01 Service Marketing Assignment Sample
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Executive Summary
The aim of the report is to implement the marketing strategies for Telstra to show good performance in the telecom industry in Australia. It occupies dominant market position in Australia. Internet connectivity to the houses resource and price will increase in Australia. It depends on the location, population need and price of telecom service increases in Australia. It moves strongly towards wireless business. Phones are used for showing people status with advanced stylish and high end feature smart phones. In the environment analysis it is going to reflect the current Telstra situation related to the market environment. In the current era Mobile devices and its service through internet, data are the major player in Globe as well as Australian Telecom Industry. Now a day’s telecommunication Industries stands as masters in creating network between people across globe. It creates the platform for24/7 connectivity. Telecom Industry is developing by giving benefits to customers, companies and governments. Climatic changes will affect the industry drastically for instance less connectivity during rains and winds. The revised objectives are framed for the company’s growth. It is a growing business in internationally. Current financial audits, performance indicators recommendation in promotion of precision targeting and green flied investment helps to walk in success path. Strong structure of External and internal analysis, new smart objectives, marketing mix and strategies with recommendation and financial audits helps to understand the concepts clearly
Environmental Analysis
A) PESTLE analysis of Telstra Telecommunication sector in Australia
Political Factor:
- In Australia Regulation issue often occur but it can be handle by all telecom companies like Telstra(Brewer, 2015).
- Wi-Fi and internet connectivity are the basic needs and it became part of daily life for people in Australia. People are claiming like it should be human rights in Australia so scope for Telstra is very high.
- For instance Internet service and connectivity is required for people education and their careers. Even people are applying to a job through online portal experience. They are directly applying on the company website through servers(K. Douglas Hoffman, 2016).
- Stiff competition for Telstra and consumer wish government to prevent net neutrality by throttling internet and data speed (AbdulRaziq, 2011).
Economical Factor:
- To set up towers and resources in urban area is very expensive. It should pay high interest rate, taxes and traffic, inflation in Australia might be the challenge to Telstra.
- These economical changes will affect customer expense towards their price per plan service(MikeYoung, 2016).
- Growth is purely depends on market, because most of business do their marketing in online (social media, digital marketing and promotion campaign, webpage creation).
Social Factor:
- Telstra industry growth is limited in horizontal manner. Urban area setup of tower and providing sound service are very expensive.
- Customers are opened with lesser options when it meets to buy internet, mobile service, and data packages(Paliwoda, 2013).
- It acts as monopolies so it gives challenges to people in way of communication, trading, finding careers etc. It becomes basic need even for average person in Australia(MikeYoung, 2016).
Technological Factor:
- Telecom industry is need of advanced technologies. For instance, telephone industries are moved from conventional fibre into copper now.
- Caller Id and simple Message are converted into modern pings. Wi-Fi connectivity in cars, mall and even more location accessibility is easy with technological advancement.
- These sophisticated needs lead to higher investment of telecom chain.
Legal Factor:
- Legislation issue were high in telecom industry and it creates major impact.
- Major the issues with government monopoly, competitors, and end customers.
- Telecom industry has high option for trading their products overseas like smart phones, smart phone accessories and devices(Pfeffer, 2014).
- It helps to develop high technological advancement device.
Environmental Factor:
- Climate and global warming will affect service reach to the customers(Qureshi, 2011).
- No guarantee stays of technologies for longer. So change in needs will give higher profitable advance to telecom sector.
B) Assessment of Target Market
Market segmentation:
- Demographic variable Telstra is paying greater attention of 3 variables like age, gender and income spending (Wirtz, 2016).
- For instance, in earlier stage SMS are very popular so their targeted market is young generation with best SMS plan for mobile service vertical(Solomon, 2013).
- In focus of Income spending by the teenager Telstra come up with sound plan in prepaid mobile service and high-speed data transmission service.
- Gender difference view on mobile service is female looks for stylish phone and male looks for features so Telstra to satisfy the needs tied up with Samsung, android, iPhone.
- Geographical variable is deal with the diversity of population Telstra focus on metropolitan state in Australia like Melbourne, Albany to use the opportunities in the developed local governments(Solomon, 2013).
- Telstra is providing 4G service to the major cities in Australia. It operates and provides service only on Australia( Telstra Corporation Limited, 2017).
- It uses “Structuring marketing Strategies”.
