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Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or slogans that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisations marketing strategy.

Analyse each of the 5Cs for this organisation:


a. Company  what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?


b. Customers who is the company serving and what type of behaviour is typical from them?


c. Collaborators describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesnt have any explain why it is not necessary.


d. Competitors  who are the current main competitors, are there any potential new threats or new entrants to the marketplace?


e. Context what other factors affect this organisation (e.g., legal, political, technological, etc.)?

How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about?


a. What customers want?


b. Which competitors pose a threat?


c. How the context of business is changing, if at all?


d. What role collaborators play in the process?

Based on the market analyses, outline potential market segments that are available to the chosen organisation.
Recommend and justify:


- a choice of target market(/s)


- a value proposition for the target market(/s).


- a positioning statement for the target market(/s).

Recommend and justify a detailed marketing mix to support the marketing strategy described in Issue 4.

Introduction to Telstra and its products

Telstra Corporation is the Australia’s largest telecommunication and media organization.  The purpose of Telstra is to provide mobile network, internet access and entertainment services in Australia. The company was founded on 12 June 1975.  The company headquarter is located at 242 Exhibition Street, Melbourne, Australia (Mort and Drennan, 2002).  

The company has a mission to enhance its position as one of the leading service telecommunication provider. The primary focus of the company is to promote customer interest by providing with world-class experience.  Sustainability is a part of the business to develop an effective stakeholder interest (Business Enterprise, 2017)

 The purpose is to articulate and direct the technique to do things.  Their values are important to business and bring into line the whole process.

Telstra, have five core values:

  • They Show care for the customers
  • To Work together in a better way.
  • To Trust each other in order to  deliver effective results
  • To derive effective result by Make better result
  • To find courage in attaining market competencies (Business Enterprise, 2017).

All these values stand for gaining market competencies in order to gain better result.  Their values insist action in order to gain competencies. Telstra has gained market competencies by putting those values into action. In this way they are able to create a new kind of company with a brilliant connectivity (Evans, 2010).

Telstra is providing with products related to the telecommunication which includes Network, Phones, and tablets, Telstra TV, Mobile on a plan, Internet and broadband facilities in Australia.

The telecommunications market is incredibly big compared to ten years ago. The market includes major competitors like Optus and Vodafone. The marketing strategy is important from the point of gaining market competencies. They have gradually diversified into other market like Telstra TV (Armstrong, et al 2014).

The primary marketing strategy of Telstra is to generate responsibility. The purpose is to gain long term market sustainability and outreach. Telstra understands the purpose of gaining market effectiveness by delivering diverse range of products (Roberts, 2005).

The second strategy is to connect future in order to gain effectiveness. They value each of its customers to gain competencies. Its Telstra responsibility to manage the changes in the market they serve (Shankar, Carpenter and Farley, 2012).

Marketing strategy plays a crucial role for the organization. They understand the importance of Change to implement little benefit. Alteration in the market strategy is to determine change in the social, economic and cultural environment.

Telstra aspire at targeting the whole of Australia in term of Local and international customers. It needs to turn out to be the foremost network and phone service provider in Australia. Telstra is setting a high market goal for gaining market competencies and best quality products and services (Palmatier, et al 2016).

  1. Through an effective Product and Pricing
  2. By Distribution and Promotion functions
  3. Operational preparation and Sales Promotion
  4. Advertising and Public Relations
  5. Direct and Online Marketing Programme

Telstra's mission and values

Telstra is constantly improving and developing different ways to gain and initiate new customers. They are constantly upgrading existing customers through innovative strategies. The main policy is to achieve creating bundles/deals that suit every customer in a better way. They form alliance with the companies in order to gain overseas mobile network market. In this way Telstra can get rid of the overseas daily expenses. The Telecom market is full of variables, risks of investment, difficult to control, and is of complex nature.  Telstra faces competition and complaints regarding monopoly from other rivals.  It has gained the position as a leading competitor due to the leading position in information and ICT services market. The future prospect of Telstra is to dominate the wholesale market and to meet the upcoming challenges in future (Mort and Drennan, 2002).

Company- SWOT Analysis

1. It is Australia's leading telecommunications and information services company

2. They offer a Wide Range of Service Portfolio to the customers

3. They do have a Strong Customer Service Base

4. Telstra has an Active sponsorship in major sports events

5. They are values-led organization to gain market opportunity

1. They have a Limited Liquidity Position

2. Telstra has an exceptionally tough market segment  with a limited market share

1. There are ample of business opportunities in term of diversification

2. Increasing  the Demand for Telecom Services

3. They can develop IT Services Market in order to gain competencies.

1. Technology is changing with time. This is causing problem to the company in order to manage the business.

2. Severe policies
Extreme level of Competition

STP 

Segmentation

Telstra is currently focusing on mobile telecommunications services, broadband access and Internet services. They are also managing IT and telecommunications services through advertising, search and information services.  Telstra has an effective market channel through cable distribution services for FOXTEL and different television services (Zikmund et al 2014).

