Universal Pictures: Diversification and Convergence

Universal Pictures knows when and when not to create a certain film or who to join a partnership with. For over 100 years, Universal Pictures has been capable of understanding the society as well as their own brand. Diversification is “the process of a company enlarging or varying its range of products or field of operation”. Convergence is “when two or more things come together to form a new whole”. Marketing is a major key being that, that’s what brings the majority of the company’s sales when they make a film. “In a competitive environment, characterized by a small number of strong, well-positioned firms, it is imperative for Universal to focus on the unique combination of resources and capabilities that can confer a sustainable competitive advantage”.  Just as they know when to or when not to create a film, Universal as a big corporation knows who to work with or without. Companies that they choose to work with, determines the future of them ever working together and building a partnership. Universal Pictures was bought on January 29, 2011,  by the company “Comcast”. Com-cast has made brought much success alongside with Universal along the way.