SWOT Analysis: The Marketing Environment

The Marketing environment is all the internal and external factors that affects a business’s relationship with its customers. There are three environments to take note of including the micro, market, and macro environment. There are also many techniques that can be used by business in the market environment, in the external environment there are the Porters five focus modes, The PESTLE analysis and finally the SWOT analysis, these help a business to make decisions and build relationships with their customers and suppliers.

The Micro environment is the internal environment of a business, which business have direct control over.

The Market and Macro environment are external environments of the business where the business has little to no control

There are factors to consider when entering this industry such as capital cost, access to resources. Right now it will be really hard to introduce a different satellite TV brand because the consumer loyalty lays with dstv.

The barriers to entry include:

 Capital costs of setting up the new business

 Access to resources

 Government legislation

 Loyalty to existing brands

 Propriety products

Porters 5 forces DSTV INDUSTRY DSTV’S COMPETITORS

Threats of new entrants Low threat, barriers to entry are high High threat, barriers to entry are high

Supplier power

Buyer power No buyer power High buyer power

Threats of substitutes Little available substitutes Substitutes available

Competitive rivalry Low degree of rivalry High degree of competitive rivalry for dstv’s substitute

PESTLE METHOD

PESTLE is used by a business to track the environment that they are operating in.

P- POLITICAL

E-

OPPORTUNITIES FOR DSTV NOW

DSTV has the opportunity to expand their services to urban and rural areas with new features to their products, products such as “DSTV NOW”, it is an online television service by Dstv which allows the user to watch Dstv anywhere from the laptop or tablet. This is an opportunity for people on the go to enjoy their programs on the go.

THREATS FOR DSTV NOW

There are many other satellite companies offering the same service as dstv now like netfliks and showmax, so far the biggest threat is netfliks because it is an American brand which allows the viewing of the top American series, this is a big threat to Dstv.

ADVANTAGE OF DSTV NOW

This enables the viewers that are constantly travelling to tune in to their shows while they are not at home, this can lead to satisfaction of the customer and brand loyalty from the customer.

DISADVANTAGES OF DSTV NOW

This is also a disadvantage to people who cannot access the internet which means that those people are limited to other services that Dstv offers

WHAT CAN DSTV DO TO IMPROVE THEIR