Marketing Principles Report Writing - Management Assignment Help

Assignment Task

1. Executive Summary
This report was commissioned by examine to analysis company’s marketing strategy as well as competitive environment and it gives some suggestions for attributing more to improve organization’s market.
The research pay attention to the fact that the Telstra use the total market strategies in which company targets everyone that can use phone. Moreover, company offers low price services that help the company in attracting the low-income peoples. This can have a positive effect on the company for its customers. Apart from this, only males and females customers aged between 18-40 years from higher income group for providing 4G services company target. Otherwise, Telstra provides quality services to its customers that increased its loyal customers. To be competitive and leading organization in its focused market, this company invest the large amount the market research to be aware of changing needs and desires of the customer. 
The main implication of these finding is the orientation toward meeting customer needs that in increased customer satisfaction. Once company have identified the characteristics of its targeted customers, company can focus on strategies to serve its customers better than their competitive. A marketing strategy is designed to gain new customers as their build a more favourable reputation. 
However, Telstra should develop its 4G services as 3G services that can increases its market share and profitability. Their customers will feel more satisfied when the 4G service is improved smoother and faster. In addition, company should give more options in mobile plans in order to achieving the business goals and objectives.

2. Introduction
The report was commissioned by marketing principles teacher and its purpose to cover company’s structure, operation, SWOT analysis and services offering as well as a comprehensive environment analysis. Therefore, evaluate its marketing strategy analysis and make recommendation of key focus areas. The main areas of the report looked at the ways to attract new customers to make the most profit and at the same time focus on strengthening customer royalty. The method of analysis is by MarketLine. Marketline provides detailed information on Telstra required for business and competitor needs and an in depth-view of the business model of Telstra.

3. Industry Analysis
Industry operators provide different services like voice and data include fixed-wire telephony, network and cable services including ISDN and ATM frame relay.
The major players share 5 main groups are Telstra, IBN Co, SingTel Optus, Vocus Group and others at 45.8%, 22.3%, 10.4%, 6.4%, 15.1% respectively.  
In Australia, Market Company provide s17.2 million mobile services, 3.4 million retail fixed broadband services and 7.0 million fixed voice services to its customer. Telstra added 1.56 million new mobile subscribers to its various networks over the last 12 months, bringing the total mobile subscriber base up to 13.8 million. Customers on Telstra’s bundle plans now total 1.4 million, marking a 223,000-customer growth over last 12 months.
The industry outlook is expected to continue to sign contracts within the next 5 years for the telecom network operating revenue. As customers move from wired to wireless, industrial operators will continue to struggle with alternative trends, not only that, but prices are also expected to be affected by this. Moreover, Industry revenue is forecast to fall at an annualised 2.5% over the five years through 2023-24, to $10.2 billion.

4. Company Analysis
The mission statement of Telstra is to build a connected future so everyone can thrive. The telecommunications industry is experiencing enormous growth. Network traffic is growing faster than any other period of time and digital technology is changing our world. 
Telstra is a leading telecommunication and media company of Australia that was founded in 1975. In 1993, Australian telecom renamed to Telstra Corporation limited and company started trading as Telstra for international market but still in domestic trading the trade name of company was telecom. Head quarter of company is situated in Melbourne, Australia. In Australian, Market company provide s17.2 million mobile services, 3.4 million retail fixed broadband services, and 7.0 million fixed voice services for its customers. For providing the telecommunication services in Australia, company launched country’s first mobile network that was the Public Automatic Mobile Telephone system. In January 2007 Telstra launched WotNext, a video-publishing website that allowed users to upload videos. In early 2011, Telstra successfully extended its market share lead by discounting its mobile phone products and Telstra’s revenue was $25.5 billion. Besides that, Telstra is a global technology company that empowers your business to thrive in a connected world. They deliver transformational experiences through innovative connectively, collaboration and IT solution via one of the world’s most advanced networks.  Today, Telstra have approximately 3,500 employees based in 20 countries outside of Australia. Over few decades, Telstra have established the largest wholly-owned subsea cable network in the Asia-Pacific. In addition, Telstra has over 150 subsidiary businesses as of 30 June 2016. There are major businesses that Telstra owns include: Telstra Europe, Reach Asian undersea cable, Adstream Australia, Soufun, Telstra Endeavour, Telstra Endeavour, Norstar Media.
In October 2011, Telstra launched a new brand identity and color scheme. The new identity launched with sologan “It’s how we connect” and features the “T” from the previous logo in a variety of coulors. In 2013, Telstra was assessed as Australia’s third most valuable brand, after Woolworths and BHP Billion and Telstra became Australia’s most valuable brand, which is maintained in 2017.
5. Key Competitors
Telstra have some key competitors are Optus, Vodafone, Foxtel. HTHKH, Aussie Broadband, TPG, iiNet, Virgin media, Boost and Stan. After Telstra, Optus is the second largest telecommunications company in Australia and is a wholly owned subsidiary of Singaporean company Singtel. Mission statement of Optus is their value form a foundation of support and their promise of possibility. Their vision is to lead the way in a more connected Australia and outstanding customer experience. Along with this, key Optus products include: Fixed telephony, mobile telephony, internet access, cable television, leased lines, data transmission. Optus provides mobile, telephony, internet, satellite, entertainment and business network services to more than 10 million customers each day. Their mobile network reaches 98.5 per cent of the Australian population, and Optus also provides exclusive premium entertainment and sport content across a range of platform whether at people are at home or on the go, people can catch up on the latest TV Shows, get closer to the games and players that they love with Optus Sport. To provide services, Optus mostly owns and operates its own network infrastructure and also uses wholesale services of the national broadband network and Telstra. It provides services both directly to end users and also acts as a wholesaler to other services provides such as Excel and Amaysim

