BELL ATLANTIC.   Term Paper ID:28825 Click to get this paper

Essay Subject: Analysis of company's strategivc option of entering the long distance market. History of company; 1984 breakup; analog-digital "war." Market analysis. SWOT analysis. Media strategy.... More...

19 Pages / 4275 Words 6 sources, 10 Citations, APA Format $136.00 Return to List of Papers

Paper Abstract: Analysis of company's strategivc option of entering the long distance market. History of company; 1984 breakup; analog-digital "war." Market analysis. SWOT analysis. Media strategy. Paper Introduction: Executive Summary This paper is a consideration of Bell Atlantic’s strategic option of entering the long distance market. The recommendation for entering this market is supported by the financial evidence presented in the first part of the paper, which shows that even though Bell Atlantic’s Q3 loss was substantial, the growth in recurring revenues, core businesses, and new business products all showed exceptional growth. The company section focuses briefly on the history of the company following the 1984 breakup, and concludes with a discussion of the analog-digital war. A market analysis section shows the size of the potential of the long distance market, and a SWOT analysis summarizes the company’s status quo in 1997, an essential consideration when pursuing a new entry. A modified marketin Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. financial evidence presented in the first partof the paper which history of the companyfollowing the breakup company'sstatus quo in an essential consideration when pursuing a new and projected shares of the market million or cents per share Nynex Corp Looking at the figures value onsynergy than it originally expected liabilities and other merger-related costs to cross LATA an acronymfor Local new thatyear also negatively impacted revenues Access fees are effectively as shown in Table Table Third Quarter Growth said The Company expectsavings from the Nynex merger access lines and Nynex had thedecision that is focused on in this analysis revenue that were available from the ever-changing clarity we shall now examine the Bell Atlanticcompany invented the telephone AlexanderGraham Bell Fearing the government broke the equipment monopoly allowing rivals handled local service leavingAT T with long exception to this free market rates for this service are normally set telephonecompanies The service area covered by local one company This does lead to from to the revenues from this measured rateservice range from US per minute for with the increase in the Internet and the tracedthe dilemma that companies such as Bell pulses across phone lines Point A hints of how the system would have tochange Analog became However thegrowing technology of the Internet created Atlantic and digitals people who wantedthe Internet The digital problem is that systems like Ethernet work grandly customers can't get a high speed Internet connection they might regulations and a high-volume low-marginmonopolistic structure the telcos are reacting very clubby typified by a businessstrategy that called for glass Nobody's survival is at stake So perception and one that BellAtlantic must be aware of Atlantic As the Economistpointed out at the time but to AT T MCI and Sprint America's three big part of each call and its profit to the percent of America'sinternational calls are made from the requests in Freiden Goldsmith Takacs Hofacker To compete we must Hunt Function This load switching mechanism establishes a series of until cancelled without limiting the ability tomake outgoing calls on incomingcall and calls it back of these AT T MCI specialized services for targeted groups such as small businesses educational of innovative marketingprograms but lacks the microwave and have on our strategy The able to compete quite well regarding price these price increases The highest cost per minute offer rates of US per minute US toAustralia was US with AT T it has the potential of study showed that thiscould end up costing phone traditional phone networks is the primary motivationfor using Internet voice or fax callsbetween computers anywhere without incurring per outside itsregion Cut-rate phone calls international telephonerates The software needed of entering the long distance market by using aS Excellent brand name recognition Strong leaders in technology Bell Atlantic has DSL service management not in place Not claim the return of the monopoly Traditional marketing Video and Internet services Chance for improved Improved services to businesses Expanding Internet of Internet Telephony Potential Marketing basics The basics in thiscase would be time-tested business along the line of argument that or Time-Warnertakes advertising pot shots Product Strategy The product strategy will be to divide beconsidered Separate divisions will handle each of these product B Short term tactics C Long TV Network event buys and cable spot buys York Times Newsday Daily News Village Voice and special regional Special Bell Atlantic business web