This website uses cookies to ensure you have the best experience. Learn more

Time Warner Cable Swot Essay

4793 words - 20 pages

Angela Copeland
Dustin Stollberg
Tim Fischer
Professor: Dr. Andrea Scott Yue Yuan

April 5, 2005
MBAM 615.12

[pic]

Table of Content

1. EXECUTIVE SUMMARY………………………………… ………..3

2. Situation Analysis 4
2.1. Market Summary 4
2.1.1. Market Demographics 4
2.1.2. Market Geograhics 4
2.1.3. Market Psychograhics 4
2.1.4. Market Behaviors 5
2.1.5. Market Needs 5
2.1.6. Market Trends 6
2.1.7. Market Growth 7
2.2. SWOT Analysis 8
2.3. Competitive Analysis 9
...view middle of the document...

VOD has the power to boost revenue and customer growth due to its high buy rate and loyalty of customers who try it. Increasing promotions and VOD certificate giveaways will lead to increased revenue and customer loyalty, thus reducing churn. Additionally, by adding VOD offerings in Spanish, TWC will additionally be able to capture and keep a larger portion of the Hispanic market.

By implementing the strategies outlined in this marketing plan, TWC will be able to dramatically increase its VOD buy-rates. This in turn will lead to an increase in overall revenue, and a decrease in churn. VOD is a very powerful tool, and with customers aware of its capabilities, they will perceive more value from their cable service. This is the most important step in retaining customers, and gaining new customers.

2.0. Situation Analysis: Time Warner Cable, Los Angeles
2.1. Market Summary

Time Warner Cable’s (TWC) target market is broken into small areas throughout Los Angeles. Potential customers are technologically savvy consumers. These customers are early adopters, who look for quick, easy, and reliable technology that will meet their needs. TWC is limited in the physical areas in which it can expand, so emphasis will need to be placed on retaining and increasing the value of existing customers as well as the recruitment of competitors’ customers through targeted marketing. Two areas of focus that will assist in this are bundling and on-demand programming.

• 2.1.1. Market Demographics
o TWC Customers are generally middle to upper class
o Average household income is $53,546 / year
o Racial makeup: 41% white, 28% Hispanic, 16% Asian, and 5% African American
o English is the primary language 59% of the time with 20% Spanish, 11% Asian, and 7% Indo-European
(Source: TWC Pepperdine Presentation)
• 2.1.2. Market Geographics
o 352,000 Time Warner customers in the Los Angeles area
o Located in Orange County, Garden Grove, Torrance, South Pasadena, and Chatsworth
(Source: TWC Pepperdine Presentation)
• 2.1.3. Market Psychographics
o Most customers are early adopters of technology
o They keep up on the latest trends in TV, computers, and phone communications
o 43% of TWC customers rent their homes
o Average home value: $253,578
(Source: TWC Pepperdine Presentation)
• 2.1.4. Market Behaviors
o On average, the TWC customer demographic is more educated than typical consumers
o TWC customers are looking for fast, reliable service in the form of video television, high speed internet, and digital phone
o High speed (and often higher priced) versions of technologies can be a symbol of status (as customers view them as a superior product)
o High usage rate in comparison to other similar technologies
o Bundling of TWC products will lead to increased customer loyalty
...

Other Essays Like Time Warner Cable Swot

Verizon Wireless Case Study

1757 words - 8 pages the short-term. The SWOT analysis of the appendix, figure 1, reflects Verizon’s weakness of high debt and labor costs due to employing many union workers. This is a concerning weakness for Verizon because the competing cable companies do not typically have union workers, and thus their labor expenses are much lower. Additionally, if Verizon ventures into new business, the company cannot simply layoff union workers and hire new employees with

Blockbuster Is Fighting for Survival Essay

1149 words - 5 pages Principals of Management: Module 2 Blockbuster is fighting for Survival A SWOT analysis is a structured planning method used to evaluate a firm’s strengths, weaknesses, opportunities, and threats involved in a project or in a business venture. Blockbuster was the world’s largest video rental chain. They provided rental movies and game entertainment that saw record high numbers when they opened their doors in 1985. However over the past

Acquisition of Directv by at&T

1686 words - 7 pages a national footprint. While both of the previously mentioned points are good reasons why these two companies should consider combining force, the big elephant in the room is its competitor. Comcast the number one cable company in the US has announced it intends to acquire with Time Warner Cable (Informitv Mutliscreen Index, 2014). This consolidated company would have of 30 million television customers and it would be hard for AT&T or

Comcast Course Project

1176 words - 5 pages 1988 when they purchased Amcell, this was the first time a cable company was able to offer their customers telephone service from another source other than the telephone providers. Ralph Roberts named his son, Brian L. Roberts to be the next president of the company which took everyone by surprise but he turned out to be a very efficient manager. In the mid-1990s there was an increase in activity for the cable and telecommunications industries

