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    Marketing Audit for Time Warner

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    Prepare a written marketing plan of any public firm. I need to have sources like annual reports, journal articles, newspaper articles, internet articles, etc.

    1. Executive Summary
    a. Two page summary of the entire plan

    2. Company Description
    a. Highlights of the firm's historical and recent operations

    3. Strategic Focus and Plan
    a. Mission
    b. Goals
    c. Core competency and sustainable competitive advantage

    4. Situation Analysis
    a. SWOT
    b. Industry analysis
    c. Competitive analysis
    d. Company analysis
    e. Customer analysis

    5. Market-Product Focus
    a. Marketing objectives
    b. Target markets
    c. Points of difference
    d. Positioning

    6. Marketing Program
    a. Product strategy
    b. Price strategy
    c. Promotion strategy
    d. Place strategy

    7. Financial Data and Projections
    a. Historical sales revenues
    b. Financial projections

    8. Organization
    a. Organization of the firm

    9. Implementation Plan
    a. Plan to implement the strategies

    10. Evaluation and Control
    a. Plan to evaluate and control the strategies

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    Executive Summary

    Time Warner includes several different business units and streams of revenue. As a
    provider of media and entertainment, the organization must consider what the products or
    services in each division mean, to various segments of the population. It must consider what
    features of each product or service bring value to the consumer and how perceptions of such
    offerings can be improved, to increase customer satisfaction and retain current customers.
    The organization competes with large entertainment companies like News Corporation and
    Walt Disney. It also competes with telecommunications companies, in areas of internet,
    phone and digital television.

    Time Warner is considered a top competitor in both the entertainment and
    telecommunications industries. However, both industries frequently experience rapid
    change, due to the development and utilization of new technologies. To remain competitive,
    the organization must consider how to utilize available technologies, to bring customers
    what they want and offer greater levels of satisfaction. It must also consider how to leverage
    such technologies, to increase market share and bring in more customers.

    Some new competitors have recently created challenges for Time Warner. Netflix
    instant online access of movies allows members to watch as many films as they want, for
    a single low monthly fee. Many cable customers have dropper their service in preference
    for instant movies. The films can also be viewed on TV sets, through the use of a game
    system. In order to compete, the organization can do one of three things. The company
    can provide more movie choices on cable channels, reduce rates or offer films online
    as well. Offering Warner Brothers films online is the most cost effective of the three
    options, as the company has access to films. It also offers a broadband internet service,
    which is often bundled with cable. If consumers can access movies online for a fee
    competitive to that of Netflix, the bundled services will become more attractive.

    More consumers of print publications, are moving to online access or are reducing
    the amount of reading. Some do this because of cost. Others are concerned about how
    paper products affect the environment and some simply do not have time to read an entire
    magazine. Time Warner should consider eliminating the paper sources of print material
    and should shift to an online format. This allows readers to access material when traveling
    or through a variety of mobile devices. It also shows concern for the environment.

    The marketing program should be tailored to consumers in each division. Market
    segments are divided into subscribers and non-subscribers. The helps the organization
    focus on services or products that meet the needs of the very different segments. Non-
    subscribers include movie goers, movie buyers and those who access films through
    Facebook. Because theater sales have slowed, the organization must consider other ways
    to bring box office hits to consumers. The internet and mobile media content methods are
    some channels that can help the organization maintain market share. Such methods allow
    consumers instant one time access, while avoiding a commitment of the subscription services.

