Comcast Marketing Strategy

Marketing Strategy Comcast Corporation executive SUMMARYComcast Corporation is facing strong revolutionary competition in markets where it used to have none. Comcast has been losing analog seam television customers while at the same time seeing reduced growth of subscribers for its new improvements. For example, Comcast added 247,000 digital cable subscribers in the 4th quarter of 2008, which is little than half of the 530,000 subscribers they added at the same time the previous year (businessinsider. com). Comcast is the largest cable comp both in the United States. In most of the regions that they operate, they argon almost a monopoly. In Maryland alone, they command 82% of the cable market (allbusiness. om). Unfortunately, Comcast has taken the situation of a monopoly when it comes to customer overhaul and pricing. In 2004 and 2007, Comcast had the worst customer contentment rating of any company in the country (wikipedia. org). Comcasts legacy of life-th reatening customer service has their customers ready to jump to a new companys service as soon as it becomes available. Telecommunications companies have begun to capitalize on this by implementing new technologies to provide digital television, high speed profit and internet telephony services over their existing networks in distinguish to contend directly against Comcast.In order to fulfill Comcasts mission of offering the dress hat products and the most customer-friendly and reliable service in the market, we are proposing a new Customer Service initiative as well as a Total Content Distribution strategy. This involves acquiring media content providers in order to provide exclusive content and to offer a one-stop shopping visualise for consumers for all their entertainment and communication needs. Market Definition and Opportunity Comcast identifies its backside market size as 50. million homes, located in 39 states and the District of Columbia, which can be affiliated to i ts distribution system without that extension of transmission lines. Currently, Comcast has 24. 2 million video customers (47. 8% penetration), 14. 9 million high-speed internet customers (29. 7% penetration), and 6. 5 million peal customers (13. 9% penetration). Comcast generates approximately 95% of its consolidated revenue from its Cable segment. Its cable systems simultaneously deliver video, high-speed internet and phone services to its customers (2008 yearly Report). Appendix A Example Customer Satisfaction SurveyIn your most recent customer service experience, how did you contact the representative? ( )In soul ( )By Telephone ( )Internet ( )Other About how long did you have to wait before public speaking to a representative? ( )I was taken care of immediately ( )Within 3 minutes ( )3-5 minutes ( )5-10 minutes ( )More than 10 minutes Did our representative (Select all that apply) ( )Quickly attain the task ( )Appear knowledgeable and competent ( )Help you understand the cause and the solution to the problem ( )Handle issues with courtesy and professionalism About how long did it take to get this problem end? )Immediate Resolution ( )Less than a day ( )Between 2 and 3 days ( )Between 3 and 5 days ( )More than a week ( )The problem is still not resolved How many times did you have to contact customer service before the problem was corrected? ( )Once ( )Twice ( )Three Times ( )More than Three times On a scale of 1 to 5 where 1 represents Extremely disgruntled and 5 represents Extremely Satisfied, please answer the below questions and provide any explanation that could help us to improve our customer service. How satisfied are you with the customer service experience? Overall, how would you rate your level of satisfaction with Comcast?If you were less than totally satisfied, what could have been done to serve you better? WORKS CITED Comcast. Wikipedia. org. Wikipedia. org, 2009. Web. 24 November 2009. http//en. wikipedia. org/wiki/Comcast Comcast C orporation. Annual Report, 2008. Philadelphia, PA Comcast Corporation, 2008. Frommer, Dan. Comcast Beats Street, But Growth Hits the Wall. The Business Insider. atomic number 14 Valley Insider, 2009. Web. 18 February 2009. http//www. businessinsider. com/comcast-beats-street-but-growth-hits-the-wall-2009-2 HD Market acumen at All-Time High. Afterdawn. com. AfterDawn Ltd, 2009. Web. 19 October 2009. ttp//www. afterdawn. com/news/archive/16014. cfm/ Herman, Josh. Consumers on the Move. Direct, 1 June 2006 pp 30-31. Mello, John P. DVR Market Penetration Riding a Provider-Powered Wave. TechNews knowledge base. com. E-Commerce Times, 2007. Web. 19 October 2009. http//www. technewsworld. com/story/media-convergence/59497. html. New Verizon Wireless publicise Campaign Introduces the People Behind the Nations Most Reliable Wireless Network. Worlds Technology News. Technology News, 2009. Web. 25 November 2009. http//www. mirror99. com/20060514/new_verizon_wireless_advertising_campaign _introduces_the_peo le_behind_the_nation_s_most_reliable_wireless_dfjg. jspx ODonnell, Jayne. Gen Y Sits on Top of Consumer Food Chain. USA Today, 11 October 2006 p. 3B Research Internet connected TVs the trend for 2009. Copypaste. nl. Copypaste Media, 9 August 2009. Web. 19 October 2009. http//www. copypaste. nl/788/research-internet-connected-tvs-now-officially-the-trend-for-2009. Waddell, Ray. Comcast Center Title tidy sum Is One For Record Books. AllBusiness. AllBusiness, 2000. Web. 24 January 2000. http//www. allbusiness. com/services/amusement-recreation-services/4560069-1. html