Arguelles Street San Francisco, Panabo City, Davao Del Norte

In partial fulfillment of Requirement in MM321

Case on What happened to CD-R King

Submitted by:

Angeles, Kyla Mae Medrina, Yhummae Devilleres

Brandino, Ericson Porcalla, Liah

Cervantes, Migs Samonte, Mae Joy

Gamos, Mark Dave Ribagorda, Dan Daryl Rosalinda

Medalla, Aliah

Submitted to:

Elle B. S., CSPE, MSc

Teaching Faculty

Associate Professor 1

April 2023
 Table of content

I. Background Leading of the Problem

II. Statement of the Problem
III. Environmental Analysis
a. SWOT Analysis
b. SWOT Matrix
c. PESTEL Analysis
d. Porter’s Five Forces
e. Analysis of Marketing Mix Variables
f. Analysis of Market Segment, Target Market, and Positioning Strategy
g. BCG Matrix of Existing Products and Services
h. Competitive Profile Matrix
IV. Alternative Courses of Action
a. ACA 1
b. ACA 2
c. ACA 3
V. Analysis and Implementation of Chosen Alternative
a. Evaluation of Alternatives
b. Analysis of Chosen Alternatives
c. Implementation of Alternatives
VI. References
I. Background Leading of the Problem

The case of AllTV ceasing the production of three flagship shows provides an
interesting background for examining product management. AllTV had high hopes of
success after hiring key people who were popular with voters. However, despite having
a large potential audience, AllTV failed to generate sufficient ratings and revenue,
leading to the decision to stop the production of three of its flagships shows. This
provides important lessons for product managers in the media and entertainment
industry.

One of the primary reasons for AllTV's failure was its poor production values. In
this day and age, audiences have high expectations when it comes to production
values, and anything that falls below that baseline is quickly dismissed. Product
managers must ensure that their products meet or exceed customer expectations,
especially in an industry as competitive as media and entertainment.

Another issue that AllTV faced was the lack of originality in their programming.
While it is acceptable to borrow ideas from other sources, it is essential to create quality
programming that stands out from the rest. AllTV failed to do this, resulting in a lack of
interest from audiences.

Additionally, AllTV's focus on big-name talent rather than building new stars over
time proved to be a mistake. Product managers must take a holistic approach to
building their products, ensuring that they have a feeder league of programming to
develop new talent and keep audiences engaged.

Finally, AllTV's failure to effectively market its products was another factor that
contributed to its downfall. Despite having a killer lineup on its new radio station, AllTV
failed to effectively communicate this to its audience. Product managers must ensure
that they have a clear and effective marketing strategy that effectively communicates
the value of their products to customers.

AllTV's failure to generate sufficient ratings and revenue highlights the

importance of effective product management in the media and entertainment industry.
Product managers must ensure that their products meet or exceed customer
expectations, focus on building new talent over time, and have a clear and effective
marketing strategy.
 II. Statement of the Problem

AllTV, a television network, has temporarily ceased tapings for three of its flagship
shows, citing poor ratings and a lack of advertisers. The network started with high
hopes by hiring key people who seemed to be the apple of the eyes of the adoring
masses who elected BBM back in May. However, despite having a famous frequency
and money behind the network, AllTV failed to attract viewers and advertisers. The
problems identified include:

 Politics doesn’t determine a station’s success

 Poor production values
 Lack of originality
 Inability of some bankable stars to carry a show
 Underinvestment in the entire endeavor

As a result, AllTV failed to stand out and make its mark on local TV. To succeed, a
television network needs to take a lot of risks, set itself apart from the competition,
showcase big talents, and build a feeder league of programming to build new stars over
time. Product management could help AllTV identify the needs and wants of its target
audience, design and develop products that meet those needs, and market and
promote its products effectively to attract and retain customers.

