Phase #1: The Organization and Its Background
A. Organization Name and Address
AT&T- American Telephone and Telegraph Company 4419 Rangeline Road Theodore, AL 36619
B. Source of Marketing Information
One resource I used to gather information for AT&T was my assistant manager Jessica Smith. Her phone number is 251-656-8977. I also used one of my co-workers from AT&T, Chris Foster. Another source for my paper was the main AT&T website. Finally, I browsed the web for other references that would be of help.
C. Type of Organization and Brief Background
AT&T is a profit organization that sells wireless, and wire-line services. They sell many different types of products: cell phones, home phone service, DSL, Direct TV, laptop connect cards, and in the future, laptops. They have been in business for 125 years and are still going strong. American Telephone & Telegraph Co. was formed in 1885. In 1926 they partnered with Westinghouse, GE, and United Fruit to form the NBC network. In 1983 AT&T opens the first cell phone system in the United States in Chicago. In 1993 they acquire McCaw Cellular Communications and officially renamed it AT&T.
D. Good/Service or Firm to Be Examined
AT&T sells many different types of products; the one that this paper will be discussing is the cell phone. They also sell home phone service which is through Bellsouth; DSL service, and Direct TV. They will soon be selling laptops with wireless internet cards built into them.
Phase #2: Environmental Influences and Target Markets
A. Micro Environmental Influences
1. Objectives
AT&T Mobility-deliver the best network experience, deliver market-leading consumer products, deliver the best customer experience, and to continue to grow the business. In order to deliver the best network experience to our customers, AT&T needs to achieve unmatched network reliability and expand the reach and speed of our networks. By delivering compelling multifunctional...