Telstra Corporation: Brand Health Tracking for Strategic Decisions

This report examines the role of brand health tracking in the decision-making processes of Telstra Corporation Ltd, a leading telecommunications company in Australia. It highlights the importance of brand research in achieving business objectives, understanding market conditions, and gaining a competitive edge. The report discusses various models for brand health tracking, including penetration, brand saliency, communication evaluation, and differentiation, and their application within Telstra. It emphasizes how brand health tracking helps meet customer needs, increases brand awareness, and informs strategic planning. The research design focuses on secondary research methods to gather data on branding and brand health tracking, ultimately aiding Telstra in making informed decisions and developing effective strategies to enhance its market position and profitability. Desklib provides students access to similar solved assignments and study tools.

ASSIGNMENT 3 - DECISION MAKING
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Date:
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Table of Contents
Introduction......................................................................................................................................3
Business and research objectives.....................................................................................................4
Describe the research design in relation to your chosen approach..................................................9
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
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Introduction
In decision-making process brand health tracking as well as image research play very important
role through which Telecommunication Company can attain set target. With the help of brand
research company can earn a high income and sustainable position in the tough competitive
marketplace. It is highly important for the company to understand the brand position that helps in
taking effective decision to generate huge money. This assignment is based on Telstra
corporation ltd which is largest telecommunication organisation in Australia. This company
operate and build telecommunications networks, mobile internet access, market voice and other
services for customers. There are around 36,165 employees working in the organisation who
contribute so much to the growth and success of Telstra. There are so many subsidiaries of this
company such as Ooyala, Telstra Media, Pacnet, Foxtel and others that help in generating high
revenue. In this report importance of brand decision making has been examined that help in
increasing profitability.
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Business and research objectives
To achieve set goals and objectives it is highly important for a business organisation to set
objectives according to which overall business activities will be performed. Brand health
tracking becomes boardroom agenda through which company can deal more effectively their
customers (Foresight reaserch, 2012). With the help of brand health tracking, Telstra can easily
get day to day information about a market condition that helps in taking the right decision.
Through which this company can take great marketing action on brand equity to achieve set goal
and objectives. In the growth and success of company brand and brand health tracking play very
crucial role in which management consider tracking research to attain better outcomes (Aaker
and Joachimsthaler, 2012). In today’s business environment it is necessary for Telstra to focus on
brand health tracking that helps in taking the right decision and plans to meet customer’s choices
and preferences. Brands are considered as most valuable property that helps in achieving high
growth and success.
Research objectives
 To examine the effectiveness of brand health tracking
 To understand the importance of branding and brand health tracking for achieving set
goals
 To analyse the track of the health of brands
Business objectives
 To enhance growth and success in the large marketplace
 To examine the role of brand health tracking to meet customer’s choice
 To understand the effectiveness of tracking to generate high income
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Information required to fulfill the research objectives
In the success and growth of Telstra brand health, tracking play a very important role because the
company gets to know about choice, preferences, marketing challenges and buying situation of
customers. With the help of this concept Telstra increase awareness among customer related to
the brand that helps to increase sale and revenue effectively (Govers and Go, 2016). To build
unique image and brand position in tough competitive business environment company must
identify the effectiveness of brand health tracking and branding according to which they develop
strategies and plans. For examining the current brand position in large marketplace Telstra takes
help of market research which provides a clear image to the company about its ranking with
other brands (Ottman, 2017). It is a major responsibility of management to collect right
information and data related to brand image because it can directly influence the decision-
making process. There are various models of brand health tracking that help Telstra
telecommunication communication to provide outstanding services to customers to enhance their
satisfaction level. Some of these are examined as below:
(Figure: Models for brand health tracking)
(Source: Foresight research, 2012)
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Model for Brand health tracking
Penetration: Telstra is largest telecommunication company in Austria which use market
penetration through which management can work according to the current requirement as well as
the expectation of customers. In this Telstra set the low price of mobile internet access, market
voice, telecommunication network, pay television and other services so that customer will not
switch to any other brand. There are so many benefits of penetration model of brand health
tracking such as it can build great brand image and goodwill of company among customers
(Wheeler, 2017). With the help of penetration of telecommunication services, Telstra can control
and manage the cost of services to reduce the operational cost of the company.
