The paper "International Marketing Plan for Telstra Corporation " is a great example of a marketing case study. This is document is an international marketing plan for Telstra Corporation for 2010-2015. The marketing plan outlines how Telstra Corporation is set to survive the intense completion in the market sphere by addressing all the products that are branded retail consumer, as well as the respective packaging, freights of theses in relation to other channels of retail. The marketing plan defines the nature of operations in the company and the factors affecting its performance.
It highlights the goals and objectives, mission, vision and values of the corporation. In order to understand the factors affecting the technical efficiency of the corporation, this marketing plan gives a demonstration of the environmental scan both internally and externally. In this case, the political, economic, environmental, social, cultural and technological factors are examined. Moreover, this international marketing plan identifies and discusses the strengths, weaknesses, opportunities as well as the threats surrounding Telstra Corporation. A detailed profile of Telstra Corporation is discussed in this international marketing plan. The strategic matters, financial, market share and marketing mix are also discussed.
This document further explains how the plan is going to be executed and adopted. It explains the measures or mechanisms to be put in place to monitor the performance of the plan. Nonetheless, the limitations of this international marketing plan are outlined towards the end of the report. The reporting ends s by giving the concluding remarks regarding the subjects discussed in the international marketing plan. 1.1 Telstra Corporation’ s Profile Telstra Corporation is an Australian firm in the telecommunications sector. It is one of the largest companies in Australia that has the capability of providing the integrated telecommunications services to its customers using its own stock of assets.
It does so with the assistance of BigPond® and Sensis® content services. The company aims at creating a lasting marketing strategy which is simple, easy to use and intuitive with the aim of achieving possible advantages in real-time. The marketing plan is also meant to benefit not only the business enterprise by reducing the costs but also the government. Telstra does so by facilitating the integration of its assets as well as sharing its content across mobiles, cable TV, phones and over globally through the internet.
The products offered by the company include Fixed and wireless broadband, home phones, prepaid and post-paid mobile phones and the Pay TV (Telstra’ s FOXTEL). The fact that the company covers a wide geographical area gives the company an upper hand in the provision of telecommunication services via mobile and fixed infrastructures. This system of infrastructure and network underpins the termination and carriage of most international and domestic data and voice telephony traffics in Australia.
Being a service provider, Telstra Corporation is tasked with ensuring that all people within and outside Australia can reasonably access standard payphone and telephone services. The process of supplying such standardized telephone services involves efficient access to telephone service on the consumer’ s side. 1.2 Introduction to the International Marketing Plan Marketing is viewed as a typical tool for the growth and development of a business. It can be used during the process of launching a new product into the market, gaining share with the products that are already in existence in the market as well as paving way for entry into newly discovered markets.
However, there must be a defending incumbent for almost each product launch, new entrant into the market and market share grab. Intensive research has been carried out by various scholars and business professionals across the world on marketing as a very offensive technique. Nonetheless, the incumbent has managed to use marketing as a tool for responding to the anticipated or new opportunities and threats in the market. After the deregulation of the telecommunication markets in Australia in the 1990s, Telstra Corporation, for the first time, experienced competition with its competitors proving to be formidable challengers.
This international marketing plan states the goals and objectives of Telstra Corporation with respect to its Corporation’ s vision and mission. Alongside the plan are the analysis of the competitors and environmental factors faced by the company. The strategies of the company’ s marketing mix are also discussed.
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