Business Development Essay To Enhance Astro Malaysia's Performance.

Prepare A business development plan to enhance the business performance of Astro in Malaysia.

Business Opportunity or Concept

Background of Astro Company

All-Asian Satellite Television and Radio Operator or also known as Astro is one of the leading consumer media entertainment groups that are based in Malaysia (Astro.com 2017). This company offers digital television, digital media, radio stations, publications as well as local content. Addition to that, the company has paid up capital of RM 519 million and listed on the Malaysia Stock Exchange on 19^th of October 2012. All-Asian Satellite Television and Radio Operator principal shareholder is Astro Networks Sdn Bhd with 70.66% of share possession on the given date (30^th of April 2013). In the year 2012, Astro generated income of RM 4.3 billion through three revenue streams (Weinstein and Pohlman 2015). Their television operations contributes about 94% of the overall group revenue. The company has recorded standard dependable 10% year on year growth in total proceeds. All-Asian Satellite Television and Radio Operator comprises of 24 Malaysian subsidiaries that involves a subsidiary in Brunei that operates a transmit station as well as 3 subsidiaries that act as minority shareholders. Therefore, All-Asian Satellite Television and Radio Operator employs 4454 full time employees that are instrumental at the time of delivering great client knowledge as a indication of the entertainment industry that is over 85% of human resources that is aged between 21 to 40 years (Yusoff et al. 2016).

The main purpose of Astro is to make best use of its investor value by means of escalating the size of its trade through devoting as well as offering new occasion in the media production at an international level in order to maintain in its development in revenues with a view to generate untimely cash flow activities (Wagenhofer 2015). Addition to that, the company is presently in look for of innovative ways that can improve its involvement especially in the under-penetrated financial system (Wagner and Eggert 2016). This will help in gaining benefit from the predictable or forecasting liberalization in the media production business as well as has the fastest pace in the client augment section to survive in the developing countries where the demand for media production is increasing at an massive rate. Therefore, the company has its own operational as well as monetary aim that is diverse in term of varied business units where the association is running at faster pace. This will make sure that every business focus as well as work so that they can achieve major objectives as well as goal as a whole (Weil, Schipper and Francis 2013).

Purpose and Rationale

The main rationale of this project is to construct a trade development plan that can augment the business performance of All-Asian Satellite Television and Radio Operator (Vargo, Wieland and Akaka 2015). In order to suggest a business development plan, it is needed to firstly highlight the problem that are faced by All-Asian Satellite Television and Radio Operator in recent times and then suggest those ways where they can enhance their level of performance for achieving their future objectives and goals. From the research analysis, it has been noted that though All-Asian Satellite Television and Radio Operator is running in the international zone, there are still some of the defects or drawbacks which are still faced by their clientele with the view of imbursement in most of the locations. In the recent scenario, All-Asian Satellite Television and Radio Operator system of payment imbursement is manual and there is inadequate usage of Information Technology in the given stage. In that case, the present scheme of All-Asian Satellite Television and Radio Operator subscription payment gives some of the major problems that need to be given proper attention by the management. This problem relates to inaccessibility, long queue and timing related issues (Tyagi et al. 2015).

Research Questions 

1. What are the ways that need to be adopted by All-Asian Satellite Television and Radio Operator to enhance the level of performance in future?
2. What are the problems that are faced by All-Asian Satellite Television and Radio Operator in recent times?
3. How far Information Technology can help All-Asian Satellite Television and Radio Operator to mitigate the issues faced by the company?

• To highlight the ways that will help All-Asian Satellite Television and Radio Operator to enhance the level of performance in future (Tapsell 2014)
• To find out the actual issue or problem that are faced by All-Asian Satellite Television and Radio Operator in their current system
• To determine the fact on how far Information Technology can help All-Asian Satellite Television and Radio Operator to mitigate the issues that are already present in the company

The business performance of All-Asian Satellite Television and Radio Operator serves as a dependent factor which in its turn regards four other independent factors that are represented in the below framework

Figure: Research Framework of Astro

(Source: Tan and Ong 2013)

Management 

The organization structure of All-Asian Satellite Television and Radio Operator consists of Board of Directors who is the top ability as well as is accountable for preparation and resultant towards tactical course and taking care of affairs. The Board of Directors are accountable to take strategic decisions that will help the organization for attaining success and have appropriate control over risk as well as go on with the rules and system in the territory and the business. The structure of Board of Directors comprises of three directors who are non executive with one Executive Chairman and one Non-Executive Director (Stredwick 2013).

Management Group is the next level that comes after Board of Directors who is accountable for running their departmental behavior that relates to different brands as well as sections. The management level is the link between lowest level as well as Board. The members who are present in the management level are Managers as well as Senior Managers who apply the plans that are made by the top levels (Storey 2014).

Terms of Reference

Lower level management is the last level that comprises of normal human resources who are directly involved into the behavior as well as linked with the supervision groups.

The success of All-Asian Satellite Television and Radio Operator is impact as well as subjective to a larger extent by events and behavior of internal stakeholder (Sparrow, Brewster and Chung 2016). At All-Asian Satellite Television and Radio Operator, the company believes that the people are the driving factor behind each of the accomplishment as well as milestones. In addition, it is essential to bring improvement in the healthy working conditions so that the employees remain mentally and emotional invested in their work and contributes to attain the success rate for the company in the near future. Astro Kasih had been exclusively designed that will engage human resources in a Volunteer Program that has established to have physical benefits for the human resources, business as well as stakeholders and community as a whole (Stavrou et al. 2014).

