British Satellite Broadcasting versus Sky Television
1.
Why BSB discounted the possible entry of Sky Television lied in that although BSB had been aware of the impending launch of Astra, a medium-powered communications satellite, BSB had discounted the possibility of the satellite could be ud to broadcast.
The Astra satellite was launched for technology purpo.
According the BSB’s analysis, the Astra satellite was regarded as technology- rather than programming-led. Therefore, it was an unlikely threat.
梅花手绘
The size and price of dish may be so uneconomical that it could be inapplicable From report, a dish would have to be more than one meter in diameter. So it was inevitable to lead to increa the cost and price of each dish.
The rocket launching the satellite into the orbit was not so reliable that the launch was really risky.
牛肉锅贴的做法In addition, the Ariane rocket was not reliable and also the schedule of the first launch of Ariane 4 had already slipped by nearly a year.
BSB was stunned becau of the above disadvantage of the dish and reliability of Astra. They thought that there were not any competitive threats; at the same time BSB itlf possd some advantages in terms of technology and standard.
BSB ud high-powered satellite to broadcast.
BSB adopted the technology standard D-MAC, a new and high-definition television standard.
BSB cho McDonnell Douglas to launch rockets and satellite which were known to be more reliable than the European Ariane rock.
BSB considered it had better financial background than Sky Television so BSB had deeper pockets behind it.
2.
1). High market potential of satellite communication television
2). To keep up for being late to launch its own program.审美感知
3). Becau of its strong financing ability
4) Technological advantage of small dishes and D-MAC standard
适合春天种的蔬菜
冬瓜丸子5) To push up the cost of rival
3.
1). Technological improvement: be able to scramble signals and decrea the size
of dishes
2). Exclusive access to Fox film.
3). Cost efficient: only $10 million per/year
4). Firstly launching satellite
5). Aggressive promotional campaign
6). Implementation of entry plan on time
4.
土地开发
1). They should enlarge whole market pie.
a. Promotional campaign (ads, discount according to difference among
customers
送爸爸礼物b. Expand coverage to countries other than Britain
c. Favorable advertising policy to customers
曾经的少年2). They should establish the strategic alliance with each other to cut down the
cost
a. Combine with each other to bargain on the price of movies from Hollywood
companies.
b. Technically compatible with each other
3). They should u differentiation strategy to match the different preference of
customers
a. Bad on technological superiority
b. Bad on the difference of contents
4). They should maximize the profit from the cable TV
5) If they ud the fit-to-fat strategy to game with each other, someone should show creditable commitment to increa the price.
