Frontier Communications

...

One of the main objectives for Frontier Communications will be to become profitable. While reviewing the financial statements I noticed that 2016 had a Net Loss of $373 million for the year versus a Net Loss of $196 million the year prior, as shown on Exhibit 1. In order to become profitable Frontier will need to minimize expenses and dramatically increase sales. An increase in sales will lead to achieving our next goal, the improvement of market share. Although the residential and business services are available across 29 states we would like to increase the market penetration in order to have a solid market share and satisfied customers. While increasing the market penetration we would like to expand our market share through providing services to more states. The last objective will be to innovate our services. Ultimately the Internet, phone and cable networks the company provides need to be reliable and up to date in order to keep the market share happy, as everyone loves having the fastest technology. By innovating the services Frontier offers to both residential and business customers there will be a rise in market share and customer satisfaction, ultimately providing a competitive advantage against competitors.

Marketing Strategy

To achieve the marketing goals and objectives we will design the perfect marketing strategy plan. At Frontier Communications we would like to implement a differentiation strategy with focus, as well as performance marketing, this will provide a superior service performance, that will add value to the market share and will simultaneously benefit the customers.

- Differentiate- Necessary for Frontier Communications to deliver outstanding services to the customers in order to achieve the company goals of satisfying customers and growing the market share.

- Focus- Frontier will focus on providing excellent services to the market share, in attempts to maximize sales and gain positive feedback from customers and less complains.

- Performance marketing- Through the use of financial and nonfinancial information of the company we must understand the returns to the company and the society to decipher what will happen to the market share (Kotler, pg 12).

Mission

Frontier Communication’s mission is to be the leader in the provision of communications services to business and residential customers amongst the markets. How Frontier will achieve a leadership position is by putting the customers first, and treating everyone with respect. Frontier will also keep commitments to the customers while acting ethical in all of the transactions, and taking initiative to innovate the services. Internally, Frontier Communications hires team players whom are active in the communities work with resources. Ultimately the company’s mission is to have a positive attitude.

Marketing Tactics

Frontier Communications will achieve marketing goals and tactics through the use of the 4 P’s, Product, Price, Promotion and Place/distribution. Below I have described the incorporation of the Marketing Mix.

Product

The products Frontier provides are telephone, internet and cable services. The plan is for Frontier Communications to continue with product services, and develop a plan to expand and innovate the services provided in order to differentiate.

Whilst we plan for Frontier Communications is to meet the mission we will thoroughly use the resources available. First and foremost it will be necessary to utilize the Research and Development team to innovate the services. The team will research and take polls to figure out what customers want out of the services. The Research & Development team will also look into the successes and fails of competitors in order to identify the Frontier Communications Points-of- Difference. After this, we will have the team develop the fastest and most reliable high speed internet option while also expanding upon the Fios service, currently the fastest internet service, as noted by multiple sources. As for the cable service we will develop tv cable options that expand outside of Dish network, since not all customers need or want Dish and would opt to have the standard cable.

Price

The price varies, since Frontier provides individual service prices as well as bundle. Our introductory rate will be low in order to gain new customers. Currently the ultra internet, digital phone and 120 cable channels bundle costs $112.97 a month with a 24 month commitment, plus installation fees. Moving forward with our new strategy Frontier Communications will continue with the $112.97 bundle cost but there will be a $0 installation fee and will reduce the commitment time to 12 months. The $0 installation fee and 12 month commitment plan will appeal to more people and will lead to a larger market share. With the combination of innovative services and competitive initiation bundle prices the customers will be satisfied and remain with Frontier Communications after their 12 month commitment.

Promotion

In order to achieve the Frontiers Communications goals and objectives we will use promotions. The promotions will help produce awareness of our company amongst the market share. The marketing team will provide advertisements in the form of tv commercials, print ads and social media. It is important for Frontier Communications to reinforce and reiterate the commitment to provide great services to the consumer, thus shall be communicated through the promotions.

Within the first quarter of the year Frontier Communications marketing team will work on building the social media in order to gain followers to increase the market share. I analyzed the current social media and there is a lot of potential to update it and make it more interactive. Currently Frontier Communications has Youtube, Twitter, and Facebook, the team will create an instagram account as it is a very popular app at the moment. By creating an instagram account we will reach younger customers. The plan will be be to upload entertaining pictures and interactive videos in order to grab the followers attention. The idea of the instagram promotion is to focus on the gain of younger customers . Most importantly we will link the Instagram account to Facebook and twitter in order to be cohesive and provide the promotions through various platforms. Through this method of promotion Frontier Communications will implement the focus strategy.

Place

Through our strategy and goals we hope to increase our market share,