Marketing Management: Strategies for Segmentation, Targeting and Positioning

This report on Marketing Management discusses the different marketing strategies for segmentation, targeting and positioning. It analyzes the market entry and strategy of STP, objectives, and recommended market entry strategy for Telstra in Singapore. The report also covers the financial and share of market objectives, and strategies related to segmentation, targeting and positioning.

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

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Executive Summary
The report has helped in the analysis of different kinds of aspects which are required to be
analyzed in an effective manner. The different kinds of marketing strategies along with
segmentation, targeting and positioning strategies are required to be analyzed in an effective
manner which has helped in managing the different kinds of strategies in order to become
more effective in nature. Furthermore, the different analysis regarding the positioning map
has been analyzed in an efficient manner in order to become successful in nature.

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Table of Contents
4. Market Entry and Strategy of STP.........................................................................................3
4.1 Objectives.........................................................................................................................3
4.1.1 Mission Statement.....................................................................................................4
4.2 Recommended Market Entry Strategy.............................................................................4
4.2.1 Strategy Related to Market Entry Mode...................................................................4
4.2.2 Financial and Share of Market Objectives................................................................6
4.2.3 Strategies related to Segmentation, Targeting and Positioning................................6
4.3 Summary............................................................................................................................13
References................................................................................................................................15

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4. Market Entry and Strategy of STP
There are various kinds of market entry strategies which can be taken into
consideration by Telstra in order to expand their business operations in an effective manner.
Furthermore, with the help of the market entry mode strategy, this will be beneficial for the
company to become more competitive in their approaches and gain more knowledge on the
strategy which will be best suited in Singapore.
The marketing strategy is essential and is required to be analysed in an efficient
manner which will be helpful in gaining competitive advantage in order to become more
effective in their operations in Singapore. In order to expand the business operations in
Singapore, this is essential for Telstra to analyse and understand the different difficulties and
other aspects which are required to be taken into consideration as this will help in managing
their approach accordingly (Achroll& Kotler, 2014).
The segmentation, targeting and positioning strategies are required to be identified
with the help of the various kinds of strategies which is inclusive of the different group of
customers who will be targeted and the reasons behind targeting such customers in the market
as well.
4.1 Objectives
With the help of the mission statement along with strategy of market entry, this will
be helpful in managing the different relevant market entry strategy which will be achieved in
the next twelve months. The objectives which are required to be attained by Telstra in the
next 10 years are as follows:
 To always be the first and foremost choice of the different customers in the entire
competitive market

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 To train the different employees in the organization for managerial level
 To encourage and support the different kinds of initiatives along with creativity and
innovation and achieve the international standard all along in a positive manner
 To achieve more than 25% sales in the next twelve months which will be helpful in
managing the overall efficiency (Gengler& Mulvey, 2017)
4.1.1 Mission Statement
The mission of the Telstra Telecommunication Company is to satisfy the different
customers along with the partners with a unique kind of shopping experience. Furthermore,
the main motive of the company is to focus mainly on providing proper quality, variety, price
along with service which is being based on commitment along with attention of the
employees.
4.2 Recommended Market Entry Strategy
There are various kinds of strategies of market entry for Telstra which will be helpful
in analyzing the most appropriate strategy in order to become more significant with their
activities and approaches. The different kinds of market entry strategy are explained in the
next section appropriately.
4.2.1 Strategy Related to Market Entry Mode
Direct Exporting is one of the market entry mode strategy which can be taken into
consideration. The direct exporting is related to selling in a direct manner wherein the
companies hire various types of agents along with distributors as this will help the company
in representing their company in the market. The distributors and agents closely work with he
company in representing the interests which will help in managing the different kinds of
activities in an efficient manner.

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Furthermore, with the implementation of the direct exporting strategy, the Telstra can
expand their business operations in Singapore which is a favorable option for the company as
the country is best suited for the new market along with the different kinds of business
operations. Additionally, the proper application of the appropriate market entry mode is
essential in nature for the company which will help in the survival and performance of the
business.
Moreover, this can be analyzed that the selection of the appropriate strategy of entry
mode is required to be taken into consideration which will be inclusive of the finite business
resources along with increased kind of sustainability to the different kinds of external forces
and management structure as well (Keller& Kotler, 2015).
Strategic alliance is the other mode of market entry which is a type of agreement
between the different firms. The main focus of this strategy is to create new kinds of products
and technologies rather than distributing existing ones. In the era of global competition in the
market, Telstra can opt for the strategic alliance strategy for the market entry in Singapore as
this will help them in becoming more aware about the different economies of scale and this
will help in reduction of the risk as well.
Franchising is the other option which can be adopted by Telstra in order to expand
their business operations in Singapore. There are different franchises of Telstra in Melbourne,
Australia and the company are running efficiently with the franchise system as well. With the
help of franchising, this can be seen that Telstra can improve their operations in Singapore as
the company will be getting a proper information on the different kinds of aspects which are
essential to set up the business in Asian countries.
Furthermore, as the franchisor Telstra can try to dictate the different kinds of business
activities and this will help in driving exceptionally high standards in Singapore market to

