AT&T`s brand is well known throughout multinational corporations, giving it a competitive advantage. AT&T`s strength comes from diversity in various products and services offered to its customers in the telecommunication and video industry. Strategic Planning involves being thoughtful and deliberate about how an organization changes, it allows them to be more proactive and less reactive to the outside world. Planning is to reduce uncertainty about the future through people and their organizations developing shared agreements about how they will engage the future. Nobody can really tell what will happen in the future, but there are tools, techniques and ways of thinking that can lead to a greater understanding of what the future might look like (AT&T Annual Report, 2014).