The document provides an overview of Time Warner Cable including its mission statement, vision statement, SWOT analysis, competitive analysis, strategic objectives, and potential strategic initiatives. Key points include increasing market share through innovation and enhancing the customer experience to strengthen its market position against competitors like Comcast, DirecTV, Dish Network, and others. Potential strategies discussed are developing a mobile app for live sports streaming, implementing a customer loyalty program, partnering with Amazon on cloud computing services, and improving customer service through expanded call centers.

1. Presented by: David Green, Tiffany Gray, Frankie
Miamen, Nick Foster, and Tobi Coker

2.  Company’s Mission Statement
*“Connect people and businesses with
information, entertainment and each
other. Give customers control in ways that are
simple and easy.”
 Vision Statement
*To become the premier service provider of
internet, phone and television by leading the
market in innovation while enhancing the
overall customer experience and satisfaction.

3. Strengths: Weakness:
Brand Name Failure to Innovate
Strong Market Position Expensive
Programming Variety Significant Debt
Consistent Revenue Growth Legal Investigations
Lowest Programming Cost Heavy Dependence of Suppliers
Social Responsibility Requires Personal Information
Diversity Customer Service
Opportunities: Threats:
Online Video Content Stand Alone Services
International Market Heavy Competition
Fiber Optics Government Regulations
Growth of HDTV/3D Licensing Rights
Cloud Computing Economic Recession
Rapid Technological Changes Slow Industry Growth Rate
Mergers/Acquisitions and Joint Ventures Piracy/Alternative Sources of Video
Cord Cutting

4.  Time Warner  Shift from Broad
Cable is currently Differentiation
operating under a strategy to Best
Broad Cost Strategy.
Differentiation
strategy.

5. Company Bundle Packages Basic Packages (just Double Play Internet Alone Voice Services
TV) Alone
Time Warner Cable $124.85 / month $49.95/month $84.90/month (TV & $34.95/month (High $39.95/month
(TV, Internet, Internet) Speed)
Phone)
Comcast Corp. $99 / month (TV, $29.99 (over 80 $69.99/month (TV & $29.99/month (High $29.99/month
Internet, Phone) channels, including Internet or Voice) Speed)
on Demand movies
& TV shows)
DirecTV $75 / month (TV, $29.99 (Over 150 *Only available after *Only available after *Only available
Internet, Phone) digital channels) ordering service through a ordering service after ordering
“bundle specialist” through a “bundle service through a
specialist” “bundle specialist”
Verizon Fios $84.99 / month (TV, $64.99 (TV & Internet) $49.99 (with home
Internet, Phone) N/A $59.99 (TV & Phone) phone service) N/A
Dish Network
*Pricing only $29.99 (Top 120 Not sure if this is Not sure if this is Not sure if this is
available after channels) available. available. available.
ordering service.
AT&T U-Verse $89.00/ month (TV, $34/month $64.99/month (TV & $39.95 (High Speed) Available through
Internet, Phone) Internet) AT&T Wireless &
59.95/month(Internet & Home.
Phone)

6. Financial Objectives Strategic Objectives
 Increase overall  Increase overall market
revenue by 20-25% in share by 10-15% in the
the next 3-5yrs next 5 years.
 Increaseprofit margins  Increase overall
by 1-3% in the next 5 customer satisfaction
years.

7.  Offensive
 Gain Market Share
 Need to innovate
 Defensive
 Need to Strengthen market position
 Improve upon our weaknesses

8.  Strategic Rationale
 74% of people apps downloaded by people allow them to
regularly get updates on sports, news, weather and stocks.
 This will allow us to stand out and offer something that
other competitors aren’t doing at the moment.
 43% of people download apps that allow them to watch TV
and movies. The demand is there for more streamlined line
content not only on laptops but, for tablet and smart phones.

