Global Marketing: Market Entry Plan for Telstra in Singapore

Running head: GLOBAL MARKETING
Global Marketing
Name of the Student:
Name of the University:
Author’s Note:

1GLOBAL MARKETING
Executive Summary
The aim of the following report is to demonstrate the various important issues in the global
expansion of the organizations. The chosen organization for this paper is the Telstra
Corporations of Australia. It has been assumed in this report that Telstra will be expanding
their business into the Asian country of Singapore. The overview of the company has been
given along with the business objectives and the mission and vision. The purpose and values
can be clarified through this section. The environmental analysis of the organization Telstra
has been done also through its internal and external business environment. The competitor
analysis has been provided to assess the risks they might face while expanding into the
market. The five forces analysis by Michael Porter has been applied as well. Apart from that
the best suitable market entry mode for Telstra has been suggested when they will tap into the
Singapore market.

2GLOBAL MARKETING
Table of Contents
Introduction................................................................................................................................3
Overview of Telstra....................................................................................................................3
Business objectives....................................................................................................................3
Mission and vision statement.....................................................................................................4
SWOT analysis...........................................................................................................................4
PESTEL analysis........................................................................................................................6
Market Analysis.........................................................................................................................8
Porter’s Five Factors..................................................................................................................9
Threat of new entrants............................................................................................................9
Threat of substitutes...............................................................................................................9
Bargaining power of suppliers...............................................................................................9
Bargaining power of the buyers...........................................................................................10
Industry Rivalry...................................................................................................................10
Competitor Analysis.................................................................................................................10
Market entry strategies.............................................................................................................11
Marketing strategy...................................................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14

3GLOBAL MARKETING
Introduction
The following paper discusses about the market entry of the Telstra Corporations in
Australia. The organization is one of the largest organizations in Australia regarding the
telecommunications. The organization builds and sells the various types of mobile phones,
provides the internet access to the users and other products and services. The aim of this
research would be to prepare the plan for the market entry of Telstra into Singapore market
by going through the business environmental factors and developing the proper marketing
plans (Baldwin & Yan, 2012).
Overview of Telstra
The organization serves in the telecommunications industry and it is considered to be
the largest player in that industry (Telstra.com.au, 2018). In order to proceed in a different
global market, the organization will need to make some plans and strategies by which they
can expand into Singapore successfully. The company has around 150 subsidiaries all around
Australia and it will be much profitable for them to tap into the Asian market through
Singapore. The headquarters of this organization is located at Melbourne in Australia
(Telstra.com.au, 2018). The organization will like to make the proper strategies by which
they can assess the consumer behavior of Singapore and provide them with the best products
and services indeed.
Business objectives
The business objectives of the company are to make the proper strategies by which
they can provide the customers with the best services and products. They only want to
simplify their product offerings. The authority of the organization will surely look to reduce
the problems of the customers through their potential feedbacks. They would also focus on