Over the years, the company had worked hard to get placed on high value by listening to the customers and understanding the needs of current and future condition. In this way, the company will gain satisfaction levels from the current services offered and provide an opportunity for solicidating relevant feedback on probable programs or proposal. The company had intended and implemented an extensive commitment course for gathering of detailed as well as targeted facts that guides future organizational behavior and events at the same time (Sheth and Sisodia 2015).

At All-Asian Satellite Television and Radio Operator, the company aspires to be the employer of choice as well as plays important role for developing talent and embracing the diversity as one of the key strength in business operations. The company remains committed towards building on high performing as well as engaged workforce. The main focus relies upon nurturing as well as building on talent where there is empowerment of innovative activities and drive for best in class process and executing on tactical essential (Schipper, Francis and Weil 2017).

At All-Asian Satellite Television and Radio Operator, the company believes in providing human resources with a constant knowledge as well as high performing surroundings that is a part of talent retention agenda (Renwick, Redman and Maguire 2013). The company encourages employees for developing acquisition of diverse skill sets so that they are well equipped for adapting to an developing media background. Employees of All-Asian Satellite Television and Radio Operator had been given teaching and progress activities in the area of management, technological as well as soft skills. The company has comprehensive as well as attractive benefits programs (myChoice@Astro) for the employees working at All-Asian Satellite Television and Radio Operator. This offer will help the employees to gain high flexibility to elect or receive certain kind of reimbursement in exchange for giving listed benefits such as vacations, exercise equipment as well as wellness packages and computing devices at the same time (Ramanathan 2014).

Going beyond to keep customers Delighted at All-Asian Satellite Television and Radio Operator:-

Every client supposes a great knowledge as well as outstanding service and world-class content. In that way, All-Asian Satellite Television and Radio Operator is committed and gives efforts for continuous improvement as well as innovation that connect with the clientele through an innumerable client touch points that help in driving development for gaining excellent client service. Therefore, it can be done by comprehending as well as understanding customer feedback, profile and customer behavior that applies to what has been learned within an organization that drives for continuous improvements at the same time (Purce 2014).

Business Review

Customer Touch points:-

The subscriber management system of All-Asian Satellite Television and Radio Operator offers direct interaction with all the customers who are using Astro services throughout the Malaysian footprint starting from enquiries to billing of imbursement, account establishment as well as selection of excellent services. In that way, All-Asian Satellite Television and Radio Operator is unreservedly open for hearing on how the company can improve in their services and compete with its closest competitors (Pratt 2013). Apart from feedback taken from the subscriber management system, provision has been given to customers where they can convey the feedback through third party association like:

• The National Consumer Complaints Centre
• The Malaysian Commission for Multimedia and Communications
• The Federation of Malaysian Consumers Organizations
• The Ministry of Information, Communications and Culture
• The Ministry of Domestic Trade and Consumer Affairs

Providing Value:-

All-Asian Satellite Television and Radio Operator had been involved mainly for offering value to their clientele by reinvesting in the transmit as well as client service communications and increased content spend in the local content and localization of the foreign content in the challenging economic environment (Peters et al. 2013).

Engaging the audience of All-Asian Satellite Television and Radio Operator beyond the screen:-

All-Asian Satellite Television and Radio Operator is committed towards offering the best presentation knowledge where the company continues to break the barrier as well as exploring engaging the viewers beyond the screen. Addition to that, the company aims at providing superior digital expertise where the audience can now have the opportunity to interact with the on-ground promos as well as mobile and web access (Omar, Diah and Yassin 2016).

It is an interesting service known as Red Button service that act as an interactive constituent that allows spectators for pressing the Red Button on the remote control that triggers an on-screen pop-up. In that case, it overlays with the facts where it allows viewers for accessing the information, videos as well as pictures in a fully navigated space where it can be navigated with the help of remote power. Therefore, interactive content takes into account The World Cup Mosaic, Oasis Info Solat on Astro Oasis as well as other festive promotions in the most appropriate way (Nordhielm and Depena-Baron 2013).

Code of Business Ethics of All-Asian Satellite Television and Radio Operator highlights the practice as well as principles for the vendors, contractor and suppliers who need to undertake in dealing with the company that covers with the matter that related to business ethics, conflict of interest as well as record keeping and questionable payments. The company deals with the business interests or maintaining relationships outside the company so that they maintain confidential information as well as gifts and entertainment (Ngo and O'Cass 2013).

Human Resource

	Business Continuity Plan	Environmental Preferable Procurement
Aim	The main aim of the business continuity plan is to evaluate the status of alternative initiatives sites or plans that is applied to vendors in the given business process (Nazmi and Rahim 2016) The main aim of the business continuity plan is to promote awareness as well as responsible approaches in manufacturing, managing as well as delivering and disposal of goods and services (Mohd-Sulaiman . and Rachagan 2017).	The main aim of the environmental preferable procurement is to evaluate the status of environmental initiatives that is applicable by the vendors in the business process. (Möller and Parvinen 2015) The main aim of the environment preferable procurement is to promote environmental responsible approaches in manufacturing, managing as well as disposal of goods and services at the same time (Messersmith and Wales 2013).
Basic Consideration	The basic consideration for implementing business continuity plan is examining as well as rate the vendor organization in the overall business process and affect that is in accordance to the BCP requirements (Meffert 2013).	The basic consideration for implementing environmental preferable procurement is examining as well as rate the vendor organization that depends or affect the environmental activities.
Monitoring or Evaluation or Implementation	It requires monitoring the business continuity plan where relevant activities takes place for looking at the status of business continuity plan that takes into account an assessment as per relevant evaluation criteria and visiting to the supplier (McDermott et al. 2013).	It requires evaluating or implementing environmental preferable procurement that is based upon good quality, delivery services as well as competitive cost and status of environmental management system of the vendor that takes into account assessment as per the relevant evaluation criteria and visiting to the supplier (McCormack and Johnson 2016).
Benefits provide to	PR (Purchase Requisition) LVPO (Low Value Purchase Order)
	It needs proper guidance towards universal nature of the work that has been performed by the consumer and the Business continuity plan strategy in the most appropriate way (May 2013).

