A Marketing Plan for a New Satellite TV Company

Executive Summary

 The goal of this marketing plan is to explore introducing a satellite TV company that will introduce clear digital signals that are absent in cable companies. The plan will achieve this by exploring the market situation, which will include exploring the products that will be sold by the organization. The company, which will be called DigiStat, will be a satellite provider and communications solution in Texas. Some of the products that the business will provide include terminals and satellite phones, as well as, airtime packages that we will customize in accordance with the customer’s needs. 

Through SWOT analysis, DigiStat will identify the internal and external forces of the business, which will be essential in attaining the business goals. The goal of the business is to introduce clear digital signals including satellite phones and terminals in a market saturated with cable TVs. The marketing plan will help the business to thrive in the market where there are a few competitors through product differentiation and pricing strategies. The goal is to attain 3% or less of the total predicted revenue. This marketing plan will include a step-by-step plan for profitability, high gross margin, and high sales. 

Marketing Situation

Market description

Satellite TV is essential in every environment as the desire for good entertainment continue to increase, coupled with the desire for good quality digital signals. After busy days at work or school, everyone desires a relaxing time at home alone or with family watching his or her favorite programs without interruptions. This opens an opportunity to provide satellite TV services to the population in Texas City.  

Product review

To attract our target market, DigiStat will provide clear digital signals in terminals and satellite phones. One new aspect that many satellite TV companies have left out is the introduction of customized airtime packages for the clients. This will be our competitive advantage in the market.

Competitive review

There are several possible competitors as the Texas City market has many universal cable TVs and Satellite TVs company. The major competitors for the company are Xfinity TV, DISH TV, AT&T U-verse TV, DIRECTV, and Frontier. To differentiate ourselves, DigiStat will include local channels (product differentiation) and will ensure customers pay less after selecting a bundle (price differentiation).

 Distribution review 

To increase sales and profits, we will include subscription delivery to increase the number of subscribers. Another strategy is online sales, particularly in this digital era. In the future, the business will open additional retail outlets to increase the sales volume. 

SWOT Analysis

Strengths 

Starting the satellite company in Texas City will introduce job opportunities for low class and middle class, especially satellite operators. The second strength is that it will include many channels from all over the world including the local channels in Texas. It will incorporate more channels than DISH where it will be airing more than 200 TV channels  

Weakness

There has been a decline of family channels where the majority of available broadcasts are full of vulgar content rather than more family entertainments. Another challenge facing cable and satellite TV is advertisement on local channels that may demotivate consumers. 

Opportunities

In the digital era, the company has the opportunity of selling magic boxes, which will provide consumers with additional channels. In the future, the company has plans to change the location from inside the city with the main branch outside the city and branches in the city.

Threats 

The business is prone to government policies, which are against satellite TV. The competitors who are already established are possible threats for the company.

Objectives and Issues

The mission of DigiStat is to become the best satellite operator in Texas City through the issuance of quality service and 24hours entertainment and information to consumers. The core objective is for DigiStat to introduce a brand that will be trusted by all consumers.  Financially, DigiStat will be profitable and sustainable through cost minimization in relation to our competitors. The local channels to be programmed will identify with the local social needs and problems. 

Marketing Strategy

Positioning

DigiStat will be positioned at the provision of high quality 24 hours non-stop entertainment and information at a friendly price. The core purpose of the business is serving customers in an effective and unique way.

Product

DigiStat is more of a service business and thus, its success will be reliant on the quality of services provided. It will also be dependent on the delivery and the customer service in the distribution line. Generally, DigiStat will offer satellite TV channels, satellite phones, terminals, and customized bundles for clients at affordable prices. DigiStat services will offer reliable, high signals than cable TVs and dish antennae, attractive advertising services, and on-demand will provide songs and movies. 

Pricing

Due to the direct competition, it will not be easy to determine a fair market and monthly charges for the services. To determine the charge, we will identify some of the charges charged by the direct competitors. DigiStat will determine the registration fee, as well as, monthly payments. The charges will be determined by Cost-plus pricing. 

Promotion

DigiStat will set aside 5% of annual revenues every year to build its brand, form, and maintain a loyal consumer base. The core market to consider in promotion is the locals where we will advertise the product through leaflets, posters, billboards, local newspapers, and print material. 

Distribution

DigiStat services will be availed through transmission lines where it will be more programmed in Texas City, which is more populated than the outskirts. In the beginning, the business will use 2 linemen but later open retailer outlets in the city and outside the city. For consumers around the vicinity, services will be provided within one day after subscription.  

Marketing Communication

The business strategy will be communicated among all the stakeholders to ensure they are involved during the development of the plan. Having stakeholders ensures the same is transited to consumers. 

Marketing Research 

Marketing research is essential as it ensures the company has a better understanding of the industry. In this case, DigiStat has conducted market research to understand the market and competitors. 

Marketing Organization

DigiStat will be a small organization and we will not require a separate marketing department. Due to this, one of the booster installer employees or the person who will be in charge of designing ads will handle the marketing activities. However, in the future, there are plans of expansions and outlets, a factor that will demand a separate marketing demand. 

Action Programs

The project is projected to last for six months. Already, marketing research has been conducted. Due to the high initial capital required in constructing a building, DigiStat plans to hire a building that will cost the company approximately 300 dollars. The first months will be partitioning the rooms to fit the company’s design. This will be followed by another month of purchasing material essential in the provision of satellite TV services. The month that follows will include recruitment process of different posts. The fifth month will include the hiring and evaluation of employees. Lastly, the six month includes the commencement of activities in the company. 

Budget

The projected budget for the project is as stipulated in the table. 

Revenue
Ads revenue	£7000
Subscription’s revenue	900	7900
Expenses
Salaries	3500
Rent	300
Advertising	20
Taxes	350
License	5
Electricity	400
Telephone	80
Satellite expenses	400
CDs expenses	15
Maintenance	150
Depreciation expense like magic boxes	90	5310
Net income		2590

Controls

One way that DigStat will measure and monitor its performance is by measuring revenue every month and at the end of the year. Morrow et al. explain that annual reviews are essential as they facilitate communication and feedback about job performance, which in turn increases or enhances working relationships. Through this, the company will be able to identify any gaps in performance, identify individual performance, motivate employees, and formulate the strategies for the following year. The company will also monitor any new offers in the market, customer satisfaction, and customer care services, and monitor expenses. 

Conclusion

DigiStat desires to be a market leader in satellite TV in Texas City. Consumers desire good payment, which makes them willing to pay for that service. One way to attract consumers and maintain the consumers is by providing, unique, quality, and affordable services to middle and low-class groups. Our marketing mix provides us with a competitive advantage over direct and active consumers in the industry. Based on the marketing plan, the projections and the budget, DigiStat is likely to generate high profits. 

Works Cited

Morrow Jr, James R., et al. Measurement and Evaluation in Human Performance, 5E. Human Kinetics, 2015.