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Research Analysis and Marketing Plan: Masergy Communications

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Research, analysis, plan for Masergy Communications

Research, analysis, plan for Masergy Communications


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  • 1. Masergy Marketing Plan Page |1 MKT305-1104-10 Marketing and the Virtual Marketplace Phase 5 Individual Project Sabrina Mergenthaler Colorado Technical University Online Professor Monique Georges November 7, 2011
  • 2. Masergy Marketing Plan Page |2 Table of ContentsExecutive Summary………………………………………………………………. Pg 3-8 About the company……………………………………………………….. 3 Business Management…………………………………………………..... 3-4 Target Market and Customer…………………………………………….. 4-5 Marketing and Sales………………………………………………………. 5 Competition……………………………………………………………….. 5-6 Business Operations………………………………………………………. 6-7 Financial Projections & Sales…………………………………………….. 7 Managing the Customer Relationship…………………………………….. 7-8Situational Analysis……………………………………………………………….. 8-12 Situation………………………………………………………………….. 8-10 SWOT Analysis…………………………………………………………… 10-12 Strengths………………………………………………………….. 10 Weaknesses………………………………………………………... 10-11 Opportunities……………………………………………………… 11 Threats…………………………………………………………….. 11-12 SWOT Table………………………………………………………………. 12Product Strategy…………………………………………………………………… 12-16 Positioning…………………………………………………………………. 14 Positioning Statements…………………………………………………….. 14-15 Positioning Strategy……………………………………………………….. 15-16Competitive Analysis………………………………………………………………. 16Marketing Goals…………………………………………………………………… 17Marketing Objectives……………………………………………………………… 17-18Strategic Initiatives………………………………………………………………… 18-19 Pricing Strategy……………………………………………………………. 18 Place Strategy……………………………………………………………… 18 Internet…………………………………………………………………….. 18 International Distribution………………………………………………….. 19Promotional Tactics………………………………………………………………… 19-21 Web Banner………………………………………………………………… 19 Print Advertisement #1…………………………………………………….. 20 Print Advertisement #2…………………………………………………….. 21Budget……………………………………………………………………………... 22Conclusion…………………………………………………………………………. 22References………………………………………………………………………….. 23-24
  • 3. Masergy Marketing Plan Page |3 Executive Summary About the company and the Products Masergy is a telecommunications company currently based out of Plano, Texas.Established from the ground up, founder Barry Nalls developed the company in 2000 with amission in mind: to deliver a full suite of voice, data, and video services to the global enterprisemarket (Nextone, 2002). Servicing America and many countries across six continents, thecompany provides various forms of communication services from internet, television, and phoneto analysis and security for businesses as well as private consumers. Some of their mostreputable products include the QoS Video System and Intelligent Network Analyst platform(Masergy, n.d.). Business Management Masergy’s management team is dedicated to performing with highly skilled and talentedindividuals. Their value as leaders resonates as they demonstrate a keen capability withdesigning and managing multifaceted systems, as well as defining and delivering outstandingconsumer service (Management team, 2011).
  • 4. Masergy Marketing Plan Page |4 Target Market and Customer Due to the vast capabilities of Masergy’s products there is truly no market incapable ofbeing penetrated. As such, Masergy contends on a global scale making its presence knownthroughout North and South America, Europe, Asia, Africa, and Australia. However, eachproduct they offer adheres to calling a particular consumer. For instance, the QoS videorecognizes the needs of individuals who enjoy the luxuries of high-quality and high-definitionproducts; engaging in sports and video gaming entertainment; as well as businesses that utilizemassive digital graphics and other related operations. Businesses in this category might includeprogram and gaming developers or international companies that use web-conferencing. With theever-expanding technological industry providing further clarity in televisions, computers, cellphones, gaming consoles and various handheld devices it is likely to see the market for the QoSvideo system continue to grow as well as the product itself to adjust with the demands of thegrowing market. The same could be said for the growth of the INA platform, which provides users asimplistic avenue for monitoring the potential development of their company throughexamination of website traffic. More and more companies are knocking on the screens of
  • 5. Masergy Marketing Plan Page |5worldwide consumers through the power of the internet. Long gone are the days of door-to-doorsales with the expansion of businesses to the web. With this flux in buyer behavior it is moreimportant than ever to understand the habits of online shoppers—a capability provided by theINA at an all inclusive rate that eliminates the need for businesses to hire additional laborers tomonitor, analyze, and report. Whether a company is operated by one person from their home orby thousands across the globe, Masergy’s INA brings informative data to the people that need itmost for making business decisions. Marketing & Sales Growth of Masergy over the past decade has seen tremendous improvements and hasultimately pushed the company closer to being a publicly traded company. Having witness a32% increase in sales since 2007, Masergy’s earnings of $97.5 million in the final quarter of2010 are only expected to grow further (Company Profile, 2011). The company partakes in a variety of marketing avenues which include annual golftournaments for partners, trade shows, internet, television, and print advertising, and theinaugural industry roundtable hosted in London (O’Connell, 2011). In building brand awareness,there is no avenue Masergy will avoid. Competition Though Masergy competes with literally thousands of communications companies acrossthe globe, making up the largest contender is AT&T. Originally founded in 1885 under theidentity of American Telephone and Telegraph Company, AT&T once held a monopoly on thetelecommunicating industry. Since their entrance into the business world, the company has beenmerged, sold and purchased many times over. It has come to its final home in Dallas, Texas,making AT&T not only global rivalry for Masergy, but a local competitor as well. AT&T is also