All-Asian Satellite Television and Radio Operator acknowledges the attendance of opposition in the TV as well as content media marketplace in Malaysia that includes players that offers bundled mobile, TV and data services. In other words, there may be viable pressures on TV as well as Radio Adex share. Therefore, All-Asian Satellite Television and Radio Operator is cognizant of the competitive landscape as well as establishes proper strategies and measuring ways for competing in the environment (Marshall 2014).

All-Asian Satellite Television and Radio Operator has been a foundation of paid television in Malaysia as well as faces challenges in recent times in the form of Hypp TV as well as ABN TV as both are offering their services as significantly cheaper rates. Both actually lack premium content as compared to that of services of All-Asian Satellite Television and Radio Operator. Some of the topmost channels are HBO, ESPN and MAX that are still with All-Asian Satellite Television and Radio Operator and their services are not cheap in any ways (Marler and Fisher 2013).

All-Asian Satellite Television and Radio Operator has been the main pay television provider in Malaysia. In addition, it is very rare to see houses without Astro in recent times. There is a new player in a cable television market known as ABN (Asian Broadcast Network). The competitor had already launched the services in the year 2012 where they will offer the package and compete with Astro who occupies the topmost position in this sector. New arrival of competitor will lead to the company to reduce their package price (Marchington 2015).

Asian Broadcast Network or ABNXcess is a major competitor of All-Asian Satellite Television and Radio Operator who is set to provide 50 to 60 channels upon launching as well as offering the services at cheaper prices in the initial stages of operation. It was mentioned in Business Times, Asian Broadcast Network selected Fibrecom as well as Tenaga Nasional as their fibre optic partner as well as Fibrecom with 51% shares own by Telecom Malaysia. In addition to that, Asian Broadcast Network is using fibre optics as their cable and offering more than 2000 channels that can be accessible by the customers (Mahmood, Zubair and Salam 2015).

Hypp TV is another major competitor of All-Asian Satellite Television and Radio Operator as both deals in the same sector and same service. Hypp TV is one of the IPTV services that is operated by Telekom Malaysia. This company was launched as a part of the triple play services that was offered by telephone internet and IPTV that is known as UniFi.

Market Visibility

It is believed that with the advent of high speed broadband services in Malaysia that is still considered to be expensive after looking at the income of Malaysians where the services such as Netflix as well as Hulu are definitely an option to select (Macve 2015). In that case, these streaming services had to grow at an increasing rate. In that case, for local cable TV providers, it needs to reconsider as well as reconfigure with the current packages that will suit the upcoming trend of operations. It is all about the pricing video on demand that is offered by the company at expensive process with limited time frame. This fails to help the company to further accelerate the growth of streaming services. Therefore, it is still recommended to consider DNS service for signing purpose that include Unblocking US as well as unlocating the services as and when required (Lovell 2014).

If any individual has access to High Speed Broadband (HSBB) in their home, then they will always consider Netflix, Hulu or Amazon for watching the videos and other channels (Latino, Latino. and Latino 2016). Among all the alternatives available for any individual, Netflix will be best for watching movie. Hulu can only be selected for watching TV series. Hence, Netflix can be considered as viable competitor for All-Asian Satellite Television and Radio Operator because they provide a range of TV series as well as movies that are enjoyed by their customers. The main advantage of using Netflix is that individuals can easily switch regions to US as well as enjoy the TV series and movies that are not found on local Malaysian Netflix (Latif, Mahmud and Salman 2013).

Research Methods 

There are main three types of research philosophies that researcher need to take into consideration at the time of conducting the particular major project. This includes Positivism, Post-Positivism as well as Interpretivism and understanding the different types help the researcher to go in positive direction in this given research activities (Kramar 2014).

Positivism is also known as Logical Positivism that is a theory where experimental proof is obtained through faculties that is used for firm establishment to gain related facts and information. This theory demands that the valid knowledge should be accepted is all onlookers finds out the basis for similar portrayal of activities. Addition to that, the depiction made for the major project has to be uniform where the researchers or observers that looks into the prerequisite where it estimate the imperial state of information relating to the major project (Kotler et al. 2015).

Interpretivism is also known as moment principle or worldview or philosophical camp or social constructivism. In this philosophy, rationality has been developed and deals with emotional sides of human beings. In this reality is transferred and recognizes the mind dialogs with different searchers (Khoo and Loh 2014).

At the time of conducting the major project, researcher had selected Positivism Philosophy as they have performed quantitative analysis. In this particular philosophy, the method needed is survey from both customer and employee. In this given major project, survey had been conducted by the researcher on Astro- the Malaysia Pay-TV network for collecting proper data. Conducting survey by the researcher will help in getting proper access to the data (Kee et al. 2015).

A sample unit is considered as one of those units through which aggregate is further divided (Kalinic, Sarasvathy and Forza 2014). For this, each unit is considered as individual as well as indivisible when the selection is finally done. In this particular major project, researcher had targeted customers and employees. Researcher had targeted customers who are already using Astro services. The reason behind targeting these customers is that proper information can be gained from these customers as they are already using Astro services. Any complaints or grievances of these customers can be understood from asking questions to them and elaborate on its competitors as well. On the contrary, employees who are working at Astro had been targeted by the researcher as they will give proper information on matters relating to management and human resources aspects in the most appropriate way (Joshi et al. 2014).

