AT&T Telecommunications Company offers mobility services that assist in receiving real-time information. The products offered by the company assist organizations in accelerating their business, placing orders real-time, monitoring inventory on the go, and making it possible for machines to communicate. Since it is one of the leading telecommunications company globally, it has the power to influence pricing. However, to ensure healthy competition, AT&T they have adopted a differentiated pricing strategy. The company sets its prices according to the type of services that customers use. Some of the services that the company provides include mobility service, internet of things, cloud, and network service (Palenchar, 2015). The company’s pricing strategies follow competitive pricing policies for the different services it provides.
About the retail strategy that the company has adopted, AT&T rolled out more than 2000 physical stores that could ensure the provision of personalized experiences to its customers. The physical stores assist the company in displaying the different services offered. This strategy makes it possible for the company to integrate its online as well as physical store experience, a factor that enables it to engage its customers fully (Palenchar, 2015). About ensuring appropriate customer engagement and enhance the online-physical store experience, the company capitalizes on the preferences of the customers online, consequently enhancing their interactions with customers when they visit the online stores. Palenchar (2015) indicates that embracing this type of retail strategy has enabled the organization to fulfill its objective, which involves providing customers with a connected life. The strategy enables it to create a form of consistency for its customers in the more than 2000 stores.
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Currently, the players in the industry are engaging in price wars, a factor that might affect the dominating industry players, including AT&T. The reason most of the telecommunication companies are lowering the prices of their products is to ensure that they gain the much-needed market share to cater to the needs of their customers and increase profits. For instance, Anna Nicolaou (2017) indicates companies are embracing plans such as the unlimited data plan to cater for the needs of the customers that use their mobile devices for activities such as watching videos. On the other hand, the biggest players in the industry, such as AT&T and Verizon are touting the reliability and expansiveness of their networks, which gives them a competitive edge over their smaller rivals. Even though AT&T can increase the prices of its products, it has not been able to do so because of the fear of losing its market share.
Competition in the telecommunication industry is fast changing and intense. One of the competitive strategies adopted by AT&T is to refine its wireless and high-speed internet networks, as well as expand its range of products. According to the organization's website, the company was awarded for being a leader in the provision of a high-speed internet company in the year 2015. This award could be used as an indicator to determine that AT&T's competitive strategy that involves the provision of high-speed internet is successful. The other competitive strategy implemented by the organization is investments in new technology and through the provision of valuable services at affordable costs (AT&T, 2015). The company uses this strategy to meet the needs of its customers. These strategies not only assist the company to grow, but they enable it to compete effectively in the market as well.
References
AT&T. (2015). AT&T Recognized For Leadership In Internet & Video Services Catering To Customers | AT&T . About.att.com . Retrieved 27 April 2018, from http://about.att.com/story/att_recognized_for_leadership_in_internet_and_video_services_catering_to_customers.html
Nicolaou, A. (2017). Price war expected to hit Verizon and AT&T profits . Ft.com . Retrieved 27 April 2018, from https://www.ft.com/content/e392b30e-205f-11e7-a454-ab04428977f9
Palenchar, J. (2015). AT&T Retail Strategy: More than Mobile . Twice . Retrieved 27 April 2018, from https://www.twice.com/retailing/att-retail-strategy-more-mobile-59119