  • 6. Masergy Marketing Plan Page |6recognized as one of the leading worldwide providers of IP-based communications, voice, video,data and internet services (AT&T, n.d.). They extend services to business, consumers, andgovernment agencies, globally, nationally, and with all business sizes (AT&T Company Profile,2011). The contend to hold the nation’s fastest mobile broadband network and the largestinternational coverage of any U.S. wireless carrier, offering the most phones that work in themost countries; the largest Wi-Fi Network in the United States; and the largest number of totalbroadband connections in the United States (AT&T, n.d.). With its innovations still pouring out, AT&T sees a continual annual financial growth. Infact, from 2010’s second quarter to 2011’s second quarter review, the company has witnessed arevenue growth of 8.3%. In terms of actual dollars from AT&T’s perspective, that equates to$1.8 billion dollars. Projected earnings for the company’s yearend revenue are grossly largerthan the already $31.5 billion they have generated in just the first two quarters of 2011. AT&T’slong standing experience with consumers coupled with a strong suit in innovation will surelykeep this company on top of the telecommunications game for many years to come, but thatsimply means Masergy will have to stay on its toes (AT&T, n.d.) Business Operations As Masergy dives deeper into the competitive world of telecommunications services, itrecognizes the need to focus business operations in areas that will project the company into thefuture. Such areas will adhere to: Generating recurring income through providing valuable customer service and desirable products,
  • 7. Masergy Marketing Plan Page |7 Increasing business assets by implementing innovative approaches with regard to technology Securing the income and value of the business by: Creating demand for goods and services Maintaining affordable services for consumers Taking aggressive approaches to providing simple, yet innovative products and marketing against competition Controlling and maintaining quality and efficiency of production activities, and Advancing as a supporting business of the community. Financial Projections & Sales In addition to the great achievements by Masergy Communications, Inc the companyperforms at a steadily increasing rate. In fact, Masergy has seen a 32% growth in the last threeyears alone (Company Profile, 2011). Plans for the future include hiring an addition 50 people tosupport massive growth. In 2010, revenue reached a peak at $97.5 million, earning the companythe 122nd position in earnings for its industry. The projected earnings for 2011 are estimated tospike to $116 million based on the current growth. Also, February of 2011 marked the entranceof Masergy into the New York Stock Exchange (Masergy PE, 2011). Managing the Customer Relationship A key component to Masergy’s success relies on the relationship it maintains withconsumers. In striving to establish a long lasting, and mutually beneficial commitment, Masergy
  • 8. Masergy Marketing Plan Page |8intends to provide products and services at rates that are affordable to all consumers. To achievethis goal, Masergy holds accounts to a case-by-case fee schedule. To uphold unbeatable rates, Masergy will include price match guarantees, and useselective marketing techniques to ensure our clients—old and new—receive the maximum valuefrom their services. Techniques will allow all customers to modify their account optionsregularly in order to obtain the lowest cost throughout the year. Masergy customers will also beheld to no contracts—giving them a greater freedom of choice. Instead, Masergy will makeloyalty a priority through offering longevity deals and promotions, and referral incentives. Othervenues Masergy may proceed with to obtain new clients will involve trial offers, and no-cost/low-cost equipment. Ensuring optimal standards are met Masergy provides a base outline of guaranteedpolicies regarding products, services, and equipment. Masergy guarantees reliable, uninterruptedservice, regardless of any conditions; an easy no-cost-to-consumer product exchange/returnpolicy for damaged and non-functioning equipment (adhering to an abuse policy); and extendedservice warranties for the duration of the relationship. On top of this, Masergy promotessuperior-quality customer service 24/7 via e-mail and telephone, and on a regular businessschedule (M-Sat. 7am-7pm) for in-house/in-business services/repairs (Masergy, n.d.). Situational Analysis Situation The expansion of technology grows daily. Recognizing the universal need tocommunicate is a crucial indicator of the advancements technology will strive to achieve in thefuture. Each new generation born into the world is experiencing technological advancements at
