Short-Term Objectives
In the coming six months, Dish Network will develop the following short-term objectives:
1. Try to increase the market shares. According to the Dish Network annual report, the corporate has 13.967 million subscribers until December 31, 2011, which represent approximately 14% of pay-TV subscribers in the United States. In the first season this year, Dish has increased its customer group by 22,000. Therefore, Dish Network can keep trying to retain the existing customers and increase the potential customers to gain more market shares. With the current customer’s base, the corporate can set having 13.997 million subscribers as a goal, which means increase approximately 0.21% of the market shares in the second quarter.
2. Promote the Hopper DVR. Dish Network launched this new product in January this year, and it enabled Dish to use DVR technology to another level. Dish Network can treat this launch as a opportunity to gain more customers. Hopper allows recording up to six HD channels at once, which will improve the residents' watching experiences. Therefore, the promotion can focus on the new traits and new functions in order to be acceptable by the domestic television market and be popular afterward.
3. Do some charitable work. Many companies donate to charitable organizations for the purposes of both receiving a tax deduction and improving the company's reputation. This is also a good way for Dish Network to stand in this competitive market. In the long run, Dish is trying to build its better reputation, and this goal requires accumulating gradually. From now on, keep working on charities can help the corporate to build its reputation and the good reputation will act as an intangible asset to serve the company to have a larger market.
4. Increase the physical locations. Although the Dish have its own distribution channels, it is necessary to use the existing Blockbuster stores locally to boost the image of the corporation. Online shopping is convenient and
1. Try to increase the market shares. According to the Dish Network annual report, the corporate has 13.967 million subscribers until December 31, 2011, which represent approximately 14% of pay-TV subscribers in the United States. In the first season this year, Dish has increased its customer group by 22,000. Therefore, Dish Network can keep trying to retain the existing customers and increase the potential customers to gain more market shares. With the current customer’s base, the corporate can set having 13.997 million subscribers as a goal, which means increase approximately 0.21% of the market shares in the second quarter.
2. Promote the Hopper DVR. Dish Network launched this new product in January this year, and it enabled Dish to use DVR technology to another level. Dish Network can treat this launch as a opportunity to gain more customers. Hopper allows recording up to six HD channels at once, which will improve the residents' watching experiences. Therefore, the promotion can focus on the new traits and new functions in order to be acceptable by the domestic television market and be popular afterward.
3. Do some charitable work. Many companies donate to charitable organizations for the purposes of both receiving a tax deduction and improving the company's reputation. This is also a good way for Dish Network to stand in this competitive market. In the long run, Dish is trying to build its better reputation, and this goal requires accumulating gradually. From now on, keep working on charities can help the corporate to build its reputation and the good reputation will act as an intangible asset to serve the company to have a larger market.
4. Increase the physical locations. Although the Dish have its own distribution channels, it is necessary to use the existing Blockbuster stores locally to boost the image of the corporation. Online shopping is convenient and