Movie Review Film And Co Produced By Steven Spielberg

The movie I have chosen for my movie review paper is Schindler s List. The film was directed and co-produced by Steven Spielberg. The movie is American made but was filmed in Poland. I chose this movie because I am interested in history and World War 2. The setting of the movie takes place primarily in Krakow, Poland during World War 2 (1939-1945). Poland was under German occupation at the time. The setting of the film shows us the Holocaust and the mistreatment of the Jews. This makes it of historical importance in understanding its social stratification value. It became especially emotional for Steven Spielberg because he is also Jewish and his family has direct ties to the Holocaust. The social stratification concepts I chose to select are social differentiation, social inequality, and the stratification systems. Specifically the slave and social class systems. Social Stratification is defined as â€Å"A form of inequality in which categories of people are systematically ranked in a hierarchy on the basis of their access to scare but valued resources.† (Thompson, Hickey 199). Concepts of social stratification revolve around inequality, differential treatment, and unequal access to wealth, power, and prestige. The plot of the movie revolves around these concepts with the differential treatment of the Jews by the Nazi Germans. This is what makes these stratification concepts sociologically important. The plot shows how the Jews were stripped of their wealth, power, andShow MoreRelatedThe Movie I Have Chosen For My Review949 Words   |  4 Pages The movie I have chosen for my review paper is Schindler s List. The film was directed and co-produced by Steven Spielberg. Schindler s List is an American made movie although it was filmed in Poland. I chose this movie because I am interested in history and in World War 2. The setting takes place primarily in Krakow, Poland during World War 2 (1939-1945). Poland was under German occupation at the time. The se tting of the film shows us the Holocaust and the mistreatment of the Jews. This makesRead MoreLeonardo Di Caprio2187 Words   |  9 PagesLeonardo Wilhelm DiCaprio (born November 11, 1974)[1] is an award winning American film actor. He gained worldwide fame for his role as Jack Dawson in Titanic and has starred in many other successful films including Romeo + Juliet, Catch Me If You Can, and Blood Diamond. He has appeared in Martin Scorseses recent films Gangs of New York, The Aviator, and The Departed, causing people to compare this relationship to that from which actor Robert De Niro benefited early in his career.[2] DiCaprio isRead MoreMovie Marketing6914 Words   |  28 PagesCONTENTS Media, messages and styles used by Indian marketing communicators of Films 1. 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Before films were even narrative forms in the sense that they are recognised today, industrial concerns funded the making of what film scholar Tom GunningRead MoreProduct Placement10670 Words   |  43 PagesRecent scholarship in film and media studies has drawn attention to the fact that product placement was a common feature of many of the earliest actualities and cinematic attractions that characterised the first ten years of cinema history [7] [8] [edit] Placement in movies Recognizable brand names appeared in movies from cinemas earliest history. Before films were even narrative forms in the sense that they are recognised today, industrial concerns funded the making of what film scholar Tom GunningRead MoreStatement of Purpose23848 Words   |  96 PagesUniversity Writing Center  © 2011 IV. Arts (Fine Arts, Music, Film, Theatre, and Dance) ............................................................ 38 Music..................................................................................................................................... 38 Music (Acoustic) ................................................................................................................... 39 Film ...............................................................Read MoreTop 1 Cause for Project Failure65023 Words   |  261 PagesManagers. The programme as you can imagine suffered from scope creep or actually scope cuts to meet continuing slipping go-live dates. The Programme PMO has had in 18 months had seven different PMO Managers. There was poor co-operation between the different Programme entities. Nobody seemed to have overall authority and lack of accountability allowed the Programme to severely slip and go over over budget. 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The Hero’s Journey Essay - 1012 Words

The Hero’s Journey Watching a film, one can easily recognize plot, theme, characterization, etc., but not many realize what basic principle lies behind nearly every story conceived: the hero’s journey. This concept allows for a comprehensive, logical flow throughout a movie. Once the hero’s journey is thoroughly understood, anyone can pick out the elements in nearly every piece. The hero’s journey follows a simple outline. First the hero in question must have a disadvantaged childhood. Next the hero will find a mentor who wisely lays out his/her prophecy. Third the hero will go on a journey, either literal or figurative, to find him/herself. On this journey the hero will be discouraged and nearly quit his/her quest. Finally, the†¦show more content†¦He meets fellow inner-city dweller and full time recluse, William Forrester. Forrester is a writer famous for writing one book, a masterpiece, and then falling from the public eye, never to write again. The unlikely p air, mentor each other in this film, Forrester turning Jamal into a well-developed writer, and Jamal helping Forrester break out of his protective bubble and experience life again. Throughout the movie the odd couple each must face tests and tribulations, culminating in a spectacularly moving finale. Although the film does not fall into the epic/action category, the hero’s journey surely can be found. The hero’s journey usually follows a certain rubric with little variation. These films are no exceptions. In â€Å"Star Wars,† Luke Skywalker is without a doubt a disadvantaged youth. His parents have died, and he lives under his aunt and uncle who spurn his attempts to leave the farm and make it on his own. Through a chance meeting, Luke finds himself a mentor, the wise recluse, Ben Kenobi. Kenobi tells Luke of amazing battles throughout the galaxy, sparking his inborn interest in the stars. 