Marketing Plan: Time Warner Cable
Running head: Marketing Plan – Time Warner Cable
Marketing Plan – Cable – Time Warner Cable
Bonnie Bagby
BUS 620 – Managerial Marketing
Dr. Uchenna Nwabueze
August 30, 2010
Abstract
The marketing plan for Time Warner Cable reviews the market conditions, including emerging technologies and competitors and provides a marketing plan with focus on maintaining current customers and adding new commercial customers by focusing on cloud offerings, teleconferencing and telemedicine.
Marketing Plan – Time Warner Cable
Executive Summary Time Warner Cable (Time Warner Cable), the second largest cable provider in the United States, continues to face stiff completion from the number one cable company Comcast and satellite pay-for-TV providers DishNet and DIRECTV. New competitors may be a bigger challenge to Time Warner Cable’s survival, than the existing pay-for-TV companies previously mentioned. New competitors include: telephone or telco communication companies utilizing internet protocol television (IPTV), Netflix with on demand video, Hulu with free video of top shows and video game machines that can stream free video to a larger screen.
Pay-for-TV provider customer service levels have never been satisfactory and recent price increases have left consumers looking for alternative options (Goldman, 2010). Time Warner will introduce ala-carte cable pricing, allowing the consumer to choose specific stations based on their personal preferences. Time Warner will replace the reduced profits of ala-carte cable pricing by backhauling, for commercial applications including, teleconferencing, telemedicine and cloud computing. Time Warner Cable will also focus on improving customer service levels by narrowing service windows and offering a bonus plan for technicians, based on first time repair yield and customer feedback. Time Warner Cable’s investment in advanced fiber optic technologies has them well poised to lower consumer television, phone and internet
Marketing Plan – Cable – Time Warner Cable
Bonnie Bagby
BUS 620 – Managerial Marketing
Dr. Uchenna Nwabueze
August 30, 2010
Abstract
The marketing plan for Time Warner Cable reviews the market conditions, including emerging technologies and competitors and provides a marketing plan with focus on maintaining current customers and adding new commercial customers by focusing on cloud offerings, teleconferencing and telemedicine.
Marketing Plan – Time Warner Cable
Executive Summary Time Warner Cable (Time Warner Cable), the second largest cable provider in the United States, continues to face stiff completion from the number one cable company Comcast and satellite pay-for-TV providers DishNet and DIRECTV. New competitors may be a bigger challenge to Time Warner Cable’s survival, than the existing pay-for-TV companies previously mentioned. New competitors include: telephone or telco communication companies utilizing internet protocol television (IPTV), Netflix with on demand video, Hulu with free video of top shows and video game machines that can stream free video to a larger screen.
Pay-for-TV provider customer service levels have never been satisfactory and recent price increases have left consumers looking for alternative options (Goldman, 2010). Time Warner will introduce ala-carte cable pricing, allowing the consumer to choose specific stations based on their personal preferences. Time Warner will replace the reduced profits of ala-carte cable pricing by backhauling, for commercial applications including, teleconferencing, telemedicine and cloud computing. Time Warner Cable will also focus on improving customer service levels by narrowing service windows and offering a bonus plan for technicians, based on first time repair yield and customer feedback. Time Warner Cable’s investment in advanced fiber optic technologies has them well poised to lower consumer television, phone and internet
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