Bskyb Marketing Plan
BSKYB | MARKETING PLAN | |
MATHEW KURIAN
STUDENT ID - 4745251 |
EXECUTIVE SUMMARY
The rationale of this report is to write a Marketing Plan for an existing company in the UK (BSkyB Sky), selected from any industry (telecommunication industry). This plan is aimed at identifying ways in which the firm designs its strategy for the next 5 years.
BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned.
INTRODUCTION
BSkyB (Sky) is a comparatively youthful firm in UK telecommunication industry, however has a considerable and rising track in the UK. BSkyB (Sky) offers an array of entertainment and communications services to just about 40% of homes, where its aired television channels are watched by more than half the populace every week in the country, and moreover BSkyB (Sky) employs thousands of group all through the different regions of UK the country. BSkyB (Sky) claims to have changed consumers’ experience of television and home communications in UK,
MATHEW KURIAN
STUDENT ID - 4745251 |
EXECUTIVE SUMMARY
The rationale of this report is to write a Marketing Plan for an existing company in the UK (BSkyB Sky), selected from any industry (telecommunication industry). This plan is aimed at identifying ways in which the firm designs its strategy for the next 5 years.
BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned.
INTRODUCTION
BSkyB (Sky) is a comparatively youthful firm in UK telecommunication industry, however has a considerable and rising track in the UK. BSkyB (Sky) offers an array of entertainment and communications services to just about 40% of homes, where its aired television channels are watched by more than half the populace every week in the country, and moreover BSkyB (Sky) employs thousands of group all through the different regions of UK the country. BSkyB (Sky) claims to have changed consumers’ experience of television and home communications in UK,
References: Armstrong, G. and Kotler, P. (2005), Marketing: An Introduction, 7th Edition, Prentice Hall Inc., Upper Saddle River, N.J. Company Report (2012), BSkyB (Sky) Industry Report (2012), UK Mobile Telecommunication Industry: Euromonitor International. Kotler, P. and Keller, K.L. (2006), Marketing Management, 12th Edition, Prentice Hall Inc., Upper Saddle River, New Jersey. Mullins, J.W., Walker, O.C., Boyd, H.W. and Larrèchè, J.C. (2006), Marketing Management, 5th Edition, McGraw-Hill, New York. BSkyB (2013), “Key facts & figures”. [Online] accessed from http://corporate.sky.com/about_sky/key_facts_and_figures [22 March, 2013] CorporateSky (2013), “British Sky Broadcasting Group Plc : Unaudited results for the six months ended 31 December 2012”. [Online] accessed from http://corporate.sky.com/documents/pdf/latest_results/q2_press_release_201213.pdf [23rd March, 2013]