Marketing Plan for Optus: Market Analysis, SWOT Analysis, and Marketing Strategy

Running Head: MARKETING MANAGEMENT 1
Marketing Management

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1.0 Executive Summary
Optus is the second biggest telecommunication company that is operating its business in
Australia from the year 2001. It is a wholly owned subsidiary of Singtel that has its operations in
Singapore telecom sector. It was founded in the year 1981 as AUSSAT and it is headquartered in
Sydney, New South Wales, Australia. It offers a wide range of services to its customers like
broadband services, wireless internet services, 4G mobile and satellite services. The company is
running its operations as a successful organization in Australian telecom industry as it is making
hard efforts in marketing and promotion. This report proposes to prepare a marketing plan for the
chosen organization i.e. Optus. It includes various marketing aspects about the company such as
marketing trends, targeted customers, marketing objectives, marketing mix strategies etc. All the
aspects of report analyzed that how the company can grab different marketing opportunities in
new and international markets.

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Table of Contents
2.0 Introduction...........................................................................................................................................4
3.0 Situation Analysis...................................................................................................................................4
3.1 Market Summary...............................................................................................................................4
3.1.1. Target Market............................................................................................................................5
3.1.2 Market Needs.............................................................................................................................6
3.1.3 Market Trends............................................................................................................................6
3.1.4 Market Growth...........................................................................................................................7
3.2 SWOT Analysis...................................................................................................................................7
3.2.1 Strengths....................................................................................................................................7
3.2.2 Weaknesses................................................................................................................................7
3.2.3 Opportunities..............................................................................................................................8
3.2.4 Threats........................................................................................................................................8
3.3 Competition.......................................................................................................................................8
3.4 Key to success....................................................................................................................................8
3.5 Critical Issues.....................................................................................................................................9
4.0 Marketing Strategy................................................................................................................................9
4.1 Mission..................................................................................................................................................9
4.2 Marketing Objectives.............................................................................................................................9
4.3 Financial Objectives.............................................................................................................................10
4.4 Target Markets....................................................................................................................................10
4.5 Positioning...........................................................................................................................................10
4.6 Marketing Mix Strategies.....................................................................................................................10
Products:...............................................................................................................................................10
Prices:....................................................................................................................................................11
Promotions:...........................................................................................................................................11
Place:.....................................................................................................................................................11
5.0 Conclusion...........................................................................................................................................11
References.................................................................................................................................................12

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