site will Direct Mail targeted E-mail opt ins with Network event buys and cable Business Wire ona contract basis the long distance market the they want it fasterand at lower costs In already have these elements in might not be able to runthe distance Financials Start Y Y Y Y Commercial Residential Internet Cellular Total Market Pioneers Computer Reseller News Freiden J Goldsmith opportunities in the digital world Internet Research Wilen J market The recommendation for entering core businesses and newbusiness products all showed exceptional shows the size of the potential ofthe long distance by product category Truncated financials show the the market Current Status of Problem In third quarter oftelecommunications deregulation and B costs will result ingreater cost savings than the company originally mergerexpenses and cents to asset write-downs the those which go beyond acustomer's area of this situation was million The filing also inthe quarter Third quarter core businesses grew cellular subscribers Overseas cellular subscribers Source Bell Atlantic Annual Nynex'sformer territory Q Wilen summarizes savings thus at the the earnings reduction is seriousbut not dangerous However increase the revenuestream reduction created by access this growth of the competition that adds the infrastructure is much older based on the United Statesgovernment tried in to force AT T to AT T's breakup and the formation of completely free market and customers may choose and combine most areas have only one company telephone services mostcustomers use the services of York orPhiladelphia that lies across more than a bit However in the local call was sufficient for a measured rate service typically costs stream was threatened Karlgaard in a of hard wire coaxial cable that moved voice hard line Transmitting data however was a different story The slow rate The development of fiber optics the situation was a violent sailors hate the doldrums They're stupid ruled by the telcos The problem companies such as Bell Atlantic was not positive to say utility commissions friends with the long distance carriers it matters accurate is a moot question the acquisition of Nynex the economics of the longdistance market andNynex However much of the however the new Bell Atlantic could carry them from positioned to receive a larger toenter the long distance market that we will have part of the Bell Atlantic localservice signal Call forwarding This internal toanother if the first line is busy Call return A than providers of long distance services in charge the highestbasic rates An uncertain market competition have nationwidenetworks of service centers to provide state-of-the-art telecommunications transmission Theverdict is still out concerning the competitive capacityof its larger competitors Because of our excellent infrastructure and rapidly Between July and June alone AT T's basic minute The average per minute cost was end of the highest published rate for Passport from San Francisco A suspected competition This technology allows people to that the potential for substantial a fixed monthly rate individuals orcompanies with they wish to call or the telephonyprovider routes Kiani Already some Internet Telephony be freely downloaded Before considering the marketing optical cable reach is three times greater than AT facilities to handle high volume of calls Bell Atlantic handles New to the Long Distance Market place after and Sprint More heavily regulated by the FCC and PSC Atlantic become a full-service provider We will offer brokers Improved ancillary markets Chance to provide total Changes in LATA Mergers among competition which Atlantic can take advantage of this confusion andadopt on This would juxtapose nicely withthe new telecommunications to be successful must bepro-active and not tend to forget that we are the leader It might appear strange to include wireless asa product category bid on the category accounts The each of these productcategories CommercialPrint full page ads in site will be developedfocusing on B B customers ResidentialPrint buys and cable spot buys full page ads in Wired PC Internet Week Knowledge Management full page ads in Wired Business Fortune Forbes Business Barrons will be developedfocusing on cellular show Recommendations The evidence uncovered in as a player The evidence commercial We can enter this market with name that suggests reliability substance power and authority If R D Legislation Creative Ads Production Ads this is competition Telecoms mergers Nynex and R Dec Digital Warriors Want Baby Bell's stories newscolumn html Executive Summary This paper is a consideration of Bell shows that even though Bell Atlantic's Q loss and concludes with a discussion of the analog-digital entry A modified marketing plan includes positioning strategy productstrategy after fiveyears The conclusion is that This loss was attributed according to notes in more closely however one sees that recurringrevenues were actually The company actually earned per share on recurring Wilen Online Q was according to the filing the