Marketing Management Analysis of TPG Telecom Pty. Ltd

Marketing
Management
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Table of Contents
1. Introduction............................................................................................................ 2
2. Marketing Environment Analysis (External analysis)..............................................2
2.1 Macro-Environment........................................................................................... 2
2.2 Micro-Environment............................................................................................ 4
3. Critique and Evaluation of Current Marketing Mix..................................................5
Marketing Mix – Overview and Critique...................................................................5
4. Marketing Mix Recommendations..........................................................................7
5. Conclusion.............................................................................................................. 8
References................................................................................................................. 9

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1. Introduction
The report will analyze the marketing management of TPG Telecom Pty. Ltd, the second largest
telecom and IT organization in Australia. The company has the second largest customer base of
fixed broadband and moving towards to be the top service provider of broadband and NBN. It
will evaluate the macro-environment and micro-environment analysis of the company. It will
select two trends, each from two marketing environment analysis and discuss its impacts on the
company. Moreover, it will examine the present marketing mix approach of TPG with the help
of the 7Ps of the marketing mix. It will also focus on three Ps of the marketing mix and provide
three recommendations for improving the present marketing approach of TPG.
2. Marketing Environment Analysis (External analysis)
2.1 Macro-Environment
Demographic - The population of Australia in the year 2019 is 25,052,184. The current trends,
fashion, lifestyles, and age, affects the telecom companies. Currently, high-speed mobile services
and internet connections are trending in the country.
Economic - Inflation, taxes, and interest rates of the country influence the telecom industry of
Australia. The pricing per plan that is offered to the clients is affected by the increasing
expenses. The inflation rate in Australia in 2019 is 2.02%, and the GDP rate is 2.07%
Natural - Global warming and climate changes impact the process of delivering the products of
the telecom industry to the clients. The staffs have to adopt the changes with technological
advancement, in terms of their jobs.
Technological - The telecom industry of Australia is profoundly impacted by technological
factors. As it is a most dynamic industry, better optic fiber for faster information, decrease in
network traffic, and better quality of mobile services continue to change.
Political - The issues of laws and regulations regularly arise between the people and the
government. The fight for and against net neutrality is continuing in Australia. It is a huge
political fight between the people, government, and service providers.

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Social - The customers are the main social factor for the telecom industry in Australia. In the
industry of telecommunication, the primary needs of the clients are fast internet services, high-
speed mobile services, and cheap cost.
Cultural - Telecommunications and culture have a deep connection among them, and digital
services are mostly used by Australians in comparison to the whole world. The internet has
greatly affected the culture of Australia.
Macro-Environment Analysis – Macro Trends
(1) Macro Trend One
Technological Factor - The telecom industry of Australia is profoundly impacted by technical
factors. Technology continues to change, and the latest technologies are automatically replaced
by old techniques. As it is a most dynamic industry, better optic fiber for faster information,
decrease in network traffic and better quality of mobile services continues to change, and needs
for telecommunication services are continuously growing. As for instance, currently TPG at
present use fiber wires which are made up of copper (Abril and Rodriguez-Cánovas, 2016).
Mobiles have become compact, which is shifting the telecommunication company into the
wireless business. Currently, people want high-speed mobile services and internet connections
(Bašić, Vlajčić & Novak, 2018). So, this needs of the customers can create an opportunity for
TPG for holding a strong influence on telecommunication advancements in mobile phones and
computers.
(2) Macro Trend Two
Social Factor - The customers are the main social factor for the telecom industry in Australia.
The changing social needs and preferences lead towards the mechanisms of supply. In the
industry of telecommunication, the primary needs of the clients are fast internet services, high-
speed mobile services, and cheap cost. The horizontal development of the telecom industry is
limited in Australia, particularly in rural areas (Bhatti, Abareshi & Pittayachawan, 2016). The
clients are left with fewer options while purchasing packages for mobile and internet. As telecom
companies have a monopoly, they are responsible for both mobile and internet services. The
client needs to buy these packages for interacting with their friends, buying products through
online, using social networking sites, and many other purposes (Choi, Lee, Yoo & Yoo, 2019). It