Marketing Plan - Research Paper Example

Satellite television has premium charges and many people cannot afford its charges. The Beat Broadcasting Network realized this and decided to proceed with the cable television. In so doing it came up with a product service called biTV: which is internet Television and has drawn up a marketing plan to facilitate the implementation of the service to many of its subscribers. Executive Summary of Marketing Plan The Beat Broadcasting Network is an international media company based in America that specializes in cable-based television broadcasting.

Through a comprehensive market research the company has realized the importance of cable television especially to the upcoming markets in other continents such as Africa. The company has decided to launch a new television service in the market called the biTV service. This is internet television that is aimed at providing flexible content and affordable prices to the company’s subscribers. Viewers will subscribe to the service and depending on the duration of their subscription will access various contents and channels that will be streamed directly to their home Television or PC as long as they are connected to the internet.

The purpose of this service is to maximize on sales and profits and to penetrate other continents that the company is yet to make a huge impact. The pricing will be low and this is aimed at getting more people to identify with the company and secondly because the target population is the young generation that are still unstable financially. This service aims at changing the state of the internet television in the market by providing flexible coverage and content to everyone at affordable prices.

Company Overview Beat TV was launched in in 1996 as the fifth cable television provider. The company was established from a sister company named The Beat News Network that has a global coverage. This company is owned by two American brothers and renowned journalists who began it to provide entertainment and maximize on advertisements in the industry. The Beat Television network has many affiliates and these operate many entertainment channels internationally, broadcasting programs in the US and in local countries.

The company was rated as one of the best cable TV in a survey covering people aged between 16 and 49 coming second to Fox TV. It became popular because of its programs that majorly target the young generation producing content that the youths easily identify with and a wide range of other programs that cover a majority of the age groups unlike other cable television networks. The company is fifteen years old and enjoys coverage globally targeting the young and the middle age group in America and the rest of the world.

Company has no partnerships but enjoys the coverage of the parent company, The Beat Broadcasting Network that has always supported its marketing activities, though not all activities that are aired by the beat Network are aired by the Beat Television. Recent successes in entering the African market have given it a big boost keeping in mind that most American Television networks operate in Europe and Asia. It has partnered with local television networks to air content both local and foreign especially movies and series.

The company’s total revenue increased from 1.5 billion in 2009 to 1.8 billion in 2010 representing a 16 percent increase in revenue. This was attributed to the expansion in the African markets and the