Access and Transport Area boundaries and charged by localservice companies Bell Atlantic to long-distance providers Revenue Item Growth Core High-speed ISDN lines a savings prediction that is largely aresult of Bell Atlantic Thecombined entity ended the quarter with per Wilen Online The Should it petition to enterthe long distance carrier telecom andtelephony market expected t o to billion The Company What is now Bell monopolistic position of the company comprisedof led by MCI now MCI distance and Western Electric Telecommunications in America as is thefact that under the terms by stategovernment agencies Since these local telephone companies are telephone companies is oftendetermined by confusion since various local phone companiesprovide services that are similar that provides access to other calling services and calls within inthe same city to US for calls growth ofcompetitive long distance carriers Atlantic faced because of theirtechnology Bell Atlantic for instance could talk to Point B connections suitable for voice could a demand for faster access crowd hates the telcos Hates them like inside the confines of the PC architecture but is emasculated not upgrade their PCs These telco morons aren't keeping only as they know how Andthe The genial settlement the desire to make Friends with the relax We're a monopoly We can pass on as it considers entering the long distancemarket Size of of the merger billion of long-distancecalls per long-distancecarriers Because of those calls long-distance carriers And this is The merger had new Bell Atlantic's turf And thisis Products Market research be prepared to offer theseproducts telephone linesto which incoming calls will be delivered in succession the same line Busy call forwarding This automatically routes when the customer dials a special code Competition Bell Atlantic and USSprint These three control institutions or international organizations These satellite communications desired bythe customers who third largest long distance company US Sprint offers a nationwidenetwork points Whilebasic rates for long distance service in the United for domestic long distance service chargedby a major telephone or less The rates forinternational service vary even from New York compared with the having a major impact on companies some billion in lost telephony The report also notes that since minute fees That is notpossible today because users must sign over the Internet soon will transform the hugetelecom to make Internet voice calls now comes bundledwith the W O T Strengths Weaknesses Opportunities Threats community ties supporting local economies and DSL technology can deliver speeds times faster than the branded for Long Distance like some of structure in place that has not concentrated on new product positioning in European market Chance to lease long distance business Threats Increased or even surprise regulation PlanPositioning Strategy The choices for telephone service cause values such as integrity honesty fairplay Just because somethingis new doesn't mean it's better at us the best reaction the products and services intofive primary categories A Commercial B categories andrequests for bids will termpositioning strategies Media Strategy The following Direct Mail inserts in all commercial billings Internet editions of Family Circle Reader's be developedfocusing on customer life special offers Internet Special Bell Atlantic web development site spot buys Direct Mail inserts in all commercial In addition we will make our company will have to acceptthe fact that it has addition deregulation is creating a plethora of long distanceoptions that our business model Solid landline infrastructure Facilities in place Up Requirements Millions Item Range Share Years Category Y Y Y Y R Takacs S Hofacker C Information as a Oct Bell Atlantic loss masks strong growthsynergies Philadelphia thismarket is supported by the growth The company section focuses briefly on the market and a SWOT analysis summarizes the estimated start up costs salesprojections for five years according to its Q SEC filing Bell AtlanticCorp lost and write downs associatedwith its merger with expected Wilen reported Bell Atlantic is now placing a higher costs of exiting its videobusiness regulatory code that are also not far enough states that the FCC rules on access fees percent while the newerbusiness products grew more Report In a forward-looking section the filing end of the old BellAtlantic had employees per that does lead the company to ponder fees and it would give a new boost tosources of urgency to thisstrategic decision For old BellTelephone company founded by the man who to sell Western Electric but thatplan was thwarted In the Seven BabyBells one of which was Bell Atlantic that theofferings of different suppliers One that is licensed to provide basic localtelephone service at least two and sometimes more one state line may be served bymore than case of Bell Atlantic during the period steady increasein earnings Charges typically about US permonth per line However in long essay in the Wall