Case Presentation

By Snehal Yarlagadda, Xiwen Miao, James Corr, Weilei Yu

• Company overview

• Focus Points

• Competitors

• Customer Centricity & IMC

• Segmentation Strategy

• AIDA

• Goals

• Conclusion

Agenda

Comcast is the biggest cable and internet service provider in the US.

Its customer base range from big corporate, to small-medium businesses and households.

The fast paced market requires continuous innovation, better products and faster internet speed.

The increase in the last decade of a new wave of entrepreneurs is creating a big market potential for Comcast.

Industry Overview

1.Who are Comcast Business’ primary competitors and what are they doing in the marketplace?

2. Are there additional profitable and efficient ways to further segment the entrepreneurial small/medium sized business segment? Why?

3. What strategies and tactics do you recommend for your suggested segment/s? Why?

4. Are there points in the company growth cycle that substantially impact Comcast Business? If so, what should Comcast Business do at these points?

Focus Points

Competitors

Competitors

Pros:

- More internet speed options- Higher performance due to Fiber Optics- Cheaper plans at face value

Cons:

- Lower coverage- Fewer features included in the plans- Have to pay extra for these features

Competitors

Customer Centricity – IMC

• Focus on customer

• Reputation “carryover”

• Integrated marketing communication

Comcast Engage website

• Monthly webinar integrated with social media

• Showcase Comcast’s progress in addressing customers’ issues

• Merge Comcast’s current quarterly tech guide

• UPWARE solution

Unique Selling Proposition

• Comcast Engage website

• Dual wifi setup

• UPWARE solution

Segmentation Strategy

• Young entrepreneurs

• The traditional owner/operator • Home office business

AIDA

Lag Issue - Not just Online

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AIDA

Acquisition Strategies

• Meetups

Young Entrepreneur:

• Comcast Engage – webinar

• UPWARE

Acquisition Strategies

• Promotion through traditional advertising

• Sponsor community events

• Strategic placement of information hubs

The traditional owner/operator

Home Office

• Tailor specific bundles for home owners

Marketing Analytics

• Google Multi-Armed Bandit Approach

• Google Analytics and Adwords

• Diversify POC (Point of Contact)

Recommendations

• Use an IMC and Customer Centric approach

• Create a website focused on engagement and value

• Segment the market and allocate resources appropriately

• Adopt analytical and tracking tools to increase conversion rate

Goals

• Shifting public perception of Comcast

• Improve customer retention and interaction

Conclusion1. Who are Comcast Business’ primary competitors and what are they doing in

the marketplace?

4. Are there points in the company growth cycle that substantially impact Comcast Business? If so, what should Comcast Business do at these points?

3. What strategies and tactics do you recommend for your suggested segment/s? Why?

2. Are there additional profitable and efficient ways to further segment the entrepreneurial small/medium sized business segment? Why?