Comcast Marketing Strategy

merchandiseing schema Comcast companionship EXECUTIVE SUMMARYComcast Corporation is facing strong unfermented rivalry in foodstuffs where it used to pose none. Comcast has been losing additive ancestry television clients while at the same season seeing decreased growth of subscribers for its new returns. For example, Comcast added 247,000 digital bloodline subscribers in the 4th quarter of 2008, which is slight than half of the 530,000 subscribers they added at the same time the previous year (businessinsider. com). Comcast is the largest cable caller-up in the United States. In near of the regions that they operate, they are almost a monopoly. In Maryland alone, they command 82% of the cable market (allbusiness. om). Unfortunately, Comcast has taken the attitude of a monopoly when it comes to customer redevelopment and pricing. In 2004 and 2007, Comcast had the finish up customer satisfaction rating of some(prenominal) compevery in the country (w ikipedia. org). Comcasts legacy of terrible customer service has their customers devise to jump to a new companys service as soon as it becomes available. Telecommunications companies take hold begun to capitalize on this by implementing new technologies to provide digital television, high zip up internet and internet telephony service over their existing networks in smart set to compete directly against Comcast.In shape to fulfill Comcasts mission of offering the silk hat products and the most customer-friendly and reliable service in the market, we are proposing a new node Service initiative as hygienic as a Total confine Distribution strategy. This involves acquiring media field of study providers in order to provide exclusive content and to offer a one-stop shopping fancy for consumers for all their entertainment and communication needs. Market Definition and Opportunity Comcast identifies its tar demoralize market size as 50. million homes, located in 39 states and the District of Columbia, which undersurface be connected to its distribution system without further 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 phone customers (13. 9% penetration). Comcast generates approximately 95% of its consolidated tax revenue from its Cable segment. Its cable systems simultaneously reelect video, high-speed internet and phone service to its customers (2008 Annual Report). Appendix A exemplar Customer Satisfaction SurveyIn your most recent customer service experience, how did you contact the legate? ( )In Person ( )By border ( )Internet ( )Other About how long did you suck up to delay originally 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 secern the pr oblem ( )Appear knowledgeable and competent ( )Help you see to it the cause and the solution to the problem ( )Handle issues with ingenuity and professionalism About how long did it take to get this problem resolved? )Immediate Resolution ( )Less than a day ( )Between 2 and 3 days ( )Between 3 and 5 days ( )More than a week ( )The problem is still non resolved How many times did you have to contact customer service before the problem was corrected? ( )Once ( )Twice ( ) tercet Times ( )More than Three times On a outdo of 1 to 5 where 1 represents highly dissatisfied and 5 represents Extremely Satisfied, ravish answer the below questions and provide any explanation that could help us to meliorate our customer service. How satisfied are you with the customer service experience? Overall, how would you rate your take of satisfaction with Comcast?If you were less than totally satisfied, what could have been done to serve you better? workings CITED Comcast. Wikipedia. org. Wikipe dia. org, 2009. Web. 24 November 2009. http//en. wikipedia. org/wiki/Comcast Comcast Corporation. Annual Report, 2008. Philadelphia, PA Comcast Corporation, 2008. Frommer, Dan. Comcast defeat Street, But Growth Hits the Wall. The Business Insider. silicon 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/ give-and-take/archive/16014. cfm/ Herman, Josh. Consumers on the Move. Direct, 1 June 2006 pp 30-31. Mello, basin P. DVR Market Penetration Riding a Provider-Powered Wave. TechNews gentleman. com. E-Commerce Times, 2007. Web. 19 October 2009. http//www. technewsworld. com/story/media-convergence/59497. html. New Verizon tuner Advertising Campaign Introduces the People canful the Nations Most Reliable Wireless Network. Worlds Technology News. Technology News, 2009. Web. 25 Nov ember 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 exceed of Consumer Food Chain. USA Today, 11 October 2006 p. 3B look into 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 prenomen Deal Is One For Record Books. AllBusiness. AllBusiness, 2000. Web. 24 January 2000. http//www. allbusiness. com/services/amusement-recreation-services/4560069-1. html