Strategic Management Planning Comcast Essay

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Comcast in the Context Of Strategic Management Plans

Considering the current status of Comcast in the U.S., it would be safe to say that a strategic management plan would assist employees in having a more complex understanding of the company in general and of attitudes they need to take on in order to improve the environment there. By emphasizing values and by relating to some of the company's most important goals, the company is likely to raise awareness among its ranks. Comcast has been known to expand during recent years and to rebrand some of its products in an attempt to refresh consumer markets.

Vision is among the principal elements that Comcast is interested in creating as a consequence of a strategic management plan. By developing a clear plan, the company is more probable to help employees and markets identify with its products more and actually feel that they have a solid role in the social order.

Comcast has a history of implementing strategic management plans and adding large numbers of customers to the business as a consequence. "During the mid-1990s, Comcast conducted several deals that added more than a million subscribers to its business. The deals (with MacLean Hunter Limited and E. W. Scripps) were completed at prices of about $2,000 per subscriber, the norm at the time." (Handley 144) This success was largely due to the company diversifying its services offer and in buying interest in a series of local networks and cable franchises. This cemented its role in the U.S., as numerous individuals started to associate it with the idea of networks in general, regardless of whether these respective networks were cellular, TV, or other types.

Although its profits have increased significantly throughout the 1990s, the company identified the potential for even larger growth and got actively involved in developing strategic managements that would make it possible for it to become a much bigger cable company. "The first large increment of cash came in 1997, in the form of a $1 billion investment from Microsoft, whose CEO, Bill Gates, understood the power of broadband networks." (Handley 144) Subscribers started to come in at a fast rate and the company started to sell interest in smaller companies it had collaborated with until the time as its management realized that it needed to gather cash and to prepare its employees to take on more challenging missions.

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Comcast's purchase of AT&T in 2002 further contributed to emphasizing the company's plans for the future. It was at this moment when the company became the largest cable company in the U.S., "with 21.3 million subscribers, nearly 30% of the cable subscribers in the country." (Handley 145) Even with the fact that its success was remarkable during the early 2000s, Comcast understood the critical condition it was in when concerning securing its place in the industry. As a consequence it began to acquire interest in more companies that it considered essential for its well-being, with some of these respective purchases being particularly risky. The company's daring attitude throughout this period made it possible for it to develop a name for itself as it influenced the masses to perceive it as one of the best options when it coming for services that the industry provides.

One of the most recent strategic management plans that Comcast put into effect involves Xfinity, a collection of high-speed services that are actually traditional Comcast services rebranded with the purpose of influencing customers to understand the difference between these and more basic services. "With Xfinity, customers can also get up to 105 mbps Internet Service, probably the best service for downloading large chunks of video content." (Sander & Bobo 107) Some might argue that this was a particularly risky move, taking into account that a great deal of customers is likely to express less interest in this division of Comcast. The company practically chose to associate its global brand less with the Xfinity collection of services. This is obviously an attempt to get customers to understand the fact that they are privileged when having access to Xfinity.

When considering recent Xfinity progress, it would be safe to say that Comcast had a clear-set goal when choosing to bring these services into light under a different name. Numerous companies have used coined names and managed to create trademarks as a result. Comcast had a complex understanding of its condition in 2010 and decided that a premium service would likely influence the masses to acknowledge the high-quality services that….....

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