In this given major project, the researcher had used survey method for the customers who subscribed under them by taking it as a sample unit. Addition to that, the researcher had targeted customers as they can provide relevant information on matters relating to system and service of Astro.

There are two different types of sampling method namely Probability Sampling and non-probability sampling (Jackson, Schuler and Jiang 2014).

Probability Sampling

Probability sampling is one of the types of sampling method that determines the sample units based on sample is done and then probability is checked for each selected sample (Ivers et al. 2014).

Non-Probability Sampling

Non-Probability Sampling is one of the types of sampling method that takes into account volunteer samples as well as haphazard samples. Addition to that, this type of sampling is usually not taken into consideration by the researcher as it is based on human as well as choice and statistical theory that are not involved in the major project (Iacobucci 2014).

In this particular major project, researcher had selected probability sampling method. Researcher had selected customers who already have subscription to Astro services and are using it for longer period of time based on simple random probability. The researcher had conducted survey technique method from customers and employee of the company (Hutchinson et al. 2015).

Here, sample size is one of the processes for selecting the number of observations that are included in the statistical data and the sizes are based on the given population size. The total population is either directly or indirectly relates with the subject matter of research outcomes based on the coverage of data collection method. Out of 100 target respondents, 68 responses has been received from the employee who confirm the fact that they have understand the information and are ready to answer the survey questions. In case of customer satisfaction survey, out of 100 respondents select on random basis who are customers of Astro, 73 responses has been received who are willing to answer the survey questions (Hoskin, Fizzell and Cherry 2014).

The researcher had conducted survey method that had been done online through Google forms. In recent times, it is noted that online surveys is the best possible way for the common people who can participate as well as receive feedback from them. These types of survey can be used in any numbers that include the topic where the readers need to know about the feedback of the product, conducting market research as well as feedback of the customer service and employee satisfaction at the same time (Hollensen 2015).

As far as online review process is concerned, the researcher had to select between the free or paid course. Researcher had used online medium for distributing the survey to the target customers to reach the maximum number of people at faster pace (Henderson et al. 2015)

Data Collection is one of the major attributes that accumulates the data and conducts analysis after that to prove the point mentioned in the research questions and objectives. Information accumulation strategies are used for effective assessment that fluctuates along with the research activities. There are two method of data collection such as quantitative data collection and qualitative data collection (Hassan and Subari 2015).

In this particular major project, researcher had selected quantitative data collection method that aligns with the research topic on enhancing the level of performance at Astro. Survey had been conducted from both employees and customers so that proper data can be generated through this medium. Employee satisfaction survey and customer satisfaction survey had been conducted by the researcher where questions are asked on different parameters. For employee satisfaction survey, the questions mentioned are based on management and human resources. On the contrary, for customer satisfaction survey, the questions are based on market visibility and local competitiveness (Goworek and McGoldrick 2015).

Ethical Guidelines	Clarification
Validity and Reliability	In order to conduct valid and reliable research outcome, it is necessary for the researcher to include quantitative that should not manipulate derived desired research outcome (Fry et al. 2014).
Informed Consent and Rights of Refusal	It is the responsibility of the researcher to duly inform the research participants on matters relating to research purpose. It depends upon the discretion of the participant to withdraw their participation at any point of time without even prior notice (Freeman et al. 2014)
Confidentiality and Anonymity	Researcher cannot share personal credentials of the participants to third-party or for commercial usage under any given situation. Appropriate Data Protection Act will be applicable for protecting the research data (Fraser, Simkins and Narvaez 2014). Moreover, to maintain confidentially of the customers and employees, email has been sent randomly to 100 respondents who are using the services of Astro.
Safety of Participants	Researcher should be constructing the research questions in a way where by any chance the sentiments of the respondents are not harmed (Foxall 2014).

Employee Satisfaction Survey of Astro Malaysia 

1. When your supervisor asks you to do an extra task, will you do it?

At the time of conducting the survey from the employees, the first question asked to them is whether they help their supervisor for any types of extra work. On analysis, it is found that out of 100 respondents, 56.7% of employees were of the opinion that they will help supervisor with an extra task at work. In addition, 9% of employees were of the opinion that they will not help their immediate supervisor with an extra task at work. Among all the other respondents, 34.3% of employees were confused and answered as may be when asked to them on whether they will help their supervisor with an extra task at work. When asking questions to the employees who are working at Astro, the answer is surprising as half of the total population is ready and shows interest in helping out the supervisor with an extra task that are assigned to them.

2. When someone completes task effectively, how often your supervisor praised/ appreciated the success?

When asked question to the management of Astro Company to understand whether the employees working hard gets praised or not by their supervisor. To this question, 50% of employees were of the opinion that they get praised and appreciated by their supervisor if they work hard and completes the task in an effective way. In addition, 35.3% of employees were of the opinion that they often get praised for an extra work by their supervisor and 10.3% of employees said that they always get praised for their hard work by the supervisor. Here, never and always are two extreme cases that are ignored as there is negligible percentage. Employees do not strongly feel that they are always getting praised or never getting praised for any of the extra work by the supervisor. It is a positive point as most of the employees are of the opinion that they sometime get the rewards and recognition for the hard work that are put in by the employees for a stipulated time frame.

3. How often is it to get help from your supervisor when you need it?

When asked to the management of Astro Company to understand whether the employees are getting help from the supervisor as and when required. The answer to the question was sometimes as most of the cases where employees are getting support from their supervisors. In addition, 23.5% of employees were of the opinion that they often get support or help from their supervisors as and when required. It is an interesting fact that employees working at Astro are sometimes getting help from the supervisors as and when required.

