-man toys and visits kid-friendly vacation spots like Legoland.

Many kids find Ryans reaction and delight with new toys authentic and relatable. His influence has been recognized by toy companies searching for social media boosts for their products.

But here lies the real trouble. The non-profit consumer organization Truth in Advertising believes that Ryans videos dont clearly show the difference between organic (non-sponsored) and sponsored content. His channel has been accused of breaking advertising law, saying that Ryans World sponsored videos have deceived millions of young children, whore unable to tell the difference between advertising and organic content. Moreover, the channels emphasis on consumerism has left many parents annoyed and angry.

1. Based on your understanding of the case study above, (a) What is Ryans World competitive advantage? (b) Explain your answer (1 mark)

Ryans World competitive advantage	Explanation

2. Based on your understanding of the Consumer Buying Process and this case study (a) At what stage of the consumer buying process does a YT channel like Ryans world target customers? (b) Justify your answer (1 mark)

Stage of Consumer Buying Process	Justification

3. Based on your understanding of the case study above, (a) What kind of segmentation strategy should Ryans World YT channel follow? (b) Justify your answer (1 mark).

Segmentation Strategy	Justification

4. Based on the case study above, (a) Do you think that it is ethical for Ryans World to show content to children without clarifying that it is sponsored content? (b) justify your answer (1 mark).

How ethical is it?	Justification

5. Based on information highlighted in this case, (a) conduct a SWOT analysis of the Ryans World YT Channel, (b) finding at least 2 points for each of the SWOT categories (4 marks).

Strengths	Weaknesses
Opportunities	Threats

6. Based on the SWOT analysis above, (a) What type of strategic focus should Ryans World follow? (b) Explain your answer (2 marks).

Strategic Focus	Justification