- Psychographic variable Telstra did unique marketing campaign to portray different group of people with different life style. Excitement offer text message service for fun seekers.
- Next targeting group is high achiever follow strict schedules and dates. Finally, it focusses for family comes first it gives offer for whole family called “family package” in data plan and service( Telstra Corporation Limited, 2017).
- Behavioural variable Telstra focus on user status and usage rate. Promotional programs for gain loyal customers for example in early days it gives offers like if customer use prepaid plan within a week notice it give up to 10% discount in any purchase.
- They divide market into 2 low usage customer and high usage customer Telstar is offer good prepaid plan calls, message plan with lower rate for low user. It is pushing 4G service to their high usage customers.
- Target segmentation in which Telstra uses “Rifle approach” Services to families and enterprises in Australia. It gives more offers to wholesale servicer carriers, ads, promotion carriage service providers especially to ISPs.
- Positioning of Telstra through Aggressive Marketing Strategies and public relation strategies. It gives higher customer service with crowd support initiatives. In 2011 it comes with new slogan and tag line in marketing to attract massive customers “connection to future of Australia”(Wirtz, 2016).
C) Assessment of Current Market performance and objectives
Telstra is providing different service like connectivity, board band, and contents to customers, media, mobile phones, devices connectivity for enterprise in Australia.
It currently operates with revenue of 27 AUS dollar billion and listed under top 10 companies in Australia by business insider. It provides about 17 million mobile services, nearly 6.75 million fixed voice services and approximately 3.45 million retail fixed broadband services (Brewer, 2015).
Telstra currently operates with 3 strategic pillars and 3 strategic enablers as objectives.
- Focus to deliver brilliant customer experiences through networks with a sales, service and support network, excel, intuitive and increasingly digital.
- Focussing on drive value and growth as core through customer and profit growth, network leaders and induce productivity through easy the business practice.
- Focus to build growth in businesses practice close to the hub of domestic as internationally.
- With focus of 3 strategic enablers of Telstra are Excel Networks for the future, Digitisation, high ended Culture and capabilities(K. Douglas Hoffman, 2016).
SWOT Analysis of Telstra
Strength:
- With 50% stock hold through GMS and 3G UMTS. It tracks and predicted to reach 99% of 4G service in EFY 2017.
- It adopts LTE broadcast technology for 4G.
- VOLTE and NB-IOT service in investment technologies in 2016 reach massive customers.
- Strategic differentiation with cordial relationship with regulation bodies and parties.
Weakness:
- Unsatisfactory customer service through inefficiency operational management.
- Latency issue compared to the competitor like Vodafone and Optus. With 94.5 and 56.5 ms result in 3G and 4G coverage.
- Skimmed price than competitors(K. Douglas Hoffman, 2016).
Opportunities:
- Opportunities to spread international ventures into china and Asia pacific in which the user range of internet in these region is around 297 million up to 41.5 %.
- The 25% of internet penetration which provides space for improvement.
- Telstra can focus for new projects and product. Refined service on cloud basis both private and public which can serve to SME and lager enterprise(K. Douglas Hoffman, 2016).
Threats:
- Telstra may face threats because of saturated telecom business in Australia.
- Complex regulatory issue and compliance like licensing. Service-level agreements, intra and inter connection, radio spectrum management.
- Fast Changes in technology affects Telstra (Brewer, 2015).
Marketing Objective
The revised and new objective of Telstra is given with SMART (Specific, Measurable, Achievable, Reliable and Timely) consideration.
To achieve this3 strategic pillars and 3 strategic enabler’s priorities is given
- Building strong relationship with customers and business partners by doing several customer loyalty programs and partnership programs. It can spend addition of 2.5% from the revenue 27 billion AUS dollar to attract more customer to its brand in 2018
- Telstra can achieve Sustainable growth in sales by giving various advertisements. It can be timely measurable(MikeYoung, 2016).
- Enhance of growth and attractive of customer by spending 2% on CSR activities focus on healthy Australia in 2018.To reduce to 0.9% of co2 emission from Telstra in 2018.
- Customer oriented focus might increase 18 million mobile services, 7 million fixed voice services and approximately 4 million retail fixed broadband services through as per plan to 2.75% in promotional activities in 2018.
Marketing Strategies and Marketing implementation of Telstra with timely evidence are given
- Target Market with high market organisation will focus more on income spending population age between 25- 45. To push high data speed data connectivity plan.
