TELSTRA AUSTRALIA

Telstra Australia

[Instructor name]

[Course]

Telstra Australia

Introduction

Telstra Australia is one of the biggest telecommunications company in Australia. Telstra provides complete telecommunications service and infrastructure in Australia. It not only provides digital connection but also provides digital content. Furthermore, it is also in the business of providing telecommunication services such as mobile connections. There are also television connections provided by Telstra. It is a twenty-first century, state-of-the-art company at the cutting edge of technology (Telstra, n.d.).

Our market research plans

The group decided to conduct market research for Telstra. The first suggestion was to measure the market share of Telstra through market research. The second suggestion was to measure customer attitudes and behaviours with respect to Telstra Australia. The third suggestion was to conduct a survey to determine a new product for Telstra. Finally, the fourth suggestion was to research special student concerns regarding Telstra.

Selected research problem

The research problem was to determine the students' views regarding any modifications to products or services of Telstra for their population.

Literature review

Nevo (1998) measured market power in the cereals industry. He found that these companies engaged in price collusive behaviour and enjoyed too much market power. Urban, Carter, Gaskin and Mucha (1986) found that the brand's market share was inversely related to the entrance of the brand in the product brand category. Tsang, Ho, and Liang (2004) found that customers did not like mobile marketing. They would only accept those SMS advertisements that are sent with their prior consent. Batra and Ahtola (1991) found that consumer attitudes were also influenced by hedonic and utilitarian sources. Hence, these manifested themselves in product attributes and determined the customers' attitude.

Takeuchi and Nonaka (1984) suggest that new product development is an exciting game. Accordingly, the new product development process requires both speed and flexibility. They also inform that the companies in the United States and Japan are good at this process and develop better and fast new products. Cooper and Kleinschmidt (1995) look at the new product development process. Accordingly, they benchmarked various companies to know their various new product development processes and policies. They also collected ten other measures for new product development success. Consequently, they were able to identify the drivers for better product development processes.

LeBlanc and Nguyen (1999) find that business school students are particularly concerned with service value. They measure this value through various factors such as the likelihood of getting a job and price ...