    The marketing program must also consider the cross selling and coordination of
    different marketing channels, so the messages do not appear random and are reinforced
    through multiple channels. Those with high speed broadband service, for example, can
    benefit from the cross selling of one time movie access on Facebook. Cable subscribers
    can benefit from an extended list of movie titles, similar to a Netflix membership, which
    can be viewed from mobile devices and computers, or through a device connected to the TV

    The marketing plan should consider pricing strategies. Currently telecommunications
    services are priced slightly higher than the organization's main competitor, AT& T and its
    U-verse package. Consumers are likely to make the switch, when they perceive the value
    of products competitors offer greater. Time Warner should focus on features and special
    packages it can offer consumers, to gain competitive advantage in the telecommunications

    The marketing program must be monitored, to assess the level of effectiveness and
    To determine if changes in product or pricing are needed. Among the measures of marketing
    success is indicators such as increased revenues and market share, as well as customer
    satisfaction surveys. Customer satisfaction measurements can be utilized for ongoing
    monitoring, so that new trends in consumer behavior or preferences can be addressed, before
    the organization loses market share.

    Company Description

    Time Warner is a media company that provides many avenues of entertainment. It
    provides broadcast services of local, national and international television stations and also
    offers films through Warner Brothers. Time Inc. is its company that publishes many print
    publications, such as People, Time and Fortune magazines. Time Warner is the third largest
    media company, behind Walt Disney and News Corporation (Hoovers, 2011). Other
    competitors include NBC and CBS broadcasting companies. Both organizations operate
    several broadcast television stations and own publishing companies. CBS also provides
    billboard and outdoor advertising.

    Time Warner competes in the film, television, broadband internet, phone and
    publishing industries, with its top competitors. Other competitors include AT&T, Comcast
    and Direct TV. The company is ranked #203 in FT Global 500 (2010) and #95 in
    Fortune 500 (2011). (Hoovers, Inc, 2011). Warner Brothers and Time Inc. began as
    separate and distinct entities in the 1920s and 1930s respectively. The two did not merge
    until the early 1990's. Prior to the merger, Time launched its premium HBO and Cinemax
    movie channels. In 2001, AOL merges with Time Warner, to form AOL Time Warner
    (Funding Universe, 2011). AOL continues to offer dial up internet service; while Time
    Warner continues to offer high speed broadband services. Time Warner also offers digital
    phone service.

    Strategic Focus and Plan


    The mission of Time Warner Inc. is a Statement of Values. The Statement of Values
    Includes creativity, customer focus, agility, team work, integrity, diversity and responsibility
    (CSR Globe, nd). The organization's approach to corporate citizenship includes the
    encouragement of employee volunteer efforts and monetary support of the community
    organizations its volunteers are involved with. The organization is currently in the process
    of analyzing its environmental footprint and the ways in which it might be reduced.


    1. One of the goals of the organization, as indicated in its CSR plan, it to develop ways to reduce its carbon footprint.
    2. Improve individual customer service, identified by Vince Zachariah, Vice President of Regional Operations. "It requires all of us to be very engaged with our employees and with our customers" (Samaviti, 2010).
    3. Increase investments in media companies. "Time Warner Investments seeks to acquire minority equity stakes in private companies, and targets an investment size of up to $25MM" (Time Warner, 2011).

    Core Competencies

    Among the core competencies of Time Warner Inc. are the ability to develop ways to
    continually improve on customer service and the leveraging of current technology, to deliver
    the services consumes expect. The company uses its cable lines to bring phone service to
    residential and business customers. It also uses digital video recording to bring cable viewers
    more options in viewing choice. The company provides several areas of customer service
    and has a highly structured tier system for providing customer support. It also utilizes a
    customer service rating system, for immediate or rapid customer service rating in key areas,
    for customers who have recently interacted with CSR representatives.
    Situation Analysis


    Strengths of Time Warner include its leveraging of available and current technology,
    to rapidly evolve or improve on the types of services it offers to customers. An example is
    the use of the digital video recording system, built into its cable boxes. Another is the use
    of cable lines, to offer digital phone service. Another strength of the organization is its
    focus on customer service. The organization provides customer service via different channels,
    such as by phone and by internet communications. It also offers help desk support for its
    different services, at many different tier levels, at any time of day or night. The company
    has been providing cable television ...

    Solution Summary

    Marketing audits for Time Warner are examined.