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The main characters have different characterizations; however, they all follow the basic structure of the Hero’s journey archetype. There are many similarities and differences between the stagesRead MoreThe Stages of Heros Journey1184 Words   |  5 PagesHeros Journey Introduction Heros journey is the transition that a normal man goes through to become a hero. There is a set pattern of events that take place and thus this journey forms the basic template for all the stories and folktales that have been narrated since the beginning of times. From the very fundamental bed time stories to the traditional and popular tales, heros journey is the path that has been observed to be followed by the narrator of the story. In the book called The Hero withRead MoreJoseph Campbell : The Journey Of The Heros Journey1073 Words   |  5 Pagesan American mythologist, writer, and lecturer, the words â€Å"Hero Journey† are described as â€Å"A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man† (1949). Campbell was the first person to define this words, stating that the hero journey basically is a pattern that is dedicated to popular stories and

An Analytical Report on the Factors Influencing Consumer Behavior in A

Questions: The Consumer Journal Report requires to analyse the internal and external factors influencing the consumer decision making process for a major purchase e.g. a car or a holiday. The analysis MUST be based on reality and within Australian market. The assignment should be in report format. It is important to be analytical and NOT descriptive, demonstrating an understanding of which theories were at play in this purchase situation. Marking Criteria. Description of Internal Influences (Perception, Learning, Motivation, Personality Attitude). Description of External Influences (Group Influence, Culture). Analysis and demonstration of understanding. Answers: Executive summary Buyer behavior is very crucial for the survival of a business, hence the reason why the factor influencing customer purchase of certain goods should be researched on. This report aims to delve into and explore the various influencing factors (both internal and external) that lead up to the making of a virtually big decision by individuals. It tries to bring an analytical perspective into these factors particularly in the Australian setting or rather consumership. These research aims at explaining that not only the financial factor should be consider as the one affecting the consumer behavior but a lot of things too. It further explain how these internal and external factors affect the consumer when purchasing an apartment in Australia. Introduction The concept of consumer behavior is all about the study of individuals and the various cognitive as well as non-cognitive processes that buyers engage themselves into before coming to a decision of buying a certain product or service. The human tendency that makes us edged towards perfectionism and satisfaction in whatever we do has it that keen and well though through decisions are almost necessary whenever we want to buy anything especially is the said product or service costs a considerably high amount of money. Psychologically we are aware that such decisions dont just occur but instead are driven by a number of influences that concurrently run through our minds whenever we want to buy something. This thoughts and pre-eminent conditions are principally responsible for whatever final decision we end up with. The typical process of consumer decision making, or rather what goes into account during the decision making process begins with the need recognition and awareness that as a consumer you need to have a certain product or be rendered a given service. A number of both internal as well as external influences that well analyze later in this report play a role into the arousal of these needs amidst our inner selves. The development of interest comes in as the second step in the process where we actually gain interest into what we want to buy and begin to gather relevant information such as how much it would cost us and even where we would find whatever we are looking for. The next step in the process would take the form of alternative evaluation where we try to evaluate what other options are in our disposal before moving ahead to purchase the desired product or service. The last step in the consumer decision making process I would argue is the reason why most of us take keen interest and put a lot of thinking before making our next purchase. I say this because this is where consumers make their own self evaluation into the decision they just made it is where consumers can gauge their satisfaction into the product or service and subsequently their decisions. The various influences that come to ploy The Australian economy I would beg to argue has led to the rise of the ethical consumer. This can be principally attributed to the fact that the economy hasnt been that friendly to the consumers and every once in a while theyve had to make some tough choices and end up being a bit wary regarding their own financial wellness. A common scenario that I would like to use as a case example that Australian consumers are likely to face every once in a while is that of making the decision on the ownership of their own homes or apartments especially in a vibrant city such as Sydney. Euro monitor (2016) reports that Australian consumers of late have had to deal with escalating house prices which mean that consumers will have to put in more thoughtful effort before coming to a decision. An Australian consumer looking to owning a home during such unfriendly economic times would be influenced by two main forces; the internal influences and the external influences. In these scenario we look at con sumer decision making when purchasing an apartment. The consumer decision when purchasing the apartment is influence by both the internal and the external factors as discussed below. Internal factors A buyers personality trait is one of the internal influences that predetermine the individuals drive towards taking interest on