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Marketing Assignement

In: Business and Management

Submitted By aalsayegh
Words 557
Pages 3
SlingTV Launches new multi-stream product
The article’s main theme revolves around ways in which Dish Network Corporation develops a multi-stream version of SlingTV, which is a streaming service. Users have the option of paying twenty dollars a month, instead of purchasing conventional cable services, which is considered a more affordable option. The product currently streams 21st Century Fox channels only, however there are attempts to collaborate with other channels in the near future. In spite of there being no clear signs yet, Disney is said to be added to SlingTV very soon. In addition, users are given the option of streaming on more than one device at a time using a single SlingTV, which is a service that was introduced due to popular demand. This new product targets customers that love sports because it is set to air the big NFL games shown on FOX and FOX Sports 1.
I found this article very interesting because I’m a huge fan of streaming services. I believe that the traditional pay TV is overpriced and superfluous, because it offers an overabundance of channels that users generally disregard, making the service inefficient and not used to its full capacity. With the new version of the SlingTV, the product offers users exactly what they need and for a much lesser price.
Dish network really focuses on ‘Ansoffs Opportunity Matrix’ when strategically developing their product. They have identified this new multi-stream product within the product development section. They have then created a newer version of a product for an existing market. When looking at the innovation matrix, they are definitely winning.
While reading the article, it is evident that the company has also conducted a situation analysis of the new product. The SWOT analysis is most applicable to the product, where the main strength identified is the affordable price of only $20 in comparison to traditional pay TV. On the other hand, their main weakness is that they are very narrow when it comes to their content as they only offer Fox channels at the moment; however, they have created an opportunity to include other channels in the near future. Since SlingTV is a new multi-streaming service, this allows it to enter a competitive market, making the company’s main threat other multi-streaming products. The company has successfully analyzed its internal strengths and weaknesses and has also identified its opportunities and threats. Assessing internal as well as external environments often helps companies identify their competitive advantage (Slide 29, Competitive Advantage, Chapter 2).
When Dish Network Corporation revealed their new multi-stream product from SlingTV, they mentioned the low affordable price of only twenty dollars, which was a strategic plan to obtain low cost competitive advantage. The definition of competitive advantage is “a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition” (Slide 30, Cost Competitive Advantage, Chapter 2). It is among various reasons that result in customers patronizing the company rather than the competition. The main source that allowed the company to reduce their cost was product innovation. With the help of ‘Ansoffs Strategic Opportunity Matrix’, the company successfully developed a new product in their current market and when looking at the innovation matrix, they have fulfilled the needs to success

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