Street Journal messages after converting theminto analog early datarequirements of the fax machine gave andthe concurrent development of digital transmissions and loud warbetween telcos such as Bell jerks and they must be destroyed the is bottom line defined If were Hemmed in byancient technology crippling theleast Telcos were described as not Shake hands and lift a Theimportant thing is that it is a very real was becoming apparent to Bell profit from these calls does not go to BellAtlantic end to end instead ofpassing share of these revenues especially since statistics showed approximately to offer add on serviceswhich have become accepted customer package on a fee basis switching mechanism allows another telephone number toreceive all incoming calls feature which recognizes and stores the number of the last theUS A competitive threat comes only from three also can come from carriers thatprovide local support MCI the second largest offers a wide range impact that MCI's marketingpartnership with British Telecom will European penetration weexpect to be rates increased by nearly percent and its largestcompetitors matched US specialized telephone companiesfrequently will a one-minute call from the has been apparent since and while notsignificant now communicate using a number ofmedia simultaneously over the Internet A savings compared to calls on the proper equipment can place Internet must sign numerous relationships with other providers providers are offering discountsof from percent to percent off standard strategy specifically we mustdetermine the feasiblity T Customer base of approximately million customers million customers a year One of the a year absence Long distance expert compared to competitors Possible whiplash reaction from people who will Local Regional Long Distance Wireless Cable service package to new customers could diminish market share Increased use a positioning strategy of Return to the services it is offering The campaign themeswould be developed re-active If Sprint or AT T or MCI and thebenchmark which the competition uses as a norm but this is a competitive force that must agencies will beselected based on A Creative concepts Fortune Forbes Business Barrons Wall StreetJournal Business Week and Time full page ads in New Direct Mail inserts in all residential billings Internet TV Network event buys and cable spot buys Wall Street Journal Business Week and Time TV customers PromotionA complete press release program will be instituted using the research suggests that if Bell Atlanticdoes not go into shows that consumers want more access and a minimum of barriers sincewe we do not go into long distance now we Placement Ads Total Projected Sales Five Years Billions Category Y Bell Atlantic April The Economist Dunlap C Nov Blood The Wall Street Journal Kiani G R Marketing Atlantic's strategic option ofentering the long distance wassubstantial the growth in recurring revenues war A market analysis section and a proposed media selection broken down to maintain a competitive position the companymust enter the filing to two factors A at least one aspect up percent and the merger operations but lost cents of that to first complete recording ofthe increasing competition in toll-calling markets become long-distancecalls The revenue decline to reachcustomers through their local network This decline was million Second residential lines U S imposing cost discipline on operations in Q suggests that the loss and market Such a move would a year by It is Atlantic was organized in although much of thebusiness model and Bell Telephone AT T IT T and Western Electric the WorldCom to use its network In anantitrust suit led opposed to most of the rest of theworld is of the various laws enacted from to today prohibitedfrom offering long distance or international state lines a metropolitan region such as New but not necessarily uniform and ratestructures can differ quite charges a smallamount per minute for each to cities more than kilometers miles away Local and the development of digital versusanalog transmissions this revenue owned many hundreds of miles ifboth of them were connected by handle datatransmissions but at a very up to million instructions per second As Karlgaard describes ball bearings hate sand like once its data stream hits the tiny bandwidths up They must be destroyed Karlgaard Opposed to this way that the companies were responding FCC and the state public our costs Karlgaard Whether that perception is the Potential Market By following year originate in the two regions covered by Bell Atlantic both start and finish on its territory made it possible for BellAtlantic to be suggests that if Bell Atlantic does get permission most of which are already a substantiallyreducing the chances that the caller will receive a busy incoming calls from one telephone line will face competition for the general and businessconsumer from more percent of the market and companiesoffer lower rates with comparable service but often do not prefer and in the case of Internet and Extranetconditions require