title :
analysis on
market environment
GROUP 6
nur afifah binti madnan 2022812534
nur afina binti mahazir 2022622544
yasmine arisya binti mohd fadzil 2022490736
nur insyirah binti mohd khalil 20224905048
mohAMAd zairul ikmal bin nazir 2022452984
@anytime, anywhere
TABLE OF
CONTENT
01 Cover Page
02 Table Of Content
03-06
Company Background
07-08 Macro Environment
09-10 Micro Environment
11-13 Issues
14-16 Recommendation
16 Conclusion
17 References
INTRODUCTION
COMPANY BACKGROUND
Astro Malaysia Holding Berhad(ASTRO ) was a Malaysia's
leading content and entertainment company.
It serves almost 5.6 million homes or 72 % of Malaysian TV
households.
Astro has almost 8000 enterprises, 1.7 million radio listeners
across FM and digital, 14.0 million digital monthly unique visitors
and 3.2 million shoppers across its TV, radio and commerce
platform.
The founder of ASTRO was Ananda Krishnan on 1 June 1996.
They are headquartered in All Asia Broadcast Center (AABC),
Technology Park Malaysia, Bukit Jalil, 5700 Kuala Lumpur,
Malaysia
Astro is a wholly-owned subsidiary of Astro Malaysia Holdings
Berhad and is operated by MEASAT Broadcast Network
Systems Sdn. Bhd.
ASTRO, they are committed to entertaining, informing and
engaging their costumes with the best local, regional and
international content.
They produce and commission over 11,000 hours of local and
vernacular content yearly.
In 2006 to 2008, ASTRO formerly operated in Indonesia under
the Astro Nusantara brand and was operated by PT Direct
Vision.
Astro was recently recognized by Sustainalytics as an ESG
Regional Top-Rated company in 2022, ranking among the Top
10% of all companies globally.
VISION MISSION
They are committed to entertaining, Astro will make the best effort from within
informing and engaging their and help employees achieve their full
costumes with the best local, potential. Astro will share the success with
regional and international content the employees through bonuses and other
incentives in the overall scheme to empower
the employees.
INTRODUCTION
NATURE OF BUSINESS
Astro Malaysia Holdings Bhd. is
an investment holding company
that focuses on investing.
Segments that company operates within :
Television Home Shopping
Radio Other Segments
Offer services :
Content creation and aggregation,
TELEVISION
distribution,magazine publication and
distribution, multimedia interactive services
and content management.
Related to broadcasting radio
RADIO
programs.
HOME- Focuses on Go Shop’s home
SHOPPING
shopping services.
INTRODUCTION
TYPES OF PRODUCT/SERVICES
4K UHD Ultra Box
Can be self-installed and run on either
satellite or broadband.
ASTRO GO
Their companion streaming
app, customers can stream
over 90,000 On Demand titles
anytime, anywhere.
NJOI ASTRO BIZ
Their freemium service, Provides customisable
offers free TV channels content and connectivity
with additional prepaid solutions to enterprises,
content options. extending their reach
beyond residential homes
NJOI GO SHOP
Country’s highest-rated Their home shopping and
radio brands across all key commerce business, offers a
languages, and their digital fun and entertaining shopping
brands including SYOK, experience, at home and
Gempak, Xuan, Ulagam and online, that suits the
AWANI connect Malaysians Malaysian lifestyle.
to content and stories that
matter most to them every
day.
INTRODUCTION
TYPES OF PRODUCT/SERVICES
List of Astro digital brand :
ASTRO AWANI GEMPAK
Astro's Flagship News Malay entertainment
Network website
ROJAK DAILY SOOKA
Gempak's subpage Television streaming
service
STADIUM ASTRO ULAGAM
Sports news website Indian news and
entertainment website
XUAN
HOTSPOT
Chinese news and
entertainment website Xuan's subpage
MACRO ENVIRONMENT
Natural environment involves the natural resources
that are needed as inputs by markerters or that are
affected by marketing activities ,which is for Astro
they use environmentally sustainable strategies.
