Essay on Comcast Marketing Strategy

Telstra segment their residential customer based upon customer usage and lifestyle patterns and for small business customers according to the type of business they operate and the way they interact with their customers. Telstra enable customers to interact with them online, through door-to-door sales representatives and telephone sales channels and face-to-face via Telstra Shops.

Comcast holds about 20% of the market, Direct TV holds about 20%, and DISH holds about 14%, and so does Time-Warner Cable. Customer satisfaction with Pay TV providers is dropping across all competitors (The ACSI) which suggest low customer loyalty held in check by limited choices in many areas, or an inability for the consumer to see much difference between companies. Competitors have huge infrastructure investments that many not be salvageable causing a high barrier to exit. Also, the end product, TV, is largely the same between competitors. Rivalry is very high as no one holds a huge competitive advantage. It is likely very difficult to make a sustained profit in this market over the long term, and expanding to new markets may be the best choice to move

For the past 45 years Comcast Corporation has provided customers with variety of entertainment. Comcast is the fourth largest cable company in the world. Comcast is now serving more than 21 million customers. Comcast Corporation innovatively provided millions of customers with products and entertainment around the globe. Comcast Corporation has merged with different telecommunication companies as well as other entities such as E! Entertainment television, QVC, and others channels. Comcast Corporation goal is to become the number one cable provider in world (Comcast, 2008).

Comcast is a Fortune 500 company that focuses in media and technology. The website for Comcast is www.comcast.com and they offer an array of services ranging from digital television, internet, and home phone to customers within their designated service areas. Comcast has achieved high levels of success by employing educated public relations specialists, focusing on positive marketing ventures, and distributing a service that people want and need. Comcast has created a variety of services and ways to order services and have named bundled services Xfinity, which is by far one of their most popular services.

Comcast has engaged their employees to work hard in advancing their technology network to deliver the fastest broadband speeds to their customers. This new strategy will allow their customers to generate personalized videos, communications, and home management offerings. Comcast Corporation Services ' United Sates residential and commercial subscribers in 40 different states and the District of Columbia.

Comcast practices the ‘Best-cost provider strategy’ in a business model that promotes convince for their customers by offering integrated services all on one bill. “Best-cost provider strategies are a hybrid of low-cost provider and differentiation strategies that aim at satisfying buyer expectations on key quality/features/performance/service attributes and beating customer expectations on price” (Gamble et. All) The elements in the best-cost provider strategy include: bundles with internet, cable and telephone services at varying internet speed, cable channels and levels of telephone service; different cable packages with different channels and promotional deals and

Comcast Corporation, based in Philadelphia, PA, with its bundling services operates as a media and technology with its two primary business, Comcast Cable and NBCUniversal. Comcast sprung into life in 1963 and went public in 1973 (James, 2014) It has acquired many corporation to take a firm stand where it is at today. Comcast Cable is nation’s largest video, high-speed Internet which has continuously increased its speed 13 times in last 13 years which now offers up to 505 Mbps to residential customers and up to 10 Gbps to businesses as well as phone services under XFINITY brand (Comcast, 2014). NBCUniversal operates in media, entertainment and sports cable network, the NBC and Telemundo broadcast networks, television production operations, television station groups, Universal Pictures and Universal Parks and Resorts (Yahoo Finance, 2015). Comcast also invests heavily in innovative businesses that represent the next generation of entertainment, communications and digital technology by partnering with entrepreneurs who have the vision, passion and tenacity to succeed (Comcast, 2015).

Comcast Corporation is the nation's leading provider of cable, entertainment and communications products and services, with 24.1 million cable customers, 12.4 million high-speed Internet customers and 3.5 million voice customers. Comcast is principally involved in the development, management and operation of broadband cable networks and in the delivery of programming content.

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

In 1963, with the purchase of American Cable Systems and its 1,200 subscribers in the city of Tupelo, Massachusetts, Ralph Roberts founded Comcast. By 2016 Comcast is one of the nations leading providers of entertainment, communication as well as cable products and services. Nationwide Comcast has over 100,000 employees; each day the company provides over 142 million phone calls, over 136 million emails and over 12 million received voicemails. To date Comcast is the leading cable provider in 19 states nationwide. Since 1963 Comcast has continued to grow with monumental purchases as well as mergers that were blocked by the government in efforts to stop a potential monopoly. Throughout the company’s history, it has grown in three categories Cable, Phone and internet.

Comcast has to balance all of these factors in their macroenvironment while making their internal business decisions and deciding how to price their advertisement slots and subscription charges.

     The telecommunications industry is a multi-billion dollar industry worldwide. The key success factors in this industry are hard to pin point, because they vary from having the right amount of money to having the right amount of customers. This industry is a very expensive industry to do research and development in. Besides the money required for R&D the companies in this business have to spend tremendous amount of capital on advertising and consumer awareness. The services provided by the different competitors in this industry are essentially the same but with very different reputations. AOL spends millions of dollars every year to send free trial C.D., in order to gain customer awareness. Which in turn shows the results as being very successful, making AOL the largest internet-service provider in the United States.

The next study that is examined was the Five Competitive Forces. This shows the industry’s competitors, threats of new entrants and substitutes, and the power of the customers and suppliers. The main rival competitors within the TV service providers industry are Dish Network, Direct TV, Comcast Cable, Time Warner Cable, and Atlantic Broadband. The rivalry of these competitors could lead to lower profits due to price competition and new technology as each is trying to stay competitive in the industry.

Content marketing is essential for businesses in the world because it helps them to plan and prepare for cost-effective and reliable sources of numerous new leads and website traffic. However, whether you have been using content marketing strategies for decades or you are a new person with content marketing you need to improve your plan. Everyday people create and publish more content. Therefore, there is stiff competition which every business is trying to cope up with to succeed in content marketing

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.