a particular product in this case an apartment. It is the thoughts, emotions, intentions and behavior that we express as we move through our environment (marketingteacher.com .2016). If the individuals personality feeds into the need to buy a home then it is likely that he or she will make up his or her mind about buying and try to counter anything that tends to oppose what is aligned with their personality. The consistency theory of decision making argues that people (in this case our house buyer) seek comfort from their internal alignment and the internal alignment it is referring to is the alignment to our internal personalities (our thoughts, emotions and intentions about something we want) and therefore it has a big of an influence when it comes to consumer decision making. Perception is yet another internal factor influencing how decisions turn out. In the case of our house buyer in Sydney, it is hard to see how he/she can end up with the decision of buying the apartment yet they never had a positive perception towards the idea in the first place.it is all about noticing something and assigning meaning to it and the side of the scale (be it positive or negative) that it falls under determines whether it can be given any attention in the mind of an individual. It would therefore seem that this factor and the theory of explanatory coherence can be tied together based on the fact that they both relate what we want to a simple explainable hypothesis like a simple positive perception towards something. Day to day interactions with other people creates a tendency of adopting new ideas and norms or mentalities from those whom we interact with and it ends up being a learning process that affects how we perceive things and generally molds our decision making processes. In the case of the home buyer, if he/she through the various interactions with friends gradually learnt that it is a basic necessity and a must have to own an apartment or a house in Sydney then its probably apparent that the individual will go for the house. I would argue that this is determined to a large extend by popular opinion among those we interact with and would therefore make it appropriate if I tied it with the involvement theory of decision making which posits that interactions leads to generation of norms. When an individual is making a decision to buy a house in Sydney, personal motivation plays a very critical role in ensuring the fate of the final decision. It is motivation that acts as the energizing force that drives behavior and attitude. Maslows hierarchy of needs posits that for whatever we consider a need, there are positives gained and at the same time negatives reduced. This therefore means that the urge to fulfill or achieve something we think of as a need will act as a motivator that most of all drives us towards an aligned decision. Since housing is considered as one of the basic human needs, it would be substantial to note that an individual intending to buy a house in Sydney is likely to be motivated by the sheer fact that this is a basic need and therefore a must have. As the last of the internal influences, attitude of an individual towards may seem like an external influence but in real sense it is all about an internal evaluation simply expressed outwardly about an idea at hand. Attitude sort of pre-determines the fate of a decision to a large extent because it doesnt only affect how we make decisions but also the interactions with whom we make especially for our case of a house buyer in Sydney. We cant expect that he/she will see the idea through with a negative attitude towards the idea of buying a house in Sydney. A theory that is in action in this particular instance is the consistency theory of decision making because in essence someone with a negative attitude towards the idea tends to block it out completely even though it would be seen by others as a brilliant move. External influences Group influence follows a normative approach of interactions among and within groups. It is through these group interactions that group norms and values are created and gradually gather prominence among the members. The social influence theory of is one of the key theories that come to mind in this context with respect to the case of an individual opting to buy a house in Sydney since the theory revolves around group think and influence. This therefore insinuates that a decision is likely to be hugely affected by group influence. Cultures posses distinct norms and core values that are highly held by respective individuals and therefore in some way or another they depict the kinds of decisions we make. For instance a Muslim would easily opt for beef meat rather than pork because of his/her culture. The theory of commitment argues that people feel obliged to fall in place to their cultural norms or to the majority norms and therefore an individual traditionally raised in the outback would most likely make the decision to forgo the idea of buying a house in Sydney for his/her conventional outback. Conclusion Generally, consumer behavior is influenced by a lot of factors when purchasing an apartment or any other significantly expensive item.Its good for a producer to be aware of such influence so that they can produce goods that attracts their customers. From the above discussion financial factors are not the only things that influence the decision making when purchasing an apartment. The family too plays a big role when, buying an apartment since they have to decide the location and the size. Different commodities are influenced by different factors when a customer wants to purchase them. So the business should find out what factors are likely to influence a commodity to be purchased, since these factors are not the same for all the products. References Anon, (2016). Consumer Decision Making. Changingminds.org. (2016). 2016]. Euromonitor.com. (2016). Consumer Lifestyles in Australia. Friesner, V. (2014). Internal Influences - Emotion and Perception - Marketing Teacher. Friesner, V. (2014). Friesner, V. (2014). Internal Influences - Lifestyle and Attitude - Marketing Teacher. Friesner, V. (2014). Internal Influences - Motivation - Marketing Teacher. Friesner, V. (2014). Internal Influences - Personality - Marketing Teacher. Oregonstate.edu. (2016). Social Influence Theories.

