The Rise and Fall of Australian Post: A Marketing Strategy

This report examines the marketing strategy of Australian Post, a government-owned corporation providing postal and retail services. It analyzes the company's marketing opportunities, including the "Future Ready" strategy and its digital transformation efforts. The report details the marketing mix, including product, price, promotion, and place strategies, and outlines a four-stage marketing plan. A SWOT analysis identifies the company's strengths (diverse portfolios and government support), weaknesses (focus on retail price decreases), opportunities (domestic and global reach), and threats (low cash flow and price wars). The report references several marketing and business development publications to support its findings.

Running head: MARKETING STARTEGY
The rise and fall of Australian Post
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1MARKETING STRATEGY
Introduction
Australian post is the government owned corporation which renders postal services both
internationally and locally. The corporation also operates the retail stores. In this topic, it is
important to discuss the rise and fall of Australian post would determine the marketing
opportunities which would further explore the ways of continuing the marketing strategies, its
marketing mix strategies and its SWOT (Auspost.com. 2017) This evaluation would determine
the position of the Corporation in the market place.
Marketing opportunities: While analyzing its marketing position, in the year 2010, Ahmen
Fahour who was the CEO of Australia announced s strategy name “Future Ready” which was
framed out to give a new shape to the post of Australia (Auspost.com. 2017). However, there
was a fall for the Australian post when a large deficiency has been detected in the 30 years. With
time, the corporation is continuing to wider the ranges of product and services and looking
forward to invest in the infrastructural programs, which are technological based. In the year
2016, the corporation operates in the three important areas letters, retail merchandise and the
associated services (Armstrong et al 2015). It has produced direct marketing and management
services of data process. Australian post is looking forward to the digital transformation which
the corporation is looking forward to inculcate in their organization, by analyzing the current
strength of digitalization, the new products and services would be coming up automatically,
which would give rise to t a new business model. The corporation is following the new trend by
embracing the importance of the digital marketing strategy (Auspost.com. 2017).
Marketing mix:
Product:

2MARKETING STRATEGY
The Australian post maintaining its focus on the services, whose presence is felt in the
different segments. The marketing mix of the Australian post operates in three important
markets such as letters and services, retail merchandise and services of agency. The logistics and
parcels include both international and domestic market (Godon 2012). The Australian post needs
to make sure about their products that they are selling to the customers (Auspost.com. 2017).
Price: Once the corporation understood about the product that they are going to sell to the
customers, then the making decisions on price would play an important role. The larger letters
was imposed charge a multiple round of the postage rate, which was helpful to the customers to
whom they are selling products (Godon 2012). The larger letters, which includes packaging,
cannot be more than 19mm think or else if it is considered a parcel; the cost might go up at
$7.60, which is a minimum rate (Auspost.com. 2017).
Promotion: After the fixation of products and prices that the Australian post is looking forward
to make, now the corporation would look forward for the promotion of posts, the corporation
must focus on the distribution of catalogue, offers, flyers and inviting people to open stores,
launching products and also personalized offers and letters. The invitation must be sent to the
regular customers for the sales promotions (Auspost.com. 2017). The promotion cal also be
made personal with the use of Variable image or data which constitutes integrated one to one
communication. The messages can be tailored which might also suit the needs of the individuals.
This process increases the retention of the customers and the ability to include the marketing
strategy (Godon 2012).
Place: Marketers often say marketing is about putting the appropriate product in the right place,
in order to the potential clients to the actual clients. The Australian Post needs to take care of the

3MARKETING STRATEGY
Prime Marketing Area which is an important territory, it is regarded as a defined zone from
where the maximum sales come. The place depends upon the demography and the percentage of
people availing to their post and accordingly they can divide it on the ground of Business lists,
new movers list and new homecomers list. The targeted area can be listed by the state, ZIP codes
and also at time by the means of radius (Auspost.com. 2017; Godon 2012).
Marketing plan: In four stages, the marketing plan can be developed
Targeted audience: The corporation needs to choose the targeted audience whom they are going
to sell their products and attract them through the means of their campaigning strategy.
Choosing campaign: The Corporation can take interest in choosing campaign on short sales.
Once the target audience is set, they would choose to send the mail automatically (Sorenson
2012).
Securing mailing list: After choosing the targeted market, one can make a list of some potential
clients.
Time line: Time line must be set to deliver the mailing piece to the targeted audience.
Evaluating result: It is important to determine whether the marketing strategy plan is fulfill or not
successfully. (Sorenson 2012)
SWOT analysis of Australian post
Strengths: The Corporation has diverse portfolios of parcels and mails and is having a strong
support of the Australian government (Auspost.com. 2017).

4MARKETING STRATEGY
Weakness: The Corporation focuses on the decreasing in the prices of the retail in order to switch
to new solutions.
Opportunities:
The corporation’s strength is to reach the domestic reach and the global markets.
Threats: The downfall of the company is the low in the cash flow and engaging in the price war
with the customers where on the other hand, the customers are looking forward to reduce price
(Auspost.com. 2017; Hollenson 2015).

5MARKETING STRATEGY
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Auspost.com. 2017. Personal, Business, Enterprise & Government solutions. Auspost.com.au.
Retrieved 17 September 2017, from https://auspost.com.au/
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), pp.122-126.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Sørensen, H.E., 2012. Business development. In Palgrave Encyclopedia of Strategic
Management. Macmillan Publishers Ltd.