Essays on Marketing Analysis of Telstra Company Case Study

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Generally speaking, the paper "Marketing Analysis of Telstra Company" is an outstanding example of a marketing case study. Telstra is leading Australian telecommunication and information company proving a wide range of communication services and drawing competition in all telecommunication markets. It provides 7.8 million fixed voice services, 2.8 million retail fixed broadband services, and 15.1 million mobile services within the Australian market. The company was founded in 1975 as Telstra Corporation Limited. Telstra offers network solutions and services to more than two hundred of the world’ s top five hundred companies. The clients rely on the company to conduct business across two hundred and forty countries and territories to make sure there is greater efficiency, productivity, and growth.

The privatization of the company in 1997/1998 gave impetus to its growth (Parker & Saal, 2003, p. 177). Telstra is a leading provider of wholesale, mobile and business communications services and a major provider of managed network services and international data in numerous countries and territories. Some of the top competitors include Optus and Vodafone. The two companies have waned while Telstra has continued to flourish.

Telstra added 739,000 customers to its customer base in six months by the end of 2013 (Pehrsson, 2013, p. 117). Customers draw value from the quality of service and convenience. In 2009 Telstra and Microsoft entered the cloud concurrently with a quite a range of cloud services comprising of collaborations, messaging, and communications. Telstra provides Office 365 being the exclusive distributor using the T-suite portfolio of SaaS products. Sources of value are not the same for all customers and company designs customer-specific products to deal with different needs. The company targets different segments of the market to reach diverse customers from individuals to companies (Telstra. com, 2013).

Wholesale services are offered are provided to RSPs and ISPs whereas advertising and subscription television services are offered using subsidiary companies. Telstra has greatly diversified its business operations. Types of CRM strategy Improvement of customer satisfaction is an important function of Telstra strategy. The purpose is to change the customer’ s perceptions about Telstra by building a culture of customer advocacy at Telstra. This is a commercial as well as a cultural initiative since it is understood that advocates buy more of the company’ s services and are at the top front to recommend Telstra to friends and family.

Turning the loyal customers into advocates underlie an important cultural change within the company. Above 7,500 of people, leaders have received training, skills and tools required to create a customer advocacy culture in all parts of the company’ s business. Customers are asked for feedback after each interaction with Telstra hence providing adequate information on their experience with Telstra (Roberts, 2005, p. 150). Surveys conducted show that customer advocacy has improved tremendously.

Telstra is resorting to direct marketing in order to increase one-on-one interaction with the customers while reducing mass media communication. The strategy has influenced organizational culture and structure through removing bureaucracies and encouraging ready response to customers and enhanced interaction and consultation among staff. Telstra outsourced the services of DDB handing over its customer relationship management account to the agency. The company had previously cut its links with Ogilvy but the latter was fighting to retain the CRM Account. DDB launched Telstra rebrand by September 2011 (Ferrell et al, 2012, p. 415).

Telstra realizes that excellent customer service translates to placing the customer the heart of everything done by the company. Any expansion has to target improving service delivery to the customer.

References

Clark, E. 2010, Cyber Law in Australia, Kluwer Law International, Melbourne, p.243.

Ferrell, O.C., Lukas, B.A., Schembri, S., & Niininen, O. 2012, Marketing Principles, Cengage Learning, New Jersey.

Jaray, S. 2005, Marketing, Career FAQs, Sydney, p.79.

Telstra.com, 2013, Report: 2013 Annual report, retrieved from: http://www.telstra.com.au/aboutus/community-environment/reports/

Parker, D. & Saal, D.S. 2003, International Handbook on Privatization, Edward Elgar Publishing, Melbourne, p.177.

Pehrsson, A. 2013, Strategy in Emerging Markets: Telecommunications Establishments in Europe, Routledge, New York, p.112.

Plunkett, J.W. 2007, Plunkett's Telecommunications Industry Almanac 2008: Telecommunications Industry Market Research, Statistics, Trends & Leading Companies, Plunkett Research, Ltd, New Jersey.

Pintado, I. 2009, Connection Generation: How Connection Determines Our Place in Society and Business, ConnectGen Pty Limited, Sydney, p.124.

Roberts, JH. 2005, Defensive marketing: How a strong incumbent can protect its position, Harvard Business Review 83 (11): 150.

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