AGSM MBA Program -- Marketing Management

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Strategy for TVB:

Strategy for ATV:

Suggested answers to Tutorial questions as suggested by Roseta

  1. What kind of needs does your chose company satisfy?
  2. Who are the customers of your chosen company?
  3. Do you think company your chosen is marketing oriented or not? Why?

Suggested answers to Tutorial questions as suggested by Steve Chan

Here are my answers :-

  1. The needs that ATV satisfies are :-
    1. for entertainment
    2. for information and personal interests
  2. I think the customers of ATV are mainly local viewers, which is different from Roseta. My view is although the revenue of ATV is coming from the advertisers, ATV broadcast their programs aims at satisfying the needs of their viewers, and by this to derive their revenue INDIRECTLY from advertisers. How good they can earn is depends on how well they can satisfy their viewers, which will be reflected by "attendance" report. (sorry I don't know the appropriate word). Some of programs has been made into VCDs. Hence, their customer base has been expanded to overseas customers (not necessarily Chinese as the programme can be translated into other dialects like Thai). Besides, their programmes also being sold to Star TV, which means their customers also include other TV stations / networks.
  3. the answer to this question really depend on the answer to 2 above. If the customers are advertisers, then I would say ATV is not market oriented. They are not producing programmes according to advertisers' need. What advertisers' need are to have their products being shown or introduced to as many people as possible. Although they sponsor TV programmes, they have little input on what kind of programmes to be shown. Rather, they place their ad according to what are being shown and what are the ratings. Therefore, I would say ATV is product oriented in this sense. However, if the customers are viewers, I would say it is partial market oriented. Although they produce programmes that try to suit their viewers need, they have to follow the regulatory body's requirements. Certain themes are not allowed even there is a need in the market. eg. adult programs like those shown in Cable TV. Also, programmes produced by RTHK are required to be broadcasted for community services. Therefore ATV is not completely market oriented.

Now, who comes to summarize these results? >_<


Created at: 1999-03-07 23:53
Last Updated at: 1999-05-08 13:41:05 China Standard Time