Brand saliency: It is highly important for Telstra to involve brand name, symbol, and logo to
increase customer knowledge about the brand. By taking help of brand saliency model this
company increases awareness among customer that help in the decision-making process. This
will help to understand the different categories of products and services that are sold under one
brand name. By using brand saliency model of brand health tracking this telecommunication
company can increase sale and revenue in the tough competitive business environment (Holt,
2016). This will help to increase knowledge and knowledge of customers related to the products
and services of the Telstra so that they can easily identify its different range of services.
Communication evaluation: It is a great tool that helps Telstra telecommunication
communication to communicate with customers easily to attain desired outcomes. The company
gives high focus on communication while using brand health tracking by using multiple medium
such as internet, magazines, radio, TV, newspapers and other that increase communication
process between management and customers (Davis, 2017). By taking regular feedback from a
customer this company identifies their current requirement and expectation accordingly they
offer services to them.
Differentiation: To build unique brand image among customer it is highly important for this
company to provide different products and services so that customer does not switch over to any
other brand. In today’s tough competitive environment customer easily great attracted towards
the brand which has a unique brand image in the large marketplace. To understand current brand
image in marketplace Telstra analyse the brand image data from different angles according to
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which management develop required strategies and plans (Eshuis and Klijn, 2012). This
company can make the customer aware of its different range of products and services so that they
easily recognize them. This model of brand health tracking helps Telstra to achieve desirable
goals and objectives.
Branding and brand health tracking play a very crucial role in the business strategy and planning
to achieve set goals and objectives. To accomplish better result Telstra gives high attention to the
target customer (Wallace, 2016). In business organisation branding and brand health tracking is a
great way to increase performance as well as the position of Telstra telecommunication in the
large competitive business marketplace. There are so many advantages of brand health tracking
to Telstra which increase growth and success of the company at global scale.
Help to meet customer’s needs: This strategy assists in the right decision-making process
through which Telstra can enhance its sales and revenue ratio at a certain time. This company
can make changes and add value to its existing services to satisfy current requirement and
expectations of the customer from Telstra (Florea, 2015).
Increase awareness about brand among customer: With the help of branding and brand health
tracking can identify awareness level among customer about Telstra products and services. It is a
great way to which management can build great brand image and goodwill in the marketplace so
that more and more people get to know about its services. This will help to achieve set goals and
desirable outcomes efficiently. It is a major responsibility of management to involve several
factors such as pricing, quality, marketing, advertisement and other elements that play an
essential role in the brand health tracking process (Schuermann, et. al., 2012).
Nowadays it becomes very much important for Telecommunication organisation to provide high
quality and great services to a customer according to their expectations and requirement. The
brand health tracker identifies various issues and problem that influence performance as well as
profitability level of the company in the tough competitive business environment (Stienstra,
2014). With the help of brand health tracking, Telstra can take the right decision and develop
great strategies in order to meet customer’s choices and preferences. This will also help to
identify the current requirement of the customer from the organisation so that management
provide services accordingly. Brand health tracking is a great concept that provides correct
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details to Telstra about its ranking in a large business environment with other brand (Stienstra,
2014). Telstra is largest telecommunication company which set bench market according to which
all employees perform their work and responsibilities. In the decision making as well as strategy
making process this concept play a very important role through which Telstra can easily attain
desirable outcomes and set goals in the more effective way.
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Describe the research design in relation to your chosen approach
Research design
Telstra is largest Telecommunication Company in Australia which gives attention to the current
requirement and expectation of customer to attain set goals and objectives. To identify choices,
preference, wants and requirement of customers from Telstra management conduct market
research. With the help of market research, this company can easily fulfill customer’s needs
effectively. To identify different factors such as consumer pattern, brands, products and loyalty
that can influence purchasing decision of the customer Telstra conduct market research. There
are various research methods which are used by Telstra to understand the requirement of brand
health tracking to achieve set goals and objectives in certain time (Zhang and Wildemuth, 2016).
With the help of research, this company can easily identify expectations and concern towards the
brand name of Telstra. This will help to increase the ratio of sales and revenue in the tough
competitive marketplace. It is highly important for Telstra telecommunication to conduct market
research to understand current brand position and performance with other brands. This will help
in developing strong strategies and planning to achieve high growth and success.
With the help of quantitative research, method investigator can gain in-depth knowledge and
information about the selected topic. It is necessary for the researcher to use multiple sources like
magazines, newspapers, articles, journals, etc that help to enhance the profitability of the
organisation. Organisation easily identifies important factors and elements that can influence its
performance and position in the large marketplace (Zhang and Wildemuth, 2016). By using the
quantitative method in this research investigator help organisation in decision making as well as
strategy making process. It is a major responsibility of management collect data through
quantitative research method.