4. Overall, do you think your supervisor treats you fairly?

During the survey, the question that was asked to the employees was based on their management. The question was to comment on whether their supervisors treat them fairly or not. To this, around 58.8% of employees strongly agree that they get fair treatment by their employees and are happy to work with them at Astro. On the contrary, there is negligible percentage of employees who said no when researcher had asked the question on treatment of employees on fair basis. To this, 33.8% of employees selected the option may be because they were confused on whether they gets fair treatment by the supervisors. On analysis, it is noted that there is more fraction of employees who are of the opinion that they are treated fairly by their supervisor at work.

5. What do you feel when you come to work every day? (1=Very happy, 5= Not at all happy)

During the survey, the questions were asked to the employees at Astro on matters relating to human resources. The first question was asked to the employees on how they feel when they come to work on daily basis. This answer has been presented under level of satisfaction scale for this particular question. To this, 10.3% of employees were of the opinion that they feel really very happy when they come to work, 41.2% feel happy when they come to work, 33.8% feel neutral when they come to work and 14.7% of employees do not feel happy when they come to work. Here, scale of 5 has neglected in this question that represents not at all happy because none of the employees has selected this option that they are not at all happy when they come to work.

6. Do you satisfy with your overall, remuneration?

Graph: Responses to satisfaction level of employees on matters relating to overall remuneration

(Source: Google Forms)

During the survey, the questions were asked to the employees at Astro on matters relating to human resources. The second question that was asked to the employees was whether they are satisfied with their overall remuneration that they get for their work. To this, 64.2% of employees had stated that they are satisfied with the overall remuneration. In addition, 16 % of employees stated that they are not satisfied with the overall remuneration that is paid to them for their work. Adding to that, 19.4% of employees did not answer the question properly and selected may be option as they are either confused or shows no interest in answering the question on their level of satisfaction on the overall remuneration.

7. Do you feel that you are completely engaged with your teammates?

During the survey, the questions were asked to the employees at Astro on matters relating to human resources. Questions were asked to the employees on how far they feel that they are completely engaging with their teammates while working together. On answering this, 61.8% of employees were of the opinion that they completely engages with their teammates at work. While 35.5% of employees selected the option may be just because they do not want to reveal on how they feel or any of other reason. It is of negligible percentage of employees who answered in no and so it is ignored in this case. It is thereby noted that employees works together and believes in teamwork at the same time.

8. Do you and your workmates feel overworked?

During the survey, the questions were asked to the employees at Astro on matters relating to human resources. Questions were asked to the employees on how far they feel that they actually overburden themselves while working for Astro. To this, 26.5% of employees were of the opinion that they are overworking at Astro. But, 38.2% of employees were not sure on what to answer and selected the option may be. In addition, 35.3% of employees stated that they are not overworking at Astro.

1. What is your gender?

Graph: Responses to the classification of gender

(Source: Google Forms)

On conducting customer satisfaction survey from asking questions from the customers, it is important to know the segregation of the percentage gender into male and female. To this, 50.7% of customers are male and 49.3% of customers are female who are ready to answer the questions relating to Astro services.

2. Which area do you live?

Graph: Responses to area of living

(Source: Google Forms)

Customers are asked questions relating to their area where they live and these can be rural and urban. To this, 68.5% of customers are from urban area who avail Astro services but 31.5% of customers are from rural area that avail Astro services.

3. What comes to your mind when you think of Pay-TV?

Under the factor market visibility, it is noted that 72.6% of customers are thinking of Astro Pay TV connection, 23% of customers think of Hypp TV for Pay TV connection. The other options that are available for the customers are ABNXcess and others. These options are not selected by the customers as it showed negligible percentage and ignored for this case. Therefore, most of the customers think of Astro services that firstly come across their mind.

4. How familiar are you with Astro Packages and Channels? (1= Not at all familiar, 5= Extremely familiar)

Under the factor market visibility, it is noted that customers are asked on how far they are aware of the Astro packages and channels and presented in customer satisfaction level scale where 1 has been used to symbolize Not at all familiar and 5 as extremely familiar. To that, 13.7% of the customers feel that they are not at all familiar with the Astro packages and channels, 21.9% feel that they are not fully aware of the Astro packages and channels. Lastly, 8.2% of customers are of the opinion that they are fully aware of the Astro packages and channels.

5. To what extent do you think Astro packages been successful meet your need? (1= Poor, 5= Excellent)

Under the factor market visibility, it is noted that customers are asked on to what extent the Astro packages can meet their need and expectations. This has been presented in customer satisfaction level scale where 1 has been used to symbolize as poor and 5 as excellent. To that, 11% of customers were of the opinion that the Astro packages had poorly met their needs and 1.4% if customers feel that Astro packages had successfully met their needs and expectations as and when required.

6. Overall, how do you rate the quality of Astro’s service? (1= poor, 5= Excellent)

Under the factor market feasibility, customers were asked questions relating to overall quality of services that are provided by Astro. This has been presented on customer satisfaction level scale where 1 has been used to symbolize as poor and 5 as excellent.  To this, 13.7% of customers were of the opinion that Astro services quality are poor and 1.4% of customers were of the opinion that Astro service quality is excellent than others.

7. Who do you get your TV service from?

Questions are assessed and based on local competitiveness where customers were asked on where they get their TV service form. To answer that, 53.4% of customers taken the name of Astro for getting their TV services. Next was Hypp TV as 20.5% of customers had taken that name. Addition to that, 12.3% of customers stated that they taken their TV services from Free TV channel and 11% of customers stated that they have taken their TV services from Android Box.

