Play 99.6 & Sunny FM Competition Strategy
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This document analyzes the competition between Play FM and Sunny FM radio stations in Jordan. It outlines a differentiation strategy based on competitors analysis, capabilities analysis, and offering analysis. The strategy seeks to achieve a strong competitive advantage through unique offerings that leverage core capabilities to broaden the listener base and increase loyalty. Competitors are other English-speaking stations that offer variety hits, shows, and online/mobile presences. Play FM and Sunny FM would develop mobile apps and use viral marketing while focusing on an engaging social media presence and listener-centric content.
Play 99.6 & Sunny FM Competition Strategy
- 1. Play FM & Sunny FM Competition Analysis ? Ayman Basheer, 2010
- 2. Play FM & Sunny FM Competition Analysis Overview: This competition strategy based on broad differentiation strategy build on three points. Simple competitors analysis, capabilities analysis, and the offering analysis are the three basis of this strategy model. The right offerings with the needed capabilities can beat the competition through exploring the opportunities that still have never been explored in the market. Strong and unique core capabilities can block the competitors from following us or imitate our core value. ? Ayman Basheer, 2010
- 3. Play FM & Sunny FM Competition Analysis Objectives: - Achieve a strong competitive advantage (differentiation). - Increase the market share. - Attain a high listeners loyalty level. - Broaden the listeners base. ? Ayman Basheer, 2010
- 4. Play FM & Sunny FM Competition Analysis Strategy Model: - Who are they? - Where are they? Competitors - What do they offer? Differentiation - What do we offer? - What do we have? - What we have to offer? Offering Capabilities - What we gonna need? ? Ayman Basheer, 2010
- 5. Play FM & Sunny FM Competition Analysis Competitors: Competitors - Who are they? Differentiation Other English-speaking radio stations. Offering Capabilities - Where are they? Broadcasting across Jordan. - What do they offer? ? English hits variety. ? Entertainment shows. ? 24/7 operation. ? Interactive online presence. ? Mobile radio app. ? Social media presence (Facebook, Twitter). ? Ayman Basheer, 2010
- 6. Play FM & Sunny FM Competition Analysis Capabilities: Competitors - Who do we have (Core Capabilities)? Differentiation ? Professional staff. ? Pioneering accumulated experience. Offering Capabilities ? Strong marketing & PR. - What we gonna need? ? Mobile apps development experts (Radio App). ? Use viral Guerilla marketing techniques. ? Ayman Basheer, 2010
- 7. Play FM & Sunny FM Competition Analysis Offering: Competitors - Who do we offer? Differentiation ? Newest (Play) & Best (Sunny) English Hits. ? 24/7 operation. Offering Capabilities ? Entertainment shows. ? Interactive Online presence. - What do we have to offer? ? Mobile radio app (Ubiquity + High QoS + special value-added offers). ? Full highly- engaging social networks presence (Facebook, Twitter, blogs, wikis). ? Concentrate on online polls and act based on the results (listeners-centric). ? Ayman Basheer, 2010
- 8. Play FM & Sunny FM Competition Analysis By: Ayman S. Basheer E-mail : aymanbasheerfx@gmail.com Cell : +962-78-5839 887 P.O.Box : 7570 Amman 11118 Jordan ? Ayman Basheer, 2010