III. Environmental Analysis

3a. SWOT Analysis

SWOT Analysis

STRENGTHS WEAKNESSES

● AllTV has a famous frequency and ● AllTV has poor production values
broadcast tower
● The network's programming is not
● The network has hired key people who particularly original
seemed to be the apple of the eyes of
the adoring masses who elected BBM ● Some of the performers AllTV has
back in May managed to acquire simply don't have
what it takes to carry a vehicle on their
own
 OPPORTUNITIES THREATS

● AllTV can create quality programming ● Competition between networks is more

and swiped their storylines wholesale cutthroat than ever
from sources other than regular
Philippine television ● People don't let their politics determine
their source of entertainment
● The network can invest in building a
feeder league of programming where ● AllTV's following didn't exactly just go to
they can build new stars over time AllTV, any more than the broadcast
tower, Bahay Ni Kuya, and all those other
● AllTV's new radio station has a killer facilities go to AllTV, for that matter
lineup that can be leveraged

In terms of product management, the SWOT analysis can provide insights into how
AllTV can improve its programming, build a stronger following, and stay competitive in
the cutthroat market. AllTV needs to address its weaknesses, leverage its strengths and
opportunities, and mitigate the threats to ensure that its programming resonates with its
audience and delivers the desired results.

3b. SWOT Matrix

SWOT MATRIX

S-O W-O

● AllTV can outperform rivals by ● Building a feeder league of

investing more in the entire programming to develop new stars
endeavor, leveraging their well- over time can help overcome the
known frequency lack of original programming and
make it easier to stand out from
the competition

S-T W-T

● AllTV can outperform rivals in a ● Competition between networks is

cutthroat competition due to their more cutthroat than ever, making it
 well-known frequency difficult for AllTV to stand out due
to a lack of original programming

3c. PESTEL ANALYSIS

POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL ENVIRONMENTAL LEGAL

AllTV founded TV struggles AllTV failed Tech Enhances Legal

with voter without production Production Compliance
support enough value Obligations
advertisers expectations

Politics didn't Revenue AllTV failed AllTV failed to Licensed

boost TV Depends on to innovate compete with AllTV still
ratings Ratings programming technology faced
uncertain
success
prospects

Political Financial
Influence Struggles
Ineffective Evident

POLITICAL
AllTV founded with voter support - AllTV was founded with the support of a supermajority of
31 million voters who elected BBM back in May.
Politics didn't boost TV ratings - People don’t let their politics determine their source
of entertainment, and this did not translate to higher ratings.
Political Influence Ineffective - AllTV's political connections did not lead to success in
the television industry.

ECONOMIC
TV struggles without enough advertisers - AllTV faced economic challenges due to a
lack of advertisers.
Revenue Depends on Ratings - Their poor ratings, which led to a smaller audience for
their advertisers to market.
Financial Struggles Evident - AllTV's decision to temporarily cease tapings for three of
its flagships shows indicates financial challenges.
SOCIAL
AllTV failed production value expectations - There is a baseline of expectations
when it comes to production values in today’s society, and AllTV did not meet these
expectations.
AllTV failed to innovate programming - people expect new and innovative
programming, which AllTV failed to deliver.
Entertainment over Politics - People in the Philippines prioritize entertainment over
politics.

TECHNOLOGICAL
Tech Enhances Production - Production values and quality programming are essential
to attract viewers and advertisers in the television industry
AllTV failed to compete with technology - There are many sources of competition for
AllTV, including other TV networks, streaming services, and social media platforms.
AllTV needed to keep up with these technologies to remain relevant, but they failed to
do so.

ENVIRONMENTAL

LEGAL
Legal Compliance Obligations - The station must also protect the intellectual property
rights of its programming and comply with labor laws governing the rights of its
employees
Licensed AllTV still faced uncertain success prospects - AllTV needed a license to
operate, which they obtained. However, this did not guarantee their success.

They need to focus on producing high-quality programming that meets the

expectations of their audience. This includes taking risks and creating new and
innovative programming that sets them apart from the competition. Additionally, AllTV
needs to invest in new technologies and marketing strategies to keep up with the
changing media landscape. By doing so, they can attract a larger audience and
increase their advertising revenue, which will help them to succeed in the long run.

