Telstra Service Marketing Audit Report

Running Head: TELSTRA 0
Service
Marketi
ng
Audit
Report
September 14
2019
Student’s
Details

TELSTRA 1
Executive Summary
The following service marketing audit report analyzed the marketing strategy of Telstra
Corporation Limited which is an Australian based leading telecommunication company. Telstra
provides every possible service related to telecommunication but its mobile telecommunications
is the most profitable segment of the entire Telstra Group. And the company is still working hard
to move forward by improving day to day telecom services. In the past, the total sales and mobile
telecommunications market have grown significantly. To maintain its position as a major player
in the market, Telstra identifies rapid growth opportunities and causes in response to consumer
behavior and technological development.
The following report analyzed the company, customer and competition with the help of 3Cs
model of analysis. The company analysis included the strengths and weaknesses of the company
and on the other side, customer analysis involved the market segmentation, target customers and
customer demand and trends. Market segmentation divided into four parts which are
demographic, geographic, psychological and behavioral. Positioning map of the company
covered in competition analysis. The audit report comprised of product strategy, pricing strategy,
service blueprint, customer services, and physical evidence.
After these, all analysis, report recommended some ideas to improve the strategy because
strategy is an important factor behind the success of the business.

TELSTRA 2
Contents
Introduction......................................................................................................................................3
Company Analysis...........................................................................................................................4
Strengths.......................................................................................................................................4
Weaknesses..................................................................................................................................4
Customer Analysis...........................................................................................................................5
Market segments..........................................................................................................................5
Demographic factors................................................................................................................5
Geographic factors...................................................................................................................5
Psychological factors................................................................................................................5
Behavioral factors.....................................................................................................................6
Target Market...............................................................................................................................6
Customer Demand and Customer Trends....................................................................................6
Competition Analysis......................................................................................................................6
Positioning Map...........................................................................................................................7
Analysis of Products Strategy..........................................................................................................8
Analysis of Pricing Strategy............................................................................................................8
Analysis of Service Blueprint..........................................................................................................9
Analysis of Customer Service Strategy...........................................................................................9
Analysis of Physical Evidence.......................................................................................................10
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................11
Bibliography..................................................................................................................................12
Appendices....................................................................................................................................14
Appendix A................................................................................................................................14
Appendix B................................................................................................................................14

TELSTRA 3
Introduction
Telstra Corporation Limited is a telecommunication company which is based in Australia
and its headquarters are established in Melbourne. This company was founded in the year 1975
and in today’s time, it is a leading telecommunication company which provides high technology-
based telecommunication services and it has huge products and services. The company provides
retail mobile services to 18.3 million customers and retail fixed bundles to 3.7 million customers.
It also provides individual data services and voice services. In Australia, Telstra is also a leading
provider of directory services. It also provides telecommunication services for business systems
as well as business broadband (Telstra, 2019a).
The current state of Telstra's products and services in the market is quite effective on the
market; it dominates the entire Australian telecommunications market and holds more than 62%
market share in sales. Although the company's market share in the broadband sector is declining;
The Company is still able to maintain its dominant position in many other sectors, such as
mobile telephony and data segments. Currently, it has invested in network upgrades and is the
first launcher of mobile data services. They are the first market players to launch such services
and can easily leverage their performance to attract their customers.
Telstra's telecommunications services depend on effective infrastructure, robust and
ubiquitous that may help take the company to the next stage. Everyone knows that most of the
countries are very brave in accepting the internet revolution and media revolution. The company
is a leader in the industrial sector by adopting innovation and creating new business
opportunities. Telstra is not only financially strong but is also well-positioned in the digital and