Comprehensive Marketing Plan for TPG Telecom: Industry Analysis

This document presents a marketing plan for TPG Telecom, an Australian IT and telecommunications company. It begins with an overview of the company, highlighting its position as the second-largest telecom service provider in Australia. The core of the plan involves a situational analysis, encompassing a SWOT analysis identifying TPG's strengths, weaknesses, opportunities, and threats, such as successful project execution, weak financial planning, competitive advantage dilution, and growing local competition. A PEST analysis examines political, economic, social, and technological factors affecting TPG, including trade regulations, government intervention, consumer demographics, and technological advancements. Furthermore, a competitive analysis identifies Telstra as TPG's major competitor, noting the impact of price wars on the industry. The plan focuses on improving TPG's promotional strategies to increase revenue within the highly competitive Australian telecommunications market. Desklib provides a platform for students to access similar solved assignments and past papers.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Table of Contents
Stage 1............................................................................................................................2
c) About the company....................................................................................................2
d) Situational analysis....................................................................................................2
(i) SWOT analysis of TPG.............................................................................................2
(ii) PEST analysis of TPG..............................................................................................3
(iii) Competitive analysis...............................................................................................4
e) Reference list..............................................................................................................6

2MARKETING PLAN
Stage 1
c) About the company
TPG Telecom is an Australian organization which functions in the IT and
telecommunications based industry of the country. The company mainly specialises in
providing the business and consumer based services and mobile telephone based services as
well. TPG has acquired the position of the second largest telecom services provider in
Australia. The organization has developed a subscriber base of more than 600,000 people in
Australia. TPG was formed after the merger between the Total Peripherals Group that was
started in the year 1986 and SP Telemedia which started its operations in the year 2008
(Tpg.com.au., 2018). The new strategies will be proposed for the mobile plans of TPG
Telecom. The major marketing variable of the situational analysis is based on the ways by
which the organization can improve its promotional strategies in order to increase the
revenues.
d) Situational analysis
(i) SWOT analysis of TPG
Strengths –
 TPG has been successful in the proper execution of new projects that were
undertaken by the company.
 The distribution based network that has been developed by the company is
quite strong.
 The workforce which has been developed by the organization is also highly
skilled in nature (Barros, Hernangómez & Martin-Cruz, 2016).
Weaknesses –

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 The lack of proper financial planning is considered to be a major weakness
which has hindered the success of TPG in the telecommunications based
industry.
 The product range which is offered by TPG to its customers has many gaps
and the customers are not provided with enough choice (Daspit et al., 2017).
 TPG has not made effective levels of investment in the research and growth
based activities.
Opportunities –
 The dilution of competitive advantage which has been gained by the major
competitors of TPG is a major opportunity for the company.
 TPG has been successful in gaining huge number of customers from different
online channels.
 The increase in levels of consumer spending is also considered to be a major
opportunity based factor that is offered to the company (Demir, Wennberg &
McKelvie, 2017).
Threats –
 The strengths of different local organizations have started growing and have
provided major levels of threats to TPG.
 The new environmental standards and regulations can provide major levels pf
threats to TPG and its operations in the telecommunications industry.
 The fluctuations in levels of currency are able to pose a major threat to the
profitability levels of TPG (Durand, Grant & Madsen, 2017).

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(ii) PEST analysis of TPG
Political factors –
 The political stability of the country in which TPG operates is able to affect
the profitability levels.
 The regulations based on trade and tariffs in Australia are considered to be
important factors that are able to influence the processes of TPG Telecom
(Dyer et al., 2015).
Economic factors –
 The levels of intervention of the government of Australia in the development
of economic policies is able to affect the processes of TPG.
 The infrastructure of the telecommunications industry in the country of
operations of TPG is considered to be a major economic factor which affects
its operations (Durand, Grant & Madsen, 2017).
Social factors –
 The skill based levels of the consumers and their demographics are considered
to be important social factors which influence TPG.
 The class based structure, power structure of the society is able to have an
immense effect on the revenues and customer base of TPG (Barros,
Hernangómez & Martin-Cruz, 2016).
Technological factors –
 The technological developments which have been made by the competitors of
TPG can have an effect on the consumer base of TPG.

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 The costs based on the services and products which are offered by TPG can
affect the revenues of the organization in a huge manner (Daspit et al., 2017).
(iii) Competitive analysis
As discussed by Durand, Grant and Madsen (2017), the major competitor of TPG
Telecom in the Australian telecommunications industry is Telstra. TPG has been able to
tough levels of competition to its major rival in the industry with the help of its services and
products. The shares of Telstra in the industry had fallen in a drastic manner in the year 2017.
The other major incumbent organizations in the telecommunications industry of Australia
namely, Vodafone and Optus have also been affected by TPG Telecom. The price based wars
have been able to affect the revenues levels and the profitability of the competitors. The
telecommunications industry is considered to be highly competitive in nature and TPG has
been successful in providing the highest levels of competition to the other large organizations
which have their operations in the Australian retail industry.

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e) Reference list
Barros, I., Hernangómez, J. & Martin-Cruz, N. (2016). A theoretical model of strategic
management of family firms. A dynamic capabilities approach. Journal of Family
Business Strategy, 7(3), pp.149-159.
Daspit, J.J., Chrisman, J.J., Sharma, P., Pearson, A.W. & Long, R.G. (2017). A strategic
management perspective of the family firm: Past trends, new insights, and future
directions. Journal of Managerial Issues, 29(1), p.6.
Demir, R., Wennberg, K. & McKelvie, A. (2017). The strategic management of high-growth
firms: a review and theoretical conceptualization. Long Range Planning, 50(4),
pp.431-456.
Durand, R., Grant, R.M. & Madsen, T.L. (2017). The expanding domain of strategic
management research and the quest for integration. Strategic Management Journal,
38(1), pp.4-16.
Dyer, J.H., Godfrey, P., Jensen, R. & Bryce, D. (2015). Strategic Management: Concepts and
Cases. Wiley Global Education.
Tpg.com.au. (2018). About TPG - Company Profile. Retrieved from
https://www.tpg.com.au/about/profile.php