Comprehensive Marketing Strategies Analysis for TPG Telecom Company

This report provides a detailed marketing analysis of TPG Telecom, an Australian telecommunications company. It begins with an introduction outlining the importance of a marketing plan for global business expansion and highlights TPG's mission, vision, and services. The report then delves into an industry and organizational analysis, exploring TPG's history, services, mission, vision, core values, and competitive landscape. A 5Cs framework analysis is presented, covering company strengths and weaknesses, key resources, opportunities, and threats; it also examines customers, collaborators, competitors, and context factors like political, social, and technological influences. The report further discusses marketing research and market intelligence strategies employed by TPG, including the use of the 5Cs model, market intelligence, and market research techniques like SWOT and PESTLE analysis. Finally, the report outlines the development of marketing strategies, including the choice of target market, value proposition, positioning statement, and marketing tactics, concluding with a summary of key findings and recommendations for TPG Telecom.

Running head: Marketing
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Table of Contents
Introduction.................................................................................................................................................3
Issue1: Industry and organization analysis..................................................................................................3
Issue2. 5Cs for the organization..................................................................................................................4
Company.................................................................................................................................................4
Customers................................................................................................................................................6
Collaborators...........................................................................................................................................6
Competitors.............................................................................................................................................6
Context factors........................................................................................................................................6
Issue 3. Marketing research and market intelligence...................................................................................7
Issue 4: Developing marketing strategies....................................................................................................8
Choice of the target market......................................................................................................................8
Value proposition for the target market...................................................................................................9
Positioning statement for the target market.............................................................................................9
Developing marketing tactics....................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
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Introduction
The marketing plan is essential to flourish the business actions and functions in the international
market. The main aim of this task is to measure the marketing strategies for expanding the
business globally. TPG Telecom Company has been taken in the task. It is one of the biggest and
growing telecommunications company across the world. The mission, vision, 5Cs framework,
segmentation and targeting strategy have been explained in the task. Along with this, the paper
explains the marketing mix strategies that help the firm to produce and launch innovative
products in the global market. The value proposition also has been explained in the task widely.
Further detail of the paper is discussed below.
Issue1: Industry and organization analysis
TPG telecom limited is an Australian telecommunication and IT company that specializes in
business and consumer internet services and mobile telephone as well. The company was
established in 1986 having headquarter is situated in North Ryde, NSW Australia. It is the
second biggest internet service provider in Australia and manages the biggest mobile virtual
network operator (Papas et al, 2013). It has been noted that the company offers five ranges of
products such as OEM services, mobile phone services, internet services, networking and
accounting software. The mission of the company is to provide consultant services and resources
to people and organizations that change the world. The other mission of the firm is to help
venture partners and clients by providing internet services to them. The vision of TPG is to
deliver powerful and effective solutions and services across the world. The core values of the
firm include strong goodwill, work smart, improvement, dignity and accountability. The
company offers ample of services to residential users, government, large corporate enterprise,
small and medium enterprise and wholesale customers (TPG, 2018).
TPG renders ADSL2+NBN, Fibre optic and Ethernet broadband access, internet protocol
television, telephony services and SIM and various business networking solutions. By initiating
effective and unique pricing policies, the firm is able to boost and enhance its brand image in the
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global market. In today’s era, the company is increasing and enhancing its revenue and
profitability (TPG, 2018). CSR practices are followed by the company effectively and
efficiently. By implementing competition orientation, TPG Company is improving and
enhancing its strategies and policies to strive with competitors (Bocken, 2017). The estimated
revenue of the organization was $791.9M and the firm employs approx 939 employees. The
main competitors of Corporation include IBM, Oracle, SAP, HP, Microsoft and Juniper. It has
been noted that TPG company uses online marketing strategies to attract maximum number of
the customers. It is stated that branding is an empirical part of TPG that helps to increase the sale
and revenue in the competitive market (Owler, 2018).
Issue2. 5Cs for the organization
The 5 Cs plays a significant role to flourish and expand the business activities and actions
worldwide. The 5C framework is used by TPC Company to make unique and effective decisions
in the global market Gregorek & García-Ortiz, 2014). The 5C framework include ample of
factors such as macro environment, micro environment and internal factors. The elements of the
5Cs include collaborators, customers, competitors, company and context Harvey, P. L. The 5Cs
for TPG Company have been detailed below.