8. What is the main reason you are subscribing from a service provider?

Questions are assessed and based on local competitiveness where customers were asked for the reason on why they have subscribed Astro services and selected them as their service provider. To answer this, 49.3% of customers were of the opinion that they had selected Astro as their provider because of the channels, 39.7% of customers were of the opinion that they had selected Astro as their provider because of price and 11% of customers were of the opinion that they had selected Astro as their provider because of customer service.

9. Are you willing to pay premium price for premium TV channel?

Questions are assessed and based on local competitiveness where customers were asked on whether they are willing to pay premium price for premium TV channel. To answer this, 53.4% of customers were of the opinion that they are not interested to pay premium price for premium TV channel. To that, 23.3% of customers said that they are interested to pay for premium price for premium TV channel. Then, 23.3% of customers were confused on whether to select the premium services or not.

10. Normally, what is the device that you use to watch TV channel?

Customers are asked questions on the medium that they use for watching TV channel. Here, 79.5% of customers said that they are using TV for watching TV channels, 17.8% of customers uses smartphone or tablet or smartphone for watching the channels as per their wish. There are negligible percentages of people who are using laptop for watching TV channels.

11. In your opinion, which service provider offers better service, better channels and better deals?

Customers are asked to provide with an opinion on which is the best service provider that offer better services, better deals and better channels. To answer this question, 39.4% of customers were of the opinion that Astro provides better quality, channels and deals. Next is Android Box where 26.8% of customers were of the opinion that they provide better quality, channel and deals. To that, 25.4% of customers were of the opinion that Hypp TV provides better quality, channels and deals.

In this particular major project, quantitative analysis has been conducted by the researcher by distributing survey questionnaire though emails to the employees and customers. To the employees, the questions asked are related to management and human resources factors. To the customers, the questions asked are related to market visibility and local competitiveness. On analysis, it has been noted that employees who are working at Astro are getting assistance from their immediate supervisor at any point of time. Further, the employees are even ready to perform an extra task that is assigned by the supervisor. Most of the employees feel that they are happy with the overall remuneration that is paid to them when they are working at Astro. This means employees are happy with their pay and need more encouragement by the management so that they work more for the company. There are situation where the workmate had to overwork at Astro that has been quoted by most of the employees. Overworking cannot be a solution to any problem. In other words, if employees are paid for their overwork, then it is fine but otherwise it is the case of exploitation of workers. Hence, it is necessary that Astro should be giving proper attention to the working conditions and pay scale so that employees enjoy working for the company and that will help in generating revenue in the upcoming financial year.

On the other hand, customers are asked questions several parameters that are market visibility and local competitiveness. Customers mostly use Astro Pay TV services than any of the other competitors. In addition, the main reason behind using Astro services is number of channels that are more than any other competitors. This reveals the fact that Astro is the only company that renders better service, better deals and better channels as quoted by most of the customers at the time of survey.

Business Model Canvas 

Key Partners Time dotCom Bhd   Maxis Bhd	Key Activities Sole supplier of Direct to Home Satellite multi-channel television services in Malaysia Largest television program production facility Leader in commercial radio, television, new media distribution and Celestial Movies cannel Interactive and multi-media services that includes stipulation of content for mobile telephony	Value Proposition 188 TV channels broadcast via DTH Satellite TV, OTT platforms and IPTV of which 60 are Astro-branded and 72 are in HD	Customer Relationships Personal assistance Co-creation Automated services Dedicated personal assistance Price Quality Channels	Customer Segments Economy Market
	Key Resources Financial resources Human Capital Physical resources Intellectual resources		Channels Non-subscription fermium service known as NJOI that offers 28 channels of which two are in HD and 19 radio stations. YouTube channel through Astro Gempak and variety of digital publications, platforms and applications. Platform-agnostic approach that is reflected in home shopping business such as Go Shop that is available on two dedicated TV channels and through E-commerce and mobile.
Cost Structure Fixed costs Variable costs Economies of scope Economies of scale			Revenue Streams Dynamic pricing

Key Partners- Astro and Maxis have agreed to engage in strategic partnership for bringing integrated communications as well as entertainment packages to Malaysian consumers. In addition, Astro and Maxis will be developing and co-producing market customer packages that unite Astro B.yond IPTV and Astro One the Go Services.  

Key Activities- Astro is the brand name for the Malaysian direct broadcast satellite where the name signifies All-Asian satellite and Radio Operator”.  This reveals the fact that the company has the capabilities for transmitting digital satellite TV as well as radio to every household in Malaysia that even include Brunei. This company even operates at All Asia Broadcast Centre that are located in Kuala, Malaysia as well as Measat.

Value Proposition- Astro is popular among customers as they offer more number of channels to their subscribers with the price. The company has been selected for the study as Astro Malaysia is one of the successful as well as highest integrated buyer media activity group in Malaysia and also in Southeast Asia. In this way, it is important to conducting auditing of the market communication tools where it has been used by the company that need to access the effectiveness of the marketing communication in the most appropriate way. The image logo of Astro explains the brand where it is significant and helps the reader for identifying the brand in easier way. In that case, the company incorporates in Malaysia that is highly ranked positions over other key languages and accessible for both terrestrial as well as digital channels. The company had even received awards as the Best Community Programme Award for the year 2014. The company had been awarded by many awards exemplifies their innovation, strong corporate social responsibilities as well as value creation in an effective way.

Customer Relationships- In order to enhance in the level of performance, it is an important factor to maintain cordial relationships with the customers by understanding their needs and expectations and offering with the same. Conducting a market research will help in gaining proper insights of information on the needs as well as expectations of market.