6. Microenvironment Analysis
Micro environment factors include the company, suppliers, marketing intermediaries, competitors, publics and customers. Besides, Customers is the most important element in the microenvironment. It is not too hard to understand that any company cannot successfully without attracting targeted customers. Companies might target any or all of five types of customer markets: Customer markets, business markets, reseller markets, government markets, international markets. Telstra’s customer could be residential, business and Government. Today, customer have many choice, Telstra are committed to knowing their customer and meeting their telecommunication needs to attracting new customers and maintaining their customer. Telstra committed that providing information about their products and services in plain language to enable you to make an informed purchase decision. Moreover, they ensure that their customer contracts do not contain unfair terms. By focusing on the strategy to analyse the micro element of customer, they can improve their service that they deliver and to gain insights into customer behaviour.

7. Macroenvironment Analysis
There are 5 factors of macro environment impact on business, include Demographic, Economic environment, Political environment, Technological environment, Socio-cultural environment and nature environment. However, the technological environment includes factors affecting new technologies, product creation and new market opportunities. This is a factor that has a strong influence, directly on the business. Technology is being developed at high speed, creating favourable conditions for Telstra applications in telecommunications technology. This is an area where technology is the key. Applying technology to help Telstra save costs, improve service quality and expandable network coverage. Furthermore, Telstra delivery a wide range of telecommunication products including non-mobile fibre, HFC cable, copper and international subsea cables. Anyway, Telstra has had effective schemes to fully satisfy their customers.
7. SWOT Analysis
SWOT analysis for Telstra:
Strengths: Firstly, Telstra is the brand dominate market position, and with this reputation that Telstra has, this is a great advantage for them to continue to grow stronger in the future. Secondly, Strategic differentiation by being the leaders in network. Thirdly, Investments in latest technologies. With this strength, the company uses high technology and development, which helps them become a major competitor.
Weaknesses: Firstly, priced higher than competitors, with this weakness, Telstra needs to pay attention to their price, because this is also one of the great needs of customers. They will consider the price when they decide to choose the service of a company. Second one is suffers from latency issues when compared to competitors Vodafone and Optus
Opportunities: Venture into international markets like China, Asia-Pacific and Step into new businesses and projects. Cooperating with large markets will be an opportunity as well as a positive impact to make Telstra’s business easier.
Threats: Saturated mobile market in Australia and complex telecom regulatory compliance laws in different countries. These two threats will make it difficult for Telstra to develop in the long turn. It is a risk that Telstra needs to improve its management skills to prevent risks.
8. Target Market
The Target market is a market that a company target to sells their products. This customer group will be based on the field or product that the company targets to suit. Along with this, Telstra is primarily aimed at phone users. It could be business people, students, farm workers. According Bowles (2013) Telstra uses the targeting strategy in which company selects the whole services market and focused on only offerings. For instance, the younger people who in high demand for internet access, company has many choice like packages and  services  so they have taken flexible steps by offering services packages that meet the needs of young people while the services packages are simple for the older people. Moreover, Telstra has influenced with the low income people by offering low price services that help the company in attracting. Apart from this, for providing 4G services company target only males and females customers aged between 18-40 years from higher income group. In addition, for targeting young people’s company launches a customized services in year 2002 that target young people under the age 25. 

9. Positioning Strategy
A brand is the way for business to assert their position and influence to the public.  To reach and influence customers, we must create impressive impressions and imprints to help deepen the brand image in their minds. Positioning based on quality, value, features, relationship, desires.
There are 3 direct competitors on properly constructed positioning: Telstra, Optus, Vodafone. 

11. Conclusion
In conclusion, Telstra is a leading telecommunication and media company of Australia. Telstra offers a wide range of telecom products and service and these products create positive value for the company. From above discussion, it also summarized that for providing the product and services company use focused target market strategy that helps in targeting the every people that can use phones. Along with that, Telstra has adopted a flexible strategy to attract customers. However, Telstra should focus on the pricing strategy, the price of Telstra is higher than its competitors.

This Management Assignment has been solved by our Management Experts at My Uni Paper. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.

Be it a used or new solution, the quality of the work submitted by our assignment experts remains unhampered. You may continue to expect the same or even better quality with the used and new assignment solution files respectively. There’s one thing to be noticed that you could choose one between the two and acquire an HD either way. You could choose a new assignment solution file to get yourself an exclusive, plagiarism (with free Turnitin file), expert quality assignment or order an old solution file that was considered worthy of the highest distinction.