Marketing Analysis on Sky
Marketing 1, baaf 2 | Analysis of the Macro Environment | Using the PESTEL Analysis of Sky | | Keith McCarthy | 11/18/2011 |
Lecturer: Lorraine Dunne |
Introduction 3 Literature Review 3 Macro Environment 3 Political 3 Economic 4 Social/Demographic 4 Technological 4 Environment 4 Legal 4 Skys PESTEL Analysis 5 PESTEL Analysis Diagram_______________________________________________________5 Political Factors: 5&6 Economic Factors 6 Social Factors 6&7 Technological Factors 7 Environmental Factors 8 Legal Factors 8 Conclusion 8 Bibliography 9
Introduction
The organisation I have chosen to carry out an analysis of the macro-environment is Sky. British Sky Broadcasting Group plc is a satellite broadcasting broadband and telephony services company headquartered in London, United Kingdom with operations in the United Kingdom and the Republic of Ireland. According to Manchester Evening news (2010) BSkyB was formed in 1990 when Sky Television and British Satellite Broadcasting merged together. BSkyB has over 10 million subscribers in the United Kingdom which makes it the largest pay TV broadcaster. The merger saved Sky financially as Sky had very little major advertisers compared to British Satellite Broadcasting who had the far superior advertising contracts and equipment, as a result when Sky inherited these it solved the financial problems. The advertising contracts generated vast amounts of revenue for the newly branded BSkyB this allowed BSkyB to take advantage of the growth of newer and improved satellite technology. This newer technology would allow Sky to reach larger audiences and provide a vastly improved channel selection. Eventually with the increase of the channels the quality and the popularity increased to new heights with this sky was able to expand and acquire lucrative licensing deals which would cement Sky’s place at the top of the broadcasting sector indefinitely. Sky has exclusive rights to programming but it has
Lecturer: Lorraine Dunne |
Introduction 3 Literature Review 3 Macro Environment 3 Political 3 Economic 4 Social/Demographic 4 Technological 4 Environment 4 Legal 4 Skys PESTEL Analysis 5 PESTEL Analysis Diagram_______________________________________________________5 Political Factors: 5&6 Economic Factors 6 Social Factors 6&7 Technological Factors 7 Environmental Factors 8 Legal Factors 8 Conclusion 8 Bibliography 9
Introduction
The organisation I have chosen to carry out an analysis of the macro-environment is Sky. British Sky Broadcasting Group plc is a satellite broadcasting broadband and telephony services company headquartered in London, United Kingdom with operations in the United Kingdom and the Republic of Ireland. According to Manchester Evening news (2010) BSkyB was formed in 1990 when Sky Television and British Satellite Broadcasting merged together. BSkyB has over 10 million subscribers in the United Kingdom which makes it the largest pay TV broadcaster. The merger saved Sky financially as Sky had very little major advertisers compared to British Satellite Broadcasting who had the far superior advertising contracts and equipment, as a result when Sky inherited these it solved the financial problems. The advertising contracts generated vast amounts of revenue for the newly branded BSkyB this allowed BSkyB to take advantage of the growth of newer and improved satellite technology. This newer technology would allow Sky to reach larger audiences and provide a vastly improved channel selection. Eventually with the increase of the channels the quality and the popularity increased to new heights with this sky was able to expand and acquire lucrative licensing deals which would cement Sky’s place at the top of the broadcasting sector indefinitely. Sky has exclusive rights to programming but it has
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