Strategic Objectives? Brand Name Recognition? Alliances with Suppliers to provide Customers with one-stop shopping? Develop a massive customer base? Create an easy internet/email service. Create non-financial costs to customers to dissuade them from moving to competitors 2. Cost Strategy ? Profits matter more than growth ? Make cost to switch not financially or practically? Make it financially difficult for competitors to contend with AOL. Differentiation Strategy? Provide on-line features with special offers to AOL subscribers. Attract suppliers by the intangible benefit of association with AOL’s brand name ? Offer premium services? Provide user-friendly access . Innovation Strategy? AOL Direct ? New AOL software ? AOL TV B. Successes? Forty percent of online traffic is from AOL. Users are watching less TV therefore advertisers are spending more on internet advertising. Reduced costs by eliminating inefficient units ? Reduced costs by lowering AOL’s cost of connect time ? Reduced costs to acquire new subscribers ? Leverage AOL’s massive subscriber base for all it is worth. Generated guaranteed future revenues .
Uses of Technology? New AOL software could save up to $40 million in customer service costs. Creating a personalized digital newspaper ? Creating competition for WebTV D. Problems to Overcome ? Not customer service friendly? Internet service occasionally has outages and email glitches. The telcos and cable companies are targeting AOL’s customers ? Analysts predict AOL will lose market share ? Lead companies would rather invest in their own websites than AOL advertising E. Recommendations The key strategy is leveraging the brand name of AOL. AOL adds more than 10,000 users a day . Once consumers associate Internet service with AOL, then competitors will not be able to enter the market. AOL needs to form more alliances with suppliers to ensure guaranteed financial revenues for many years.
AOL needs to strategize with the cash surplus and focus on new technology to eliminate system outages and email glitches. If AOL users experience to many difficulties, then they will surrender the financial and nonfinancial costs to mover to a more sophisticated Internet provider. F. Time Warner Merger 20 million families rely on AOL to be their Internet provider. This is a powerful market of consumers who are influenced by convenience. This merger is an attempt to lock in customers to AOL with the convenience of one-stop shopping.
Customers will be able to watch TV and email their friends about a particular program at the same time. Customers will also be able to surf the Internet during commercials of their favorite TV show. This merger is another step towards AOLs strategic goal of creating non-financial costs to deter customers from switching to another Internet provider and simultaneously, AOL will be able to create new marketing arenas in order to attract suppliers to form alliances with AOL. Strategies and Technology Customers Suppliers Competitors Strategic Objective Offer many online- Leverage subscribers Lock out competitors services for ease base for maximum by locking in customers of customers advertising & suppliers with AOL Cost Strategy Make cost to switch Offers suppliers access Make it financially difficult not practical to have customers pay on-line for competitors to rather than sending out a bill contend with AOL Differentiation Strategy Provide more on-line *Suppliers benefit by Offer exclusive rights to contracts features with special association with AOL’s so competitors are not able to offers to subscribers brand name add equal value to their services Innovation Strategy
Offer many new ideas #Provide unmatched products so members who have of marketing and and services web pages can be grouped advertising forums by common interests Strategies and Successes Strategic Objective *Brand name recognition *Offer alliances to provide *Develop massive customer base their services in a secure and make it difficult to switch format internet providers Cost Strategy #Increase monthly access fee #Charge premium rates for Cash surplus secures position privilege to advertise on any new delivery platform on AOL Differentiation Strategy #Provide user-friendly access AOL brand name creates Lower costs of acquiring new immediate value to suppliers subscribers make it difficult for others to compete without suffering a financial hardship ? is Strength of AOL ? is Weakness of AOL Business.