Evaluation of the Companys Current Marketing Strategy Essay Example

Evaluation of the Companys Current Marketing Strategy Essay Cable TV segments their market by customers interest and need. They provide wide variety of TV plans to customers according to their interests. In short, Cable TV adopts the psychographic segmentation which divides buyers into different groups based on social class, lifestyle or personality characteristics. Variety of TV programs to suit different lifestyle and personality. For example, financial channel broadcasts up-to-date financial news is of investor typical interest. National Geographic and Discovery channels provide natural and geographic news to target on audience who like to acquire knowledge by watching TV. And most people watching Cable TV are on the purpose of entertainment only. So this is the largest and biggest segment. Also, Cable TV divides buyers into active buyer and passive buyer. It segments the market by imposing different price strategy in these two groups. For example, the price is cheaper if the sales are conducted by road show or outbound calls which they are segmented as passive buyers. In contrast, active buyers have to bear the basic price which is slightly higher then special price if it the customers directly contact Cable TV to apply for pay TV service. Targeting Cable TV mainly targets on the customers who are interested in the news, movies and sports. Nowadays, as there are an increasing number of customer demands for the informative programs, and a large number of male customers would acquire cable TV because of the broadcasting of live-sport programs while female customers would like to acquire it due to the 24 hours non-stop broadcasting of more up-dated movies and all these explain why cable would have such targeting. Product Positioning Cable TV positions its service as Pay TV equals to Cable TV. When people think of pay TV service, they would immediately think of Cable TV. To broadcast largest number of TV programs, it maintains as an industry leader in Hong Kong. Moreover, Cable TV positions its service as the best home entertainment to encourage more families to subscribe Cable TV. Marketing Mix Product The main advantage of Cable TV is provide consumer friendly service. It provides 67 24-hours non-stop broadcasting and less advertisement shown. Various channels are provided to suit different needs of users. The channels can be divided into several categories and basic and premium channels. We will write a custom essay sample on Evaluation of the Companys Current Marketing Strategy specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Evaluation of the Companys Current Marketing Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Evaluation of the Companys Current Marketing Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer (Exhibit 2)The main categories are sports, news and movies. Other fields include entertainment program, documentary, adventure program, adult program, and composite program for different countries. The variety programs can initiate people to acquire Cable TV service. Cable TV offers different plans for users. They are Cable TV Basic Package, Super Family Pack, Super Movie Pack, Super News Pack, We-Wet Entertainment Pack, Discovery Mega Pack, International Pack, Zee Pack and CAT6 pack. (Exhibit 3)However, these plans are not flexible and consumers cannot their favorite programs only. News channels are popular and can retain many current users due to its continuous updating and broadcasting. These news channels provide latest news and financial information in many countries. The updated information provided is extremely useful in nowadays world because of the increasing importance of service and information industry. Movies channels broadcast local and international movies. These movies are comparability new and they can satisfy many people who like watching movie. Cable TV wants to target on people who are interested in sports. It has many sports channels showing different sports events all over the world. The most attractive part of the sports channels is live and exclusive football matches of the four biggest soccer leagues in the world to satisfy users interests. Besides these three aspects, Cable TV notices people tend to know more about other countries, it introduces many international channels in recent years. There are 2 types of converters, analogue and digital converters. The rental fee is for both is the same but some of the channels can only be watched with the use of the digital converter. The variety of channels can satisfy consumer but the inefficient hotline dissatisfies consumers as it is very difficult to have direct connection to the customer service representative. Price Cable-TV offers a special monthly price for users if they prepaid one-year fee. And it offers discount to the Basic Package users to acquire other packages and premium channels. Larger discount is offered for first time users to attract them to try. For example, new users only pay $198 instead of $298 for the Basic Package in the first year of service. For different packages, they are with different prices. (Exhibit 3)However, the price of the packages is too high and this will discourage lower income group to install Cable TV. Besides the package fee, new customers need to pay rental fee of $30 for the