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MKT305-1104A-10 Marketing and the Virtual MarketplacePhase 1 Individual Project
Sabrina MergenthalerColorado Technical UniversityProfessor Monique Georges
October 10, 2011
Measuring Up: A Strategic Analysis of Competition
Introduction --Successful companies have competition --What is SWOT analysis?
Overview of Masergy --Company Information --Key players --Company Earnings Overview of AT&T (the competition) --Company Information --Key players --Company Earnings
Masergy’s top products
AT&T’s top products
SWOT analysis of Masergy
SWOT analysis of AT&T
Further Evaluation
Marketing strategy
Conclusion
Agenda
Marketing Strategy
# 1:
Know your
competition
• Succession of a business
• All companies have competition
• The necessity of understanding competition
• SWOT Analysis Strengths
Weaknesses Opportunities
Threats
Founded in 2000 Location: Plano, TX
QoS-based, customer-controlled network and software services
Real-time application performance Video, voice and data
Intelligent Transport product line Worldwide ethernet
Single or multiple transport service options
Disaster recovery network solution Services companies in the United States and the United Kingdom
Chris MacFarland Chief Executive OfficerDirector
Robert E. BodnarChief Financial Officer
Key Players
Tim NaramoreChief Technology Officer
John DumbletonSenior Vice PresidentBusiness Development
Scott StricklinSenior Vice PresidentGlobal Sales
Cam AndersonSenior Vice President Operations
Masergy
in the
Spotlight
2011 American Business Awards 2011
• Finalist—Customer ServiceTop 50 Channel Partner Program - Channel Partners Magazine
2010Network Computing Awards• Finalist – Managed Service Provider of the YearAmerican Business Awards• Finalist – Customer ServicePhone + Top 50 Channel Program
2009Global Telecoms Business (GTB)Innovation Awards (2009)• Advanced Video Services Innovation AwardWorld Communications Awards (2009)• Finalist – Best Global Operator
2008
Nemertes Pilot House Awards (2008)Customer Experience –Emerging Carriers• Best Technical Service• Best Network Performance & Reliability• Best Value• Best Overall• Favorite Provider –Midsize Business CustomersMPLS – Emerging Carriers• Best Technical Service• Best Network Performance & Reliability• Best Value• Best Performance Monitoring & Reporting• Best SLAs• Best OverallEthernet – Emerging Carriers• Best Technical Service• Best SLAs(Industry Recognition, n.d.)
2010 Revenue………………97.5 millionRank in Industry (Inc500)…….…. 122Projected Earnings 2011........116 mil
(Masergy PE, 2011)
Meet the
Competition
Originally founded 1885 American Telephone and
Telegraph CompanyLocation: Currently Dallas, Texas Provides voice, video, data, and Internet telecommunications
Services businesses, consumers, and government agencies--global,
national, midsize and regional business customers
Provider of choice among large businesses
World's leading IP network Offer apps of Virtual Private
Networks, Voice over IP (VoIP), state-of-the-art hosting capabilities
and advanced messaging and conferencing
AT&T Key Players
Randall L. StephensonChairmanChief Executive OfficerPresident
William A. Blase, Jr.Senior Executive VP Human Resources
James W. CicconiSenior Executive VP External & Legislative AffairsAT&T Services, Inc
Catherine M. CoughlinSenior Executive VP &Global Marketing Officer
Ralph de la VegaPresident & CEO AT&T Mobility
&Consumer Markets
Ronald E. SpearsSenior ExecutiveVice President
Executive Operations
John T. StankeyPresident &
CEOAT&T Business
Solutions
John StephensSenior Executive
Vice President &
CFO
Wayne WattsSenior Executive Vice President
&General Counsel
Rayford Wilkins, Jr.CEO – AT&T Diversified Businesses
BrandZ: 7th Most Valuable Global Brand (2011)BrandZ: Most Valuable Global Brand in the Telecommunications Industry (2011)Global Telecoms Business: The GTB Power 100 — Randall Stephenson ranks #2 out
of the 100 most powerful telecoms executives (2011)Connected World: AT&T is No. 1 for connected devices (2011) Current Analysis: AT&T is U.S. leader in M2M solutions (2011)The Patent Board: AT&T is third on the telecommunications patent scorecard
(2011)Frost & Sullivan: 2011 Product Leadership of the Year Award for mobile enterprise
applications (2011)Current Analysis: AT&T is a top competitor in the managed mobility space cited for
innovation, telecom expense management and logistics (2011)IDC: AT&T's SMART tool for small businesses recognized for the 3rd consecutive
year (2010)Yankee Group: AT&T is the preferred carrier of M2M solutions in a survey of IT
decision-makers (2010)Web Marketing Assoc: AT&T BusinessDirect® Premier and AT&T Small Business
Storefront won 2010 WebAwards in the 14th annual WebAward Competition for Web site development (2010)
Telco TV Vision Award: U-verse Mobile was honored for service provider innovation (2010)
CIO: CIO 100 list (2010)
Employs………………………..…..Over 250,000 peopleRevenues ………………………………………$31.5 billionRank in Industry (Fortune 500)……………………12
Full PDF Document
AT&T Achievements
Masergy’s
Top
Products
Video QoS Intelligent Network Analyst
Key Features•Unmatched Video SLA•100% video packet delivery• Guaranteed in-sequence• <1ms maximum latencyvariation (”jitter”)• Sub-1 second fast failoverfor network recovery
Key Benefits•Maximize ROI by
Leveraging VideoOverlay Network as aData Backup Network•Two distinct VLANS withseparate physical Ethernethandoffs – one for Videoconnections, one for Data• Video connections can bepublic or private• No requirement for a router• No additional cost for theuse of the video overlaynetwork as a databackup network
Key Features• Hosted on the Masergy network • Easy to use, streamlined interface • Flexible, granular reporting • Configurable alarms and email alerts • Extensive filtering capabilities • Enhanced search capabilities • Configurable applications • Printer-friendly, customizable graphs • Top 15 sites’ data exchange view • Export data functionality
Key Benefits
• No deployment/management burden • No software or hardware costs • No bandwidth utilization • No impact on latency • Low monthly service fee • Always available via web-based portal
AT&T’s
Top
Products
Key Features• View presentations and applications • See participants and who's talking • Signal an opinion • Send a note • Take a poll • Global audio with in-country access • Delivered by the AT&T global network
Key Benefits•Allows users to take advantage of existing devices, such as laptops and Smartphones •Is integrated with many common desktop applications, like Microsoft® Outlook® and IBM® Lotus® Notes®
AT&T Connect® AT&T Networking ExchangeKey Features• Networking - improve how people connect with information and each other • Applications - deploy and maintain applications with efficiency and security • Mobility - exchange the reach of your company's workforce, and rethink how and where work gets done • Managing Risk - keeping information secure, and strategies for managing compliance• Managing Change - learn to adapt your
network strategy as your business evolves• Trends - understand the latest technologies and how to make them work for your business
BenefitsFREE access to:•Live and on-demand webcasts.•Our entire library of White Papers, Presentations, Podcasts, Videos, Case Studies and more.
