SWOT Analysis Of Dish Network

To what extent can the implementation of non-financial motivators allow DISH Network to gain a competitive advantage in terms of higher market share within the US cable TV market?

Introduction

Dish Network is a satellite-TV provider company based in the Colorado. It is a very successful company being the second largest TV provider in the US. In January 2008, Dish Network was spun off from EchoStar, its former parent company, which was founded by Charlie Ergen as a satellite television equipment distributor in 1980. The company began using Dish Network as its consumer brand in March 1996, after the successful launch of its first satellite in December 1995. They currently have 34,000 employees and 14 million subscribers to their services. Their

Many online providers such as Netflix have become a serious threat, as they are available at the click of a button, TV however is still the main medium (89% of total time) of watching Television. This indicates that something must change about the management at DISH because while online providers are cheaper, they do not provide as much value as DISH Network, but without motivation and a stable workforce they cannot correctly use their strengths (Luxury news daily, 2013 Marketing Charts, 2013).

DISH Network SWOT Analysis

Strengths

• Innovation in products: DISH is in the technology industry, this industry runs on innovation and new ideas but if the workers are only staying at the company for a few years there is no sense of family and loyalty within the team, hence no drive towards innovation.

• DISH has market share leadership and strong brand equity: They rely heavily on their strong brand image but without customer satisfaction this will not be the case for long.

Weaknesses

• Poor customer service, of 2150, 60% would not recommend DISH to a friend and 73% do not approve of the CEO (Glassdoor, 2015) In highly competitive market it is expensive to gain customers if they have bad standards of customer service. However, if their employees are generally satisfied and happy to be at DISH, it will reflect a positive image that can be considered

The basis of this theory is the idea that that humans are born with certain needs, which can be categorized into levels depending on their degree of importance. The method of following this concept is to fulfill the basic needs in one’s life then move upwards to fulfill the more complex needs that are higher on the hierarchy. Mazlow’s Hierarchy Of Needs is mainly depicted as a five-tier pyramid, with the bottom level being the critical needs for survival such as food, water and sleep, after these are addressed, we move onto the next stage. Safety needs are fulfilled in the second stage and this may be job security or safe environment for one’s family. In the third level of the pyramid, our social needs become a priority only after our physiological and safety requirements have been met and maintained. The fourth tier focuses on esteem needs which can be the need for achievement, recognition or respect. After all the previous stages are complete, one is able to reach the highest point which is labeled as “self-actualization”, according to Maslow, fulfilling this need means reaching one’s highest potential and truly understanding one’s self (simplypsychology.org, 2015). Below is a depiction of Mazlow’s Hierarchy of Needs in a business context that is applicable to DISH network (managementisajourney.com,