Business Brief 4

.pdf

School

Franklin University *

*We aren’t endorsed by this school

Course

723

Subject

Economics

Date

Apr 24, 2024

Type

pdf

Pages

4

Uploaded by Ahmad_AbuRabea on coursehero.com

P a g e | 1 To: Scott Murray From: Ahmad Jaradat Subject: ECON 723 Business Brief 4 Date: 03/12/2024
P a g e | 2 Spectrum The Spawn of Time Warner Cable and Charter Communications: Memo 5 Time Warner Cable and Charter Communications combined. Rebranded as Spectrum. The cable TV sector is grappling with competition brought on by progress. Spectrum has been experiencing a loss of subscribers as indicated by the marketing research findings. The drop in VoIP telephone usage can be attributed to the popularity of cell phone packages. Many individuals find it financially challenging to keep both a landline and a mobile plan, leading them to opt for services. The ease and benefits offered by wireless and high-speed data plans have become increasingly appealing to consumers. Over time, mobile wireless plans have transitioned from a luxury to a necessity. (Baye & Prince, 2022). The residential phone service provider is considering introducing targeted discounts to improve customer retention rates. They have tasked the marketing team with evaluating the benefits of discounts for the company. The proposal involves offering customers looking to cancel their home phone services a discount of 25 to 30 percent on their rates provided they commit to keeping the service for least three months before receiving the discount. This analysis will explore whether this strategy can boost the company’s gains and assess any risks that could impact profitability if the plan is put into action. Economic Profits Introducing the targeted discount strategy is expected to boost the company’s profits. Customers will be given a discount of 25 to 30 percent off the price aiming to encourage customer retention. Offering a discount can motivate customers to stay with the service. Some customers were discontinuing their services due to difficulties in affording both a landline and a mobile plan. The targeted discount approach is set to customers’ costs. Additionally, customers are required to maintain their services for three months before becoming eligible for the discount. Customer loyalty boosts a company’s gains, in the term resulting in increased profits, over the following three months. (Baye & Prince, 2022) It would be more cost-efficient for the company to retain current customers than to market to new customers. Company Risks The company may face risks in the future due to the implementation of the discounting strategy. (Baye & Prince, 2022) One concern for the company could be engaging in price discrimination, where different prices are set for the service to keep customers loyal. (Baye & Prince, 2022) Over time customers who were not initially considering canceling
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
  • Access to all documents
  • Unlimited textbook solutions
  • 24/7 expert homework help