•High-grade WNA platform that provides superior quality on all grounds including performance and price compared to AT&T•Initiative in taking a proactive stance on server issues•Inorganic growth by strategic acquisition & the intention to go public over the years.
• ABRY merger
• Becoming a publicly traded company
• Countering security threats from hackers
• Employee destruction
Strengths Weaknesses
Opportunities ThreatsExternal
Internal •Small company size with large
demands. Fewer than 200 employees. Lack of advancement opportunity due to size.
•Limited service agreementsLink
SWOT Analysis
SWOTAnalysis
• Brand Name recognition
• Diverse Product
• Over 100 years experience
•Robust financial position
•Leading market position
•Acquisitions
•Expanding U-verse fiber network
•Investments in global networks
•Increasing 3G/4G coverage
• Smartphone popularity
•Regulated business
•Loss of iPhone exclusivitiy
•Saturation of the wireless market
•Major competition and industry
saturation
SWOTAnalysis
Strengths Weaknesses
Opportunities ThreatsExternal
Internal
SWOT Analysis
•Wireless Business Concentrated on the iPhone
•Acquisition Integration
• Low subscriber growth
• Poor reputation for coverage
Essential
for
Growth
Employee DiscontentAs the Greatest Challenge
• Improve employee satisfaction
• Prohibit company slander
• Require contracts that clearly define consequences
• Build a business culture
Market
Penetration
a Vital Key
to Success
Masergy Opportunity and AT&T Threat
• iPhone Exclusivity
• ABRY Merger
• Bringing to the table what consumers want
Market Penetration• Satisfy more of the desires of current consumers
• Build strong service agreements
• Develop employee base
• Expand
Progressing Business
• Potential to achieve
• Minimize threats
• Take advantage of an opportunity
• Build on strengths
• Reduce weakness
Grewal, D. and Levy, M. (2009). Marketing Third Edition. New York, NY: McGraw-Hill
Company Profile of Masergy Communications, Inc. (2011). Inc 500. Retrieved from http://www.inc.com/inc5000/profile/masergy-communications
References
AT&T. (n.d.). AT&T Company Information. AT&T. Retrieved from http://www.att.com/gen/investor-relations?pid=5711
AT&T Company Profile. (2011.). Telepresence Options. Retrieved from http://www.telepresenceoptions.com/2011/01/att_company_profile/
Executive Bios. (2011). AT&T Management Team. AT&T. Retrieved from http://www.att.com/gen/investor- relations?pid=7811
Engebretson, J. (June 2011). Connected Planet online. Retrieved from http://connectedplanetonline.com/business_services/news/ABRY-merger-with-Masergy-will-fuel-service-expansion-0628/
Dybwad, B. (May 2010). AT&T has iPhone exclusivity until 2012. CNN Tech. CNN.com. Retrieved from http://www.cnn.com/2010/TECH/05/11/iphone.att.2012.mashable/index.html
SWOT analysis. (n.d.) Business Link. Retrieved from http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790720&type=RESOURCES
Masergy PE buy sparks hiring of up to 50. (2011). Dallas Business Journal. Retrieved from http://www.bizjournals.com/dallas/print-edition/2011/07/01/masergy-pe-buy-sparks-hiring-of-up-to- 50.html?page=2
Masergy Communications, Inc. (2011). Bloomberg Businessweek. Retrieved from http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=604428
Masergy. (n.d.). Masergy Global Networking Redefined. Retrieved from http://www.masergy.com/
“Masergy.” (2010). Glassdoor. Retrieved from http://www.glassdoor.com/Reviews/Masergy-Communications-Reviews-E31601.htm
Management team. (2011). Masergy. Retrieved from http://www.masergy.com/about-us/management-team
Industry recognition. (n.d.). Company Overview. Masergy. Retrieved from http://www.masergy.com/sites/default/files/MASERGYCorporateOverview-web.pdf