Telecommunication Service of Telaus Company - Case Study Example

New Service Plan Executive Summary In the paper, a service plan of Telaus Company is designed and proposed along with relevant estimates and researches especially of telecommunication service in Australia. Various aspects of the plan include telecommunication service descriptions, objectives, target market, strategies, financial transactions along with the process of implementation and control, primary market research, telecommunication service revenue and the human resource issues are also taken into consideration in the discussion of this paper. All together, a new plan of telecommunication service of Telaus Company is considered and projected in order to provide better service towards the customers of Australia. Table of Contents 1 Executive Summary 2 Product/Service Background 4 Environmental Review 5 SWOT Analysis of Australia’s Telecommunication Service Industry 9 Marketing Objectives 10 Marketing Strategies 13 Action Plans 14 Marketing Budget/Plan 15 Implementation and Control 17 Conclusion 19 References 21 Product/Service Background Telecommunication service is one of the growing and successful operating networks and services. The rapid development in the telecommunication industry all over the world is increasing due to various innovations that are introduced or are being implemented almost every day. It has been recognized that telecommunication is one of the major drivers of any economy (Ajiboye & et. al., 2007). Telecommunication services, especially in Australia, are playing a significant function in product and service industries for assessing, dealing and distributing variety of information. It has been recognized that about 70 percent of the Australian communication industry’s output are contributed by the telecommunication services, which plays a fundamental role in Australia’s economy (Commonwealth of Australia, 1999). In this connection, telecommunication particularly in Australia is experiencing a significant change with rising globalization of markets. Trade in the global economy has a growing dependence upon the usage, transfer and management of information. It has been identified that the telecommunication service industry of Australia has a major influence upon the competitiveness of other industries along with being involved towards the different activities that are executed while delivering the services (Commonwealth of Australia, 1999). The significance of Australia’s telecommunication services can be determined by examining the expenditures of each sector based on telecommunication services relative to the sector’s overall expenditures. The revenues that are produced from the telecommunication services of Australia led towards the progression as well as advancement of the country (Commonwealth of Australia, 1999). Environmental Review In order to introduce or provide a particular service, initially it becomes very much essential for a new company such as Telaus in order to analyze the business environment situation to identify the intended target market as well as the nature of the competitors along with the rationale that includes service principles and operational measures among others (OECD, 2008). The target market of Telaus telecommunication service company in Australia will be focused upon those consumers who are looking for complex free broadband policies. It has also been identified that the consumers of Australia were disappointed with the difficulty in accessing comparable performance information especially for mobile services. In lieu of this, the company should target to those customers who have been disappointed by the services like complex broadband features and mobile service information among others (OECD, 2008). The telecommunication service industry of Australia engages progressive transition from public monopoly environment to free competition. In lieu of this, an industry specific financial and technological controller, the Australian Telecommunications Authority (AUSTEL), was recognized mainly for the purpose of easy execution of the introduction of competition as well as for safeguarding various customer rights (OECD, 1996). It has been identified that the competitive environment of Australia’s telecommunication service industry lies in preparing certain plans in order to establish new broadband cable networks to access pay television and other broadband services. Along with broadband cable networks, the competition also lies in mobile telephone services which eventually show signs of continuing for long-term in future. In addition, the increasing total number of mobile users and continuous swift technical advancement and progression ultimately promises in reducing the unit costs, which in terms of competitive pressures are likely to lead towards significant lower market prices (OECD, 1996). The rationale of telecommunication service industry of Australia is very much crucial from its financial viewpoint along with introducing competition through direct regulation of market power. In relation to service standards, the telecommunications (Customer Service Guarantee) standard of Australia was recognized in the year 1998. It applies towards standard local and international voice services, and long distance and enhanced features like call waiting and call barring among others that can be provided to the customers as a part of the standard telephone service (Commonwealth of Australia, 1999). In order to carry out smooth as well as adequate customer relations, Telaus should focus heavily especially upon the credit control procedures as well as paying top priority to it. Moreover, proper marketing plan as well as standards will also be effective to be considered carefully for Telaus in order to dominate in telecommunication service industry (Commonwealth of Australia, 1999). The significant factors of service operations, service delivery, service standards and service operational procedures among others are collectively regarded as service marketing system (Lovelock & et. al., 2010). In this context, it has been identified that Australia’s telecommunication system includes updated technology, execution of simple operations and quick access for business activities through voice and data transfers among others. Local as well as international communications for business in Australia are easy, reliable and cost effective among others. Moreover, the government of Australia has focused much of its infrastructure development vigor upon creating a complete and sophisticated telecommunication structure