Competitor Analysis of Telstra: Identifying Strengths and Weaknesses

Running head: MARKETING MANAGEMENT
Marketing Management
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Introduction
The essay assists in analyzing the competitor analysis of Telstra Company in the
competitive market. The purpose of the competitor analysis is for determining the strengths
and weaknesses of the different competitors within the market along with identification of
various strategies which will be providing the company with distinctive advantage. The
knowing of the competitors is important as it will be helping in communicating with the
target audience and distinguish the business from the other competitors and navigating the
different challenges in the market as well.
Overview of Telstra
Telstra Corporation Limited is the Australian telecommunication organization which
was incorporated in the year 1975 and the areas served by them is Australia and there are
selected products which are sold in different other parts of the world (Telstra.com.au, 2019).
Till the year 2017, there are more than 32000 subsidiaries working in the company and the
revenue which has been earned by the company is A$26 billion till the year 2017. The
different products which are sold by company includes mobile telephony, internet along with
other network services.
Identification of Competitors of Telstra
From the different researches and surveys, it can be seen that the major direct along
with indirect competitors of Telstra in the competitive market includes Singtel, Vodafone,
Circles Asia, PCCW Global, Optus, TPG telecommunication, MyRepublic and Starhub.
The main competitors of Telstra are performing extremely well in the market and they have
earned a high level of market share in comparison to the others. Singtel Australia has earned
the revenue of $12.322 billion USD till 2017, Vodafone Australia has achieved the target of
4,366.6 crores EUR, Optus has generated the revenue of 893 crores AUD, PCCW Global has

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increased the market share to $589.3 crores AUD, Circles Asia has generated more than
334.5 crores AUD, TPG Telecommunication has gained the strong share in the market which
is around 249.5 crores AUD till the year 2017, MyRepublic is the other competitor in the
market of Australia wherein the earnings of the company is $5 million till 2017 and Starhub
has gained $2.44 billion till the year 2017 (Wang & Zhang, 2015).
Analysis of Finding of Competitors
While competing in the entire market which is competitive in nature, the
competition can be managed which will be suitable for the growth-related aspects in the
competitive business environment. For a company, there are different direct and indirect
competitors present that needs to be analyzed effectively.
Direct Competitors- These are the ones wherein there are two or more competitors
present in market that assists in providing same services in the market to the different
customers and satisfy their needs effectively (Sammut‐Bonnici & Galea, 2015). They are
recognized through Market Research, Solicit Customer Related Feedback and online
communities on social media.
Indirect Competitors- These are considered to be the ones wherein the two
organizations manufacture and produce two different items; however, they target the same
customers in the market and aim to satisfy their needs effectively (Rosemann & vom Brocke,
2015). They are acknowledged through Keyword search and analyze SEO Results Page
which plays a suitable role in managing the effectiveness.
Analysis of Eight Direct and Indirect Competitors
Direct Competitors

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Singtel- It is one of the chief opponents of Telstra in the market of Australia wherein
the revenues of the company are more which helps them in attracting large number of
customers. Singtel has their presence in the international market including Australia and they
have more than 4.1 million subscribers who belong to different parts of the world
(Singtel.com, 2019).
Vodafone- It is the second major competitor of Telstra wherein the company has been
able to serve billions of individuals in international and national market and it has been one of
the most effective aspects that has led to the strong growth in revenue of the company
(Vodafone.com, 2019).
Optus- It is the other opponent of Telstra wherein it is wholly owned subsidiary of the
Singapore company. The company has generated various offers which are within the budget
of the different individuals that has helped them in increasing their market share
(Optus.com.au, 2019).
Starhub- It is the telecom company that offers different promotions as well as deals to
the different customers which has been effective in redeeming points and it attracts the
different customers from various income groups and it has been successful in growing in
competitive market (Starhub.com, 2019).
TPG Telecommunication- It is the last direct competitor of Telstra which tries to
offer virtual network operator that has been beneficial for them in making the usage by the
customers in an easy manner (TPG Telecommunication.com.au, 2019).
Indirect Competitors
MyRepublic- It is the multinational internet organization which is indirectly
competitive in nature for Telstra, however they try to offer the different packages which are