Company
Strengths
 Good returns on capital expenditure
 Provide unique and strong distribution network.
 The company provides unique and excellent training and development coaching to the
employees.
 It maintains successful and effective track record of developing new and innovative
products.
 Strong brand portfolio and effective free cash flow.
 The organization has built and developed a dynamic culture among the dealers and
distributors to sale the products and services of the firm.
Key resources
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In telecommunication industry, TPG Company has ample of resources that help the firm to
flourish the business in a hassle free manner. It is a market leader in the Australian
telecommunication industry. It includes intangible and intangible resources to maximize the
profitability and revenue of the firm. The key resources include leadership team, friendly
behavior of the employees, effective and strong organizational structure, brand name, pricing
strategy and high and unique quality of products. The key resources help the company to cope
with the competitors in the international market.
Weaknesses
 High and immense competition in the telecommunication industry.
 Financial planning is done effectively and efficiently. Days inventory is high and strong
as compared to the rivalries.
 There are big differences in the products and service sold by the firm.
 Lack of choice may influence the choices and requirements of the clients.
 Slow growth rate in the global market.
Opportunity
 The new taxation policy provides great opportunities to the firm.
 New environmental policies create a favorable working environment.
 The company uses online channel to attract wide range of customers.
 Decreasing cost of transportation also provide several opportunities to the consumers.
Threats
 New and innovative technology is developed by the rivalries could disrupt the
performance and efficiency of the organization.
 Intense competition in the global market.
 The demand and requirements of the highly profitable products and services are seasonal
in nature.
 Various rules and regulations also affect the sustainability of the firm adversely.
 Changing buying behavior of the consumers from online channel and network could also
be a biggest threat for the company.
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Customers
TPG Australia focuses on the needs, desires and preferences of the customers. The company uses
segmentation, targeting and positioning strategy to attract and retain the consumers worldwide.
The firm divides its market on the basis of demographic, psychographic and behavioral areas. If
offers telecommunication and internet services and products to the customers who are the
between age of 20-50. Various internet and telecommunication services are used by the target
audience. The company focuses on the lifestyles, age and income level of the people. The lower
pricing strategy is also used by the firm.
Collaborators
There are ample of partners of TPG Company including TPG capital, TPG Growth, TPG ART,
TPG capital Asia, TPG Biotech and TPG real estate. These partners help the company to run the
business activities and operations eventually and effectively. It is one of the significant
telecommunication companies in the Australia who delivers innovative and unique internet
services to the customers across the world. These partners provide financial support to the
customers in the competitive market when the company needed. These partners also increase and
enhance the revenue and returns of TPG group by collaborating with company. With the help of
partners, the company has been able to provide great and unique quality of internet and
telecommunication services and products to the consumers in the market (Chmielewski, 2012).
Competitors
There are ample of competitors exist in the global market including IBM, HP, Microsoft,
Juniper, Oracle, and SAP that could affect the performance and outputs of the firm adversely.
TPG Company uses unique and dynamic strategies to beat the competitors and to expand the
business globally. It is stated that competitors put the direct impact on the success and progress
of TPG Company in the Australian telecommunication industry.
Context factors
Political factors: These factors affect the profitability of the firm adversely and positively as
well. The political factors include level of corruption, rules, regulations and intellectual property
protection may affect the sustainability and outcomes of the firm. The company needs to focus
on the political factors to stay in the rivalries market.
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Social factors: The social factors include culture, beliefs, values and morale of the people that
could influence the activities and operations of TPG Company. To analyze and evaluate the
social factors, the organization should conduct pestle analysis in the marketplace.
Technological factors: Technology is also disrupting TPG Company widely. It has been noted
that TPG Company should focus on the innovative and new technologies and resources to stand
out against the competitors across the world.
Legal factors: The legal factors include antitrust law, discrimination law and consumer
protection act may influence the outcomes of the company adversely. TPG group must focus on
the legal factors to operate the business activities in a hassle free manner (Jothi, Neelamalar &
Prasad, 2011).
