GA Company Marketing Strategy Of Set Top Box Services For Australia Market

Digital video transmit terminal referred to Set Top Box (STB) or set-top unit (STU), is a device connected with TV and external Digital Signal, the basic function of this unit is processing TV signal; However, with the development of the Internet and the Satellite communication technology, the application of STB branched out to the other field; Wireless Television, Satellite TV, cable TV, OTT and IPTV were all involved. According to " STB Market (2011-2015) Analysis and Forecast Report" released by Chinaiir.org, by October2013China STB Market retains the quantity to260million, and China has400million Analog TV users, STB are a growing industry and the market scale is quite considerable.On the other hand, the State Administration of Radio Film and Television in China is still a special and complex department. The relevant broadcasting departments have huge difference which is reflected in lots of areas, such as Policy Guidance, Copyright Supervision, Network Infrastructure and Profits Distribution. These differences created many problems which were shown in CA interface design, the browser standard, STB GB and etc. The entire industry is sliding into chaos. In such a complex background, how to balancing between Hardware Production and Software Design is quite a poser for a STB Manufacturer. The business target shall be focus on Market Positioning, Customer Service, Long-term Plan for the survival and development of enterprises.In this paper, by analyzing the present China STB market and defining GA company’s STB features, the development of the Australian market is a must-do goal. What to do, how to do, where to do are key goals of the research in this paper. By discussing about ideas, strategies, methods and steps of the Australian market development, current business plan and long-term plan have been came up, in order to achieve profitability.