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gain more competitive advantage. Telstra needs to analyze the different culture of the
individuals in Singapore as this will help them in managing the different kinds of operations
and this can be adopted by them to meet the cultural kind of expectations as well. Lastly, the
level of the resource commitment in Singapore is required to be identified properly which
will help them in maintaining ongoing control appropriately in the market of Singapore (Pyo,
2015).
Appropriate Mode of Market Entry
From the above, this can be analyzed that the appropriate mode of the market entry
which can be suitable for Telstra in expanding their business in Singapore market is the
franchising technique. This is the most suitable technique as this will reduce the failure of the
business risk in the new Singaporean market. The different kinds of products along with
services will already have established kind of share in the market which will help the
company in becoming more successful in their approach of selling goods and services.
Furthermore, this can be analyzed that there is no such prior experience is required for
Telstra in expanding the business in Singapore as the business will have the computability to
compete with the other big firms in the respective market and gain more knowledge in
establishing their business successfully. Lastly, the relationship with the different suppliers
will be established already and this will be beneficial for Telstra as they can gain competitive
advantage in the entire market as well.
4.2.2 Financial and Share of Market Objectives
From the appropriate kind of market strategy which can be adopted by Telstra, this
can be analyzed that the different kinds of financial objectives of the company are as follows:

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 The respective company reiterates fiscal year 2018 GAAP EPS guidance from $4.18
to $4.28 as this will help them in increasing the overall profitability of the company in
a positive manner (Končar&Leković, 2016)
 The company announces new $20 billion share program related to repurchase which
will be helpful in managing the different authorization and utilize the entire
authorization program over the next two years (Kotabe&Helsen, 2014).
4.2.3 Strategies related toSegmentation, Targeting and Positioning
Market Segmentation
Market segmentation is the entire process which helps in dividing the market of the
different potential customers into different segments which will be based on the different
kinds of characteristics of the different individuals. Furthermore, segmentation of market is
one of the major and central elements in all the corporate kind of functions. In order to
analyze the market segmentation in an effective manner there are few points which are
required to be followed which are being described as follows:
 Corporate Objectives, Mission and Vision of the company
 Proper research of the market is required to be done in order to become aware of the
different kinds of aspects (Schlegelmilch, 2016)
 Internal kind of data from the different kinds of ongoing operations
Demographic Variables
There are various types of segmentation approaches which can be adopted by Telstra
in expanding their business in Singapore. Telstra needs to pay more attention towards the
crafting of the different marketing strategies which will be focusing on age, gender along
with income of the different individuals in Singapore market (Davies, 2018).

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Furthermore, Telstra is required to identify and fulfill the communication along with
different requirements of technology for the different age grouped customers. For example-
While entering into Singapore market, Telstra can introduce different SMS plan for the
different mobile services which will be able to appeal to the different younger generation who
are the ones who tends to message more often in the present scenario. Lastly, Telstra can
introduce the various kinds of packages which is inclusive of the different brands of mobile
phones (Westjohn et al., 2016).
Geographic Variables
As the company Telstra is expanding their business operations in Singapore market,
this is the entire responsibility of the company to structure the different kinds of marketing
strategies as this will help in managing the different kinds of activities in a positive manner.
Telstra can introduce the 4G services in Singapore market at lower prices than the other
competitors in the market which will be helpful in managing the different kinds of operations
in a positive manner (Yeh,Jewell& Thomas, 2017).
Figure 1: Most Valuable Brands of Australia

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(Source:"Telstra - mobile phones, prepaid phones, broadband, internet, home phones,
business phones", 2018)
Psychographic Variables
Telstra is expanding their business operations in Singapore market which is required
to be inclusive of the grouping of the different consumers in the respective market which will
be based on personality characteristics along with social class. Moreover, as the company is
expanding their business operations, this is essential for them to make the customers aware of
the different kinds of products and services offered by them through different kinds of
advertisements and other text messaging services as well (Sargeant& MACQUILLIN, 2016).
Figure 2: Valuation Ratios of Telstra
(Source: Armstrong, 2014)