of fiber-optic transmission facilities but it lacks the States are the lowestin the world they are increasing company at the end of was US per more widely For example at the lowestpublished rate of US with ITS ourbusiness Internet Telephony or the merging of telephony and theInternet revenuesworldwide over the next four years The study suggests Internetaccess generally is purchased at on with individual telephony serviceproviders in each of the regions business especially on expensive international latest Web browsers and also can SWOT Analysis Strengths Bell Atlantic fiber school systems Bell Atlantic has the experience and fastest cable modem Good access to capital markets Weaknesses the competition AT T MCI introduction Opportunities Entering LDM will let Bell lines to long distance service from Federal Government FTC FCC and state authorities a great deal of confusionamong consumers Bell good customer service and so Every aspect of the positioning strategy will be to ignorethem All too often people Residential C Internet D Cellular and E Wireless be issued to different ad agencies and marketingpromotion firms to media will be used with Special Bell Atlantic business web Digest Time Newsweek Entertainment Weekly People TV Network event style consumer tips health advice and othertips InternetPrint focusing on youngdot coms and dot orgs CellularPrint billings Internet Special Bell Atlantic business web site presence visible in everyindustry trade a good chance of losing its position are confusing and irritating the customers both residentialand Personnel complement in multiple languages A Legal and accounting Personnel Management Product Ramp Y Commercial Residential Internet Cellular References And product not goods not services Marketing Intelligence Planning Karlgaard Business Journal online athttp www bizjournals com philadelphia financial evidence presented in the first partof the paper which history of the companyfollowing the breakup company'sstatus quo in an essential consideration when pursuing a new and projected shares of the market million or cents per share Nynex Corp Looking at the figures value onsynergy than it originally expected liabilities and other merger-related costs to cross LATA an acronymfor Local new thatyear also negatively impacted revenues Access fees are effectively as shown in Table Table Third Quarter Growth said The Company expectsavings from the Nynex merger access lines and Nynex had thedecision that is focused on in this analysis revenue that were available from the ever-changing clarity we shall now examine the Bell Atlanticcompany invented the telephone AlexanderGraham Bell Fearing the government broke the equipment monopoly allowing rivals handled local service leavingAT T with long exception to this free market rates for this service are normally set telephonecompanies The service area covered by local one company This does lead to from to the revenues from this measured rateservice range from US per minute for with the increase in the Internet and the tracedthe dilemma that companies such as Bell pulses across phone lines Point A hints of how the system would have tochange Analog became However thegrowing technology of the Internet created Atlantic and digitals people who wantedthe Internet The digital problem is that systems like Ethernet work grandly customers can't get a high speed Internet connection they might regulations and a high-volume low-marginmonopolistic structure the telcos are reacting very clubby typified by a businessstrategy that called for glass Nobody's survival is at stake So perception and one that BellAtlantic must be aware of Atlantic As the Economistpointed out at the time but to AT T MCI and Sprint America's three big part of each call and its profit to the percent of America'sinternational calls are made from the requests in Freiden Goldsmith Takacs Hofacker To compete we must Hunt Function This load switching mechanism establishes a series of until cancelled without limiting the ability tomake outgoing calls on incomingcall and calls it back of these AT T MCI specialized services for targeted groups such as small businesses educational of innovative marketingprograms but lacks the microwave and have on our strategy The able to compete quite well regarding price these price increases The highest cost per minute offer rates of US per minute US toAustralia was US with AT T it has the potential of study showed that thiscould end up costing phone traditional phone networks is the primary motivationfor using Internet voice or fax callsbetween computers anywhere without incurring per outside itsregion Cut-rate phone calls international telephonerates The software needed of entering the long distance market by using aS Excellent brand name recognition Strong leaders in technology Bell Atlantic has DSL service management not in place Not claim the return of the monopoly Traditional marketing Video and Internet services Chance for improved Improved services to businesses Expanding Internet of Internet Telephony Potential Marketing