Target Group

They are providing Services to the majority homes and businesses in Australia. They are providing services to other carriers, advertising service and ISP in order to gain market competencies.

Positioning

They have a valuable market position. In a very short time they have gained a position of an efficient network provider. They have moreover Improved Customer Service & Online “Crowd Support” initiatives to gain a vital market position (Perrott, 2005).

For a business organization like Telstra, collaboration and business association plays an important role.  Business associations play an important role in gaining market capabilities on a long run. This further helps in gaining market capabilities. Telstra has formed business association with small and large sized organizations. This is helping them in gaining competency.  They have formed alliance with government bodies to provide effective network services to its customers.  The purpose is to gain competencies against the other telecom service provider. The brand has collaborated to focus on improving its productivity technology experiences. There strategy of Telstra is to focus on managing experience to its customers by enhancing their network connectivity (Chan, 2006). Overseas collaboration is important for Telstra in achieving pre-defined targets. They understand the importance of collaborating with foreign companies. This allows them in gaining market competencies with pre-defined market goals. This enables them in business expansion and growth.

Telstra's marketing strategy

Telstra is facing competition from the Telecom provider in Australia: Vodafone, Optus and Virgin Mobile. Telstra supplied almost 51 per cent of the 1.48 million NBN fixed-line services in operation as on 31 December 2016. The competition in the telecom industry is limited. With time the business is expanding. Telstra has diversified business in different sectors by introducing Telstra TV, broad brand facilities etc. There are very few market players in the current market. New business enterprise is enterprise is entering into the Telecom sectors. This is causing competition to the company. The Telecommunication companies are increasing business advancement creating a better opportunities. In this way it is possible to manage the growing business opportunities in a best possible way.

PESTLE Analysis

Political environment

The Australian political system supports business organization and mechanism in an effective way. The business is supported by favourable external environment allowing organizations to use the business facilities in an effective way. The legal system is well regulated with a better framework allowing business to grow efficiently. The process is very well supported by the political system and reformative policies are building according to the needs. Business in Australia has a high degree of certainty while comparing it with other countries (Campbell, 2016).

Economic

Australian has a better life style and standard of living. The economic policies are effective enough to handle the situation. People are ready to spend money lead a better life. The country has a strong economic growth rates higher than in most OECD countries like US and UK. The working GDP of Australia is higher than the other countries hence creating better opportunities.

Social

The social and cultural background in Australia is effective enough. Telecom industry plays a vital role in managing the local sector in a better way. The country is providing with best employment opportunities. As a result, tertiary education is widely available and is undertaken by a progressively larger proportion of the population. This is available in the form of higher education program available in the country. The social environment creates better opportunities for the local population (Nicholls, 2017).

Technological

Australian culture is promoting Technology and development. With an advancement of technology and growth, there is a growth and development in different sectors creating ample of opportunities. Telstra foster innovation and technology in its process. Software up-gradation is their priority. For the reason, they have hired competent employees to help in gaining market competencies. Technology up-gradation and development is important for gaining competencies over the other companies. In such a scenario, it is becoming important to develop technological competencies. Telstra has valued the internal culture through implementation of characteristics like: humbleness, Desire to learn and with valor to confront ourselves and others.

Analysis of the 5Cs: Company

Legal

The legal framework provides different act and regulation to support the interest of an individual and an organization. The competition commission keeps a check over the monopoly of the company. There are distinct rules and regulation that support the overall legal framework in a better way. This help in enhancing the level of economy.

Environment

Telstra is a pioneer of sustainable growth and development. They do understand the importance of environment in nature. It focuses on developing effective policies to support nature. CSR is an important function in the organization. It consistently supports the interest of the public and the organization in a better way.

 Telstra has a huge following in terms of consumer market. It has taken over a large amount of market share. Consumers are more informed and demanding and less patient than at any other time. The consumers do have a higher expectation from the company. They are ready to buy the goods only when they are satisfied. Telstra in network applications and services business has an enormous opportunity in Asia, as well as up-and-coming prospect in digital media, global applications and platforms. Telecommunications companies are at the heart of a social and economic change.  Telstra understand the needs of the customer and working proactively to mitigate the short-coming. They are market leader in telecommunication sector. With an advancement of technology and communication the company is expanding its business into other sectors. This is facilitating better growth opportunities.

The consumer desires are unpredictable and changing each day with technology advancement. Consumers are more informed, further demanding and less patient. They are looking for better services. They tend to switch to other Telecom provider, in case if they are not getting better services and opportunities. Telstra is a pioneer of innovation and change. They incorporate efficient technology in their system. This is helping them in meeting the gigantic targets. The intelligence that now exists in networks has improved functionality. New generation human to machine interfaces like Sire and Google permit technology to be used in a simple way. Machine intelligence, gesture recognition is revolutionary in the industry. These machine user interfaces are important in meeting the target. The brand has collaborated to focus on improving its productivity technology experiences. There strategy of Telstra is to focus on managing experience to its customers by enhancing their network connectivity (Business Insider Australia, 2013).