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Behavioristic Variables
This is the other essential variable which is required to be analyzed by Telstra while
expanding their business operations in Singapore market. The behavior of the different
customers is one of the major essential concept and concern which is required to be analyzed
by them based on the survey which is required to be conducted by them such as through
surveys (Tanner & Raymond, 2015). This is required to be analyzed by Telstra the amount of
usage done by the different individuals in the market as the company can divide the same on
the basis of low usage customers along with big spender in the market and segment their
market accordingly as well.
Figure 3: Segment Income of Telstra
(Source: Armstrong, 2014)
Targeting
Targeting is essential in nature in the marketing process which helps the company in
targeting the different segment of customers in a positive manner. This concept is different
from segmentation as this thoroughly identify and choose a group of customers who will be

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the target customers for the respective company in the entire competitive market (Alon et al.,
2016). The targeting approach of marketing is known as rifle approach through which Telstra
can target the customers upon the purchasing power which can be generated by them through
proper surveys.
Figure 4: Different Aspects of Telstra
(Source: Alden&Nariswari, 2017)
The two main segments which are being targeted by Telstra in the entire market are
the low usage customers along with technologically conscious kind of customers in the entire
market. The low usage customers in Singapore market are the ones who will be subscribing
to the different kinds of SMS and other kinds of prepaid plans. These are the users who will
be targeted are the ones who are not financially independent.

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On the other hand, the other group of customers is the technologically advanced and
conscious kind of customers in which Telstra can come up with various kinds of attractive
programs which is inclusive of 4G programs and services for such kinds of customers in the
entire competitive market of Telstra.
Positioning
Successful kind of positioning is essential which is required to be adopted by the
companies. With the implementation of proper and positive kind of positioning, this helps in
allowing the different customers to create and form a positive kind of perception regarding
the products which are being sold in the market in an effective and efficient manner.
Positioning is one of the most powerful concepts which is essential for the different
organizations to create a distinct kind of position in the market against the different
competitors.
With the help of the positioning map of Telstra in Singaporean market, this can be
analyzed from the diagram that Telstra will be required to position themselves in the low
price and high-quality technologies segment in the respective market. With the
implementation of the same, this will help Telstra in gaining competitive advantage in the
entire market and become successful in the different approaches which are being adopted by
the company in order to compete with the different competitors in the entire competitive
market of Singapore.

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Figure 5: Positioning Map of Telstra in Singapore
(Source: Created by Author)
Telstra can apply the market strategy in Singapore market through aggressive kind of
advertising along with different strategies which is in relation to maintaining public relations.
With the respective positioning strategy, this will help the company in becoming effective in
the different kinds of approaches which will be helpful in managing the different kinds of
operations in a successful manner (Achroll& Kotler, 2014). Furthermore, the perceptual map
can be taken into consideration in order to become more successful by implementing the
proper approach in gaining competitive advantage in the entire Singapore market (Bruwer&
Li, 2017).

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4.3 Summary
From the above analysis, this can be identified that Telstra Telecommunication
Organization which will be expanding their business in the Singapore market will be able to
achieve more than 50% of the market share till the year 2019. The franchising mode of entry
which has been chosen by Telstra in expanding their business in Singapore market to initiate
their presence and gain more competitive advantage in the respective market as well.
Furthermore, with the help of franchising entry mode strategy, the company Telstra
will be expanding their business operations in an effective manner. In the franchising
technique, the company will be becoming successful in the different kinds of operations in
the market and gain more market share in the Singapore market as well. With the help of the
targeting, segmentation and positioning strategies, this can be analysed that the main aim and
motive of Telstra in the entire Singaporean market is to divide their market segments into two
main parts which is inclusive of low income group customers along with technologically
advanced customers which will be effective in their approaches in becoming successful and
gain more competitive advantage in the entire market as well.
Moreover, the company Telstra will be segmenting their market on the basis of
behavioural, psychographic and geographic variable sin the entire market in order to become
more competitive in nature. As the expansion will be a major challenge along with scope for
Telstra, the company should be making it to the full advantage as to become the most
favourite brands among the different individuals in the Singaporean market. Lastly, the
financial objectives are being taken into consideration which helped the company in
becoming more attractive in nature to become better than the different competitors who are
present in the entire market of Singapore.

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References
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