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Competitive Profile Matrix
AT&T
CSF’s
Market share
Brand name
Customers
Wi-Fi provider
Bundle services
Weight
10%
10%
9%
8%
8%
Rating
4
4
3
2
3
Weighted
Score
Explanations
0.4
We weight it for 10% and rate it at 4, because AT&T is
the second carrier in US, so we think this CSF is
important for AT&T and it’s very strong.
0.4
The reputation of AT&T is no doubt very strong, since it
mentioned above, AT&T is the second carrier in US. So
we weight it for10% and rate it at 4.
0.27
Customer is an important CSF for AT&T. With more
subscribers, AT&T earns more profit as well. AT&T
presents well in this CSF, so we weight it for 9% and
rate it at 3.
0.16
As a Wi-Fi provider, AT&T doesn’t present better than
Verizon, but the CSF is still one of the main areas of
AT&T, so we weight it for 8% and rate it at 2.
0.24
AT&T is known for its bundle service. With bundle
service, customers could enjoy more convenient
service. We think AT&T presents kind of well in this
1
CSF, so we weight it for 8% and rate it at 3.
Wireline services
8%
1
Since the development of 4G market, the profit in
wireline services has decreased. However, wireline
services was one of the main services of AT&T, so we
0.08
weight it for 8% and rate it at 1, for it present poor in
this CSF.
Industry consolidation
9%
3
Industry consolidation is a good opportunity for AT&T,
since it could create more commercial profit for all
carriers involving in. So we weight it for 9% and rate it
at 3.
0.27
After our discussion, we think global market is not
Global market
4G subscribers
6%
8%
2
4
what AT&T pursues, whereas, it focuses more on the
expansion of market in US, but it’s still an opportunity
for AT&T to invest. So we wright it for 6% and rate it at
2, for the CSF presents a little weak.
0.12
Because 4G is the current stream, so it’s important to
develop 4G subscribers. We think this is a good CSF for
AT&T, so we weight it for 8% and rate it at 4 since we
0.32
think is a strong part in consist of AT&T.
Acquisition
7%
2
The Acquisition means whether customers could use
AT&T’s service everywhere at any time. We weight it
0.14
2
for 7% and rate it at 2 since we think the acquisition of
AT&T is not that strong.
Saturated market
9%
3
We weight the CSF for 9% and rate it at 3 since we
think AT&T adapt well in this environment and
saturation is the unavoidable trend in
0.27
telecommunication market of US now.
Voice market
8%
Total
100%
1
We weight the CSF for 8% since we think the profit of
voice market accounts for a few part of AT&T’s profit.
However, owing to the development of 4G, more
customers use network to communicate, which
decreases the profit of voice market, so we rate the
CSF at 1, because the function is weak.
0.08
2.75
3
Sprint
CSF’s
Portfolio expansion
Brand name
Niche marketing
Weight
7%
8%
8%
Rating
3
4
4
Weighted
Score
Explanations
0.21
We weight the CSF for 7% since we think it is not
Sprint’s main focus. However, it is still a good
opportunity for Sprint to develop, so we rate it at 3.
0.32
Sprint is the third carrier in US, meaning it still has
some degree of reputation. We think is an important
part of Sprint, so we weight it for 8%. The CSF also
presents its function well, so we rate it at 4.
0.32
Niche marketing means increasing the profit by
specialized operation. We think it is an important part
of Sprint, which could focus more on the area of
communication, so we weight it for 8%. Also, we rate
it at 4 since the CSF presents well.
The 4G has become the stream of telecommunication
market now. It is essential to develop 4G market, so
4G deployment
9%
1
0.09
we weight the CSF for 9%, which we think it is very
important. However, when it comes 4G deployment,
Sprint presents poor in this CSF, so we rate it at 1.
4
Churn rate
7%
2
Sprint’s churn rate is high, but we think it is not a very
important part of Sprint, so we weight it at 7%. Also,
the rate of 2, because it is still better than the fourth
carrier T-Mobile.
0.14
Because their ARPU is low compare with other carriers,
ARPU
7%
2
0.14
so they can’t get a lot from customers. If they adjust
the price, they may lost the market.
Network coverage
8%
2
0.16
In the condition of Sprint’s market in the US , Sprint’
service just focus on in the eastern. So we think they
can invest more to expand its business.
Debt
4%
2
0.08
Debt will be the obstacle for Sprint to expand and will
make another expense by interests.
0.21
More and more ITS system need wireless
communication to support. They have another
opportunity to explore their business in the different
industries.
ITS development
7%
3
Global market
4%
2
0.08
It is hard to beat AT&T or Verizon, so they must think
something
different
for
Global
market.
Otherwise ,Sprint still cannot win this two carriers
Wireless technology in
hospital
7%
3
0.21
Just like ITS development, combining
industries can make more profit.
5
different
Government regulation
Saturated market
8%
8%
Competitors
8%
Total
100%
2
2
1
0.16
It is difficult to avoid for sprint, because they have
large amount of debt.
0.16
Compare to another carrier in the saturated market ,
Sprint didn’t have enough power to fight. But it is an
important issue to do.
0.08
Sprint is mainly stressed by the advanced technology
and brand of AT&T and Verizon, and T -mobile also
gives pressure on Sprint because of its high growth
rate.
2.36
6