Return or recycle Astro
Devices
Astro encourages all customers to return unneeded devices upon
service deactivation since we reuse the majority of the components
from your old items and recycle the remainder as part of our
commitment to a cleaner future. Some devices must be returned
depending on customers’ service, while others must be disposed of and
recycled in accordance with rules set forth by the Department of the
Environment (DOE), as the majority of Astro devices are categorized as
scheduled waste under SW110
Astro Devices that can return and recycle :
Bad lifestyle
MACRO ENVIRONMENT
In the macro environment, technological forces play a crucial role as they influence many
aspects. There has been a great deal of development in technology, including wireless
communication systems, business techniques, startup companies, etc.
Astro services seems to have a number of problems which always occur, among them is
the NJOI package which is prone to this issue. Due to the bad weather conditions, this
package may experience a service currently not available (SCNA) problem. Astro takes
appropriate action after identifying problems with the service and offers solutions to
these problems by giving step by step instructions on how to solve them in order to
satisfy the customer.
STEP 1
On your remote, press the
“HOME” button and the home
menu will be displayed at the
1
bottom of your screen.
STEP 2
2 Navigate to SETTINGS and
press “OK”.
STEP 3
Navigate to STB DIAGNOSTICS
and press “OK”.
3
If it is 65% or higher, please take
the screenshot and submit the
STEP 4
feedback form.
4 Refer to the signal strength %
shown on the top left of your
If it is below 65%, please go to screen.
STEP 5.
STEP 5
Switch off the power for your
box and make sure that the
5
adapter’s power light is off.
STEP 6
6 Unscrew the satellite cable
from the box and pull it out.
STEP 7
Plug the satellite cable back
into the box and screw it back
securely.
7
STEP 8
Switch on the power for your box
8 and make sure that the adapter’s
power light is on. Please wait for
5 minutes.
If issue persist, please submit
STEP 9
9
your feedback form and attach
Turn on your box. You should a picture of your General tab of
no longer be experiencing this the STB Diagnostics for
assistance.
MICRO ENVIRONMENT
Suppliers are an Example Astro buys
integral component most of its raw
of the company's materials from local
network for subsidiaries, and
delivering customer more importantly, it
value.They provide has acquired the
the company the supplier's assets.
materials to make its Thus, it can limit
products. Supplier investment with the
issues can affect right methods to
marketing. boost revenue.
DISNEY + HOTSTAR
Disney+Hotstar's launch impresses Malaysians. Astro
expands across South-East Asia to improve
entertainment. Disney + Hotstar costs RM54.90 for
three months straight or through Astro bundles.
Tablets, cellphones, and connected TVs will have it.
NETFLIX
Astro customers without IQIYI
Netflix can get discounted Astro customers get exclusive
Netflix streaming. Astro and content and services. Since
Netflix subscribers can iQIYI's Astro channel launched,
stream on Netflix. This Malaysians watch The Thunder,
makes it easy to combine Arsenal Military Academy, and
Netflix and Astro Last One Standing more. iQIYI
memberships on one bill for has over 2 million local viewers.
the greatest pricing.
MICRO ENVIRONMENT
ASTRO VS MEDIA PRIMA
Competitors who serve a target market with a
product and service that are viewed by consumers as
being reasonable substitutes. Like Astro and Media
Prima, both of them in the categories of multimedia
companies. Astro must gain strategic advantage
against Media Prima.
5%
0%
-5%
-10%
-15%
ASTRO MEDIA PRIMA
Based on the Bursa Saham, on 12/ Dec
showed that Astro stock dropped RM
0.66 (-13.25%) meanwhile Media Prima
increased RM 0.43 (2.38%).
THE SOLUTION ASTRO TAKE!
Astro made a lot of This promo is very affordable Not only promotion but
promotions and apps to because it can rent as many Sony astro will make sure that
make sure their customers Movies starting from Rm 6 to Rm 12 their target customer can
can access their product only via On Demand, not only that access the astro
everywhere at an affordable Astro also makes a lucky winner with everywhere there for they
cost so that it can maintain 31 prizes to give out there when they made an app called
their target customer. rent the most number of Sonny ASTRO GO. With this app
Movies from On Demand store. you can access the drama
For example, the promotions you are interested in like
Prizes: sport Malaysia v.
that Astro makes are like 31
Week 1: Sony Action Movies Myanmar, you can access
Giveaway Bonanza with
1 x Sony Wireless Gaming Headset Korean dramas like Coffee
Sony Movies On Demand, 1 x RM50 GrabFood Gift Card Prince or if you like to
campaign period from 5 Dec 1 x RM50 GrabMart Gift Card know about current issues
until 31 Dec only. 1 x RM50 Starbucks eGift Voucher you can access like Astro
1 x RM50 Senheng Gift Card Awani and radio channels.