  • 9. Masergy Marketing Plan Page |9only younger ages. Understanding this concept marks the future of all telecommunicationscompanies. However, because not all consumers within a target market will respond similarly, itis necessary to segment within that audience (Grewal & Levy, 2009). Comparing thehomogenous and heterogeneous needs of consumers will enable Masergy’s marketing agents toappropriately position products on the market (Georges, 2011). The homogenous needs of theconsumers for the QoS video would include a desire for absolute fine-quality. Businesses usingthe most beneficial aspects of QoS video are going to be involved in activities such as regularvideo conferencing, art and graphical data exchange. Individuals utilizing the QoS video will doso to enjoy the finer quality of graphics for entertainment as well as personal video engagementactivities. Their heterogeneous needs for the QoS video system will be based on personal desiresas demonstrated by the individual versus a necessity in order to provide quality products as withbusinesses developing games and programs. Therefore, varieties of segmented groups for theQoS video system may include socializers, gamers, computer program developers, families withschool-aged children, and artists. Considerations for the homogenous needs of the INA platform will include therequirement for a business to maintain a functional website based on flow of traffic. Dependingon the variable size of a company the data represented in the INA report will adhere to theheterogeneous need to diversify products based on the sales of particular inventories. Internetretailers, as well as brick and mortar retailers who conduct online sales will be contained in thesegments of this product’s market. Bloggers may even find some benefit to using this feature. As stated, the evolution of the technology industry promotes a steady increase in all areasof digitalized video and online retail. There is no reason to doubt the ability of these productsgenerate substantial revenue within their given market segments. As the demand for innovative
  • 10. Masergy Marketing Plan P a g e | 10products rise, so shall the efforts of Masergy to provide those innovations at considerably lowcosts. In order to maintain value with all consumers, it is Masergy’s goal to continue its servicesbased out of the United States. The intention of this goal is to establish firm ties to being anAmerican company, and as such develop a relation with our political leaders to enhancedomestic conditions for the betterment of all citizens. This promotion is to be reflected inside andoutside of the company, as Masergy recognizes the positive culture of a company as a directimpact upon consumers. SWOT Analysis Strengths Unlike AT&T who has had over a century in experience in technology, Masergy comesto the table with the latest innovations in the world of telecommunications. Their high-gradeWNA platform performs on a superior network—making them the only provider of selectservices across the globe. While AT&T has to arrive at this technology, it drives costs upeffectively. Masergy carries the advantage of not having a weighted history, and with thatcarriage it does not have to respond to questions from consumers about why prices continue togo up. Masergy also brings this superior package at a lower rate than AT&T ever intends to(Masergy, n.d.). Weaknesses Not unlike their competition, Masergy has evolved by acquisitions, partnerships andexpansions. They have intentions of bringing the company to a publicly traded stock exchange inthe near future (Masergy, n.d.). However, perhaps publicity is also something that hurts thiscompany. Masergy is weakened by their small company size. The large demands of their
  • 11. Masergy Marketing Plan P a g e | 11consumer base are not the only reason for concern either. This small sized company lacksadvancement opportunity for employees, as the current positions holders are in for the long haul(“Masergy,” 2010). Comparatively damaging, and partially due to the size of the company, Masergy offers alimited service agreement. This service agreement highlights many stipulations, and seems tolose the focus of consumers in the vague terminology outlining the conditions for which servicechallenges will be met (Masergy, n.d.). Opportunities Notably, Masergy is far from being without opportunities. In fact, in addition to seekingpublic trading capabilities, Masergy is on the verge of settling another merger. The merger ofMasergy and ABRY is set to bring many great changes to Masergy including an increase ofemployees by about 50 people. The merger will also allow them to expand on many of theservices they already provide, while driving costs down for consumers (Engebretson, 2011). Threats Like many other companies who have expanded their services over the vast internet,Masergy is put at risk by hackers. Masergy spends a great deal countering security threats fromthose who would otherwise subject the company to such terroristic behaviors (Masergy, n.d.).Possibly more destructive than hackers, are those threats which come from within the companyand spill into the external environment. As we are all aware, the internet provides people with ashield that protects their identity as well as freedom to say what they want. On websites that weredesigned to allow others an inside view of companies, we find a large amount of Masergyemployees lashing out and criticizing the business rule. For instance, one employee claims the
  • 12. Masergy Marketing Plan P a g e | 12company needs to stay private in order to protect some skeletons in the closet. Others implyarrogance of the heads and a heavy political atmosphere of the entire company. Others mentionthe lack of growth opportunity for employees. Though stemming from within, these anonymousposts carry damaging effects for the company who wishes to go public (“Masergy,” 2010). SWOT Table Product Strategy The QoS video delivers first-class IP bandwidth exclusively designed to dispense anunwavering superior-quality video at all times and under all network conditions. The QoS videois perfectly suited for plug and play operation at high definition levels on a dedicated high-quality bandwidth. The service allows customers to enjoy such features in addition toTelepresence video all while engaging in multiple bandwidth consuming activities with the peaceof mind offered by simple call set-ups and reliable network connections. Other benefits includethe ability to connect publically or privately to the network, without the requirement of a router.
