HI5004 Marketing Plan: Telstra Telecommunication Services Analysis

This presentation provides a detailed marketing analysis of Telstra's telecommunication services. It begins with an introduction to Telstra's market position and strategies, followed by an overview of its services, including its 5G network. The analysis includes a PEST analysis to examine the political, economic, social, and technological factors influencing Telstra. It covers market segmentation, target markets, and positioning strategies, including brand positioning. The presentation also examines Telstra's competitors, customer adoption process, and the marketing mix (product, price, place, and promotion). Furthermore, it explores Integrated Marketing Communication (IMC) tools such as sales promotion, advertising, direct marketing, public relations, and personal selling. The conclusion summarizes Telstra's market dominance and the effective use of IMC tools. References from academic sources are also included.

Marketing Management
Telstra – Telecommunication Services

Introduction
 The purpose of this presentation is to discuss regarding the
market position and industry circumstances of the selected
service that is Telecommunication Service of Telstra.
 The presentation is comprised of detailed analysis of the
company’s positioning and strategies used to gain increased
market share.

Overview of Service
 Telstra Corporate Limited is the famous telecommunication
service company which build and offer telecommunication
networks, internet access, mobile, pay television, etc.
 Telstra has gained the leading competitive position among all
the players present in the market through its effective
marketing and pricing strategy.

Porter Five Force Framework

PEST Analysis
 Political – The conversion of Telstra from public to private
business has impacted its relation with the government. Now,
the government give preference to the National Broadband
Network.
 Economic – the increasing Globalization trend has offered
increasing opportunity to the telecommunication companies
as their services allow users to interact easily at long
distance.

PEST Analysis
 Social - The preference and choice of the people in the
market are changing which results in raising requirement for
the businesses to adopt these change and offer customers
the best services.
 Technology - Today, technology is developing and changing
and fast rate. New services such as Internet telephone and
the augmented users of telecommunication are the main
cause for the businesses to invest in introducing advanced
technologies for the development services and products.

Demand Forecast
 The telecommunication service has changed the way people
interact with each other. There is increasing demand for the
mobile services which has decreased the demand for the
fixed line services.

Market Segmentation
 Telstra Company divides its market in the basis of
Demographic, Geographic, Behavioural, and Psychographic
Segmentation. Different variables that are used by the
company to segment the market are age, gender, income,
location, attitude, lifestyle, and decision making pattern.

Target Market
 The target market of Telstra is the customer who makes less
use of the services and those who are technologically
conscious. The low usage customers are those who are only
bound to use SMS and prepaid services of the company.
Meanwhile, for the customers who are technically conscious,
the company come with its attractive packages for promoting
a 5G network in Australia,

Positioning
 Telstra has gained the leading position in the
Telecommunication Industry of Australia through its
aggressive promotion and public relations strategies.

Brand Positioning of Telstra
 The brand positioning of the Telecommunication services of
Telstra is a reliable and superior network business that is
regularly being offered to the customers for which they
proudly believe in.
 Telstra is the leading telecommunication service business by
offering high quality and premium and advanced generation
network like 5G.

About Competitors
 Optus - The niche that has been selected by Optus to serve
is comprised of communications services such as mobile at
national, local and long-distance services, and international
telephony along with business network services, satellite,
and internet services.
 Vodafone - Hutchison Australia has been involved in the
merger and both of them enjoy equal share in the new
formed company.