Strategic Frameworks for Telstra: SWOT Analysis, Balanced Scorecard, Porter's Five Forces, and Work Centered Analysis

Running head: MANAGEMENT INFORMATICS
MANAGEMENT INFORMATICS Name of the Student
Name of the University
Author Note

MANAGEMENT INFORMATICS1
Executive Summary
Strategic frameworks are specialized methods for analyzing various parameters inside an
organization. There are four basic strategic frameworks, which are SWOT analysis, balanced
scorecard, Porters five forces and work centered analysis. The analysis of SWOT is done by
an organization to determine the strength and weakness of any particular project of the
organization and also the external opportunities or factors along with the threats related with
that particular project of that organization. Balanced scorecard helps to maintain the pace of
the work inside an organization for completion of the project. Porter’s five forces helps to
identify and determine the corporate strategy which are required to increase the success factor
of the project. Work centered analysis is also another type of strategic framework used for
completion of the project. These analysis are done on a reputed telecommunication company
of Australia named Telstra to determine the strength, weakness future chances and threat
from competition. Telstra is a premium telecommunication company but it should consider
some basic parameters like decreasing of the cost for better market implementation of their
products or services.

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Table of Contents
List of Abbreviations..................................................................................................................3
1. Introduction............................................................................................................................4
2. Discussion..............................................................................................................................5
2.1. Background of the organization......................................................................................5
2.2. Discussion of four matrices.............................................................................................6
2.2.1. SWOT analysis.........................................................................................................6
2.2.2Balanced scorecard.....................................................................................................7
2.2.3. Porter’s five forces...................................................................................................8
2.2.4. Work centered analysis..........................................................................................10
2.3. Assessment of efficiency and effectiveness of two matrices in Telstra........................10
2.3.1. Implementation of SWOT analysis in Telstra........................................................10
2.3.2. Implementation of Porter’s five forces in Telstra..................................................11
3. Recommendations................................................................................................................13
4. Conclusion............................................................................................................................14
5. References............................................................................................................................16
6.Appendix...............................................................................................................................17
References................................................................................................................................18

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List of Abbreviations
SWOT: Strength, Weakness, Opportunities and Threat
BCS: Balanced Scorecard
IOS: iPhone Operating System
WCA: Work Cultured Analysis

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1. Introduction
Telstra is an Australian telecommunication company. They are the leading supplier of
telecommunication system devices like Broadband and internet devices and mobile phones
(Coutts 2015). The structured procedure which is required to evaluate the supporting
initiative or the objectives of the stakeholders for a project is known as the strategic
framework.
There are various types of strategic framework for different projects. The most
common strategic framework for the projects are SWOT analysis, balanced scorecard, Porters
five forces and work centered analysis (). SWOT analysis is done by an organization to
determine the strength and weakness of any particular project of the organization and also the
external opportunities or factors along with the threats related with that particular project of
that organization (Abdel-Basset, Mohamed and Smarandache 2018). Balanced scorecard is
used to connect the strategy elements of a project. The elements which falls under the criteria
of the balanced scorecard are financial performance, customer reaction, internal process and
the innovation of the project (Akkermans and Van Oorschot 2018). The mission and vision of
the project is also determined by the balanced scorecard. Porter’s five forces is used for better
understanding of the competition in business of an organization from other similar type of
organization. The five elements of the Porter’s five forces are rivalry with competition, power
of the supplier, influence of the client, risk from other substitutes and threat from new and
innovative competitors (E 2014). Work centered analysis is a framework which helps to
demonstrate the change in business procedures.
This report will discuss about the background of Telstra and will briefly discuss about
the four matrices like SWOT analysis, Porter’s five forces, balanced scorecard and work
centered analysis of this organization.

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2. Discussion
2.1. Background of the organization
Telstra Corporation Limited is the biggest telecommunication industry in Australia
which deals with telecommunication devices. They have a huge market of mobile, internet
technology and television pay systems. Telstra faced severe competition from the Optus
which is the second leading telecommunication company of Australia since the year 1960
(Chen–Telstra and Wyman 2015). The name Telstra was introduced throughout the existing
organization from the year 1995. It was a public organization since the beginning but from
1997 the process for privatizing the company started by the federal government of Australia
(Gerrand 2017). Telstra reached to its new heights under the leadership of David Thodey.
Telstra entered in the market of digital communication in the year 2011. They
launched a new active portal for managing 35% of the transaction digitally. Since 2011
Telstra took many initiative like optimizing the website for mobile phones and they also
launched their application for various popular mobile operating system like android and IOS.
Telstra also started to connect the online social account of their customer with their account
for easing the operations (Samudhram et al. 2016). The rise of online social media changed
the way of communication with the customer for Telstra.
Telstra is still the largest provider of the services which are connected with fixed-line.
Telstra launched its first digital network back in the year of 1993. GSM was the first digital
network service which was provided by the Telstra to their customers. From then they started
expanding their digital network services one after another. They launched GPRS system for
transmission of data packets (Lee, Tewolde and Kwon 2014). The system of GSM and GPRS
served the company for long ten years. After this 10 years the company modernized and
brought edge technology into their system in 2006. Telstra have a very dominant position in