Optus Marketing Strategy Analysis

This assignment analyzes Optus's marketing strategy using insights from Dry Milked's article on marketing management issues. It emphasizes the importance of understanding customer behavior in shaping Optus's value proposition and brand positioning within the Australian market. The paper explores relevant theories, such as consumer behavior, and recommends strategies for Optus to effectively engage with its target customers and enhance their purchasing behaviors.

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Marketing and Entrepreneurship
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Key Ideas
This paper explores the Optus marketing strategy based on the article by Dry Milked
which discusses marketing management issues. The key ideas associated with the article
concerns utilizing the consumer behavior within Optus (Dry, 2016 pp.5). Optus needs to
understand the customers and create their value by engaging in the process of purchase. The idea
is supported by the Optus mission statement which indicates that Optus wishes to break the
hindrances and create bonds to deliver value to the employees, customers, and the shareholders.
Optus wants the brand to be far-reaching within the Australian marketplace to increase profits
and customer satisfaction. The key idea based on customer behavior is important since the
customers play a great role in creating the brand’s name.
Significant Theory
The consumer behavior theory is significant in the article. The theory requires the
consumers to act based on their interests to enhance satisfaction. It facilitates effective decision-
making within Opus. The concept of consumer behavior assumes that customers aim to increase
utility hence rational behavior is evident amongst consumers (Dry, 2016 pp.6). The theory of
consumer behavior is applicable to solve problems in the real world since it helps in studying
people, organizations, and groups. Additionally, customers in the real world can embrace the
theory when securing, disposing, and using various products and services. For this reason, their
needs and the wants are fulfilled.
Recommendations

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The key recommendations are that Optus should seek effective marketing strategies to
enhance the consumer’s purchasing behaviors. At the same time, Optus should seek to
understand the target customers to build their products and effective marketing strategies
(Tkaczynski, 2017 pp.8). Also, Optus should embrace the consumer behavior theory to recognize
the customers’ needs and wants easily.
Conclusion
In conclusion, the outlined recommendations will help Optus create an effective
marketing strategy which upholds the customer’s values. The customer’s attitudes and decisions
should be impacted positively, to attract them to buy the products from the company.

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Bibliography
Dry, M., 2016. T2 2016 MPK732 Marketing Management (CLUSTER A). Month.
Tkaczynski, A., 2017. Take me to church: What ministries are of perceived value for attendees
from a nonprofit marketing perspective?. International Journal of Nonprofit and Voluntary
Sector Marketing.