converter. Customers can pay extra to watch the premium channels. If customers want to have one more Cable TV in their home, they need to pay extra fee for this additional outlet. The amounts of charges paid depend on the package used by customers. They need to pay extra half of the original price if they are using Basic Pack, Zee Pack, International Pack and all premium channels. They need to pay double if they use other packages. If customers want to terminate the service, Cable TV will offer a discount to attract them not to do so. This is useful as many consumers are concern with price. Promotion Booths Cable TV sets up a lot of temporary booths on new residential area to attract new customers. Very often, plans promoted from the booths are with a promotional discount, as an attraction. Owing to the large promotion coverage of the booths in Hong Kong, this promotion channel could impress consumer most. Unlike promotions on media, booths could actively reach consumers and wont be bound by media constraints. The performance of booths is fair. Although some consumers are attracted to the promotion or discount provided by these booths and initiate them to acquire Cable TV, some consumers have negative feelings toward them. Sometimes consumer may think that salesperson is annoying, as there are too much salespersons approach them in a short distance. Some say that the salespersons are immoral, they boost sales by providing untrue information induce consumer to purchase which in turn avoid consumers from renewing the contract. Door to door Promotion It is an active promotion launched occasionally in residential area, especially before big events like World Cup and Olympics. Each successful visit last around 15 to 30 minutes. It allows salesperson to have a better communication and contact with consumers, enable them to understand consumer better and take appropriate promotion words. It also enables cable TV to target those families who are not using cable TV according to the customer record. This is more cost and time effective, as only people who are interested would let salesperson to have a further conversation with them. Door to door promotion also allows information approach and stimulates consumers need at the right time. Before World Cup and Olympic, many consumers have the short-term need of getting cable TV. In addition, in home, consumer would have a better sense of security and would be more open and comfortable which constitutes a good environment for them to listen and talk to the salespersons. However, the coverage of this method is rather small, and the time cost is very high. Advertisement on Media Advertisement on media is a passive promotion. Consumers could select what they want to pay attention to and what they want to avoid. Several creative TV ads could successfully impress consumers. One interviewee could memorize the TV ads with a man singing Free Super Offer which is one year ago. Distribution Channel The distribute procedure is the consumer register first. Then salespersons will help consumer to call for installation and delivery of necessary devices. There are four ways of acquiring the service: Phone More than half of the interviewees acquire Cable TV actively by phone. Consumers reflect that the procedure is generally smooth, except they could not be directed to customer service officer when they make the call. Online download of form In Cable TV website, application form is in PDF form. Consumers could only print out the form and sent or fax back to Cable TV. This is not a user-friendly channel. Booths Except promotion, booths on street are also act as a distribution channel. As mentioned in the promotion, quality and quantity of booths should be controlled and adjusted. Door-to-door promotion Like booths on street, if the salesperson could successfully initiate consumer to acquire service through visiting their homes, they distribute the product. Recommendations Immediate actions: To increase its market shares in the industry, some strategies are applied in order to attract potential customers. Potential customers: Online Application This kind of application is very convenient and easy for the customers to use which would increase the sale by attracting more customers to apply for the services. In addition, the cost of this kind of distribution channel is also very low. But the problem is that, some strategies should be used to motivate the customers to apply Cable TV online. Promotions which can initiate consumption decision According to the survey, most of the users consider the variety of programs offered and price are the most important factors for their buying decision. As a result, it can stress on these aspects when launching promotions. Moreover, special discount period should be provided to an extent that above Just Noticeable Difference so that potential customers intention to acquire Cable TV will be increased. However, providing discounts will lead to decrease in profits and so it cannot be used as long-term strategies. Upgrade to digital converter This can help Cable TV prevent unauthorized user to free ride the pay TV service. There are some unlicensed TV converters that enable to watch Cable TV illegally. It is because the use of unlicensed TV converter will decrease current user or decrease customer intention to acquire Cable TV service. Current