Opportunity Analysis for Telstra

Opportunity Analysis for
XXXXX
Student XXXXXXXXXXXXXXXXX
SID XXXXXXXXXXXXXX
7003MKT_ Marketing Foundations
Convenor: XXXXXXXXXXXXXXXX
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Table of Contents
Table of Contents
Table of Contents..........................................................................................................................2
1.0 Introduction and Company Background.....................................................................................3
1.1 Introduction.........................................................................................................................3
1.2 Company Background...........................................................................................................3
2.0 Situation Analysis.....................................................................................................................3
2.1 Market Analysis....................................................................................................................3
2.2 Macro Environment Analysis..................................................................................................4
Political, Legal and Economic Analysis......................................................................................4
Social Analysis........................................................................................................................4
Technological Analysis............................................................................................................4
2.3 Micro Environment Analysis...................................................................................................4
2.3.1 Company Analysis..........................................................................................................4
2.3.2 Competitor Analysis........................................................................................................5
Competitive market Summary..................................................................................................5
2.3.3 Consumer Analysis.........................................................................................................6
2.3.4 SWOT Analysis...............................................................................................................6
3.0 Objectives...............................................................................................................................7
Marketing Objectives..................................................................................................................7
4.0 Reference List.........................................................................................................................8
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1.0 Introduction and Company Background
1.1 Introduction
The marketing plan is one of the useful aspects which is essential as it helps in focusing on
the different resources along with the plan for the overall business growth. The major objective of the
marketing plan is to set the organization on a specific course in marketing and the goals of the
marketing generally align with the broader objectives of the company and the marketing plan
emphasizes the different strategies to increase the customer base which will be beneficial for the
overall growth of the company in an appropriate manner. Lastly, the marketing plan allows the
business to be proactive and aligned with the goals and visions of the company as well, and it makes
the goals measurable.
1.2 Company Background
The company that has been selected in the respective assignment is Telstra, and the products which
are sold by them include internet data, network related services along with a fixed line. Telstra
Corporation Limited is one of the largest telecommunications organizations which helps in building
along with operating the telecommunication related network and makes mobile, voice, access to the
internet along with other products as well as services (Telstra.com.au, 2019). The company was
founded in the year 1975, and it is headquartered at Melbourne, Australia. The areas served by the
company is worldwide on selected products along within the entire Australian economy. Furthermore,
it has been noticed that there has been a massive increase in the revenue of A$26 billion until the
year 2017 and the number of employees working at Telstra is 32000 till 2017. Moreover, as per the
positive aspects, the company has been able to develop different kinds of sustainability related
programs which helped them in managing the employees and their behaviour accordingly. On the
other hand, the negative aspects are inclusive of the poor network which is complained by the
different customers which affected the overall growth of the company.
2.0 Situation Analysis
2.1 Market Analysis
The market size of the telecommunication industry in Australia is one of the largest sectors in
comparison to the other sectors present in the market. Telstra has its presence in more than 22
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