Angela Copeland
Dustin Stollberg
Tim Fischer
Professor: Dr. Andrea Scott Yue Yuan
April 5, 2005
MBAM 615.12
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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
2.4. Product Offering 12
2.5. Macroenvironment Analysis 14
3. Marketing Strategy 15
3.1. Marketing Objectives 15
3.2. Financial Objectives 16
3.3. Target Markets 16
3.4. Positioning 18
3.5. Marketing Mix 19
3.5.1. Product 19
3.5.2. Price 19
3.5.3. Promotion 19
3.5.4. Channels of Distribution 20
3.6. Marketing Research 21
4. Sales and Expenses Forecast 22
5. Implementation 23
Appendix 24
Appendix A. Research Questionaire 24
Appendix B. Los Angeles City, California Statistics
and Demographics…………………………………………………..25
1.0. Executive Summary
Time Warner Cable faces many challenges to expanding their customer base in Cable, VoIP (internet-based telephone), VOD, and Broadband internet. This Marketing Plan strives to identify these challenges and offer a marketing mix and strategy to minimize customer churn (loss) and maximize revenue and new subscriptions.
Through targeted research we have identified the main opportunity for addressing these challenges in the realm of increasing focus and promotion on VOD (Video on Demand). While there seems to be opportunity to increase Hispanic subscriber base, due to disproportionate smaller numbers of subscribers compared to the population demographic and their increasing purchasing power and disposable income, we...