1. TATA SKY CASE ANALYSIS Rahul avasthy

3. RELATIVE SWOT STRENGTHS WEAKNESS Strong Brand (Reliability- TATA) Perceived to be costly Experience Curve- SKY High Lock-in Superior Customer Service Dish TV’s existing customer base OPPORTUNITIES THREATS Tier II and Tier III markets Strong Presence of Dish in Metros R&D Investment Emerging Players like Reliance, Airtel, Videocon Interactive Applications Stiff Competition from Cable operators

4. No. of respondents: 100 AGE GROUPS

6. PROBABILITY OF RESPONDENTS SWITCHING TO DTH SERVICES 55.30% 76.00% Total 0.00% 0 0.00% No 3.30% 0.3 11.00% Maybe 52.00% 0.8 65.00% Yes % of Market deemed likely to actually Buy (A*B) Rule of Thumb for forecasting (B) %Response (A) Purchase Intent

9. Criteria Weights Rating Description 1 Company Perception 100 10 5 1 1.1 Brand Strength 40 Premium Good Average 1.2 R & D scope 25 Very High High Average 1.3 Ability to differentiate 20 Mostly Certain Extent No way 1.4 Sales Approach & Support 15 Good Average Poor 2 Product Perception 100 10 5 1 2.1 Quality 25 High Average Poor 2.2 Technology 25 Multi - Featured Limited Features Single feature 2.3 Aesthetics 15 Very Good Good Average 2.4 Cost Factor 35 Value for Money Affordable Costly

10. Perception Rating Criteria Weights Competitors Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 1.1 Brand Strength 40 10 10 10 10 1.2 R & D scope 25 5 10 5 5 1.3 Ability to differentiate 20 10 10 10 5 1.4 Sales Approach & Support 15 5 5 5 5 2 Product Perception 100 2.1 Quality 25 10 10 5 10 2.2 Technology 25 10 10 10 5 2.3 Aesthetics 15 5 10 5 10 2.4 Cost Factor 35 5 1 10 1 3 Player's Grasp on Market Million 3.75 2.50 0.50 0.20

11. Criteria Weights Dish TV Tata Sky Big TV Airtel TV 1 Company Perception 100 725 850 725 625 1.1 Brand Strength 40 400 400 400 400 1.2 R & D scope 25 125 250 125 125 1.3 Ability to differentiate 20 100 100 100 200 1.4 Sales Approach & Support 15 75 75 75 75 2 Product Perception 100 575 650 450 525 2.1 Quality 25 250 250 125 250 2.2 Technology 25 250 250 250 125 2.3 Aesthetics 15 75 150 75 150 2.4 Cost Factor 35 175 35 350 35 3 Player's Grasp on Market Million 3.75 2.50 0.50 0.20

14. SECOONDARY RESEARCH Which Services are better?? Reliance Big TV 548 36.48% Dish TV 398 26.50% Tata Sky 468 31.16% others 88 5.86% Voters: 1502 .