An Analysis of Directv and Its Current Strategic Market Plan
An Analysis of DirecTV and its Current Strategic Market Plan Lamont DuBose Southern New Hampshire University
Abstract:
Publicly held companies are not successful by chance. They have to utilize systems that will determine their future and identify potential financial risks, be they environmental or by fellow competitors. The company will focus on five areas of concern that will lead the public to a better understanding of its goals and areas that need improvement. It will make public by means of an organizational statement an outline detailing its purpose as well as general guidelines for accomplishing it. The company will then reveal (with concrete evidence through specific examples) its most formidable skills, talents, and experiences, otherwise known as their distinctive competencies. Next, it will analyze trends or conditions that have enabled the company to reach a particular market, known as market opportunities. The trends will originate from the external marketplace and may come in forms such as economic conditions, consumer spending, or political environments. Then it will state its accomplishments and organizational objectives that will be the guiding principles by which the company will achieve its future goals. And finally, the company will assess its brand. The author considers these factors essential to understand the strategy of the organization and illustrates ways to increase customer retention. Keywords: marketing strategy, mission statement, market trends core competencies, brand
To analyze the strategic marketing plan implemented by DirecTV (DTV), one must complete the following tasks: study its mission statement, distinct competencies, market opportunities, objectives and accomplishments, and its current brand equity. Using models such as Humphrey’s SWOT analysis, Duane Knapp’s brand strategy methodology, and David Olgivy’s concepts of brand and corporate
Abstract:
Publicly held companies are not successful by chance. They have to utilize systems that will determine their future and identify potential financial risks, be they environmental or by fellow competitors. The company will focus on five areas of concern that will lead the public to a better understanding of its goals and areas that need improvement. It will make public by means of an organizational statement an outline detailing its purpose as well as general guidelines for accomplishing it. The company will then reveal (with concrete evidence through specific examples) its most formidable skills, talents, and experiences, otherwise known as their distinctive competencies. Next, it will analyze trends or conditions that have enabled the company to reach a particular market, known as market opportunities. The trends will originate from the external marketplace and may come in forms such as economic conditions, consumer spending, or political environments. Then it will state its accomplishments and organizational objectives that will be the guiding principles by which the company will achieve its future goals. And finally, the company will assess its brand. The author considers these factors essential to understand the strategy of the organization and illustrates ways to increase customer retention. Keywords: marketing strategy, mission statement, market trends core competencies, brand
To analyze the strategic marketing plan implemented by DirecTV (DTV), one must complete the following tasks: study its mission statement, distinct competencies, market opportunities, objectives and accomplishments, and its current brand equity. Using models such as Humphrey’s SWOT analysis, Duane Knapp’s brand strategy methodology, and David Olgivy’s concepts of brand and corporate
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