Issue 3. Marketing research and market intelligence
The 5Cs model is a tool or method that can be initiated by the company to analyze and evaluate
the external threats and challenges of the market. To implement 5Cs framework, firstly the
company needs to identify and evaluate the issues and problems of the market. There are various
strategies that are exercised by TPG Company to collect data related to the external environment
of the country. Market intelligence and marketing research are significant strategies that can be
used by the firm to analyze and measure the issues of the macro environment. With the help of
market intelligence strategy, the company has been able to collect ample of information related
to the products and services. Under market intelligence, the firm uses market penetration, market
development and decision making strategy at the workplace. It is noted that the Corporation has
been able to identify and analyze the micro environment and macro environment by using these
techniques within the organization. The 5Cs model helps the firm to measure and determine the
market environment of the country. On the other hand, market research techniques and tools help
TPG Company to identify the partners, suppliers, customers and rivalries in the marketplace
(Wymer, 2011).
To expand the market, pestle analysis is done by TPG group at international level. It has been
measured that the firm can analyze and identify the key resources, capabilities and weaknesses of
the firm by using of SWOT analysis. These models also provide competitive benefits to the
company and customers as well. Through market research and survey, the firm could able to
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understand and determine the preferences, choices and tastes of the consumers in the Australian
market. The market research also helps to analyze the purchasing power of the consumers. It is
noted that competitors also have direct impact on the sustainability and results of the
organization. These competitors are also becoming major threats for TPG Company.
Collaborators also play a vital role to enhance and maximize the results of the company. The
suppliers can also provide financial support to the company in order to run the operations
successfully. If the company expand and explore the business at international level then various
external factors such as political, legal and technological factors put direct impact on the
outcomes of the company. The market intelligence helps TPG Company to determine and
measure these factors to attain long term goals and objectives in international market. The
market research also provides information about the marketing trends and choices of the
customers. In this way, it is stated that market intelligence and market research help the
Corporation to attain mission and vision in the competitive market (Chaffey & Smith, 2013).
Issue 4: Developing marketing strategies
The above mentioned analysis shows that TPG Company is managing its business operations
successfully but still it needs to improve its marketing strategies to capture the entire market of
the country. For this purpose, the firm needs to focus on the marketing strategies worldwide. It
will help to accomplish the desired targets and goals. Some of the marketing strategies that can
be used by the firm are discussed below (Ottman, 2017).
Choice of the target market
It has been noted that TPG is one of leading and growing leader in Australia that provides
internet and telecommunication services and products globally. The firm is introducing new and
innovative products and services to tap the entire market. It provides internet products and
services at suitable prices. The organization launches its internet services and products on the
basis of segmentation strategy (Russo, & Rizzi, C. (2014). In demographic segment, TPG
focuses on the age, income level, lifestyles and background of the people who shows their best
interest to buy the internet products and services. After the various researchers, it has been
analyzed that Australians use internet and telecommunication services to run the business and to
communicate with other people. In today’s era, the firm is offering these products at discount
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and lower prices to attract lower income people. It is complex to select the most appropriate
target market for selling of the internet products and services. Therefore, effective planning is
done by the firm to divide the target audience in the global market. By using the low cost
strategy, TPG has been able to maximize its operating income and market share (Hinterhuber &
Liozu, 2015).
Value proposition for the target market
The can use value proposition strategy to attain sustainability and earn maximum outputs. Value
proposition refers to an innovation and feature intended to make a company or product attractive
and effective to the customers (Chaffey & Smith, 2013). This strategy outlines that how TPG
Company fulfill the needs and requirements of the customers by analyzing their demands in the
competitive market. The firm is developing and improving its value proposition to provide great
and unique life to the consumers. Strong commitment and employee engagement are done by
TPG Company to implement value proposition in the marketplace. It has been studied that
effective and attractive values and core competencies are delivered to its consumers by
maintaining strong and unique relationship with partners, suppliers and customers. Value
proposition is one of the significant strengths for TPG Company to reach its target audience in
the competitive market. By using this strategy, the organization has been able to fulfill the
demands and requirements of the customers (Ballantyne, Frow, Varey & Payne, 2011).
Positioning statement for the target market
It is noted that positioning strategy determines the strengths and weaknesses of the company.