1 x RM50 Giant Voucher With Astro GO, a
1 x RM50 Parkson Voucher companion streaming app,
customers can stream
over 90,000 On Demand
titles anytime, anywhere.
Gain another promotion on our website:
https://promotions.astro.com.my/
MACRO ENVIRONMENT
Blank screen
Main Problem
Around two years ago, Astro's
users experience something
called a blank screen. This
incident is not unusual as they
often experience blank screen
due to the bad weather. However,
on this case it was reported
there has been some issues with
the satellites service.
Background Info
MEASAT is Malaysian
communications satellite
operator that owns and
operates MEASAT as well as
AFRICASAT spacecraft.
MEASAT is the company that
services the satellite Pay TV
Astro.
Effect Astro Solution
despite the company As it took more times
best effort, it took to fixe the issues than
them a lengthy amount expected, Astro advise
of time to resolve the their customer to
issues fully. By 9.00AM stream via the Astro Go
the next day there is app or their web portal
still channels that still for the time being.
available.
MACRO ENVIRONMENT
FALLING
SUBSCRIPTIONS
Due to falling memberships and a
stagnant average revenue per user, Astro
Malaysia Holdings Bhd have a difficult
financial year in 2023
As a inflationary pressure and high
interest rates restrain consumer
purchasing, low consumer sentiment
may also be accompanied by
downtrading
Although Astro's customer base is
currently being streamlined, the
brokerage said that more declines in
subscription income are anticipated over
the following two quarters. Astro's
household penetration rate is at 76%
even though its subscription income has
been slowly dropping.
Astro's solutions
Astro focuses on its core pay-TV
segments, where the efforts to
strengthen the customer value
proposition include aggregating the best
streaming apps and integrating them
onto the ultra and ulti boxes as well as
enhancing local content .
MICRO ENVIRONMENT
Piracy
LET'S GET TO KNOW ABOUT PRICACY !
Piracy refers to the unauthorized duplication of copyrighted content
that is then sold at substantially lower prices in the 'grey' market. The ease
of access to technology has meant that over the years, piracy has become
more rampant.
VS
ISSUE!
A recent study by Astro Malaysia Holdings Bhd on the impacts of
piracy content in Malaysia has caused the media industry to lose
almost RM 2.3 million revenue in 2019. Astro lost almost 483,485
households or 14% of its pay-TV subscribers because of the
piracy. Piracy was the illegal parties that provided to the third-
party with the lower price. Based on the article En. Kamal stated
that piracy is a symptom of a largest socio-economic problem
endemic to developing economies.
they are facing uneconomical digital advertising sales, strong
competition from free news portals, and the general trend that
print media is losing its relevance.
Based on the department statistics Malaysia, the average
household spent only RM 13.60 per month on TV and video. It
also cannot cover the RM 18.30 per month subscription for
Disney+Hotstar, which is the cheapest SVOD service around the
world and it makes Astro the most lost in this case compared to
the Media Prima.
VS
RECOMMENDATION
ECONOMIC
ENVIRONMENT
MICRO ENVIRONMENT
Illegal website Effect Ratings
It is well known to many It can also result in a
people that they should look reduction in the ratings for
for dramas or any form of the entertainment since
entertainment on illegal what is seen on illegal
websites because it is much websites will not be
cheaper or not required to considered when rating the
pay for the dramas or dramas or entertainment.
entertainment.
Care about the issue
The reason for this is that Astro needs to rely
heavily on value marketing in order to reclaim
those customers who purchased ASTRO’S
services in the past or new customers
regardless of upper-class consumers or
underclass consumers.
Value Marketing Type of consumers
Value marketing involves Financial cautions buyers
ways to offer financially usually consist of working-
cautious buyers greater value class consumers and
the right combination of underclass consumers.
quality and service at a fair
price.
Take action to resolve it
In order for Astro to expand its target market,
it must first lower the price of a subscription
to Astro in order to attract more customers.In
this way, Astro will be able to provide its
services to even greater numbers of people
who are underclass consumers.
