Comcast INC

After Comcast announced that it was doing a takeover bid for Disney in early 2004, the cable television provider appeared being creating an effort to very easily expand its product or service offerings. Although Comcast is commonly regarded as a cable company, it has expanded into content and into products that move its focus beyond simply providing television assistance to its customers. Comcast, like Disney, was began by a strong leader who passed the business onto his children. Unlike Disney, however, Comcast continues to remain a family-owned company with key members of the founding household continuing to serve on its board and in key executive roles. This research considers the promoting strategy at Comcast, including positioning as well as the company's overall advertising mix.

To realize a company's advertising strategy, it's necessary to realize the market where the business operates. Comcast's core firm is during the cable television industry, an industry that is certainly both extremely regulated and characteristic of monopolistic competition. From the cable television industry, 1 business for instance Comcast is given the rights to a particular nation from the municipal authorities. As soon as individuals rights are won, that company will be the only business which could provide cable television program in that area. Thus, cable television companies don't compete against each other in a single market for consumers.

Comcast has succeeded in this very competitive industry. Today, it is the largest provider of cable television with more than 21 million subscribers in 35 states. In addition, the business provided virtual cable to 7.7 subscribers, high-speed Web access to 5.3 subscribers and phone service to 1.3 million subscribers. Comcast's industry share exceeded ten percent in each of these industry segments, using a 54 percent market share for cable and 36 percent marketplace share for digital cable ("2003 10-K Filing," 2004).

As already noted, Comcast will be the largest provider of cable television inside the country. However, the business has only limited participation in the content provided on those systems. This limits the company's earnings stream and prevents it from getting the elevated revenues that would assist it expand its other merchandise offerings. By participating much more within the content--through additional well-known cable channels or a lot more cable channels--the business would diversify even more.

Based on accessible info and the company's own statements, Comcast has focused on positioning itself as very first and foremost a cable provider, and only a lot more recently being a content provider. However, its interest in content is almost certainly to continue to grow and come to be the company's principal focus as cable operations from the United States are largely mature even though content offers considerable growth opportunities. At this point, Comcast has an ownership position in cable channels that are carried on its own and other cable systems, such as E! and also the Golf Channel along with regional programming such as SportsNet Chicago ("2003 10-K Filing," 2004).

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