customers It is far more easy and profitable to retain current customers than attracting new customers. As a result, achieving customer satisfaction is very important. To achieve this, react to customer needs and so following recommendations are advised. Improve customer service As the majority of the customers dissatisfy with the customer service according to the findings. It is suggested that the number of staffs answering for phones should be increased and more training should be provided to staff to fasten the serving time and be consumer friendly. Introduce paid local film channel The findings show that the local movie channels are criticized as out-dated and repeated too frequently. However, providing latest film is costly, so it is suggested to introduce paid channel to satisfy consumer need and balance the costs. However, it has the direct competitors such as cinemas, which can give the audience better atmosphere. In addition, VCD is also anther competitor and it is very cheap and the latest films are also available. Yet, by introducing local film channel, it has the competitive advantages of convenience as the audience can just stay at home and enjoy the movie. The time and cost of searching information of customers reduces. Change to digital converter Analogue converters cannot watch some of the programs in basic plan nowadays which will dissatisfy current customers. Nevertheless, changing all converters is quite expensive and not all the users are willing to pay for the charge. Quantity of advertisements From the survey, most of the users thought that one of the advantages of Cable TV less advertisements. However, the amount of advertisements about Cable TV is increasing within the channels. It should pay attention to the quantity of advertisements to retain the customers. Launch female-favored channel Cable TV should launch a new channel targeting on the female. Programs that suit female include local shopping discount guidelines, or beauty news should be broadcasted. Long term Directions: In long run, Cable TV should improve its overall service include: Provide video-on-demand (VOD) service Video-on-demand service is a system based service that audiences can select watching any programs in any time. The new service can allow customers to enjoy a variety of programs on the interactive platform by offering more interactive application channels. The advantage of this service is that it can eliminate the restriction on the time schedule of different programs, thus it can satisfy audience instant gratification of specific TV program and they need not to wait for any time slot. In Hong Kong, people have an instant- need noodle culture which means that they demand instant food fulfillment with minimum cooking time. As the rhythm of their lifestyle is very fast, they are impatient to wait for a TV program on schedule. The disadvantage of this action is that it requires a higher cost to develop and apply this technology and Cable TV also need the technical support by other countries such as Japan and US. Channel based selection plan Consumers can acquire particular channels instead of paying a lump sum fee for a basic plan which included many channels. Base on the research, as many current basic plan users only watch a few channels and hence they would like to complain for pay the lump-sum fee. If Cable TV charges their price by the number of channels watched, people from lower income group would also apply for pay TV service due to the lower fee charged. As there are more combinations of customer to choose, Cable TV consumption plan become more flexible and consequently their market share in the pay TV service would be enlarged. However, as Cable TV provide many channels with different TV programs; consumer may not have a better understand of the nature content of that channel. So it requires more promotion effort to introduce to customer. For example, they can adopt a trail one time policy to let the potential consumer to try Cable TV service. Develop High Definition TV (HDTV) High Definition TV (HDTV) provides high quality TV picture. Now, the picture of Cable TV is restricted to 480I resolution. They can increase to 1080I resolution which is just the standard of TV resolution in Japan. Include more exclusive programs Cable TV should buy more patent from foreign TV channels and productions. To remain their high competitiveness and uniqueness, they need to provide more exclusive channels and productions which can not be broadcasted by their other direct competitors. Conclusion Cable TV, having the largest market share of pay TV service in Hong Kong, is facing increasingly keen competition since the introduction of Now Broadband TV. The main competitors changed from free TV service in the past to the broadband and other pay-TV services now. By our in-depth interview and literature review, pay TV users has an interesting characteristics and behaviours which enable us to base on the findings to suggest recommendations to help Cable TV fight against other pay TV service companies. Many competitors build up their marketing strategies from the aspects that Cable TV underperformed. Therefore, Cable TV has to revise its current marketing strategies and implements short term and long term actions that are recommended in order to maintain the market share and to the industry leader.