10.  Implementation Strategy:
 Phase 1
 Acquire the licensing rights to allow mobile access
 Phase 2
 Test the mobile app in states we primarily operate
 Phase 3
 Implement the mobile app to all subscribers
 Allow current subscribers access to the mobile app if they have
purchased a sports package
 New subscribers offer sports packages at a discount for a limited
time with first release of the app
 Phase 4
 Monitor the results and add new sports that would be profitable

11. Strategic Rationale
Increase Customer Retention
Attract More customers
Increase Brand Loyalty
Raise switching Costs

12. IMPLEMENTATION STRATEGY
PHASE 1
Consumer Research
Look at current subscribers to see who bought during a promotion period
PHASE 2
Interpret and Analyze the data
Which promotional periods brought in the most customers
Begin to structure a loyalty program
PHASE 3
Implement the loyalty program to subscribers
Begin to market the program to consumers
PHASE 4
Keep improving because it will constantly change
Continuous consumer research

13. Strategic Rationale
Capitalize on opportunities presented
in the SWOT
Streamlined Content
Cloud Computing

14. IMPLEMENTATION STRATEGY
PHASE 1
Enter into agreements with Amazon and Time Warner Inc
PHASE 2
R&D on technological capabilities needed to implement the service
PHASE 3
Test it in the market
Improve and adjust any areas of error
PHASE 4
Implement it to the market
Monitor it to the market
Monitor results

15. Strategic Rationale
 Enhance our brand image
 Increase Customer Retention

16. Implementation Strategy
 Phase 1
 Look into the states with our highest subscriber base
 Do customer reviews to see where we fail
 Re-evaluate our training program and system
 Phase 2
 Expand and build customer care centers in the states where most of our
subscribers reside
 Expand more into the Midwest open in Chicago
 Begin to design a new training program and improve
 Phase 3
 Monitor results and continue to expand and open up new customer care
centers every 6 months to a year
 Implement the new program
 Current employees must go through training again and monitor results

17. Strategic Rationale
 Too expensive
 Need to be more competitively priced
 Increase subscriber base and retention rate

18. Implementation Strategy
 Phase 1
 Look at competitors pricing models
 Phase 2
 Adjust and build upon our tiered system
 Match prices to be competitively priced with competitors
 Phase 3
 Implement the new pricing model to all subscribers

19. Company Bundle Packages Basic Packages (just Double Play Internet Alone Voice Services
TV) Alone
Time Warner Cable $124.85 / month $49.95/month $84.90/month (TV & $34.95/month (High $39.95/month
(TV, Internet, Internet) Speed)
Phone)
Comcast Corp. $99 / month (TV, $29.99 (over 80 $69.99/month (TV & $29.99/month (High $29.99/month
Internet, Phone) channels, including Internet or Voice) Speed)
on Demand movies
& TV shows)
DirecTV $75 / month (TV, $29.99 (Over 150 *Only available after *Only available after *Only available
Internet, Phone) digital channels) ordering service through a ordering service after ordering
“bundle specialist” through a “bundle service through a
specialist” “bundle specialist”
Verizon Fios $84.99 / month (TV, $64.99 (TV & Internet) $49.99 (with home
Internet, Phone) phone service)
N/A $59.99 (TV & Phone) N/A
Dish Network
*Pricing only $29.99 (Top 120 Not sure if this is Not sure if this is Not sure if this is
available after channels) available. available. available.
ordering service.
AT&T U-Verse $89.00/ month (TV, $34/month $64.99/month (TV & $39.95 (High Speed) Available through
Internet, Phone) Internet) AT&T Wireless &
Home.
59.95/month(Internet &
Phone)

20. Key Success Factor/Strength Time Warner Cable Comcast Corp. DirecTV Dish Network
Measure Inc.
Importance Strength Score Strength Score Strength Score Strength Score
Weight Rating Rating Rating Rating
Consumer Relations 0.10 6.0 8.0 0.8 7.0 0.7 10.0 1.0 8.0 0.8
Economies of Scale 0.17 8.0 1.4 10.0 1.7 9.0 1.5 3.0 0.5
Location/Reach 0.23 6.0 7.0 1.6 9.0 2.1 8.0 1.8 5.0 1.2
Clever Marketing 0.12 8.0 1.0 7.0 0.8 7.0 0.8 7.0 0.8
New Service Innovation 0.23 6.0 8.0 1.8 9.0 2.1 7.0 1.6 7.0 1.6
Capabilities
Programming 0.15 9.0 1.4 10.0 1.5 8.0 1.2 5.0 0.8
Sum of Importance 1.00
Weights
Weighted Overall Strength 43.00 7.03 52.00 8.88 49.00 8.02 35.00 5.66
Rating 46.00 7.62