- Segmentation major focuses to Enterprise to push 4G plan “VOLTE and NB-IOT service in investment technologies”.
Marketing Mix:
- Product: Telstra operate with home broad brand, mobile broad brand, 3G and 4 G services which includes “Big Pond’s post-paid or Telstra’s pre-paid options”. 4G and 3G service VOLTE and NB-IOT service in investment technologies” with 50% stock hold through GMS and 3G UMTS. It tracks and predicted to reach 99% of 4G service in EFY 2017.Tie up with Apple ipad, Acer Iconia, Motorola Xoom andAcer Netbook.
- Pricing: It operate with skimming price than the competitor it offer 1- 15 GB data allowance of cost around AUS $ 100.For home broad brand it provides little cheap 5 GB 99 $(Solomon, 2013).
- Place: In 2012 it provides 4G connectivity in around 84 regions in Australia. Telstra majorly focus on metropolitan state in Australia like Melbourne, Albany to use the opportunities in the developed local governments. Other international spread Green flied investment helps for longer sustainability.
- Promotion: Telstra was launched in to Australian market in 2011, it targets on medium segment population(MikeYoung, 2016).Telstra wins the Australian customer hearts by it flawless offers of Big bonds and Telstra prepaid marketing activities. Now service offer from 95 $ to 35$.Telstra information system it makes the customers connect 24/7. Telstra with excellent team of marketing and promotional professionals covering their ads on print media, Television, online (digital media). The growth of Telstra and profit due to several promotions offered to Australian customers. Australia and 20 span countries it using the basic offer to stimulate it sales aggressively with rifle approach. One of the offers is 3month data free when customer buys with 4S iphone. Recommended with precision targeting through social media for behavioural trend identification, digital marketing strategies, customised product to satisfy the need of its customer make to move Telstra up in the growth ladder. CSR programmes help to reduce to 0.9% of co2 emission from Telstra in 2018 ( Telstra Corporation Limited, 2017).
- Process: As like manufacturing company Telstra can also use Linear programme and effective business process model with Flatten organisation helps to get higher profitability(Qureshi, 2011).
- Physical evidence which includes ads and promotion, Signage, Corporate pamphlets, smart recharge card, Pamphlets, Logo, Tagline, Brand ambassador. For Instance, of slogan and tagline in 2011 attract massive customers “connection to future of Australia”.
- People: Telstra which adopts best SRM and CRM to connect with people any time(Qureshi, 2011). Best customer service through voice and live chat help to clear the grievance. Motivation of internal staff gives higher value (AbdulRaziq, 2011).
Market implementation:
Evaluation and Control
Current Performance standards and indicator of Telstra comparative evaluation from last financial 2016 year to this year 2017 it has increase about 1$million in revenue. It shows in control of financial loss. Financial control and monitoring audits has clearly depicted from the factor of Net finance cost of around 590 million dollars in prevailing year. It crystal clearly reflected the report of Telstra summarised sheets. Currently monitored with 3.8million equity holder and it has 5.15 billion investors and expected to grow in upcoming years.
Conclusion
This report shows the remarkable performance of Telstra in telecom industry in Australian, upcoming Marketing plan and strategies are cleared portrayed.
Bibliography
Telstra Corporation Limited. (2017). Annual report 2017. Australia: Telstra.
AbdulRaziq. (2011). impact of Working Environment on Job Satisfaction. European Journal of Business and Management , 3 (9), 1-8.
Brewer, R. L. (2015). Writer’s Market 2016: The Most Trusted Guide to Getting Published (8th ed.). F+W Media, Inc.
- Douglas Hoffman. (2016). Services Marketing: Concepts, Strategies, & Cases (2nd ed.). Business & Economics.
MikeYoung. (2016). Transformational Change in Environmental and Natural Resource Management: Guidelines for policy excellence (6th ed.). Routledge.
Paliwoda, S. (2013). International Marketing (2nd ed.). Routledge.
Pfeffer. (2014). Understanding onlinefirestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications , 20 (1-2), 117-128.
Qureshi. (2011). A study of total quality management and supply chain management practices. International Journal of Productivity and Performance Management , 60 (3), 268-88.
Wirtz, J. (2016). Winning in Service Markets: Success through People, Technology and Strategy (7th ed.). World Scientific, 09-Dec-2016 – Business & Economics.
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