The main aim of this strategy is to permit a firm to spotlight the particular areas where they can
beat the rivalries. This strategy plays a fundamental role to tap the entire market in the country. It
indicates that how company’s unique and effective services satisfy needs and requirements of the
consumers. In today’s modern world, each and every company uses positioning strategy to
maximize the productivity and efficiency (David, 2011). As the same way, TPG group uses this
strategy to increase and enhance the level of satisfaction of the target audience. This strategy
helps in differentiating the services of the company form the competitor’s services and products.
The core values are considered the main and primary strength of the firm that allow the firm to
deliver the high quality of internet services for the target audience (Halimi, Chavosh &
Choshalyc, 2011). The organization operates its business with honesty and integrity that help to
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improve and enhance the morale and confidence of the customers towards the organization. The
above mentioned components help TPG Company to strive and cope with the rivalries in the
international market (Roberts & Zahay, 2012).
Developing marketing tactics
To attract and retain maximum number of customers in the market place, TPG Company should
focus on the marketing strategies by implementing 4Ps of marketing mix. The marketing mix for
TPG group has been stated below (American Gastroenterological Association, 2011).
Product: It is noted that TPG Company provide wide range of internet and telecommunication
products such as ADSL2+NBN, Fibre optic, internet protocols and various telephonic services to
the consumers. It has been noted that diversification is done by the company while providing
products and services to its international customers. The company distinguishes its products from
the competitors to develop and improve the quality and characteristics of the internet products
and services. Before implementing the business operations and activities, the organization should
focus on the product strategy to introduce new and innovative products in the global market
(Chevalier, Lamas, Lu & Mlinar, 2015).
Price: It is one of the significant and fundamental strategies that shall be used by TPG group to
differentiate its prices from the rivalries. It is implied that pricing strategy provides competitive
advantages to the customers across the world. It is analyzed that TPG group must focus on the
pricing strategy like psychological strategy and market penetration strategy to grab the entire
market. The firm should set reasonable prices of the internet products so that maximum number
of the customers can purchase the products of the organization. Special offers and discounts shall
be provided by TPG group to make happy the customers in the global market as it also
maximizes the outputs (Lindemann, 2014).
Place: This strategy determines and analyzes the sales and profitability of TPG Company. The
place strategy should be attractive and unique to attract the large number of population in the
international market. The organization should use an effective and unique distribution network to
offer the products and services in the global market (Ottman, 2017).
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Promotion: It is noted that advertisement and promotion shall be done by TPG Company to
develop brand awareness in the competitive market. The organization should use personal
selling, direct marketing, advertising and promotional strategies to make a strong reputation and
image in the telecommunication industry. The promotional and advertisement strategies help the
Corporation to increase the customers in the marketplace (Christopher, 2013).
Process: Effective and unique process must be used by TPG group while rendering the services
to the consumers (Russo & Rizzi, 2014).
Physical evidence: The physical evidence must be collected by the firm to make products and
services more attractive and unique.
People: Effective and unique team with unique skills and knowledge shall be appointed by the
company to carry out the business activities effectively (Armstrong, 2014).
Conclusion
The above mentioned analysis shows that marketing plan is essential to explore and expand the
business actions globally. Before making marketing plan, TPG Company focuses on the external
and internal environment to beat the rivalries in the market. The firm has been able to fulfill the
demands and requirements of the customers by rendering high quality of internet products and
services. Here is the discussion about the marketing mix strategies of the firm that helps to
launch a new internet service in the international market. It is noted that TPG has been able to
become a global player in the Australian market by using unique marketing strategies. It shall be
noted that the company should make investment in promotional and advertisement process It will
also help to attain rivalries benefits against its competitors.
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References
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Australia.
Ballantyne, D., Frow, P., Varey, R. J., & Payne, A. (2011). Value propositions as communication
practice: Taking a wider view. Industrial Marketing Management, 40(2), 202-210.
Bocken, N. (2017). Business-led sustainable consumption initiatives: impacts and lessons
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Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Chevalier, P., Lamas, A., Lu, L., & Mlinar, T. (2015). Revenue management for operations with
urgent orders. European Journal of Operational Research, 240(2), 476-487.
Chmielewski, M. K. (2012). Novel thermolabile protecting groups with higher stability at
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Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.
David, F.R., (2011). Strategic management: Concepts and cases. Peaeson/Prentice Hall.
Drucker, P. F. (2017). The new society: the anatomy of industrial order. Routledge.
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