Telstra Marketing Strategy Essay

This competition helped reduce telecommunication costs dramatically, benefiting many other industries and the overall competitiveness of the Australian market. The improvement of competition across the whole economy was the main objective of the governments National Competition Policy. This policy included the Corporatisation and Privatisation of Public Trading Enterprises such as Australia Post and Telstra, competition reform in the professions, the opening up of access

Telus appeared in the late 1990’s by the merger of Alberta-based Telus and BC Telecom in an environment of significant changes for the incumbent carriers who had previously enjoyed a monopolized service offering. Soon after its creation Telus found itself in the early 2000 to be facing major hurdles of maintaining its financing plans. The early 2000 offered an environment of increased competition for telecom companies, saw the crash of the dot-com bubble and offered a weaker business climate as a result of the 9/11 tragedy. Within this environment, the ratings by credit rating companies had a profound influence on how telecom companies would continue to do business.

The Q-Tel Pty Ltd is a company based in Queensland, which produces software and other applications for telecommunication companies.

The future of the telecommunication industry is an exciting future. No longer can these companies depend on telephone service plans to maintain profit. Each company needs to find other avenues, packages and services that can be sold to existing customers while attracting new customers. The companies

This first work term was done at Telus Corporation (also known as TELUS), one of the three major telecommunications companies operating in Canada. The duration of the work term was spent working in the Enterprise Architecture department as a Technology Architecture Assistant, and working with the Wireless Development team as a temporary Software Tester.

3.2 Telstra Market PositioningTelstra's target segments are based on knowing customers and meeting their needs. And its positioning strategy is to express the valuable differences on products and services offered and create competitive advantages. To position Telstra and capture its target segments most effectively, the followings need to be taken into consideration:•Important: the key difference to promote is the scope and reliability of Telstra products and services.

In order to provide potential access to a wide variety of markets, a company should attract customer using a number of different services for example multimedia so they are not just focused on the mobile telecommunications, they are broadening their product line. Vodafone customer base ranges from the young to the corporate user to the more mature market.

Telstra looks for broad classes of buyers to divide the market. It provides its services and products in three broad categories: Consumer, Business and Government.

The telecommunications coverage in rural and regional areas in Australia has monopolistic characteristics. Telstra has a competitive advantage over Optus with 99.3% coverage of the population compared to Optus with a 98.5%, this is equivalent to an estimated 192,000 more potential customers. Although Telstra has this competitive advantage they claim that the revenue received from their rural base stations does not cover the cost of development and maintenance.3.

This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.

The business case presented focuses on insatiable demand amongst a growing population for a service built on dilapidated, poorly maintained infrastructure, against a backdrop of government deregulation in the telecoms sector. As of 1992, there were a mere 78k telephone lines for the 27m people living in 4.7m households (a population set to double over the coming 24 years), with users suffering success rates of just 25%. Demand was forecast to grow to 500k subscribers by 1996. The recent deregulation of the telecoms sector (via the break-up of TPTC into TPC and TTCL) and the formation of a regulator (TCC) had

Telstra Corporation Limited (known as Telstra) is Australia 's biggest and leading telecommunications and media organization operating since 1901, which creates and runs telecommunications systems and markets voice, mobile, web access, pay TV and other entertainment items and administrations. In Australia Telstra provide 16.9 million mobile services, 7.2 million fixed voice services and 3.3 million retail fixed broadband services and that’s why we have an global existence covering 22 countries, including China.

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.