  • 13. Masergy Marketing Plan P a g e | 13Access to the network as well as utilizationof the network as a backup source for datacomes at no additional cost to consumers(Masergy, n.d.). Masergy’s priority in quality service Fig. 1. (n.d.). VideoOverlay Network. QoS Video.also provides businesses large and small www.Masergy.comwith the Intelligent Network Analyst (INA) which acts as a real-time service monitor. The INAtools allow businesses to track network traffic, application performance, as well as view andfilter traffic by application, port, protocol, IP address and QoS service plane. This service isprovided at a low monthly cost to consumers as a web-based portal. With no software orhardware required to operate the platform Masergy provides businesses with monitoringsolutions that consume none of the bandwidth, which means better browsing for customers(Masergy, n.d.). Figure 2. (n.d.). Intelligent Network Analyst. www.Masergy.com
  • 14. Masergy Marketing Plan P a g e | 14 Positioning Masergy currently operates in North America and in foreign markets around the globe.Masergy’s communication network is not hindered by a lack of Ethernet in undeveloped nationswhich makes it a highly competitive rival for any telecommunications company. Striving tobring optimal performance at unbeatable rates, Masergy promotes connection when you need it,where you need it regardless of any variable condition. Dedication and reliability is only thebeginning of the imagery connected with Masergy products and solutions. Masergy upholdsvalue in its customer service that is unmatched by any competitor, bringing to consumersdependability and satisfaction guaranteed. Delivering peace of mind is a branding image lost inmuch of today’s industries who seem to forget the value of quality service and upholdingpromises. Masergy promises to protect your data while providing an unlimited backup source atno additional cost because the company understands the commitment of their promise to bringreliable, fast, and top-quality service to its consumers (Masergy, n.d.). Positioning Statements QoS Video-“Defining the next generation of optimal viewing for families all around the world, Masergy’s QoS Video offers unwavering dependability and security for a value unparalleled by AT&T.” In this statement, Masergy recognizes that the product is available globally, but it is alsoavailable to families on a budget. Also, it makes note of the major benefit of being secure anddependable. Since other companies rely on wires and weak satellite signals, Masergy’s dedicatedservice means fewer interruptions—an important tool during severe weather and other similar
  • 15. Masergy Marketing Plan P a g e | 15events. To close the statement, we add that the value is better than any of our greatestcompetitor’s—AT&T. Intelligent Network Analyst-“For businesses large and small who want to take control of their future by implementing the strategies of Masergy’s Intelligent Network Analyst which opens a window into the world of consumers unlike your typical host analysis.” The positioning statement for the INA identifies that it is a tool capable ofhandling the needs of businesses of all sizes. It answers to being a beneficial componentof developing the future web-hosting needs of businesses across the globe. Because of theunlimited amount of web-host providers, including AT&T, Comcast, Yahoo, and Googlejust to name a few, who also provide similar tools to monitoring web activity theconclusion of the statement makes a comparison to any of these hosts. Positioning Strategy Of the many ways Masergy contends to stand out from its competitors thecompany prides itself primarily on provisions that are solely conducted by Masergy. Noother communications company offers the dependable connection of Ethernet regardlessof environmental conditions. No other company reaches areas where Ethernet isconsidered unapproachable. The service maximizes bandwidth usage to ensure topspeeds, and comes at a price unmatched by any competitors. Additionally, the small staffof the company lends to an atmosphere of familiarity among consumers. Consumers arenot passed off to various representatives in a confusing system of departments; ratherthey are serviced by recognizable individuals of one call center.