Virgin, Vodafone and Optus are causing an extreme level of competition to the company. These serves are providing services at a completive rate. The competition is checked by Competition commission in Australia. This is for promoting the interest of all the companies working in Australia.  There are small players who are entering into the industry; However Telstra has a wide market reach.

Analysis of the 5Cs: Customers

The business is expanding day by day creating better opportunities for the business organization. Business organizations are expanding opportunities and diversifying accordingly. There are other allied services provided by the Business in order to sustain competition (Thomas, et al 2016). 

Collaborator helps in business expansion and gaining market objectives. Collaboration and business venture is important for a business in gaining market growth. Telecom companies are regularly keeping a check over the activities. International expansion and collaboration is of great importance in gaining better results. The marketing strategy is important from the point of gaining market competencies. They have gradually diversified into other market like Telstra TV (Purves, 2016).

Telstra is slowly expanding is business in Asia. This market expansion strategy will help in gaining competencies over other companies. Asia is a wide market for gaining competency. In order to grow in a better way, Market growth and strategy is important.

Choice of target market (/s) 

Asia is a vast market with lot many opportunities. The economic division of the continent allow in managing the business activities in a better way. Telstra can introduce the business policies according to the market requirements.

Value proposition for the target market (/s)

The pre-defined services provided by the company can add value in the Asian market. There are wide market opportunities. Low cost service provider can gain market competencies. There is a threat only in the licensing process.

 A positioning statement for the target market (/s)

To become one of the best Telecom service provider at Minimum cost. The primary focus should be development of services.

Product

Telecommunication products like includes Network, Phones, and tablets, Telstra TV, Mobile on a plan.  The purpose is to provide services at a low cost.

Price

 The only way to gain market competency in The Asian market is through a well-defined price structure. The prices should be competitive enough to gain market growth.

Place

 Telstra should be available at every local market in Asia. This will increase the outreach of the product.

Promotion

 Innovative idea need to be implied while expanding business. The primary focus is to attract new customers. Advertisement, promotional schemes are important for expanding business.

Conclusion

To conclude, Telstra is a values-led organization to gain market opportunity. Telstra has valued the internal culture through implementation of characteristics like: humbleness, Desire to learn and with valor to confront ourselves and others. They understand that the company can attain strategic growth by achieving concrete strategy through a direct approach. The report incorporate the 5 C’s, important for gaining market competencies.

References

Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.

Business Enterprise, 2017. Online. Available at:  https://www.telstra.com.au/business-enterprise Accessed on: 26 September 2017

Business Insider Australia, 2013. Telstra's CEO Outlines Seven Ways Telco Consumers Are Demanding Change. Online. Available at: https://www.businessinsider.com/telstras-ceo-outlines-seven-ways-telco-consumers-are-demanding-change-2013-10?IR=T Accessed on: 26 September 2017

Campbell, L.H., 2016. The NBN from 2009 to 2016 and Beyond.

Chan, A.M., 2006. Tapping the multicultural market in Australia. Marketing and multicultural diversity, pp.238-252.

Evans, D., 2010. Social media marketing: the next generation of business engagement. John Wiley & Sons.

Mort, G.S. and Drennan, J., 2002. M-marketing: New directions in B2C e-business. In Proceedings of ANZMAC.

Mort, G.S. and Drennan, J., 2002. Mobile digital technology: Emerging issue for marketing. Journal of Database Marketing & Customer Strategy Management, 10(1), pp.9-23.

Nicholls, R., 2017. The Australian Telecommunications Regulatory Environment: An overview. Australian Journal of Telecommunications and the Digital Economy, 4(4), pp.196-213.

Palmatier, R., Stern, L., El-Ansary, A. and Anderson, E., 2016. Marketing channel strategy. Routledge.

Perrott, B., 2005. Towards a manager's model for e-business strategy decisions. Journal of General Management, 30(4), pp.73-90.

Purves, D., 2016. Rethinking the role of equity. Investment Magazine, (130), p.16.

Roberts, J., 2005. Defensive marketing. Harvard business review, 83(11), pp.150-157.

Shankar, V., Carpenter, G.S. and Farley, J. eds., 2012. Handbook of marketing strategy. Edward Elgar Publishing.

Thomas, J., Barraket, J., Ewing, S., MacDonald, T., Mundell, M. and Tucker, J., 2016. Measuring Australia's digital divide: The Australian Digital Inclusion Index 2016.

Zikmund, W.G., D'Alessandro, S., Winzar, H., Lowe, B. and Babin, B., 2014. Marketing research. Cengage Learning Australia.

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