Individual report Essay Example | Topics and Well Written Essays - 2000 words - 2

Individual report - Essay Example Online operation has also enabled the Sky PLC to effectively communicate the features and other factors relating to their services to their customers and potential customers. On their website customers can create their own accounts making it easier for customers to access any information that they want regarding the company’s services. Development of a tailored user interface and activities enables Sky to support and enrich its sustainable business practices. The entertainment industry is a difficult industry to penetrate and as much difficult for a company to maintain its hold on the market. Sky faces a lot of competition from equally able companies such as Virgin Atlantic. To keep its hold on the market and more so to maintain its hold of its present customers, it becomes exigent to diversify its marketing techniques and such way is through the use of electronic media, especially the internet (Miletsky 2009 p. 217). The advent of satellite made it possible for Sky to boost its market position. The marketing objectives for Sky have always been to create fresh interest and demand for Sky and to make sure potential customers understand the benefits that come along with using Sky’s products. However, as much as this is necessary or seems necessary in keeping a business going, an extra component of awareness is added to complement this. The campaign and communications have also become an integral part of Sky Digital’s marketing mix embracing public relations (PR), sponsorship and consumer promotions, in-store marketing, branding and direct marketing activities (Whalen 2009 p. 172). Focus on e-marketing has proved to be important in most industries, with the target market carving the direction the company takes. For Sky, the major part of its business is aimed at providing digital content. Their target market is divided depending on the content. For example, films would suit film lovers and couples, home banking would suit busy, career minded people and