The Cable Company Essay Example | Topics and Well Written Essays - 500 words

The Cable Company - Essay Example CableNOW should portray their ability, reliability and dependability to service local needs. Their strengths and competitive advantages to their subscribers should be emphasized, being the pioneer in their locality. Their primary selling point is that despite bad weather, the delivery of programming is clear and consistent. Further, the following advantages should be stressed: â€Å"the company offered local business and real estate listings to subscribers. The firm also was able to provide local radar and weather forecasts during the "Local on the 8s" segments on the Weather Channel† (Case Facts, par. 3) which, as indicated, satellite stations could not provide. In addition, CableNOW’s ability to transmit local channels (which again, their competitors could not), should likewise be emphasized. CableNOW’s advertising campaign should emphasize the image or theme abovementioned, portraying reliability and dependability to service local needs since they have been servicing their communities as pioneer in this field of endeavor. CableNOW should use the local advertising medium: radio, cable, local channels and posters and brochures that emphasize their strengths and competitive advantages. By reaching the local constituents for the six communities of northeast Louisiana through the medium where satellite stations could not access, CableNOW would validate their reliability and dependability through all kinds of weather. To survive external changes and competitors, CableNOW should address the trend of considering capacity to deliver high definition signals as this is what technology is driving at. Peterson must determine the cost of the investment and weigh the benefits, especially over the next 10 years, for changing towards HDTV. The new two active competitors, DirecTV and Dish Network, already have this capacity and they could use this as a vantage point to lure prospective customers to change from cable to satellite.