Digital Cable Providers: Dish TV

Contents
Table of Figures 1
Building Value 2
Value Proposition 2
Value Positioning Map 3
Tailored Value Chain 4
Strategy as Ecology 7
Bibliography 8

Table of Figures
Figure 1 Value Proposition of Dish TV 2
Figure 2 Positioning maps for Indian DTH industry 3
Figure 3 McKinsey's Generic Value Chain for Dish TV 4
Figure 4 Activity Systems Map of Dish TV 5
Figure 5 Distribution Channel Design 6
Figure 6 Example of Dish TV's Initiative to reduce taxes (Value Sharing Activity) 7

Building Value
In the case of Dish TV, the various activities that the company has chosen to undertake reflect the presence of a distinctive value proposition, which is supported by a value chain tailored to achieve it. As we have learnt, the presence of both a value proposition and a tailored value chain are essential for the sustainability of any firm in the industry.
Value Proposition
Using the framework given by Magretta1, we can arrive at the distinctive value proposition of Dish TV by answering the 3 questions (which customers, which needs and what relative price). By answering these questions we see that value proposition of the customers is ‘to serve the TV owners in India, by fulfilling their needs for entertainment with a wide variety of choice in programming along with a superior quality of transmission, at a relative price discount’ compared to other companies in the industry.

Figure 1 Value Proposition of Dish TV
Due to the unique nature of the Indian DTH industry where differentiation is not possible in terms of programming content (due to government regulations prohibiting exclusivity) and customers are extremely price sensitive, we would be hard-pressed to find truly distinctive value propositions among the competing firms th...

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...profitable win the short term, in the long term this kind of strategy will eventually end up destroying the eco-system. In a highly fragmented industry, as the largest company by subscription, Dish TV needs to continue taking the responsibility of following a keystones strategy along with other top competitors.

Bibliography

Works Cited

Iansiti, M. & Levien, R., 2004. Strategy as Ecology. Harvard Business Review.
Joseph, L., 2013. Innovation Impact. Business India, 9 December, p. 60.
Magretta, J., 2011. Creating Value: The Core - Staking Out Your Company's Unique Competitive Position Using Michael Porter's Elements of Strategy. Cambridge, MA: Harvard Business Press.
Times of India, 2011. Digital Cable Providers - Digital HD Channels. [Online]
Available at: http://www.videocond2h.com/WSC/dth_comparison.aspx
[Accessed 16 March 2014].