The Broadstripe Service Guarantee

2937 words - 12 pages increasing number of consumers disconnected their subscription TV services in favor of online video services such as Netflix and Hulu. Responding to these competitive pressures, cable companies turned to customer service to try and improve their negative reputation. Several cable companies began to develop customer-oriented policies. For example, Time Warner Cable offered an on-time guarantee that promised that a service representative showed up on time

Cloud Computing

2672 words - 11 pages see more people ditching cable and satellite and moving towards these internet streaming services. Content creators make content…and they can just as easily send it directly to you. According to Joel Anderson, “The Internet is essentially the only conduit that’s really needed. That basically makes cable an increasingly obsolete middle man for your television content. Except that it’s really more frustrating than that, given that Time Warner (TWC

Ronnie Screwala

2277 words - 10 pages one channel Doordarshan) or a cable TV. I used to go myself from society to society for concept selling”. In a short span of time the business increased many folds and proved to be in constant demand among the residents in the area. The venture also provided Ronnie with the sufficient capital for his future endeavor. This in turn saw him making advertisements and producing films and selling airtime on India's only national network known as

Calyx and Corolla

2518 words - 11 pages short lifetime, C&C has established strong relationships with many large growers, who cut flowers when ordered, thereby increasing the life of the buds tremendously over typical florist shops whose buds may already be a week old when purchased. They have also developed a strong relationship with Federal Express, who is their primary distributor. Federal Express has a well-established brand name, known for speedy, on-time, and reliable delivery

Swot Analysis

750 words - 3 pages strengths and opportunities presented in my findings on the SWOT of Adidas and Under Armour in terms of marketing and distribution through pricing, endorsing, use of e-commerce, and focus of all genders and ages. Work Cited "100 Fastest-Growing Companies 2012: Under Armour." CNNMoney. Cable News Network, 2012. Web. 29 June 2013. (4) Brna, Michael J., Ph. D. "What Is The History of Nike Golf?" Golf. N.p., n.d. Web. 29 June 2013. (1

Case Tivo

1034 words - 5 pages DirecTV, Time Warner, and Dish Network contribute to the growth of those competitors. Moreover, the product of TiVo is expensive and people should pay additional service fee. There is no network effect in the DVR business because customers can have a variety choices and it doesn’t matter what others are using. However, the network effects are important in this market, especially for TiVo. More customers would prefer to install the product if the

Benchmarkng

1246 words - 5 pages ). The network diversified into television in 1948. Capital Cities bought the network in 1985 for $3.5 billion and positioned ABC as a leader in financial news reporting. At the time of ABCs acquisition by Disney; Capital Cities/ABC owned 224 affiliated stations, 10 TV stations, the ABC Radio Networks providing content to 3,400 radio stations and ESPN (the market leader in cable sports channels). The company also had minority interests in 6

Related Papers

External And Internal Environmental Analysis

1516 words - 7 pages enjoy having all 3 services with one Cable service provider instead of multiple and also at a relatively lower cost, as compared to its competitors like Verizon Fios, Comcast, Direct TV, and Time Warner Cable. Consequently, there was growth in customer base as well as their retention. Some challenges the company faces are from other satellite providers like Comcast, Direct TV, Verizon, Dish Network, and Time Warner Cable. These cable

Cable Mangement System Market Global Industry Analysis, Size, Share, Growth, Trends And Forecast, 2013 2019

666 words - 3 pages Cable Mangement System Market - Global Industry Analysis, Size, Share, Growth, Trends And Forecast, 2013 - 2019 Cable management system refers to the installation of the building services and the installation of the equipment’s providing a mean to secure thedata and cables. Cable management is also used for referringthe products of managing cables or to the installation of the cables. Cable management is an important part in fields, such

Cable And Satellite Television Aren’t Worth Their Cost

599 words - 3 pages programming options; and services like Nextflix offer over 100,000 DVD titles to instantly stream over your TV for less than $8 a month – which is a lot less than the $100 the cable man’s demanding. Works Cited Stelter, Brian. "Time Warner Cable to Test Cheaper Channel Package." New York Times 19 Nov. 2010: B8. New York Times. Web. 31 Oct. 2011. "Television in the United States." Encyclopædia Britannica. Encyclopædia Britannica Online Academic Edition. Encyclopædia Britannica Inc., 2011. Web. 8 Nov. 2011.

Isdn Vs. Cable Modem Essay

3501 words - 15 pages subscriber over the neighborhood's coaxial tree and branch network. FTTN has proved to be an appealing architecture for telephone companies as well as cable operators. Not only Continental Cablevision and Time Warner, but also Pacific Bell and Southern New England Telephone have announced plans to build FTTN networks. Fiber to the neighborhood is one stage in a longer-range evolution of the cable plant. These longer-term changes are not