Case Study on Astro Malaysia Holdings

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Astro did signed a carriage deal with Discovery HD World to provide newer and more up to date programs. After the implementation of Discovery World HD in many regions in SEA, including India, Japan, Philippines, Singapore, South Korea, Taiwan and Vietnam and Malaysia. Astro quickly took this opportunity to provide a solution for the repetitive complains. Astro has released 12 new channels and the end of 2015 which has recorded revenue of 9% and an increase of the total of 184 channels. The Chief Executive Officer of Astro, Dato Rohzan (2015) has mentioned that the customer base for the organisation has grew by 547000 to 4.4 million which is an increase of 63% from the previous year.

4.0 Arguments and Propositions

Astro should provide shows that are currently available and famous on the internet. People are attracted with trending shows such as Gossip Girl, Games of Throne, Mr Robot, Narcos, Walking Dead, Supernatural, Scream Queen and more. Of course it would cost more money but profit will be there if the content is good and the paying customers are happy. Promotion should be done frequently too. With attractive packages that would fend of rivals. Some of these shows have proven to attract tons of fanatic viewers who are so addicted with the series. By providing newer and live/updated series not only they are able to attract viewers but subscribers. Since Astro is having a vision to have every subscriber in every household by 2020 they should do more to fight of competitors. Their pricing is kind of expensive and should be reduced cheaper than the rivals. Consumers are attracted to cheaper pricing and of course with cheaper pricing and quality service the growth revenue is ensured. Censorship is another reason why customers would prefer other services than Astro. Though Malaysian Censorship Board is strict with the channels in Malaysia, Astro could discuss with the Censorship to allow more contents to be allowed. There are few companies that were rival with Astro back in the late 90s and all of them did not survive but Astro did and is growing. With proper planning and quality service hence that they could and would be bigger and their vision would eventually turn into reality.

5.0 Conclusion

To conclude Astro might take over Malaysia household provided that they comes up with a good strategy to get citizens to subscribe to them. It might be hard but if they did survive for 20 years it means they could go beyond their expectation and might be Malaysia’s number one media service provider. It is an empire build by hard work and will continue to soar.