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By October 1990 two newcomers British Satellite Broadcasting BSB and Sky Television rivaled one another in an ugly battle to dominate British satellite television In pursuit of a better market position not only did both players invest a combined total of 125 billion but also racked up losses at the combined rate of nearly 10 million per week Rather than rationalizing and engaging in cooperative behavior to increase profits for the overall industry this battle became the war of attrition ultimately leaving only one player to survive in the long run With 500 million of start-up costs and breakeven anticipation in 1993 BSB built a franchise secured 2225 million of 1st round financing recruited personnel and stirred public interest of its new technology DMAC Sky TV comes along with only 100 million of start-up costs and breakeven anticipation in early 1992 to launch its own satellite television venture As a private consortium offering 16 channels with strong footprint throughout Europe disregarding BSBs DMAC technology as nonsense Sky planned to install 1 million satellite dishes A war soon followed BSB retaliated by using its 25-cm Squarial satellite dish as a branding strategy which was only a dummy at the time and engaged in negative advertising about Sky While BSBs objective was to accelerate sales through increased advertising and promotion levels it actually ended up emptying its deep pockets 400 million for rights to Hollywood films Sky responded back by offering a free film channel engaged in negative publicity by branding BSB as hot air became committed to a bidding war for Hollywood programming relaxed its terms for its customers to include two-week free trial with no deposit and initiated a direct selling effort These actions combined with slow dish sales resulted in emptying Skys pockets by over 400 million BSB continued to fight the war and lose money through increased marketing and advertising losing 6-7 million per week It became quite evident that this
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