Overview of Telecommunication Service by Telstra Assignment 2022

Running head: MARKETING MANAGEMENT
Marketin
g
Managem
ent
August 26
201
9

MARKETING MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Overview of Telecommunication Service by Telstra.............................................................2
Porter Five Force Framework................................................................................................3
PEST Analysis.......................................................................................................................4
Demand forecast.....................................................................................................................5
Market Segmentation.............................................................................................................5
Targeting Market....................................................................................................................5
Positioning..............................................................................................................................6
References..................................................................................................................................7

MARKETING MANAGEMENT 2
Introduction
Marketing management is said to be the administrative discipline that concentrates on the
real-world application of the methods and techniques of marketing and orientation present
within the business and the organization of the activities as well as resources of marketing of
the firm. Marketing management makes use of different tools from competitive strategy for
analyzing the industry and environment in which business works. These include PESTLE
Analysis, Porter Five force framework, competitor analysis, value chain, etc. (Beverland and
Lindgreen,2010). This paper intends to perform the environment, competitor, and market
segment analysis of Telstra which is one of the well-known companies of Australia offering
Telecommunication Services. Besides this, the paper is also highlighting the brand
positioning and the leaders present in the Telecommunication services of Australia. The
pricing strategy that a business uses to offer its services to the target audience is also being
discussed. In the end, the paper is presenting the integrated marketing communications matrix
to highlight the communication channels and tools used to make the customer aware of its
services.
Task 1
Overview of Telecommunication Service by Telstra
Telstra Corporate Limited is the known telecommunication service company which offer and
build telecommunication networks, internet access, mobile, pay television, etc. The fixed
telecommunication network of Telstra extends all over in Australia covering around 90% of
the calls and offering services virtually in all the homes of Australia and the considerable
majority of the businesses of Australia (Telstra, 2019b). Telstra is the biggest company of

MARKETING MANAGEMENT 3
telecommunication service in the Australia incorporate area comprising 91% of the
population of Australia (Telstra, 2019a).
The Australian market of telecommunication service is moving towards a new level of
intense competition which is comprised of some of the main players like Telstra, Optus,
Vodafone, and TPG Telecom (Financial Review, 2018). All these players are involved in the
cut-throat competition by introducing different competitive offers for the customers in the
market. But, this competition is providing benefits to the customers in terms of availing
telecommunication services at reasonable prices. Presently, Telstra has occupied the leading
competitive position among all the players present in the market through its effective
marketing and pricing strategy.
Porter Five Force Framework
Forces Impact – low to high
Threat of Substitute products Low threat of the substitute product
Power of Supplier The supplier’s bargaining power is moderate
in the Telecommunication service business
Threat of New Entrant This force raise low threat for the businesses
in the industry because in order to offer
telecommunication service in the market
there is a need for high capital and
investment which is not possible for every
business.
Competition among existing
players
The intensity of the competition is high due
to the presence of several large players (Chief
Sustainability Officer, 2017).