Marketing Mix for ABC Summary

MARKETING MIX FOR ABC
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Executive Summary
This paper provides comprehensive strategic analysis of the Australian Broadcasting Corporation, mainly focusing on customers, competitors, and a market mix of the company. ABC offers various television, radio, and online services to metropolitan and regional Australians as well as people living overseas.
The ABC has encountered competition from various media companies in Australia such as Special Broadcasting Service (SBS). Like ABC, SBS offers radio and television services offering a stiff competition for the audiences
Just like any other business, ABC has a defined marketing mix strategy. For product, it offers various services, including radio, TV, mobile, and online services. For the place, the company headquarters are located in Sydney and has several other outlets, both in Australia and other countries across the world. For pricing, ABC offers its products at relatively low prices compared to other companies. Lastly, for promotion, the company uses various platforms such as Facebook, Twitter, and YouTube.
In conclusion, ABC is one of the leading media companies offering various television, radio, mobile an online services. The company faces stiff competition from nongovernmental and governmental media companies but the main competitor is SBS. The report also found out that ABC has a well-defined marketing mix that helps it in marketing its products and services
Recommendations: First, raising levels of content to cover all ethnic groups living in Australia as the current services do not cover a wide range of cultures in comparison with SBS. Second, the company should increase the number of countries, it is serving through its international branches since it only covers a few in Asian and Pacific regions.  TOC \o "1-3" \h \z \u 
Table of Contents
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Background  PAGEREF _Toc528106396 \h
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ABC Audiences  PAGEREF _Toc528106397 \h
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Competitors  PAGEREF _Toc528106398 \h
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Marketing Mix of ABC  PAGEREF _Toc528106399 \h
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Product in Marketing Mix of ABC  PAGEREF _Toc528106400 \h
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Place in the Marketing Mix of ABC  PAGEREF _Toc528106401 \h
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Pricing in the Marketing Mix in ABC  PAGEREF _Toc528106402 \h
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Promotion in the ABC’s Marketing Mix  PAGEREF _Toc528106403 \h
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Conclusion  PAGEREF _Toc528106404 \h
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Recommendations  PAGEREF _Toc528106405 \h
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Reference List  PAGEREF _Toc528106406 \h
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Marketing Mix for ABC
Background
Australian Broadcasting Corporation (ABC) is a broadcasting company established as the Australian Broadcasting Commission in 1923 as a state organization. Its headquarters are located in Ultimo, a small city within Sydney (ArchiveToday 2012; Brown 2001, p. 26). Later, in 1983, the company ad...