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Chapter 11. CASE STUDY ON TATA SKY: STRA... > FACTORS AFFECTING THE IT STRATEGY OF...

FACTORS AFFECTING THE IT STRATEGY OF TATA SKY

The following are the factors that affect the IT strategy of Tata Sky:

  • Business goals—Goal setting will allow Tata Sky to be proactive, instead of being just reactive. Different units would need to be aligned for the achievement of the sub-goals. For Tata Sky, the two business goals that are important are

    • To reduce cost: The strategy will be to enhance efficiencies through cost reduction.

    • Automate all processes to enhance productivity: Technology will be used to enhance the productivity of people and processes.

  • Marketing—The marketing of services provided is an important function of the organization, and technology can play a vital role in the enhancement of this feature.

    • To retain existing customers: Expansion always occurs when the base is retained. Efforts have to be made to ensure that growth is achieved not at the expense of existing customers.

    • To add new customers: The growth of the base of new customers is vital. The demand from existing customers coupled with increased demand from new customers will ensure the sustainability of the service.

    • Keep delivering the brand promise: Brand is an effervescent phenomena that will help in the sustenance and continuity of a business towards achievement of the goals of the business. The brand with it brings trust, respect and a bond that will be valued by both current and prospective customers. This is certainly an important fact to observe.

  • Service quality—It being the service industry, the quality of service in this segment is one of the keys to charge premium and differentiate its service from that of its competitors.

    • Adherence to SLAs.

    • Minimizing customer complaints and grievances to retain customers and attract new customers.

  • Customer—Enable and empower customers with innovative features that can be provided apart from the normal services provided by everyone in the market.

  • Partners—Effective and long-term collaboration with partners in terms of technology is required.


  

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