3d. Porter’s Five Forces

 Bargaining Power of Customers
THREAT OF NEW ENTRANTS
High
LOW
Viewers and advertisers have high
Starting a new TV network requires bargaining power in the TV industry
significant investment and fierce
competition, making it difficult to enter
COMPETITION IN THE
INDUSTRY
HIGH
Competitive TV industry in
Philippines, with ABS-CBN
and GMA dominating

Threat of Substitutes
BARGAINING POWER OF SUPPLIERS
High
LOW
AllTV's poor programming and low
Suppliers have low bargaining power due to production values make it vulnerable to
abundance and lack of advertisers streaming services

3e. MARKETING MIX VARIABLES

In the case of AllTV, a temporary cease in tapings for three of its flagship shows was
caused by poor ratings and a lack of advertisers. The following is an overview of the
7Ps and how they relate to product management in the AllTV case:

Product: AllTV's programming was not particularly original, and the performers did not
have the talent to carry a show. To improve product management, AllTV should invest
in original and refreshing programming, as well as developing and nurturing new talent.

Price: The pricing strategy of AllTV was not mentioned in the case. However, it can be
assumed that AllTV's pricing strategy was not a factor in the temporary cease in tapings
for three of its flagship shows.

Place: AllTV had acquired a famous frequency, but this did not guarantee a following.
To improve place management, AllTV should invest in feeder programming to build new
stars and followings over time.

Promotion: AllTV did not invest enough in promotion, as evidenced by the lack of
awareness of their killer lineup on their new radio station. To improve promotion
management, AllTV should prioritize promotion efforts to build brand awareness and
attract new viewers.

People: AllTV should consider hiring key people with a track record of successful
programming to improve people management.

Process: AllTV's production values were poor, falling below the baseline of
expectations for production values. To improve process management, AllTV should
invest in higher production values to produce quality programming.

Physical Evidence: AllTV's physical evidence was not mentioned in the case.
However, it can be assumed that AllTV's physical evidence was not a factor in the
temporary cease in tapings for three of its flagship shows.

ALLTV GMA TV5

Key Factors Weight Rating Score Rating Score Rating Score

Signal/Strength 0.25 2 0.20 4 1 3 1

Network Availability

News and Public 0.20 2 0.5 3 0.80 3 0.70

Information

Advertising/ 0.20 1 0.30 4 0.50 4 0.60

Commercial

Target Market 0.10 2 0.10 4 0.50 3 0.30

Viewer

Entertainment 0.10 1 0.15 4 0.40 4 0.20

Variability of TV
Programs

Customer Loyalty 0.10 3 0.15 3 0.40 4 0.30

Product Launched 0.5 3 0.15 4 0.30 4 0.10

Total Quality

TOTAL 1.00 1.55 3.90 3.20

IV. Alternative Courses of Action using Ansoff Matrix

ACA1 - Market Penetration

AllTV can focus on increasing the market share of its existing programs in its current
market. They can achieve this by investing more in marketing and promotion to reach a
broader audience.

Pros: This strategy are that it is less risky than other options and can generate quick
returns.

Cons: It does not address the root cause of the problem, and there is a risk of
saturating the market with too much advertising, which could negatively impact AllTV's
reputation.

ACA2 - Product Development

AllTV can focus on developing new programs that appeal to its current market. They
can achieve this by conducting market research and developing new programming that
aligns with current trends and audience preferences.

Pros: This strategy are that it can attract new viewers, and if the programming is
successful, it can create a new revenue stream.

Cons: It is expensive and risky to develop new programming, and it may take some
time to see a return on investment.

ACA3 - Diversification

AllTV can focus on entering new markets or developing new products. They can
achieve this by acquiring new channels or expanding their online presence.

Pros: This strategy are that it can generate new revenue streams and reduce
dependence on a single market.

Cons: It is expensive and risky to enter new markets, and it may take some time to
establish a foothold.

V. Analysis and Implementation of Chosen Alternative

Product Development is the best option for AllTV's product management. AllTV needs
to develop new programs that are more in line with current trends and audience
preferences. This strategy is less risky than diversification, and it can generate quick
returns if the programming is successful. To execute this strategy successfully, AllTV
needs to conduct thorough market research and understand what its target audience
wants. They need to focus on developing high-quality programming that can compete
with other networks. Finally, they need to invest in marketing and promotion to ensure
that the new programming reaches a broader audience.