Description
SWOT ANALYSIS OF TATA SKY
TATA Sky
Parent Company
JV between the TATA Group and STAR
Category
DTH and Broadcasting
Sector
Media and Entertainment
Tagline/ Slogan
Iskolagadaala to life jingalala;Ab channel package wohi lo jopasandho
USP
Leading Direct-to-Home (DTH) service provider in India
STP
Segment
DTH Subscribed TV viewers, Broadband subscribers
Target Group
Top and middle section of the pyramid
Positioning
One-stop shop for all the television entertainment needs of customers
SWOT Analysis
1. Leverage on brand TATA and high brand recall 2. Partnered with SKY Brand in the space of digital technology to bring a state-of-the-art satellite television service to India 3. Leader in introducing new packages and services 4. Rural penetration through ITC E-Chaupal and Godrej Aadhar 5. Innovative product offering TATA Sky plus 6. Adopted 360 degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms 7. Tie ups with Sony Pictures, Fox for content – Pay per view service for exclusive events 8. DVD Quality picture and CD Quality sound Strength 9. 24*7 customer service support in multiple languages
1.Not having first mover advantage as Dish TV captured market share 2. Dependency on broadcaster 3. Cannot match free service provided by DD 4. Customer service are usually busy and waiting period is usually very Weakness long
5. High initial cost of DTH equipment
1.Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country 2. Expand distribution network through exclusive stores 3. Growing demand for quality of service in the form of DTH over Cable 4. Increase in number of TVs sold 5. Penetrate market by competitively priced services, superior technologies, interactive services and customer support 6. Provide option of instalments and other promotional schemes to the Opportunity new user
1.Interoperability regulations 2. Cables set top boxes provide easy switching due to negligible switching costs 3. Increasing competition 4. Dependency on broadcasters for their channel content and thus increase in cost 5. No Exclusivity in Content and Rule of ‘Must Carry’ Threats 6. Cap on foreign investment
Competition
1.Doordarshan 2. Sun Direct 3. Dish TV Competitors 4. Big TV
doc_399771589.docx
SWOT ANALYSIS OF TATA SKY
TATA Sky
Parent Company
JV between the TATA Group and STAR
Category
DTH and Broadcasting
Sector
Media and Entertainment
Tagline/ Slogan
Iskolagadaala to life jingalala;Ab channel package wohi lo jopasandho
USP
Leading Direct-to-Home (DTH) service provider in India
STP
Segment
DTH Subscribed TV viewers, Broadband subscribers
Target Group
Top and middle section of the pyramid
Positioning
One-stop shop for all the television entertainment needs of customers
SWOT Analysis
1. Leverage on brand TATA and high brand recall 2. Partnered with SKY Brand in the space of digital technology to bring a state-of-the-art satellite television service to India 3. Leader in introducing new packages and services 4. Rural penetration through ITC E-Chaupal and Godrej Aadhar 5. Innovative product offering TATA Sky plus 6. Adopted 360 degree marketing campaign that encapsulates television, print, radio and outdoor digital platforms 7. Tie ups with Sony Pictures, Fox for content – Pay per view service for exclusive events 8. DVD Quality picture and CD Quality sound Strength 9. 24*7 customer service support in multiple languages
1.Not having first mover advantage as Dish TV captured market share 2. Dependency on broadcaster 3. Cannot match free service provided by DD 4. Customer service are usually busy and waiting period is usually very Weakness long
5. High initial cost of DTH equipment
1.Focus on segmentation and differentiated product offerings to expand its clients and spread its reach outside Tier-I cities across the country 2. Expand distribution network through exclusive stores 3. Growing demand for quality of service in the form of DTH over Cable 4. Increase in number of TVs sold 5. Penetrate market by competitively priced services, superior technologies, interactive services and customer support 6. Provide option of instalments and other promotional schemes to the Opportunity new user
1.Interoperability regulations 2. Cables set top boxes provide easy switching due to negligible switching costs 3. Increasing competition 4. Dependency on broadcasters for their channel content and thus increase in cost 5. No Exclusivity in Content and Rule of ‘Must Carry’ Threats 6. Cap on foreign investment
Competition
1.Doordarshan 2. Sun Direct 3. Dish TV Competitors 4. Big TV
doc_399771589.docx