Marketing Management of Telstra: Issues and Strategies

Executive summary
Telstra is Australia’s top telecommunication company. The company provides a complete
series of communication services and dedicated to playing an important role in competing for
telecommunications market. This report defines the marketing management of Telstra. The
report includes several issues. The issues identified are related to the description of the
organization, 5Cs of Telstra, and the company has taken initiatives for collecting information
like market research and market intelligence. The issue has been also identified for
developing marketing strategy outlining the potential market segments. Finally, the issue of
marketing tactics has been developed and the marketing mix has been supported for the
marketing strategy. The reasonable arguments are given for each issue identified.
Finally, it can be concluded that Telstra can do marketing strategy development by
undertaking all the above concerns.

Contents
Executive summary....................................................................................................................1
Issue 1- Brief discussion of the organization.............................................................................3
Issue 2- 5Cs................................................................................................................................3
Issue 3- Collecting information about the 5Cs...........................................................................5
Issue 4- Developing marketing strategies..................................................................................6
Issue5- Developing marketing tactics........................................................................................8
References................................................................................................................................11

Issue 1- Brief discussion of the organization
Telstra is Australia’s leading telecommunication company which provides a complete range
of communication services. Telstra constructs and runs telecommunication networks, markets
voice, internet accessibility, mobile, television and more products and services. The company
provides 18 million retail mobile facilities, 3.7 million retail secure packages and separate
data services and 1.7 million retail secure impartial voice services. The company have faith in
connecting more people so that it can grab more opportunities. This is the reason Telstra is
creating an intensely connected future for everyone on a regular basis. Telstra is developing
technology and content keys which are modest and calm to use. The company endeavors to
serve and identify customers better than others by providing a choice of digital link along
with the digital content (Nulty and Nulty, 2016).
It is the vision of Telstra to sort itself a word class technology company which authorizes
people to unite. The company offers an extensive choice of connectivity, media, and content
to the customers and trades in Australia. It also offers cloud and other technology services to
the business, initiative, government and the customers (Barns, et al. 2017). The mission of
Telstra is to construct technology and content explanations which are modest and tranquil to
use and appreciated by the customers. The company pursues to know and serve customers
well. Telstra is having an international presence in more than twenty countries. In the twenty-
first century, prospect states to the associated governments, trades, individuals, and societies.
Being Australia’s leading telecommunication Services Company, Telstra is proud of assisting
customers and enhance the ways in which customers live and work through the association
(McDougal, 2017). The marketing strategy of Telstra is intensive on driving evolution and
forming value for the long term shareholder value. It working on 3 pillars, like refining
customer encouragement, driving value and growth from the basic and constructing new
growth businesses.
Issue 2- 5Cs
Company
Telstra is one of the pioneer companies to offer services like 3G and 4G. The company has
created a strong customer foundation along with trust. It has even managed to expanse the
value of the customer’s money. The company has effectively set up an inclusive website and

have stores all through Australia. Additionally, 3G services of the company have covered
99% of Australia’s population. On the other side, 4G service of the Telstra is still in the early
stages of its execution plans and there is enough scope for the enhancement. The pricing
fixed by the company is also high in comparison to competitors like Optus and Vodafone.
Add on, 4G service is available in the major metropolises and regional city centres only
(Venter, Wright, and Dibb, 2015). The company has made use of the opportunities and made
a significant profit throughout the years through the 3G and 4G services. The advertisement
of the company also represents the diversity of the customers. Telstra is having a threat from
the rival companies. Telstra can have needed to review the prices and plans due to the regular
changes taking place globally.
Customers
The customers have only a few firms to choose from. The product differentiation in the
industry is high and customers are not in the condition of finding alternative companies
producing the specific product. The income of the buyers is low which causing those to be
price sensitive. The behavior of the customers is identified by Telstra on the base of the age,
gender, income, regime, and values (Tate, 2015). The customers are divided as per the usage
occasions, brand loyalty, and usage frequency. The customers like to purchase products at the
minimum prices. In this context combos are offered by the company. The customers tend to
attain highest value at least prices. It puts burden on the Telstra’s success in the long run. The
company has smaller and the influential customer base and their bargaining power is higher.
The ability of the customers seeking discounts and offers also increases. Collaborators
The company views its suppliers as partners and cautions about the way they do the business.
The minimum standard of behavior is set by the supplier code of conduct of the company.
The company expects its suppliers to meet in the concerns like health and safety, labor and
human rights, business reliability, environment, privacy, cybersecurity and supplier diversity
(Stead, and Hastings, 2018). The suppliers, distributors, and partners are the precarious
resources and help to keep Australians connected for more than 100 years. If Telstra does not
have any then it will not have appropriate resources outside the company in order to deliver
great service. There will not be an incredible diverse range of the products and services
(Verikios, and Zhang, 2016).