Customer Segments- The targeted customers in this major project are middle and top level consumers who are price sensitive and believe in quality and quantity both that suffice the price. When asked to the customers on whether they will opt for premium services, most of the customers answered in no and this reveals the fact that customers are happy with the current price that has been offered.

Key resources- Astro is an existing company so it is necessary for the marketing manager to best utilize with their resources, be it human capital, intellectual as well as physical resources and financial resources. Financial resources should be maintained by the company where there is initial cost of development of services that are enhanced so that level of performance can be augmented for future years. Secondly, the company should be increasing their sales volume and operating cost so that they can properly involve in development activities. It can be done by reduction in sale of other items

Channels – The Company should be opting for direct channels for offering the services to the final customers. They should be working in their advertising as well as promotional activities as there is lack of awareness on matters relating to the brand identity and value. This will harm the overall goodwill of the company.

Cost Structure- The Company will be using their fixed cost as well as variable cost for managing their available cost that prevails in the given company. To that, it is important for the company to increase in their sales volume, operating cost, reduction in other sales items. Initial cost for development is mentioned in the financial part of this major project where proper presentation has been by using tables.

Revenue Streams- In this, the company will be adopting dynamic pricing policy. The pricing policy is kept for the services at a level that is determined by a particular perceived ability of customers. Dynamic pricing is one of the pricing models where the company can set flexible prices for their services that majorly depend upon current market demands in the current competitive business environment.

Vision and Mission 

The Vision Statement of Astro is to generate a group that will exceed customer expectations in quality, problem solving, on time delivery as well as cost control.

The Mission Statement of Astro is to encourage within and help human resources to accomplish their full possible through unremitting learning as well as presentation recognition and training. This company will be sharing the success with the employees through offering them bonus and incentives in the overall scheme to empower the employees.

• To develop a plan that will help in enhancing the level of performance at Astro
• To render services that will benefit customers in terms of quality, channels and price
• To understand the needs and expectations of employees who are working at Astro
• To adopt new technology architecture where payments can be tracked by the company through use of intelligent client interface
• To minimize the current issues that is faced by the company such as lack of promotion, advertising, inaccessibility and timing.
• To recommend proper plan that will help Astro to achieve their future set goals and objectives within a stipulated time frame.

All-Asian Satellite Television and Radio Operator
Segmentation	Digital Satellite radio Television service Digital Media Publications
Targeting	Top and Middle section of the pyramid
Positioning	One-stop shop for all the individuals who love to get entertained by watching television.

 Marketing Mix 

All-Asian Satellite Television and Radio Operator
Product	Digital Satellite radio, Television service, Digital Media and Publications
Price	Premium pricing
Promotion	Social networking sites such as Facebook, Twitter, Instagram Print ads and newspaper ads
Place	Worldwide

Figure: Ansoff Matrix

(Source: Fernando and Wah 2016)

Market Penetration- Market Penetration is the situation when a business firm deals with its existing products in existing markets. In this case, the business firm aims at achieving growth with the existing products in their current market segments that leads to increased market share (Elnaga and Imran 2013).

Market Development- Market development is the situation when a business firm deals with their existing products in new markets. In this case, the business firm aims at seeking growth by targeting its existing products to a complete new market segments (Ekpo et al. 2015).

Product Development- Product Development is the situation when a business firm deals with their new products in existing markets. In this case, the business firm aims at developing new products through targeting to its existing market segments (Edwards 2013).

Diversification- Diversification is the situation when a business firm deals with new products in new markets. In this case, the business form aims at growing into new business through developing new products for new markets (Deegan 2013).

In this case, major project has been implemented to develop a plan for Astro so that the business can enhance their level of performance (Crossley, Cooper and Wernsing 2013). Hence, market penetration is appropriate for Astro as the development plan aims to enhance in the level of performance that will benefit both existing customers and existing employees of Astro. This strategy is selected for this current business plan as it is least risky than other market growth strategy. Existing products and market has been selected as Astro already has huge customer base and employee who are working for them. Efforts need to be made only to increase the level of performance with the available resources that are already present with Astro (Crane and Matten 2016).

All-Asian Satellite Television and Radio Operator will be finding new ways so that they can fully utilize the available workforce to the fullest and meet their needs and prospect at the same time. The first objective of All-Asian Satellite Television and Radio Operator should be fostering an enjoyable workplace for the employees who are working for the company. In order to create an enjoyable workplace, All-Asian Satellite Television and Radio Operator need to provide a business environment that will help employees to contribute to their fullest potential and become real asset to the company (Budhwar and Debrah 2013).

HR activities

Staffing- It is important to introduce All-Asian Satellite Television and Radio Operator restricting plan because of high cost structure. In addition, All-Asian Satellite Television and Radio Operator was always generous towards employee compensations as well as retirement plans and pension benefits. Due to some financial crisis, All-Asian Satellite Television and Radio Operator had to cut off the staff to avoid further payments. After that, the company again started to upsize in their number of employees through developing of new models as well as moving towards implementing new production technique (Brewster, Mayrhofer and Morley 2016).

It is therefore important to consider staffing as a major agenda by All-Asian Satellite Television and Radio Operator. It is because staffing takes into account job postings, recruiting, hiring stages as well as job analysis and screening. According to research, it is noted that All-Asian Satellite Television and Radio Operator really had experienced a necessity to have qualified workforce who can fix the problems relating to television program and other services offered by the company. In recent times, mass media industry is lacking really good ones who know their job. Hence, sourcing stage of staffing process is becoming an issue for All-Asian Satellite Television and Radio Operator as an employer (Brewster et al. 2016).

All-Asian Satellite Television and Radio Operator should not outsource the recruitment to the agencies as it fails to produce cost efficient advantages in any case. Rather, they should make an external hiring on their own (Blackburn, Hart and Wainwright 2013).