  • 16. Masergy Marketing Plan P a g e | 16 Perpetuating their image that “it’s about time people were given real choices; nowires attached--” Masergy penetrates the market with the perception of total freedom andchoice to its consumers. Channeling the communications and sales directly, Masergypromotes a general feeling of loyalty and trust. Competitive Analysis AT&T’s long life in the world of telecommunication has promoted one thing aboveanything else; and that is its brand name recognition. Strong brand names help to increasemargins by allowing the company to charge premium prices for goods and services, becausecustomers perceive a higher standard of quality. AT&T carries a wide variety of products.Diverse products and revenue help shield the business from shocks in any one part of theirbusiness. Different products have different characteristics. Those characteristics do not alwaysmatch; therefore, a company can lower their risk by investing in a business with low correlationswith other products. This lowers risk and increases the value of the business over the long-term(Grewal & Levy, 2009). Due to AT&T’s long standing, they carry a robust financial positionwhich allows them to take on new endeavors and other risks. This also places their company in aleading market position as Masergy’s number one competitor. With a company that carries over 250,000 employees across the globe, and comprisesapproximately 43% of the market share, it is no wonder AT&T makes such great competition(AT&T, n.d.). Not surprisingly, AT&T only wishes to grow more and further dominate thetelecommunications industry. However, even with the $2.67 billion spent in advertising, and theglobal targeting with a secure wireless and private individual segments building, the greatestissue AT&T will come to face in their product comparison will be the same old wires and slowDSL that even turtles find comfort in (Elliott, 2011).
  • 17. Masergy Marketing Plan P a g e | 17 Marketing Goals As any growing company has goals with which it seeks to achieve, Masergy is nodifferent. Eventually, the company intends to expand into larger markets, and hold a positionamong the top-ranking companies in the telecommunications industry. In the mean time,Masergy is set on obtaining several more mergers and further developing itself as a publiclyshared company on the NYSE. In doing so, Masergy will enhance its position of market share.Other goals for the company include generating a secured revenue base on all continents inwhich it does business. While the measurement of their success will be most evident in financialdocumentation, Masergy leaders predict that the real measure of their success will be reflected inthe provisions to the consumers. Marketing Objectives QuantitativeProfit—Increase revenue by at least 10% by the close of the fourth quarterSales—Develop consumer base additionally by 50,000 households within the next twelve monthsMarket share—Improve market share to 10% by close of fourth quarter QualitativeQuality—Uphold the value and standard of quality designed services and productsCustomer satisfaction—Gain 65% consumer awareness of Masergy in our target marketsEmployee welfare—instate a company communication circular; generate better opportunities for advancement; develop a professional and positive company culture through company sponsored events and conferences
  • 18. Masergy Marketing Plan P a g e | 18Social responsibility—Engage in local community projects, expand the term “community” to include any market Masergy operates. Strategic Initiatives Masergy aims to be an organization of transformation—adapting to new technologies andenvironments in which we enter. In attempting to strategically approach these goals Masergy willinitiate some of the following techniques: Pricing strategy To ensure our products and services can reach every home and every business, Masergy will maintain a case-by-case charge to fill the needs of the consumers. Unlike other services which carry a flat rate for services, Masergy will meet and beat all competitors, including those with bundled packages. Place strategy Developing our customer relationship is crucial to the success of the Masergy plan. Therefore, Masergy will utilize a direct distribution channel—whereby our services are only offered through direct communication with a Masergy associate. To provide the absolute lowest cost to our consumers, we will work with our vendors in a vertical distribution channel. As well, Masergy will use intensive distribution methods to deliver products to the retail global market. Internet Recognizing the power of the internet in capturing our target market, we will utilize features such as blogs, social networking, e-mail messaging, and our own informative site to bring awareness to our clients.
