AT & T Marketing Plan



AT & T Marketing Plan

Background of the company

AT & T Corporation or American Telephone and Telegraph Company (a completely owned subsidiary of American Bell Telephone Company) was founded on third March 1885, New York. The main task was to organize and develop a growing loss of the American company Bell and its licensees. It took a long time as places of business 30th December 1899, when the company was supposed to target businesses and homes of American Bell and create Bell Business System. While most of his chronicle, the Company operated as a legally sanctioned, regulated monopoly. No battle was clear before 1970, since the outbreak in the major telecommunications companies in the U.S. and the world by1984, AT&T was only a triple-play service. The main activities of the area include long, AT&T Wireless Services, AT&T World Net Services, AT&T Solutions and Services division AT&T Universal Card. AT&T has a strong international event, scheduled in the last week of 1882, when he opened a factory in Antwerp, Belgium. AT&T has about 51,000 employees outside the United States, in 1994, international sales of only 25 percent. The company is now present in more than 100 countries of the world and operated in about 200 countries.

Marketing Strategy

Existing market strategy

The company has used extensive television marketing to establish a presence. The company's current campaign totes the fact they have the widest coverage of any North American cell phone provider. In addition, the company claims to be the fastest 3G network in the United States. The company's commercials generally compare their coverage to their competitors by way of different coverage maps. In addition, they use their television commercials to showcase their wide variety of cell phones that are available. In addition, the company frequently uses promotions where they give free phones or large mail-in rebates.

In addition to a large television marketing campaign, AT&T also utilizes many billboards across the country. These billboards frequently utilize similar facts as their television commercials, such as them having the fastest 3G network, large coverage area, and extensive selection of phones.

AT&T also has many corporate stores across the country. These stores frequently use marketing material that is displayed outside of their store. This helps their stores pop out when compared to other stores.

Internal Strengths

The AT&T brand is recognized worldwide by people spanning five generations and over 200 countries. Voice and data services are provided through a secure and reliable network to maximize consumer satisfaction. Phones and tablets are high quality and updated constantly, reflecting the most up to date technology available. Consumers are able to purchase through multiple interfaces including online, AT&T stores, kiosks and authorized dealers. It is an industry leader in research and development of technology. The company maintains a strong financial statement including 3 consecutive years of increased revenue in wire line and wireless segments. Markets include consumer, business and some government, education and medical contracts.

Internal Weaknesses

As of February of this year, AT&T lost its status as the exclusive service ...