Competitor Analysis Of ITV Digital & Sky Digital

4.3 Comparative Analysis of the Marketing Objectives 5

5. Statement of Marketing Strategies 6

5.3 Comparative Analysis of the Marketing Strategies 7

6. Control and Evaluation of the Marketing Activities 11

The purpose of this report is to compare and contrast the marketing strategies of ITV Digital and Sky Digital. An internal and external analysis will be carried out to determine the strategic differences between the two companies within the dynamic and volatile digital television sector. The marketing strategies will be identified, described and analysed through a comparative analysis.

Secondary information gathered for the completion of this report included business literature but principally contemporary information obtained from journals and electronic sources. Primary research has been undertaken to support the analysis of each company. The collection of promotion mater

To communicate the re branding from OnDigital to ITV Digital to existing and new customers. (Darby, 2001)

• Expected retaliation of incumbents deters new broadcasting service/platform.

Some topics in this essay:
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