Developing a Marketing Strategy for Telstra

Running head: Management
MARKETING AND MANAGEMENT
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Management 2
Introduction
Marketing strategy development requires an understanding of the organization's operating
environment. Understanding of various market factors in which an organization operates is
important for gathering of information. Marketing perspective of an organization is important for
ensuring reaching out to more customers strategically. The following paper analyses the
operation of Telstra and the subsequent development of a marketing strategy.
Issue 1: Organizations description (AFP 2018)
Telstra is one of the Australian largest telecommunication companies that offer products
such as mobile data bundle, cable TV service, Mobile phones, and many other
telecommunication product. The flagship product of the company is data bundle that enhance
connectivity and voice calls between individuals. In addition, the company also offers web
solutions to customers within the country and internationally. The mission statement of the
company is to built technology and content solution that is simple, easy to use and valued by
customers. The vision of the company is to improve the way people live and work through
technology. The value statement or the slogan of the company is ‘ It’s how we connect’ that
signal the value of connectivity that the company offers to customers. The company plays an
important role in the market that include provision of data bundles for connectivity, offering
telecommunication services to both business and individuals. The company also offers TV

Management 3
sevices to customer for enhanced servics. Telstra belongs to telecommunication industries of
Australia and regionally with an extension to other countries globally (Mason 2017).
Figure 1: Telstra Slogan (Montgomery 2017)
Issue 2: Company’s 5Cs
a. Company
Telstra has maintained brand strength in the Australian market that builds customers
trust. Telstra has been operating in the telecommunication industry with high capability to meet
customers needs. The company has a diversified product portfolio that enable the company to
reach a large number of customers within the country and internationally. Telstra analysis shows
the company has both strengths to meet customer needs and some weakness that affects its
competition within the market (Kotler 2012).
SWOT Analysis
Strength
1. The company has a strong supplier
base that makes its products reliable
2. The successful track record of the
Telstra makes easily integrate
Weaknesses
1. Limited planning as making the
company affects its asset ration
2. Limited integration of core business
and product segments

Management 4
technologies
3. The company has a good distribution
network that reaches customers in
remote places of the country
3. Limited possibility of expansion as the
organizational structure reduce
expansion
Opportunity
1. Online customer base offer
opportunity for Telstra to get more
customers
2. New consumer trend characterized by
high bundle offers the opportunity for
Telstra
Threat
1. The growing trend of counterfeit is a
threat to Telstra operations
2. The intensive competition that
currently involves many new
companies in the market is a threat to
Telstra operations
3. Fluctuation in the market condition
within various countries Telstra
operates is a threat (Tedlow & Jones
2014)
b. Customer
Telstra Corporation has a wide range of customers that purchase various products and
service that the company sell. The company control market share of 46.5% as of 2019 and this is
majorly from the mobile subscribers. The company also has customers that come to purchase
mobile phones and other products (French & Ross 2015).
c. Collaborators