ite80.32.4ISP's80.21.6telephone line40.20.8total7.2Political and Legalpolitical60.42.4legal80.64.8total7.2Economyeconomy818total8External Environment Rating7.25Reasoning for Factor Weight (in weight ed order greatest to least)EconomyEconomy- this the only factor that was rated 1.0 for obvious reasonsTechnical InfrastructureFeasibility- the reason is due to presence of complementary productsCable and satellite- expansion possibilities are superior in relation to Italian TVISP's- due to market concentration and fragmentation Telephone lines- because their infrastructure exist but next generations will use other means to send the digital signalPolitical and LegalLegal- keeping the Internet free from regulation implies expansion and usage Political- it is lower because of the security of trade added once Italy joined the ECSocial culture Penetration- due to potential market expansionDemographics- it is the key to understanding our marketSegments- it closely fits with are value of demographics but is not as strong Internet access - majority of users are by computer and we are looking at the TV web browsing marketSafety- this received a low weight because of the advanced encryptionOverall country rating was 7.25CONCLUSIONAfter carefully looking at all of this data, we can answer some initial questions for Philips. Yes, Italy is capable of having Philips Web TV. Yes, the market for the Internet is growing. And yes, the phone bills are extremely expensive and act as the biggest barrier keeping Italians from the web. With cellular technology moving into Italy, there appears to be many different ways that Philips can turn this barrier and threat into an opportunity. Overall, Italy as a country appears to have many more opportunities for Philips and Web TV than it does threats.INDUSTRY ANALYSISCOMPUTERThe Internet has become the driving demand for computers and communications services. The computer industry is difficult for small companie...
