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Comcast Corporation is a giant American entertainment, information, and telecommunications company based in Philadelphia, Pennsylvania. The firm focuses on creating incredible communication technology that connects millions of people worldwide while generating the most exciting and treasurable experiences. Comcast Corporation is known for using backward integration to gain a competitive advantage to create harsh conditions for new competitors entering the industry. It can be seen as a form of vertical integration where one firm either buys or merges with another to benefit from the supply of raw materials or services. In 2011, Comcast Corporation acquired majority control of NBC Universal. This acquisition ended in 2013, giving the giant telecommunications company an enormous boost due to the extensive broadcasting of the Rio Olympics. The firm took advantage of this global event to advertise and promote the X1 cable box, a superior product that was being brought to the market at the time. Moreover, backward integration helped the firm to introduce online streaming and TV video feeds into this device, a step that led to increased sales from 2014 to date. In yet another case, Comcast outbid Fox to take over British broadcaster Sky, an acquisition that resulted in a quick and efficient expansion of its customer base globally.
Comcast Corporation also integrates forward to promote its products, movies, and TV shows across its channels, Xfinity cable stores, websites, and theme parks. For instance, the company had significant events such as Super Bowl spot air on NBC for the blockbuster Jurassic World, one of the most lucrative franchises in 2015. This strategy has seen Comcast Corporation gain tremendous cross-marketing capabilities that have shadowed various consumer products for its rivals, such as Microsoft and Disney.
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