Identify and Evaluate Marketing Opportunities

This article critically analyzes and evaluates the marketing opportunities for Telstra, a leading telecommunications company in Australia. It discusses the marketing plan, target customers, and three marketing opportunities for Telstra to enhance its business. The opportunities include investing in new digital technology, becoming a revenue generator from the cost center, and leveraging stakeholder experience and product homogeneity. Recommendations for Telstra's marketing strategy are also provided.

Running Head: BSBMKG501
Identify and evaluate marketing
opportunities
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Table of Contents
Introduction.................................................................................................................................................2
Task 2: Marketing opportunities identification project................................................................................2
Overview of Telstra.................................................................................................................................2
The marketing plan of Telstra..................................................................................................................3
Three marketing opportunities for Telstra...............................................................................................5
Task 3: Marketing Opportunities Report.....................................................................................................6
Explanations of the marketing opportunities...........................................................................................6
Recommendations...................................................................................................................................7
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10

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Introduction
The primary purpose of the paper is to critically analyze and evaluate the Australian
based leading telecommunications company Telstra. The article will also demonstrate the
marketing plan of the organization, which will include business goals, target customers,
marketing or branding strategies, sales forecast, and even marketing budget. The paper will
discuss the research on marketing trends and developments applicable to the business services
and products as well as the competitors and another relevant factor. The article will provide three
marketing opportunities for the company to accomplish its business within the country and the
relations with the customers.
Task 2: Marketing opportunities identification project
Overview of Telstra
Telstra is an Australian leading provider of internet access, telecommunications
networks, and market voice, pay television and other services and products. It is one of the best-
known telecommunications industry and founded on 1st July 1975. Telstra competes in
telecommunications markets and offers a full range of services throughout the country (Ashley &
Tuten, 2015). It provides more than 10.3 million mobile services and 8.8 million fixed-line,
including 7.2 million 3G services. It is mostly focused and also offer a wide range of services in
many areas, including many that are not typically connected with the telecommunications
industry. They expand the Telstra Next G network and Telstra Next IP network to provide
effective synergic work including Web and Audio Collaboration services and applications,

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Instant Messaging (M), video and presence (Aichner, 2014). Telstra is going to invest $50 billion
to GDP of Australia by 2030 to provide the 5G high-speed network to its customer.
The marketing plan of Telstra
Marketing is considered to be a significant element in Telstra due to increase in
competition within the telecommunication industry. Thus, it becomes vital for Telstra to
strengthen its marketing plan and strategies to compete with the competitors and achieve the
desired target.
Business goals
The objectives and aims of Telstra are as follows:
 To bring huge benefits to society and business
 To become a world-class technology company with global partners, global
capabilities and global reach (Gulati & Soni, 2015)
 To provide security, reliability, speed and unparalleled coverage to the customers
 To develop 5G technology that will facilitate with high-speed network capabilities
 To provide an outstanding connected future for customers
Target customers
Telstra targets the customers who can use phones of any age group. Hence, its target
market is not limited to any particular age group. It aims to target school kids, business people,
students, farm workers and people who are not capable of buying phones. Its target market
changes depending upon the situation as the young generation are more interested in using
phones for telecommunication purpose (Kumar, Dixit, Javalgi & Dass, 2016). Thus, it provides
more services and products for the young generation. Whereas, for the older generation above

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the age group of 60 it provides with services and products that are easy to use. It comprises 25 to
30 different target markets that range from international markets, government departments, large
corporations, small businesses, households, and individuals.
Marketing/branding strategy
Telstra makes use of a new strategy to improve the experiences of customers and simplify
their cut costs and structure. The marketing strategy of Telstra is very successful as it provides
customers with a GSM network that covers 94% of the country's population and regions. Telstra
makes use of customer segmentation where it has launched customized services for the young
generation where it targets the people below the age of 25 (Cerf, Greenleaf, Meyvis & Morwitz,
2015). As per the expenditure and habits of the young people, it has introduced brand
Communic8 which provides SMS promotional activities. Telstra also makes use of a customer-
focused marketing strategy to understand the need of the customers. Thus it improves and
develops innovative strategies. Telstra has redesigned incentive and profit sharing systems that
aim to increase productivity and service quality.
Moreover, the company utilizes the value of differentiation strategy that puts a great
impact on the economic condition of Telstra environment while it puts a little impact on the
business. Therefore, the company has developed wireless applications taking into account
economic environment that could reduce traffic, resource occupation and improve accuracy
(Gattorna, 2017). To make a wide variety of unique creative business and equipment, it
maintains a close co-operation with handset manufacturers. It is observed that high speed and a
huge range of Telstra network could fulfill the requirements of the customers who possess the
highest demand for wireless broadband. The major competitors of Telstra are Virgin mobile,
Vodafone, PCCW Global, Foxtel, and Optus (Möller & Parvinen, 2015). This intense

