AT&T Executive Summary, Case Study Example

The below document is designed to review the current market situation of AT&T, while revealing the company’s competitive strengths and weaknesses, comparing their market position with other players in the American wireless service industry. It is important to note that the competitiveness of a company and brand does have a great impact on its future marketing strategy, market share and profit margin as well.

The case study will analyze the main competitors’ marketing and branding strategy in order to determine how AT&T should preserve its competitive strength, while dealing with the challenges set by Verizon, T-Mobile and Sprint. The strong competition does create a serious threat for AT&T-s competition, and the authors are looking to answer the question: “how can AT&T deal with technological, market and communication challenges using its corporate capabilities?”.

The research includes marketing communication, product and customer service strategy analysis, taking into consideration the reputation management strategy of the firm, as well as the popularity of the brand.

The study also reveals through analyzing related literature that AT&T is lagging behind its competitors in developing customer-focused products and marketing them to the right target market. The main problem identified in the competitive analysis of AT&T is that its customer base is not growing at a steady rate, due to the lack of customer-focused corporate strategy. This fact alone threatens the market position of the company. Further, the report will also reveal that AT&T is focusing on implementing new and more reliable technologies, which can be considered as a competitive advantage.

The recommendations include the statement in order for AT&T to compete on the wireless market, it needs to implement a customer-focused strategy, invest into research and development to meet the demand of business and mobile customers for faster, more reliable and cost-effective technologies.