Comcast Marketing Strategy
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|Comcast Corporation |
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EXECUTIVE SUMMARY
Comcast Corporation is facing strong new competition in markets where it used to have none. Comcast has been losing analog cable television customers while at the same time seeing reduced growth of subscribers for its new services. For example, Comcast added 247,000 digital cable subscribers in the 4th quarter of 2008, which is less than half of the 530,000 subscribers they added at the same time the previous year (businessinsider.com).
Comcast is the largest cable company in the United States. In most of the regions that they operate, they are almost a monopoly. In Maryland alone, they command 82% of the cable market (allbusiness.com). Unfortunately, Comcast has taken the attitude of a monopoly when it comes to customer service and pricing. In 2004 and 2007, Comcast had the worst customer satisfaction rating of any company in the country (wikipedia.org). Comcast's legacy of terrible customer service has their customers ready to jump to a new company's 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 internet and internet telephony services over their existing networks in order to compete directly against Comcast.
In order to fulfill Comcast's mission of offering the best products and the
|Comcast Corporation |
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EXECUTIVE SUMMARY
Comcast Corporation is facing strong new competition in markets where it used to have none. Comcast has been losing analog cable television customers while at the same time seeing reduced growth of subscribers for its new services. For example, Comcast added 247,000 digital cable subscribers in the 4th quarter of 2008, which is less than half of the 530,000 subscribers they added at the same time the previous year (businessinsider.com).
Comcast is the largest cable company in the United States. In most of the regions that they operate, they are almost a monopoly. In Maryland alone, they command 82% of the cable market (allbusiness.com). Unfortunately, Comcast has taken the attitude of a monopoly when it comes to customer service and pricing. In 2004 and 2007, Comcast had the worst customer satisfaction rating of any company in the country (wikipedia.org). Comcast's legacy of terrible customer service has their customers ready to jump to a new company's 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 internet and internet telephony services over their existing networks in order to compete directly against Comcast.
In order to fulfill Comcast's mission of offering the best products and the
Cited: "Comcast." Wikipedia.org. Wikipedia.org, 2009. Web. 24 November 2009. http://en.wikipedia.org/wiki/Comcast Comcast Corporation Mello, John P. “DVR Market Penetration: Riding a Provider-Powered Wave.” TechNewsWorld.com. E-Commerce Times, 2007. Web. 19 October 2009. http://www.technewsworld.com/story/media-convergence/59497.html. Waddell, Ray. "Comcast Center Title Deal Is One For Record Books." AllBusiness. AllBusiness, 2000. Web. 24 January 2000. http://www.allbusiness.com/services/amusement-recreation-services/4560069-1.html