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competition between the companies affects Telstra financially. It has been reported that due to
this competition Telstra has faced 14.4% fall 2017 despite $1.8 billion profit for the six months
that ended on December 2016. Also, the company has faced $3.6% fall in the total revenue and
0.7% fall in the total income.
It has been observed that Telstra and Foxtel will be able to leverage market power in the
emerging market where it will reinforce or protect existing market power. This could be done by
making proper use of the advantages that are gained from the market power. This will help
Telstra to leverage market power into the emerging markets for the supply of new services and
products (Woerner & Wixom, 2015). Therefore, even in new and emerging markets the full
ownership of Telstra’s main pay copper network and TV distribution network and its 50%
shareholding in Foxtel’s pay TV operator acted to stifle competition. After the analysis of sales
forecasts, it is observed that the annual income of Telstra in the year 2016 is estimated at $26,
738 billion that has been decreased by $26,013 and $26,011 billion in 2017 and 2018 (Fullerton,
Brooksbank & Neale, 2017). To digitize the business and networks for the future, it makes a
strategic investment of about $3 billion. Telstra is going to shift 40% of its marketing budget out
of traditional advertising and into customer relationship marketing (CRM).
Three marketing opportunities for Telstra
Based on its marketing strategy the company possesses three marketing opportunities to
enhance its business within the market. Firstly the company gets a significant opportunity to
invest in new digital technology that will shift the company into a new phase of the digital
strategy. It will help the company to improve and simplify its online relationships with its
customers (Kohlbacher, Herstatt & Levsen, 2015). It also provides the company with an
opportunity to become a revenue generator from the cost center. It will help the company to

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develop the legacy systems that will provide customers with various applications that are easy to
use. Telstra would get an opportunity to enhance stakeholder experience and product
homogeneity. It will help the company to differentiate themselves from other businesses within
the market. All these opportunities will help the company to enhance its business within the
country to improve and develop new marketing strategies to meet the requirements of its
customers (Petersen, Kushwaha & Kumar, 2015).
Task 3: Marketing Opportunities Report
Explanations of the marketing opportunities
The three identified marketing opportunities will help Telstra to focus upon their
marketing strategy and plan as well as maintain a strong relationship with their customers. The
company gets an opportunity to make efficient use of digital strategy by utilizing new digital
technology. It will help the company to improve and support the product features of the
customers. With the use of digital marketing strategy, the company gets an enormous
opportunity to provide high-quality service to its customers (Pisano, 2015). With this
opportunity, the organization aims to become the first digital company to expand its marketing,
service, and sales to all parts of the business. The digital marketing strategy would be helpful for
Telstra to update its customers regarding the products and services and to make it available over
the phone or in the store through digital channels. For example, by making use of digital
strategy, the company would find different ways to improve field force of customer involvement.
This will help the company to build digital improvements that will increase options of self-
service by making use of My Account service. The opportunity to enhance digital strategy will
develop technical support model to provide relevant information to its customers related to the
products and services (Banerjee, 2017). This would be helpful to the customers to manage their

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needs for telecommunications that are provided by Telstra through digitally, contact centers or
stores.
Another marketing opportunity for Telstra is to become a revenue generator from the cost
center. Such opportunities would provide various applications for the company such as
Advanced Planning and Scheduling (APS) for the accounting sector. This will help in connecting
functional requirements such as client invoicing, time tracking and data management. This
application is aligned with legislation that will help in processing change management. The
significant benefit of this opportunity as it facilitates with marketing programs that will develop
Marketing Automation Software and Customer Relationship Management (CRM) (Jones et al.,
2015). Such marketing programs are considered to be automated, and lead generation system that
will Telstra to deliver Marketing Qualified leads (MQLs). Such B2B marketing opportunities
help the company to reduce funnel leakage, improve the productivity of the sales team and also
improve lead conversion.
Moreover, Telstra will also get an opportunity to make use of stakeholder experience and
product homogeneity. This opportunity will help the company to differentiate themselves from
its competitors. It will be beneficial for the company as it helps the company to understand the
needs and problems of its customers related to their services and buying process (Appiah-Adu &
Amoako, 2016). Thus, it creates B2B Customer Lifecycle Blueprint that will optimize their
experience with the customers. Such blueprint will help in mapping the need of the system
integration to personalize the experiences of stakeholder. This would also be beneficial for the
employees of Telstra to have easier access to data, support communication management tools
and personal touch. With the help of this opportunity, the company would be able to make
partnership structures that will focus on gaining success within the market (Stark, 2015).

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Recommendations
Telstra is highly recommended to upgrade and improve its infrastructure and should
develop their network more to provide a smoother and faster experience of their consumers.
They should also offer more options regarding mobile plans to help to the various demographics
of their consumers. It will be more beneficial if the organization can come up with the
customizing application, for example, create a center for customers where they able to get all the
latest news, updates as well as promotions.
In comparison to Optus and NBN, Telstra still has a higher price, and it can come up with
plans that would offer better value for their consumers' money and flexibility. Telstra can
achieve success by including services like providing wireless games and free polyphonic games.
To be profitable and successful, an organization should have an appropriate strategy and
attentive plan that should be followed by all the senior managers. It must be focused to provide
better services to its consumer and try to recover the fall of market share due to its bad service.
Apart from this, this organization can also build more vending machines that enable accessibility
to consumers to add credit or pay bills. Telstra can generate promotions and discounts that
reward their consumers for being loyal. To attract new users, it can also sign deals with other
organization to offer more contests. Telstra also needs to develop its roaming services so that
customer cannot face any problem to receive emails or make phone calls. By making such
significant and necessary changes, it will authorize Telstra to better deliver the products and
services to their consumers all over the country, and it will in return grow their business
domestically as well as internationally. The company must make use of a digital marketing
strategy to provide convenience to its customers by making the life simple.

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Conclusion
In today's context, the businesses are getting new opportunities to improve and develop
their marketing plan and strategies that help the companies to expand its business across the
world. Thus, the paper critically evaluated marketing strategies and opportunities for Telstra that
will also help the company to attract the customers and maintain a strong relationship with them.
It is observed that the company would make wise use of marketing opportunities to achieve their
business goals to satisfy customer needs. All these opportunities mentioned in the paper will
prove to be beneficial and effective for the company to enhance their business.

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References
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