Marketing Plan for Telstra Corporation Limited

Marketing Management

Running Head: Report
Contents
Executive Summary.......................................................................................................2
Introduction.................................................................................................................. 3
Company background and situation analysis.....................................................................4
SWOT analysis............................................................................................................. 5
Marketing goals and objectives.......................................................................................9
Marketing strategy.......................................................................................................10
Segmentation, targeting and positioning.....................................................................10
Marketing mix for Telstra Corporation.......................................................................12
Implementation plan and controls..................................................................................15
Conclusion..................................................................................................................16
References.................................................................................................................. 17
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Running Head: Report
Executive Summary
This report comprises of the detailed marketing plan for Telstra Corporation Limited. It
includes a brief introduction of the organization and the telecommunication industry of
Australia. The products and services offered by Telstra Corporation also listed in the section.
This is followed by the situation analysis of the current market and the major segments that
the organization operates in. The SWOT analysis for Telstra Communication limited is
carried out to find out the internal strengths and weaknesses and to figure out the external
opportunities and threats that the organization is likely to face. The external environment
analysis will identify the key opportunities that the organization can take advantage of and
the threats that they need to be prepared for. This is followed by the development of a
marketing plan by making use of the theories and concepts of marketing. The goals and
objectives for the organization will be recommended on the basis of their current
performance and the strategic planning.
2

Running Head: Report
Introduction
This report comprises of the detailed marketing plan for Telstra Corporation Limited. It
includes a brief introduction of the organization and the telecommunication industry of
Australia. The products and services offered by Telstra Corporation also listed in the section.
This is followed by the situation analysis of the current market and the major segments that
the organization operates in. Through this analysis a review of the customer needs and the
factors that influence the decision making of the consumers will be analyzed. Financial
analysis of the telecommunication industry is carried out along with the study of the current
position of telecommunication in it. The SWOT analysis for Telstra Communication limited
is carried out to find out the internal strengths and weaknesses and to figure out the external
opportunities and threats that the organization is likely to face. The external environment
analysis will identify the key opportunities that the organization can take advantage of and
the threats that they need to be prepared for. This is followed by the development of a
marketing plan by making use of the theories and concepts of marketing. The goals and
objectives for the organization will be recommended on the basis of their current
performance and the strategic planning. A broad marketing strategy will be developed by
following the segmentation, targeting and positioning planning for the company and a
marketing mix will be created by utilizing each of the constituent element which will help the
organization in gaining a competitive advantage in the market. This report also includes
evaluation and control measures that the organization needs to put into place for monitoring
the progress and achievement of the objective set through this marketing plan serials these
evaluative measures will also help in reviewing the plan and bringing about any changes to it
whenever required (Mozny, 2017).
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