MKT30016 | Marketing | Management of SBS An Online Streaming Service

Following the improvement based on technology, the SBS company under its management needs to adopt such new improvement so as to maximize their profit and to offer the best services to their customers. With such inventions, customers who are subscribers to their services be satisfied hence the firm realizing its set operational goals.

Internet. The  SBS company can adopt the internet system of airing their programs to viewers since the speed associated with internet will contribute much in airing its programs the viewers. This will enable their customers to access their services faster.

Low pricing associated with internet also will tend to attract customers towards their services since by use of the internet, there is less cost in production hence result in reduced prices which the customers can afford.

Internet will also make the services offered by SBS company more available to its customers in a wider range hence their services to customers will be reliable as the process will be continuous and available at all times.

The movement towards digital centralization. The SBS company has acquired some of the digital devices which enable them to reach to the market very fast and interacts with the customers.acquiring of such devices like laptops has greatly resulted to improved relationships between the firm and the targeted market.

The data collection has also been modified by the adoption of the new digitalized way of operation since they can be safely stored in memory cards for future references when the need arises. (Macarthy, 2018).

In a free world market where producing companies are free to market their products to their target market, competition is always realized since different firms with the same products bring their products to the market. For survival within such a competitive environment, the management of the SBS Company must adopt some of the new platforms like you tubes, Netflixes and Facebook in marketing their services. (Dahl, 2018).

Youtube.It is believed to create a culture in which the consumers within the market can participate in viewing the programs offered by the SBS Company and are able to rate them. The SBS management upholds their quality videos about their programs thus allowing the viewer to have a watch at their uploaded programs as there is high content on the videos sent thereby they get satisfied online via youtube as most of the contents can be freely viewed by the targeted market. (Kumar, and  Reinartz, 2018).

Netflix.This a form of subscription which provides users with movies and their favourite TV shows.SBS Company management has to adopt such a service which will enable their customers to watch their programs and shows they offer. In competitive markets, the organization has to be unique in their ways of getting to customers and in the provision of services to them. therefore SBS Company associated such services so as to avail their shows and programs to the market where one can easily access them just by subscribing to the Netflix services. (Spence, Frynas, Muthuri and Navare,2018).

SBS Company marketing and planning department needs to into details set out a team which will be sent to the market so as to gather information about the behaviour of the households they serve towards their services. this strategy will be helpful to the management body as it involves direct responses from the consumers hence assist in making some adjustments on their services offered to consumers. (Vaughn,2016).

The lifestyle of the consumer must also be taken into consideration by the SBS company. This will enable them to filter their programs they air to consumers and offer trendy and modernised services according to the consumers`lifestyle. Such improvements based on the lifestyle of the consumer includes offering trendy shows which attempt to focus on the current issues on lifestyle and modernising their them according to the consumers`desire.

Consumers`attitude is also a factor which the SBS company needs to check into. poor attitudes towards the services will automatically influence the company negatively as this will spread to other customers thus negatively rate the services being offered by the company. McDonald & Wilson, (2016).

From the analysis of the environmental scan, specifically the internal environment of SBS Company, some of the strength and weakness found within the organization in the process of offering their services to the market.

The SBS Company has captured the attention of  many consumers in the market due to the following strengths which are listed below:

•    The SBS Company is heavily supported by the government following their services which they offer to the market.

•    In their free to air nature, the SBS Company has got huge content in their programs they offer to the market in which some of the programs are very educational thus gives the company a strong base to thrive in any competitive market.

•    By allowing permission to stream in more than one devices, many of the live streamers have developed a great taste in the SBS Company services.

However, in the process of analysis, some of the weakness within the SBS Company in offering their services to the customers were also discovered and listed below:

•    Some of the consumers in the market rated the SBS Company as not being an interactive platform where they can easily and freely interact.

•    To some extent, the good number of consumers in the market claim that the company is not well-known hence was not a good advertising site to be used.

•    It was also evidenced that the SBS Company do not apply current data viewed by the current viewers in progressing their platforms.

Issues arising from environmental scan and their importance

From the market research in SBS Company, the following issues from the scanned environmental factors in marketing were witnessed by the company:

•    The SBS Company was not that exposed to the market with denied them full attention of the consumers within the market since many of the users were not aware of services it offers to the market.

•    The company still don’t apply some of the current data from its viewers in building their marketing platforms.

•    Due to the company`s un interactive nature with the market in offering its services, many of its customers have diverted their attention to interactive companies offering similar services.

Insights into customer segments

From the customers of the SBS Company services, the following insights were witnessed during the research:

•    The customers have got enquiring minds which are based on the programs as they prefer factual and series of stimulating mind programs

•    Most of the user of SBS Company services demand the streaming services from the company, as they look for stimulating contents and documentaries.

•    A number of SBS Company service users prefer reality shows due to its light content which is easy to understand.

Impacts of environment and behaviour trends

Changing technology will negatively impact the SBS Company in their services deliveries since most of the firms in the competitive market always use the latest viewed data from the customers which are used to estimate the consumer behaviour.

Key reasons to modify marketing approach

Streaming services have taken the huge number of the audience since most of the users are diverting from traditional televisions to the streaming services hence the SBS firm needs to upgrade in order to fit in the changing competitive market globally.

Key recommendation

•    Building SBS Company community

The SBS community can be built in ways which involves various platforms,for instance, interactive platforms were where there will be the constant flow of comments and reviews on the tv shows thus increase participation and communication between the customers.

•    Increase functionality in SBSCompany

This is possible through uploading downloadable videos on the programs they offer to the customer hence rendering their services accessible at all time a consumer may wish to check on the shows.

•    Educational program section.

This is believed to be achievable since the company is supported by the government as they are able to access the documentaries for high demanded programs by the viewers.

SBS`s future summary

The SBS company needs to upgrade from their traditional tv shows and the limited range of programs which if not upgraded will send them out of the competitive market as consumers`demand do change daily, therefore, there is a call to upgrade their services so as to continue their operations within the current competitive environment.

References

Dahl, S. (2018). Social media marketing: Theories and applications. Sage.

Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.

Macarthy, A. (2018). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!. CreateSpace Independent Publishing Platform.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Spence, L. J., Frynas, J. G., Muthuri, J. N., & Navare, J. (Eds.). (2018). Research handbook on small business social responsibility: global perspectives. Edward Elgar Publishing        

Vaughn, A. L. (2016). Social Media Simple Marketing: How To Guide With Simple Tips & Strategies For Local Small Business Owners. Consumer Solution America, LLC...