Telstra

Contents

Phase 13

Background Information of the company and selected product3

SWOT3

Marketing Environment Analysis5

Brief overview of main competitor of the company/product6

Phase 27

Introduction to the product7

Market segmentation8

Product8

Price8

Place9

Promotion9

Sales Promotion Strategy9

Direct mail9

Conclusion10

Recommendations10

Telstra

Phase 1

Background Information of the company and selected product

Telstra is Australia's largest telecommunication network which helps connecting millions of Australians and built technologically advanced and content solutions with ease of use. The company is always looking forward towards the opportunities and finding innovation solutions for their customers. Telstra has being a customer oriented company, keeping the demands and preferences of customer as the focal point to start the strategic decisions (Peter Rix, 2004). The company also operates in the other countries which include China and other 15 countries. Telstra focuses on connectivity and developing a strong network which connects governments, businesses, communities and individuals with each other by (Martin Lindstrom, 2008).

The Telstra mobile broadband connection provides an extensive coverage over all the locations where it is impossible to receive internet signal. The instant access to e-mails, internet and all online sources is provided through the Telstra mobile broadband connection to almost more than 96 per cent of the Australian population. Telstra has the most efficient and cost effective way to mobile broadband connection. The customers can enjoy 24 hours connectivity to the internet and the charges are applied only to the use of data connection and transmission.

SWOT

Strengths

Telstra has a strong brand name and image in Australian.

They are one of the pioneers in the telecommunication industry of Australia.

Strong financial position of the company.

Latest technological advanced equipments.

Weakness

The declining profits of the company in the year 2012.

The investors are showing lack of confidence in the company after the decline in profits.

Market share is showing a declining trend.

The small players in the telecommunication industry are facing consolidations.

Opportunity

Telstra can focus on more vast coverage in different areas.

Research and development in the company can bring new products and services to generate profitability.

Telstra has contracts with the government which provides company to have one of the most extensive networks.

The launch of 4G mobile broadband network can enable Telstra to provide superior quality services.

Threats

Increasing competitiveness in the industry.

The telecommunication industry in Australia is facing market saturation.

Rapid and radical changes in the technology make it difficult to sustain with conventional technology.

Customers have become demanding and want value proposition for each product or service.

Marketing Environment Analysis

The marketing environment analysis includes the micro and macro environment. The macro environment consists of political and legal, economical, social and technological factors.

The political and legal factors for Telstra and other competitors in the telecommunication industry are stringent. The company has to operate under the telecommunication act of the Australia and to maintain the practices which are standard for all (http://marketingmag.com.au). The legal framework ensures the company is operating fairly and integrating the customer perspective in their business. Telstra is partially owned by the Common wealth government in Australia which ensures that the public interests are served while maximizing the business objectives.

The technological factor in this industry is the point of constant change. The rapid advances and emergence of new technologies ...