among others (Nolan, 1996). In assessing various service qualities that the telecommunication industry of Australia introduced towards the customers, the customers should rely upon those quality services and products that are provided to them. The important contact points in assessing service quality include accessing dual mode handsets to use consumers’ mobile phones worldwide, complex free broadband plans and relevant information of mobile services among others (OECD, 2008). In lieu of providing quality service towards the customers of Australia, the various factors that are linked with the customers as well as the telecommunication industry of Australia in delivering quality offerings to the customers lies in a larger extent on behalf of the industry and the customers as well (OECD, 2008). In relation to telecommunication industry of Australia, the importance of the employees lies in huge extent in delivering the different products or services to the customers. The reason behind this is regarding the fact that improper as well inadequate contact personnel establishes a significant gap between service value conditions and service deliverance from the customer’s viewpoint. Thus, the engagement of contact personnel should be given utmost importance as well as top priority in relation to delivering quality services to the customers (Upal, 2008). SWOT Analysis of Australia’s Telecommunication Service Industry A major strength of Australia especially in the telecommunication service industry lies in having as well as keeping close relations with many European Union member states which provide major political support to Australia. Moreover, Australia provides various excellent telecommunication service features and also launched several national initiatives in this particular area like broadband and easy flow of necessary information to mobile services among others (Secas, 2011). In this connection, Australian telecommunication industry suffers from a small domestic telecommunication market. It has got a discontinuous telecommunication research sector with national focus, low levels of strategic directions and consistency across various educational institutions, research institutes and industries among others. Despite many supportive policies, it has been recognized that there are not always significant follow up activities towards policy agreements (Secas, 2011). The several opportunities of Australia’s telecommunication service industry lay in numerous strong priority areas that include networking, internet facilities and broadband features among others. In addition, strong trade links between European nations and increasing collaboration along with coordination with various research institutes, institutional organizations and corporate laboratories among others collectively lead the opportunities towards telecommunication service industry of Australia (Secas, 2011). It has been recognized that the international research and technology development collaboration relating to telecommunication service industry of Australia is not a very highly considered aspect in the political agendas due to recent new budget constraints and natural disasters among others (Secas, 2011). Moreover, the threats of Australia’s telecommunication service industry also include lack of funding options especially for the researchers of Australia relating to research and technology progression, decreasing policy interest in support for research and technology expansion and increasing frustration of Australian researchers regarding their opportunities not being met with ‘Framework Program Bureaucracy’ and ‘Intellectual Property Rules’ among others (Secas, 2011). Marketing Objectives One of the significant marketing objectives of Telaus especially in the telecommunication sector will be in the regulation of various telecommunication policies which are being concerned with the interest of the consumers that include consumer protection and empowerment among others. This particular objective of policy regulation that concerns with the choice of the consumers is regarded as one of the primary and crucial objectives for the sector (OECD, 2008). In this connection, especially in Australia, regulations of various telecommunication policies have been competitive in recent years since competition is viewed as providing wide financial benefits along with benefitting the customers (OECD, 2008). Moreover, the marketing objectives of Telaus telecommunication service company of Australia will also include the regulation of authorization towards the consent of market entry and price rebalancing that imply long-term consumer interests with short-term consumer interests, providing universal services, regulation to facilitate the procedure and execution of new technology, offering quality services and providing relevant information relating to price and quality of service among others (OECD, 2008). In relation to marketing objectives, the pricing objectives of Telaus will be towards gaining consumer satisfaction, providing facility for consumers to access products and services conveniently to a large extent, reputation of the products and ultimately to attain expected outcomes as well as business goals and objectives among others (OECD, 2008). However, the telecom pricing strategy is eventually based on various social networks such as working partners, families and friends among others (Zhang, n.d.). In relation towards price comparisons especially in the mobile market, there lies a heavy competition that provides potentially significant advantages to the consumers. However, from conducting consumer surveys in Australia, it has been recognized that the consumers’ find it hard to evaluate mobile pricing policies because of various composite rate structures that possess different limitations on usage (OECD, 2008). Along with the pricing objectives, Telaus communication purpose includes encouraging consumer involvement in telecommunication industry, raising awareness about new services or products that are offered by the market and making the process of switching in mobile and internet market more simple, reasonable and efficient way among others (OECD, 2008). In positioning a particular service along with communicating service quality, the physical evidence is vital because the actions and the activities of the customers are based on the physical evidences to a certain extent. The physical evidence can be regarded as a substantial feature that the customers are exposed to that can influence their quality perceptions (OECD, 2008). Marketing Strategies The