Training and Development- It is significant for the company to offer teaching and development sessions to the employees on how to approach the customers. The employees should be given specified hiring on its own where right person should be recruited at right place so that they know their key responsibilities and become true asset for the company. Addition to that, All-Asian Satellite Television and Radio Operator should be accelerating as well as encouraging churning process by rotating employees interdepartmentally so that boredom is avoided and there is high productivity altogether (Björkman et al. 2013).

Employee Retention- All-Asian Satellite Television and Radio Operator should find ways to enhance their employee retention level by boosting the morale of them, building flexible working environment, promoting the individual well-being as well as overall job satisfaction and meeting the self development needs.

Reward and Compensation Systems- As far as motivational and reward process is concerned, employees should be given extra incentives both in terms of monetary and non-monetary that will help in boosting the level of confidence among employees (Bevis 2013).

Strategy Planning, Processes and Protocols

The main purpose of this major project was to implement a business development plan for enhancing the level of business performance at Astro in Malaysia. In order to do that, it is required for the company to have a proper implementation plan where each of the attributes is explained in detail. Earlier, Astro faced problem as they were making use of limited Information Technology. It is thereby recommended to Astro current system to improve in the subscription payment and minimize the earlier problems as well. The problem that was faced by Astro was related to inaccessibility, long queue and timing issues.

The implementation management for Astro will be to analyze the previous issues that prevail in the company and suggesting solutions to mitigate it. Astro should make use of Information Technology as it is a branch of technology that help in dealing with dissemination and processing of storing of information. The company should implement and get access to Electronic Voucher Recharge Systems for the customers. This particular way will help the customers to get better access to the network in the near future.

The implementation monitoring is required by the marketing manager of Astro where they will continuously look at the loopholes from past operational and strategic activities. To that, the company should understand the need of adopting innovative information technology techniques that will help them to enhance in the business performance in an overall manner.

At the time of evaluating in the performance, the marketing management should be looking into the three core elements that take into account strategic plans and risk management systems that are used for executing the systems. It is recommended to Astro in maintaining centralized governance so that they can have flexible corporate structure and further help in maintaining balance between the value creation objectives and performance goals.

It is significant to consider the fact that Information Technology is the branch of knowledge that deals with the broadcasting as well as dispensation and storage of information by means of computers. In the given case, Astro is an organization that is utterly dependent upon IT as well as makes mass use of it. It is noted that use of IT is present in all the trade behavior for this company. The enormous practice of IT is conducted for the digital channel services that the company provides to its subscriber (Armstrong and Taylor 2014).

Astro is a company where the service is primarily based on subscription and IT assist the company to keep a follow of its subscriber in terms of types of service pack undertaken, time period of the payment, exceptional bills of the subscribers as well as particulars of the clientele requiring services. It works best with the digital media production that need diverse types of software at workplace. It is a known fact that Astro works best in the digital media production where Information Technology is essential for editing and combining the movies, 3D and graphic works as well as digital production at the same time (Anderson 2013).

To solve the issue, it is recommended to the company to have access to Electronic Voucher Recharge Systems for the customers. It will help the customers to have better access to services. In addition, the company will be able to provide better services to the customers as well as on time services. The recommended system works in a similar sense as to the previous system of encryption where difference is present only in terms of payment of service bills. To that, rather than paying bills by visiting the Astro service centers, it is recommended to make the payment on recharge basis either by online or by normal recharge voucher. The system will even utilize Satellite services of Astro (Alfes et al. 2013).

On technical grounds or aspects, it is recommended that Astro should adopt a new technology architecture where payment can be tracked through use of intelligent client interface. The main role of an interface is to allow the customers for getting access to the electronic code purchase. Therefore, the client program must be adhering to the secure transmission of the reactivation code (Agnihotri et al. 2013).

It is recommended that Astro should effectively validate the received reactivation request where the major modules need to be added on comparing it with the obtainable scheme that would be Electronic vouchers generation, Electronic voucher authentication and end user explanation organization where the customer agenda runs on the decoder (Abernathy et al.  2015).

Critical success factors for the company are those factors where benefits can be illustrated from the perspective of both customers as well as organization at the same time. Customers will get benefits with easy accessibility as well as convenience. On the other hand, company will get benefits such as increased customer base, cost saving and dedicated employees (Abdullah, Hassan and Yusof 2014).

The suggested All-Asian Satellite Television and Radio Operator Risk Management Plan is based in Risk or Performance Integration Management Framework. Here, it takes into account main three core elements that include strategic plans as well as risk and performance management systems for executing the strategy and becoming an early mover at the same time. It help in identifying as well as recognizing an unique opportunity plan that uses tacit knowledge for evaluating activities in the most appropriate way. All-Asian Satellite Television and Radio Operator should be maintaining centralized governance where they will have access to flexible corporate structure that optimizes and keep a balance between the value creation objectives as well as performance goals of the company that aligns with the policies, process and controls for preserving the enterprise value.

Main areas	Objectives	KPI (Lag)	KPI (Lead)	Strategic Initiatives
Profitability increment	Shareholder wealth maximization	Return on invested capital	Sales mix	Unreasonable financial resource planning as well as management
Market share	To increase in their customer base	Operating country	Number of new as well as retained customers	Foreign exchange as well as interest rates that act as an indicator in national economics
Quality improvement	To increase in the level of customer satisfaction	Service quality	Product quality	Wrong implementation of strategies
Developing technical aspects	To adopt latest technology	Number of employees participating in the training sessions	Providing training and development sessions for the employees	Latest technology will help in enhancing the level of performance in the company

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