Marketing Environmental Scan Report: Telstra's Industry and Analysis

This report presents a marketing environmental scan of Telstra, a major telecommunications company in Australia. It begins with a brief background of Telstra and its services, followed by a situation analysis that examines the economic, political, legal, socio-cultural, and technological forces influencing the company's marketing decisions. The report then includes a SWOT analysis, identifying Telstra's opportunities, threats, strengths, and weaknesses. Furthermore, it uses a PEST analysis to delve deeper into the political, economic, social, and technological factors. The report concludes with a list of references. The analysis provides a comprehensive overview of Telstra's market position and the external factors that impact its business strategies.

Marketing
Environmental Scan
Report

TABLE OF CONTENT
a. A brief background Information on the Company and selected Product/Service........................3
b. Situation Analysis........................................................................................................................3
i. Examine forces and identify key changes in the marketing environment that may influence
both marketers’ and customers’ decisions including economic, political, legal, socio-cultural
and technological factors.............................................................................................................3
ii. Include SWOT Analysis based on factors identified from your Situation Analysis of the
Marketing Environment (Opportunities/Threats) and any relevant internal factors
(Strengths/Weaknesses)..............................................................................................................4
Marketing Environment..............................................................................................................4
Internal factors............................................................................................................................5
REFERENCES................................................................................................................................6

a. A brief background Information on the Company and selected
Product/Service
The largest telecommunications and media company named TELSTRA have been chosen
over here where it is a public limited company headquartered in Melbourne, Australia. It is
operating since last 41 years with some key products that involves fixed line, internet services,
mobile telephony, digital television, data and network related services, etc. It is now referred to
be a fully privatised venture that is operating with around 36, 165 number of employees where
they are now undergoing a change to operate with a more customer focussed approach (Barron,
Hultén and Vanyushyn, 2015). Along with which, they are also referring to spread into some
international set of markets as a way of increasing their growth at a global level. They are
already contending in the telecommunications markets by involving a broad range of
telecommunication services for the users. It is where they are currently spread around 20 distinct
nations of this world with a principle intent of creating a connected future with some brilliant
measures. Although in their Australian market, they are currently referred to provision 17.4
million mobile related services along with 3.5 million retail fixed broadband services and 6.8
million fixed voice services.
b. Situation Analysis
i. Examine forces and identify key changes in the marketing environment that may influence
both marketers’ and customers’ decisions including economic, political, legal, socio-
cultural and technological factors
This is to identify the key changes in the marketing environment of TELSTRA in context
to the examined market forces that in turn influences the decisions of both the marketers and
customers. It is together with reference to some leading environmental factors that generally
prevails in the market and are as stated below- Economic- The telecommunication industry of Australia is duly affected by the interest
rates, taxes and inflation, etc., where these expenses are likely to impact upon the
pricing per plan that is being offered by TELSTRA to its users (Murphy and Middleton,
2015). Political- It is where the organisations like TELSTRA operating in the
telecommunication industry are duly impacted by frequent regulatory issues where
internet is nowadays referred to be a crucial part of consumer's life. It is where the

customers are constantly demanding the government to make internet an elementary
right of the individuals. It however raged a huge political fight among the service
providers like TELSTRA and government where it is a battle in favour and against of
net neutrality that is proven to influence the undertaken strategies of TELSTRA. Legal- It is where companies operating under telecommunication industry like
TELSTRA are mostly influenced by several legislative issues that involves government,
dominance in market and consumers, etc. However, this industrial sector has together
permitted international trading of telecommunication products such as smartphones that
is allowing them to develop in tech devices (Reddi, 2014). Socio-cultural- This indicates the preferences of the customers in which TELSTRA is
operating there business where telecommunication is nowadays referred to be a vital
prospect of each individual's life and is growing towards a horizontal direction. It is
where the customers are now in more need of packages to communicate with their
friends and relatives, etc., and to get into the social media challenges by purchasing
online products and discover a stable career.
 Technological- It is on referring to some progressive requirements of
telecommunication industries where people are now referring to more advanced services
where smartphones with multiple features are now serving their basic needs (Miller and
et. al., 2014). This in turn have strongly influenced the marketing decisions of
TELSTRA where they are now required to make more investment of funds to provide
on the go internet to their users.
ii. Include SWOT Analysis based on factors identified from your Situation Analysis of the
Marketing Environment (Opportunities/Threats) and any relevant internal factors
(Strengths/Weaknesses)
This is to carry out a SWOT analysis of TELSTRA as a way of identifying its four
leading constituents as mentioned below-
Marketing Environment Opportunities- An increasing market of IT sector with a raised demand of telecom
services is referred to be some vital opportunities for the quoted entity (Perrone and
Wodonga, 2015). It is where TELSTRA can hereby refer to take strategic initiatives for
growth and can also refer to launch 4G mobile broadband network.

 Threats- Lastly, a rapid technical change with strict regulation and an increased state of
competition are referred to be some major number of threats where at present, Optus,
Vodafone and Virgin Mobile are the leading rivals of TELSTRA.
Internal factors
 Strengths- It broad scope of service portfolio with a strong base of customers is referred
to be a leading strength of the cited firm (Vromen and Hurley, 2015). It is along with its
active existence in sponsorship in leading sports related events is referred to be yet
another potent dimension of TELSTRA. Weaknesses- A restricted liquidity position with exceedingly tough segments of market
that is turn leading to limited number of shares in their undertaken marketplaces that is
reflecting to be some major weaken traits of TELSTRA.
External analysis using PEST P stands for Political- It is where a raged political fight is going between the service
providers like TELSTRA and their governmental bodies (Miller and et. al., 2014). This
battle is however in favour and against of net neutrality that is proven to influence the
undertaken strategies of the cited firm. E stands for Economic- Australian telecommunication industry being the domestic
marketplace of TELSTRA is affected by high rate of interests, inflation and taxes, etc.
These expenses are in turn impacting upon the pricing per plan of the quoted entity that is
being offered to their users S stands for social- It is where the customers are now in more need of packages to
communicate with their friends and relatives, etc., and to get into the social media
challenges by purchasing online products and discover a stable career (Duffy, 2008). This
in turn is urging TELSTRA to bring onto some innovative proposal for their clients and
users as a way of fulfilling their factual needs and demands.
 T stands for technological- Constant advancement of technology in turn have strongly
influenced the marketing decisions of TELSTRA where they are now required to make
more investment of funds to provide on the go internet to their users.

REFERENCES
Books and Journal
Barron, A., Hultén, P. and Vanyushyn, V., 2015. Country-of-origin effects on managers'
environmental scanning behaviours: evidence from the political crisis in the Eurozone.
Environment and Planning C: Government and Policy. 33(3). pp.601-619.
Duffy, M., 2008. Hold the phone: AWB and Telstra, victims of the privatisation mania.
Australian Rationalist, The. (79). pp.2.
Miller, F.L. And et. al., 2014. RacerGISOnline: Enhancing learning in marketing classes with
web-based business GIS. Marketing Education Review. 24(1). pp.31-36.
Murphy, C.J. and Middleton, V.C., 2015. Sustainability and environmental change in a small
company in the pharmaceutical marketing industry. International Journal of Teaching
and Case Studies. 6(1). pp.44-60.
Perrone, A. and Wodonga, T.A.F.E., 2015. Centralian College: Creating a strategic marketing
plan for long-term growth. Marketing. pp.85.
Reddi, C.N., 2014. Effective public relations and media strategy. PHI Learning Pvt. Ltd.
Vromen, A. and Hurley, P., 2015. Consultants, think tanks and public policy. Policy analysis in
Australia. pp.167-183.