Porters Typology

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Time Warner’s Customer groups
Word count 655
Section 1.
Introduction
Time Warner facilitate for a wide range of customer types with their products and services they offer. Their products and services include; HBO, Time inc, Tuner broadcasting system and warner brother entertainment. Within these services there’s a variety of subsidiaries like, sports illustrated magazine (Time inc). They really try to accommodate for as many consumers as possible, focusing on the range of their products/services. Warner Brothers being a subsidiary of Time warne,r really emphasises the fact of facilitating for arguable all customer types. Online social media site Facebook, suggests Time Warner’s main customer type is between the ages of 25-34. Facebook.com (2012) Porter’s Typology

When facilitating for customers groups Time warner has primarily a ‘Narrow approach’ Porter suggest companies with a narrow approach are considered as “cost leaders” continuing to say “these are Firms choosing to serve broad markets and to derive advantage through low costs” Porter, M.E. (1991). Time Warner doesn’t just seek the status of “cost leader” they also purse “focus strategies” Porter states “these are firms targeting narrow market segments and by emphasizing either low costs or uniqueness” Porter, M.E. (1991). On the other hand, even with the empirical support porter typology has (Dess&Davis, 1984) there are some doubts. Critics of porter’s theory suggest “traditional marketing methods usually emphasize only one-way communication from marketers to consumers, while the Internet is an interactive medium” Yelkur & DaCosta (2001). Section 2.

Brand Values and Customer Satisfaction.
Some marketing researchers have concluded that “brands are one of the most valuable assets a company has”, A, Neumeier, Marty B (2006). Another source suggest “brand value is one of the factors which can increase the financial value of a brand to the brand owner”, Grannell, C (2009).Time Warner states...
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