Competitor Analysis of Telstra: Identifying Strengths and Weaknesses

This essay analyzes the competitor analysis of Telstra Company in the competitive market, identifying strengths and weaknesses of different competitors and strategies for distinctive advantage.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
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

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not costly such as NBN Plans for satisfying requirements of the clientsn (Myrepublic.com,
2019).
Circles Asia- It is the second most competitive companies which is the considered to
be the virtual network operator operating in Australian economy and they have the cloud-
based business model that helped the company in improving their status in the market
(Circles Asia.com, 2019).
PCCW Global- Lastly, it is the indirect competitor which works as the global network
in different parts of the companies and it has been suitable for them in becoming the major
competitor of Telstra as they offer similar packages like Telstra, however at discounted rates
(PCCWGlobal.com, 2019).
Creation of Competitor Analysis Grid
Competitors Information of
Company
Information
of Products
and Services
Information
of
Customers
Sources of
Competitive
Advantage
and Data
Singtel It is the leading
telecom companies
with 4.1 million
subscribers that
provides customers
with diverse range
of services such as
fixed, mobile and
internet aspects to
customers (Steiss,
2019).
Mobile
Telephony,
fixed line
internet
services
along with
digital
television
(Noe et al.,
2017)
Serving more
than 4.1
million
customers or
subscribers in
the market
that has
helped in
gaining
competitive
advantage
Source of
gaining
competitive
advantage in
the market is
related to the
offering the
customers
with the
digital
television
options
which is not

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available
with other
companies
Vodafone It is the other
Multinational
Company that
offers the
customers with
different internet
and talk time
packages for the
different group of
individuals in
national and
international
markets (Riasi,
2015)
Fixed Line
Telephone,
IPTV,
Broadband
and internet
television
Vodafone has
been
successful in
serving more
than millions
of
subscribers in
the market
and it has
been helpful
for them in
gaining
competitive
advantage
The major
competitive
advantage of
the company
is the
artificial
intelligence
incorporated
in different
aspects
Optus It is the other
largest telecom
company in the
market which offers
the customers with
various kinds of
cable TV options
along with other
mobile connections
(Phadermrod,
Crowder & Wills,
2019)
Fixed
Telephony
Data
Transmission
It has been
successful in
providing the
customers
with the data
transmission
that has
helped them
in growing in
the market
and it has
been
beneficial
approach
Source of
competitive
advantage is
the usage of
the AI in the
transmission
of data
Starhub It is one of the three Digital The company Digital

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major
telecommunications
which has their
presence in
Australia and it is
suitable for meeting
the different needs
of customers
appropriately
(Daellenbach,
2015)
Television,
Cable
Television,
Telephone
and Mobile
has been
successful in
serving more
than 2
million
subscribers
and it has
made them
effective in
comparison
to the other
competitors
television
and IPTV are
the two
artificial
intelligence
aspects that
helps the
companies in
managing
their growth
TPG
Telecommunicatio
n
It is the Australian
telecom companies
which mainly
specializes in
business and
consumer internet
related services
along with
providing services
of mobile
telephone.
Internet
Connections
along with
Mobile
services
It serves the
different
kinds of
internet
services to
different
income group
customers in
the market
The most
cost-effective
approach in
dealing with
the different
plans for
mobile
phones to
their
customers
MyRepublic It is considered to
be the multinational
company which has
their presence in
the entire market
and their plans are
unlimited which
attracts major
number of
Internet and
the different
major aspects
of the Digital
television
Serving more
than million
of customers
in the entire
market which
is suitable for
growth of the
company
It is capable
of targeting
different
income group
individuals

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customers.
Circles Asia It is considered to
be the mobile
virtual network that
applied the cloud-
based aspects and it
assists in managing
the effectiveness.
The cloud-
based
technology
aspects and
the different
IPTV
It is effective
in serving the
different
income group
customers
and serving
them
effectively
The
respective
company has
been
successful in
becoming the
virtual
mobile
network and
it has been
suitable for
them in
innovating
more through
the AI
schemes
PCCW Global It is one of the
indirect
competitions to
Telstra as it
provides the
different kinds of
aspects such as
customizable
mobile services
Mobile
Telephones
and the
Internet
Related
Services
It serves
more than 2
million
customers
that has been
suitable for
growth
The company
is the indirect
competitor;
however,
they are
capable of
providing
subscribers
with the
different
services
which are
within their
range and it
makes them

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satisfied
Assessing Current and Future Objectives and Strategies of Competitors
Objectives of Direct Competitors
 To increase and radically improve the offerings related to product along with
eliminating the pain points of the customers
 To establish the standalone infrastructure which will be beneficial in driving the
performance in comparison to the other indirect competitors present in the market and
it will be suitable for the growth of the company appropriately
Strategies of Singtel
Target Market
The main target customers of Singtel includes the different customers who are
technologically advanced in nature. However, the other competitors include the customers
from different income groups that helps them in increasing their sales and growth prospects
in an accurate manner (Chang, 2016).
Marketing Mix
Product- It sells different kinds of mobile phones, tablets along with broadband
facilities which play a vital role in improving their effectiveness.
Price- It has adopted the competitive pricing that helped them in growth in
competitive business environment. The other competitors include the undifferentiated pricing
policy that helps them in gaining competitive advantage and improve their sales prospective
(Arcos, 2016).

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Place- Online platform has been used by them for facilitating services of the products
and services. The official websites of the different companies are helpful for them in gaining
competitive advantage within expected time frame and it improves the effectiveness of the
services in an appropriate manner (Arcos, 2016).
Promotion- There are different promotional offerings such as data doubling and it
helps them in growth. There are different promotional tools such as discounted pricing policy
that helps them in improving the visibility of the products and it enhances the growth of the
company in an effective manner.
Aspects Related to Marketing
Singtel needs to incorporate the different kinds of policies and set different legal
precedents on the broadcasting, telecommunication which will be suitable in enabling the
maximum access to public such as technological aspects at lowest cost.
Objectives of Indirect Competitors of Telstra
 To undertake the different activities which will be contribute towards the increased
and proper access of public of such kind of technologies at lowest possible costs
(Aithal, 2017)
Strategies of Indirect Competitors
Target Market
The major target market of the indirect competitors are the ones who are not so
technologically advanced, however they prefer to receive such services with less knowledge.
Marketing Mix
Product- Different internet services along with digital telephony

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Price- It includes the competitive and low pricing strategies
Place- It is available in online and physical markets
Promotion- It is promoted through the different online and offline channels such as internet
or newspapers (Aithal, 2017)
Aspects Related to Marketing
In order to succeed in the competitive market, there are different strategies which can
be adopted by the indirect competitors which includes the prospect related to introducing the
other services like the direct competitors for improving their growth.
Conclusion
Therefore, it can be inferred that the competitor analysis plays a crucial role in
managing the effectiveness of the firms in comparison to other companies which are the
major competitors. It has been successful in understanding their growth prospects and set
their own targets which will be effective in building their strong position in the market.

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