Marketing Management Strategies of Optus: A Case Study Analysis

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Marketing management
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Table of Contents
Assignment Draft.............................................................................................................................3
Overview of Marketing Management..........................................................................................3
Issue 1:.........................................................................................................................................3
Issue 2..........................................................................................................................................3
Issue 3..........................................................................................................................................3
Issue 4..........................................................................................................................................3
Issue 5..........................................................................................................................................4
Reference.........................................................................................................................................5
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Assignment Draft
Overview of Marketing Management
The term marketing management refers to the set of activities or process for the development of
various strategies to promote or advertise the products and services and make the goods and
services available to the target market. The process of marketing management is carried out by
all the companies who wish to expand its area of operations and attract more and more customers
towards the products and services. For the completion of the assignment and understanding the
concept of marketing management better, the example of Optus is taken (Optus, 2019).
Issue 1:
Optus is a company which belongs to the telecommunication industry and is one of the largest
telecommunication companies in Australia. The company is a subsidiary of Sing Tel and has its
headquarters in Singapore. The mission of the company is to build strong binds by eliminating
the barriers in communication. The company pays more emphasis on the marketing strategy and
believes that social media is the best way to start the conversations with the customers. The
company also utilizes digital marketing techniques to grab the attention of the customers. In this
issue the products and services offered to the customers will be discussed.
Issue 2
In the second issue of the assignment, the 5C s of the company will be analyzed. The five Cs are
the Company, Customers, Collaborations, Competitors and Context. The 5Cs of the company
will help to analyze the marketing structure and strategies of the organization.
Issue 3
The third issue of the assignment will talk about the methods by which Optus collects the market
information. The marketing information will include information about the competitor’s strategy,
customer’s needs, role and importance of the collaborators and changes taking place in the
business environment.
Issue 4
This segment of the assignment will cover the information about the market segment of Optus.
The marketing strategies for the target market will also be discussed. The issue will also throw
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light on the value proposition of the company. The market positioning statement of the company
will also be analyzed in this part.
Issue 5
Issue 5 of this assignment will be the recommendation part. In this part of the assignment,
recommendations will be provided for the company to have an effective marketing mix. The
marketing mix will cover the 4-7 Ps of marketing (Datta, et. al., 2017). The marketing mix will
be recommended by taking into consideration the marketing strategies of the company.
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Reference
 Optus, 2019. About us. [Online]. Optus. Available at:
http://www.optus.com.au/shop/about-optus/sustainability-report/about%20us [Accessed
25 Jan. 2019].
 Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based
brand equity align with sales-based brand equity and marketing-mix response?. Journal
of Marketing, 81(3), pp.1-20.
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