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At one point in time, the management of the CBS cable channel discussed the idea of introducing a subscription fee, but it did not develop, since most viewers already had subscriptions to one of the television centers. And analysts decided that during the economic crisis, not many users would be able to connect another one. Thus, under the influence of external factors, a situation was created in which a small audience of viewers and advertisers was fragmented between a large number of television channels.
Competition brought new expenses as demand for ballet and theater rights increased, and prices rose. The increased expenses forced CBS to start its own production, which proved impossible without the use of financial resources, which were already almost zero. Even though the cable channel's own productions were as good as the purchased ones, viewers were given freedom of choice, including outside of television. For example, the original version of the Pirates of Penzance was shown before the same production was released in a film version on the big screen. The financial resources spent on this brought nothing but losses.
Most likely, the failure lithuania email list and bankruptcy of the CBS cable channel directly depended on external factors. The marketing environment of business is very susceptible to the influence of the state of the economy in the country and a large number of competitors. Entrepreneurs in the television industry must focus not only on the popularity of programs and their attractiveness to viewers, but also on many other factors, ignoring which can lead to the failure of the project, as happened with the cable channel of the CBS television company.
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Stages of Marketing Environment Research
The external marketing environment of the enterprise should be under the control of a marketing specialist, since a thorough analysis of external factors can identify possible risks and threats to the business. After the study, he draws up a plan taking into account all the results obtained and develops a strategy that allows you to bypass sharp corners and implement the enterprise's plans to achieve maximum profit in a controlled and safe environment.
Since the success of any company depends not only on the competent organization and distribution of work tasks, it is necessary to take into account the influence of external factors when analyzing the marketing environment of the organization. A comprehensive assessment of the business allows you to see new opportunities in the conditions of constant market change. Organizations aimed at achieving a goal always conduct a thorough analysis of the environment, based on the results of which they plan activities and implement them. Environmental analysts:
create a database with up-to-date information;
can predict possible changes and warn the company's management about them;
provide complete information about the completed environmental study to the head of the organization for making management decisions.