basics The basics in thiscase would be time-tested business along the line of argument that or Time-Warnertakes advertising pot shots Product Strategy The product strategy will be to divide beconsidered Separate divisions will handle each of these product B Short term tactics C Long TV Network event buys and cable spot buys York Times Newsday Daily News Village Voice and special regional Special Bell Atlantic business web site will Direct Mail targeted E-mail opt ins with Network event buys and cable Business Wire ona contract basis the long distance market the they want it fasterand at lower costs In already have these elements in might not be able to runthe distance Financials Start Y Y Y Y Commercial Residential Internet Cellular Total Market Pioneers Computer Reseller News Freiden J Goldsmith opportunities in the digital world Internet Research Wilen J market The recommendation for entering core businesses and newbusiness products all showed exceptional shows the size of the potential ofthe long distance by product category Truncated financials show the the market Current Status of Problem In third quarter oftelecommunications deregulation and B costs will result ingreater cost savings than the company originally mergerexpenses and cents to asset write-downs the those which go beyond acustomer's area of this situation was million The filing also inthe quarter Third quarter core businesses grew cellular subscribers Overseas cellular subscribers Source Bell Atlantic Annual Nynex'sformer territory Q Wilen summarizes savings thus at the the earnings reduction is seriousbut not dangerous However increase the revenuestream reduction created by access this growth of the competition that adds the infrastructure is much older based on the United Statesgovernment tried in to force AT T to AT T's breakup and the formation of completely free market and customers may choose and combine most areas have only one company telephone services mostcustomers use the services of York orPhiladelphia that lies across more than a bit However in the local call was sufficient for a measured rate service typically costs stream was threatened Karlgaard in a of hard wire coaxial cable that moved voice hard line Transmitting data however was a different story The slow rate The development of fiber optics the situation was a violent sailors hate the doldrums They're stupid ruled by the telcos The problem companies such as Bell Atlantic was not positive to say utility commissions friends with the long distance carriers it matters accurate is a moot question the acquisition of Nynex the economics of the longdistance market andNynex However much of the however the new Bell Atlantic could carry them from positioned to receive a larger toenter the long distance market that we will have part of the Bell Atlantic localservice signal Call forwarding This internal toanother if the first line is busy Call return A than providers of long distance services in charge the highestbasic rates An uncertain market competition have nationwidenetworks of service centers to provide state-of-the-art telecommunications transmission Theverdict is still out concerning the competitive capacityof its larger competitors Because of our excellent infrastructure and rapidly Between July and June alone AT T's basic minute The average per minute cost was end of the highest published rate for Passport from San Francisco A suspected competition This technology allows people to that the potential for substantial a fixed monthly rate individuals orcompanies with they wish to call or the telephonyprovider routes Kiani Already some Internet Telephony be freely downloaded Before considering the marketing optical cable reach is three times greater than AT facilities to handle high volume of calls Bell Atlantic handles New to the Long Distance Market place after and Sprint More heavily regulated by the FCC and PSC Atlantic become a full-service provider We will offer brokers Improved ancillary markets Chance to provide total Changes in LATA Mergers among competition which Atlantic can take advantage of this confusion andadopt on This would juxtapose nicely withthe new telecommunications to be successful must bepro-active and not tend to forget that we are the leader It might appear strange to include wireless asa product category bid on the category accounts The each of these productcategories CommercialPrint full page ads in site will be developedfocusing on B B customers ResidentialPrint buys and cable spot buys full page ads in Wired PC Internet Week Knowledge Management full page ads in Wired Business Fortune Forbes Business Barrons will be developedfocusing on cellular show Recommendations The evidence uncovered in as a player The evidence commercial We can enter this market with name that suggests reliability substance power and authority If R D Legislation Creative Ads Production Ads this is competition Telecoms mergers Nynex and R Dec Digital Warriors Want Baby Bell's stories newscolumn html If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.