In this research, investigator selects rational method while collecting required data and
information that can easily increase in-depth knowledge. With the help of collected data
organisation can take the right decision for increasing level of sales and revenue in the tough
competitive business environment. The most difficult challenge for research is to select right
method of research to gain set goal and objectives in specific time.
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Research approach
It is necessary for the researcher to use effective research approach according to their
requirement for achieving desirable outcomes. Descriptive, Remedial, Exploratory, experimental
and methodology are some of the research approaches that help in collecting relevant data and
information more efficiently (Zhang and Wildemuth, 2016). There are different research
methods such as primary, secondary, qualitative and quantitative which are used by the
organisation for collecting required data and information that help in the decision-making
process. In this research secondary research method is used by the researcher to gather important
information and knowledge about branding and brand health tracking that help the organisation
in right decision-making process and strategy making process.
Research approach help researcher in conducting research in a different way to achieve set goals
and objectives. There are basically five approaches to research which are descriptive study,
methodology, remedial, exploratory study, and historical study that help the researcher in
identifying all required data and information effectively (Clemence, et. al., 2014). With the help
of research, approach organisation can easily fulfill set objectives in certain time. These research
approaches help in examining the different factors and elements that can influence performance
and position of the company in the tough competitive business environment.
Exploratory research
In this research, exploratory research method is used by the research to gain in-depth knowledge
and information about Brand health tracking that helps the organisation in achieving set goals
and objectives. In this approach, researcher explores new idea and concept that improve the
organisational performance in the tough competitive marketplace. It is a major responsibility of
the researcher to use research approach according to the requirement to attain desirable outcomes
in certain time. With the help of this research, approach research can easily understand the
requirement of brand health tracking in the organisation in increasing level of sales and revenue
in today’s tough competitive marketplace. Exploratory research approach helps the organisation
in identifying the importance of models of brand health tracking to achieve set goal and
objectives of the Telstra telecommunication.
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In today’s tough competitive marketplace it is necessary for telecommunication business
organisation to conducts market research to examine the current market condition, purchasing
pattern, choice, preferences and wants of customers (Clemence, et. al., 2014). According to the
collected information company take right decision related to the business activities that help to
increase the level of profitability and sales in the competitive business environment. By taking
help of exploratory research approach researcher can understand the importance of branding and
brand health tracking to build a strong customer base. It is necessary for the researcher to select
research approach according to the equipment and area of improvement. The exploratory
research method provides a new idea, facts, and information through which organisation can
enhance its performance and position in certain time. It is necessary for Telstra to take help of
research to examine the current brand position and image among customers according to which
management develop strategies and plans. With the help of developing strategies and plans, this
telecommunication can increase effectiveness in its current as well as new products and services.
To achieve high growth and success it is necessary Telstra Telecommunication Company to use
different models and new techniques of brand health tracking that enhance the ranking of its
brand with other brands. This company can easily attract a huge number of the customer by
taking help of great planning for branding and brand health tracking (Zhang and Wildemuth,
2016). For improving knowledge of customer about brand Telstra use different methods such as
market penetration, differentiation and brand saliency that increase knowledge and information
about branding among customers. This will directly influence positively on decision-making
process and purchase decision of customers. Telstra can maintain long-term growth and success
at the global scale by fulfilling current choices and preferences of customers. It is the major duty
of management to conduct appropriate market research to identify current market conditions and
current expectation of customers from telecommunication sector so that they can offer services
and facilities accordingly.
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Conclusion
By evaluating this assignment it has been examined that Telstra is largest telecommunication
company in Australia that provides outstanding services and facilities to customers. It is highly
important for the company to increase awareness among customer about branding through
different methods so that they can easily identify its different range of services and do not switch
over to any other brand. In today’s tough marketplace it is necessary for management to give
high focus on branding and brand health tracking for increasing level of profitability and sales.
Telstra uses different models of brand health tracking for increasing awareness among customer
about the brand so that they can purchase its products and services. It is necessary for this
company to provide services according to the current requirement and expectation of customers
from Telstra. This will help in achieving set target and growth in the large competitive
marketplace. To increase sales and revenue it is essential for Telstra to give high focus on
customer-based approach to satisfy their expectation level.
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