This service marketing audit report analyzes the marketing strategy of Telstra Corporation Limited, a leading Australian telecommunication company, focusing primarily on its mobile telecommunications segment. The report employs the 3Cs model to dissect the company's strengths and weaknesses, customer segmentation (demographic, geographic, psychological, and behavioral factors), target market, customer demand, and competitive positioning. It further evaluates Telstra's product and pricing strategies, service blueprint, customer service approach, and physical evidence. The audit concludes with strategic recommendations aimed at enhancing Telstra's market position and overall business success, considering the evolving technological landscape and consumer behavior. The positioning map defines key areas of the organization like competitiveness and participation in the organization's decision-making process.
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