  • 19. Masergy Marketing Plan P a g e | 19 International distribution Currently Masergy services businesses worldwide and in 56 various countries(Masergy, n.d.). We will continue to reach these international markets using the same strategieswe use in the United States. Promotional Tactics As with any company, Masergy desires to increase consumer awareness. Believing in themessage that “real people need real solutions” Masergy attempts to satisfy this objective byimplementing several delivery platforms that are designed to build awareness and increaseoverall impression. Utilizing social media outlets such as blogs, Twitter, FaceBook andLinkedIn, Masergy will inspire a message that dares consumers to “experience. Choice.” Belowyou will find two samples of print ads and a link to a web banner that directs consumers to ourwebsite—a portal to the many web-based venues Masergy participates in.Click to see our Web Banner.*NOTE—Due to size, a one year marketing plan has been provided separately.
  • 20. Masergy Marketing Plan P a g e | 20Print Advertisement #1Continued from page <None> Continued on page <None> WSTA® Ticker 2009 - Issue 1 17
  • 21. Masergy Marketing Plan P a g e | 21Print Advertisement #2 Whether you want to stay informed, enjoy a Hi-Def video game, watch the big game with a friend, or be at the conference… Masergy is there for you, delivering high-quality, hi-def video at unwavering speeds through all severe conditions—providing you the comfort of knowing you’re always in the loop. For more details log onto www.Masergy.com
  • 22. Masergy Marketing Plan P a g e | 22 Budget Using the revenues generated (approximately $97.5 million), Masergy will develop abudget for marketing expenditures. Consuming five million, or slightly more than 5% of thegenerated revenue from 2010, Masergy will engage in marketing according to the plan provided.The marketing calendar lists the various social websites, magazines, newspapers, billboardlocations, radio and television stations and other avenues for which Masergy will promote itsproducts. Conclusion By implementing a strategic product positioning plan, building brand awareness, andconducting various marketing techniques, Masergy intends to aggressively gain the marketplace.While the small staff and limited budget are contentions with which Masergy must overcome,true success comes on the satisfaction of consumers. In order to ensure our message is clearlypenetrating the market and upholding Masergy values, we will conduct frequent consumersurveys, measure financial charts, and compare the components of our goals with the milestonesachieved. Masergy recognizes the market as the holder of all the cards, and in meeting the needsof the market Masergy intends on generating a long-lasting, mutually beneficial future.
  • 23. Masergy Marketing Plan P a g e | 23 ReferencesAT&T. (n.d.). AT&T Company Information. AT&T. Retrieved from http://www.att.com/gen/investor-relations?pid=5711AT&T Company Profile. (2011.). Telepresence Options. Retrieved from http://www.telepresenceoptions.com/2011/01/att_company_profile/Company Profile of Masergy Communications, Inc. (2011). Inc 500. Retrieved from http://www.inc.com/inc5000/profile/masergy-communicationsElliott, S. (2011). Ad Spending Could Change With AT&T Deal. The New York Times. Retrieved from http://mediadecoder.blogs.nytimes.com/2011/03/22/ad-spending-could- change-with-att-deal/Engebretson, J. (June 2011). Connected Planet online. Retrieved from http://connectedplanetonline.com/business_services/news/ABRY-merger-with-Masergy- will-fuel-service-expansion-0628/Figure 1. (n.d.). VideoOverlay Network. QoS Video. Masergy. Retrieved October 21, 2011 from www.Masergy.comFigure 2. (n.d.). Intelligent Network Analyst. Masergy. Retrieved October 21, 2011 from www.Masergy.comGeorges, M. (2011). Live Chat. Marketing and the Virtual Marketplace. Colorado Technical University.Grewal, D. and Levy, M. (2009). Marketing Third Edition. New York, NY: McGraw-HillManagement team. (2011). Masergy. Retrieved from http://www.masergy.com/about- us/management-team“Masergy.” (2010). Glassdoor. Retrieved from http://www.glassdoor.com/Reviews/Masergy-Communications-Reviews- E31601.htmMasergy. (n.d.). Masergy Global Networking Redefined. Retrieved from http://www.masergy.com/Masergy PE buy sparks hiring of up to 50. (2011). Dallas Business Journal. Retrieved from http://www.bizjournals.com/dallas/print-edition/2011/07/01/masergy-pe-buy-sparks- hiring-of-up-to-50.html?page=2Nextone Communications Earns Platinum Status in Sonus Networks Open Services Partner Alliance. (2002). Sonus Networks. Retrieved from
  • 24. Masergy Marketing Plan P a g e | 24 http://www.sonusnet.com/content/press-details/Nextone-Communications-Earns- Platinum-Status-in-Sonus-Networks-Open-Services-Partner-Alliance/647.aspxO’Connell, I. (2011). Masergy advertising services. Bamboo PR—Showcase. Retrieved from http://bamboopr.co.uk/showcase/