MACRO ENVIRONMENT
RECOMMENDATION
TECHNOLOGY
ULTRA PLUG &
PLAY BOX
in 2021, Astro released a new product which is called
Ultra plug & Play Box. This device allows customers to
have access to all of Astro channels without a satellite
dish. The feedback that they receive from their
customers has been great as to the fact that they no
longer have to worry about losing access to the channel
whenever it rains.
SUGGESTION
To further improve this device, we suggest that
Astro turn it to a wireless device. As the Play
Box still needs to be connected to the television
via cable it can be inconvenient for users
especially parents with a toddler. The cable use
tends to be sensitive as if its not connected
properly or is loose it will cause issues.
By making this change, we can ensure
that this problem would not occur. On
top of that it would also make them
portable. It is easy for customers to
carry it around and the advanced
technology of smart TV makes it easy
for customers to connect the Play Box
via Bluetooth.
RECOMMENDATION
POLITICAL & SOCIAL
ENVIRONMENT
MACRO ENVIRONMENT
In our opinion, Astro can help the government fight
piracy by supporting law enforcement. Governments
can stop piracy by shutting down or restricting access
to popular pirate websites and enforcing legally
sanctioned punishments against individual pirates. We
can see that the Copyright Act of 1987 and the Trade
Description Act of 1972 need to be changed to give
these professional criminals the punishment they
deserve. Astro rights infringement may decrease and
company profits may rise.
CONCLUSION
As a public company, Astro Malaysia
Holding Berhad has been listed on the
stock exchanges. It has been announced
that the prospectus for listing the satellite
pay-TV services on Bursa Malaysia, the
Malaysian stock exchange, will be
launched with an indicative price range of
US1.5 billion for the listing of the
company. The Astro network has 3.1
million subscribers in Malaysia with 156
radio and TV channels, reaching a majority
of the households in the country.
REFERENCES
Ab
About Us. (2021). Retrieved from MEASAT Broacast Network
Systems Sdn Bhd: https://corporate.astro.com.my/our-
company/about-us
Astro faces challenges in year ahead . (2022, SEPTEMBER 28).
Retrieved from TheStar:
https://www.thestar.com.my/business/business-
news/2022/09/28/astro-faces-challenges-in-year-ahead
Astro Malaysia Holdings Berhad : Competitors. (2023). Retrieved
from GloabalData: https://www.globaldata.com/company-
profile/astro-malaysia-holdings-berhad/competitors/
Astro Malaysia Holdings Bhd. (2023). Retrieved from NIKKEIAsia:
https://asia.nikkei.com/Companies/Astro-Malaysia-Holdings-
Bhd#:~:text=Business%20Summary&text=operates%20as%20
an%20investment%20holding,media%20and%20home%20shop
ping%20services
Astro users still face disruption, more time required to restore
stellite sevice. (2021). Retrieved from SOYACINCAU:
https://soyacincau.com/2021/06/22/astro-still-face-channel-
disruption-more-time-required-to-restore-satellite-service-
xrs/amp/
AZUAR, A. (2021, JUNE 25). Astro announces partnership with
netflix. Retrieved from The Malaysian Reserve:
https://themalaysianreserve.com/2021/06/25/astro-announces-
partnership-with-netflix/
Check out our latest Promotions. (2023). Retrieved from astro:
https://promotions.astro.com.my/
HAZIM, A. (2021). Media companies exposed to piracy risks, analyst
says. Retrieved from The Malaysian Reserve:
https://themalaysianreserve.com/2021/10/14/astro-may-lose-
to-media-piracy-says-analyst/amp/
iQIYI Announces Strategic Partnership with Malaysia's Leading
Media Brand Astero, expanding Entertainment Services for
Overseas Markets. (2019, NOVEMBER 05). Retrieved from
CISION PR NEWSWIRE: https://www.prnewswire.com/news-
releases/iqiyi-announces-strategic-partnership-with-malaysias-
leading-media-brand-astro-expanding-entertainment-services-
for-overseas-markets-300952473.html
Khalid, Z. (2016, JANUARY 03). ASTRO MALAYSIA HOLDING BHS.
Retrieved from Prezi: https://prezi.com/6bntl4-kyomr/astro-
malaysia-holding-bhd/