various marketing strategies or plans of Telaus telecommunication service industry especially in Australia will be in increasing the scale of current initiatives by moving forward long-term focused collaborations with various countries. This can be attained through implementing or executing various program initiatives especially relating to the research and technology development and laboratories among others (Secas, 2011). Moreover, the strategies or plans of Telaus will also include strengthening the relevance of international collaboration between European Union nations by focusing upon definite principles in the fields of worldwide significance and refining common perception of innovation among others (Secas, 2011). In addition, the strategies or plans of Telaus will be also made regarding encouraging ‘brain circulation’ and ‘brain connection’ in order to make especially the researchers belonging to telecommunication service industry more enthusiastic along with working together with different European Union nations (Secas, 2011). Moreover, the communication strategies of Telaus include reaching towards the customers through media as well as personally, providing relevant and adequate extra value services at an affordable price and modernization of the services at regular basis among others. In this connection, communication adds enormous value towards the telecommunication services which are provided to the customers (Wang & Kishore, n.d.). The communication objectives will be to establish different market oriented policies and programs that lead to innovation platforms for promoting joint advancement of telecommunication services along with research and technology development results in different countries. In this way, the communication strategies address the special features of telecommunication services towards their customers (Secas, 2011). Action Plans An action plan is usually used in order to address gaps especially in labor or employee’s demand and supply that deals with identifying a particular organization’s goals and milestones and considers the involved parties while implementing the necessary strategies (IISD & et. al., 1992). The action plans especially for Australia’s Telaus telecommunication service company would include assessing different stakeholder information, defining sustainable expansion procedures and strategies, designing an execution plan, increasing of supportive corporate culture, developing various measures along with standards of performance, preparing transparent reports for internal management along with stakeholders and enhancing internal monitoring processes among others (IISD & et. al., 1992). Among all the above mentioned action plans, Telaus should pay greatest significance towards performing a stakeholder analysis in order to identify all the parties that are affected by the industry’s operations. It is very much important because it points out the different problems, concerns and information needs of the stakeholders with respect to the organization’s sustainable progression activities (IISD & et. al., 1992). Apart from performing stakeholder analysis action plan, Telaus in Australia should also focus upon setting varied sustainable development policies and objectives because it is very much necessary to evaluate whether the business activities have met the established objectives or not through implementing various sustainable progression procedures (IISD & et. al., 1992). Marketing Budget/Plan A Summary of Financial Statements Year 1 (Amount) (in AUD) Budget Criteria: Human Resources 15000 Capital Expenditures 70000 Research & Development 20000 Sales & Marketing 10000 General, Administration & Other Expenses 8000 Total Budget 123,000 Total Sales 110,000 Cost of Sales 15000 Total Operating Expenses 90000 Net Income or Loss/Revenue for 1st Year 5000 The general assumptions behind the estimates that have been provided above include continued growth of telecommunication service industry in Australia through the usage of various broadband and enhanced mobile services among others. The above mentioned estimates relating to human resources, capital and various other expenditures and research and development expenditures along with estimated 1st year revenue can meet the estimated demand levels to a certain extent (IISD & et. al., 1992). The other major assumption behind those estimates also lies in the continued support of financial markets which implies sustained rise in valuations particularly of telecommunication service industries prevailing in Australia. This increase in valuation is critical towards the organization’s financial objectives and strategies among others (IISD & et. al., 1992). The several limitations toward the growth of telecommunication service industry that prevails in Australia include potential outflow of various business strategic information, loss of competence and control in outsourced activities, reduced attainment of improved research and technologies, inefficient service market, different organizational considerations and human resource problems among others (IISD & et. al., 1992). In relation to service delivery, technology has been used to a large extent because it is obvious to the fact that the telecommunication service industry is based on information technology determined industry, where especially technology plays a significant function in sustaining growth. The telecommunication service industries are needed to make stronger information technology services management framework in association with the telecom surroundings (IISD & et. al., 1992). By taking into consideration these valuable roles or contributions of information technologies towards telecommunication service industries eventually raises the importance of technology to a large extent in order to facilitate service delivery (IISD & et. al., 1992). Implementation and Control After developing a business marketing budget or plan, the next phase is implementation and control. A triumphant implementation of a plan mainly depends upon preparing as well as formulating various sustainable developmental policies and procedures among others. Moreover, the business plan assumes that the various projects will be managed by those personnel who are experts particularly in information and telecommunication service sector in order to deal with various accessibility and service disability problems among others (IISD & et. al., 1992). In this connection, control management along with implementation mainly depends upon the accessibility of appropriate and related information about a particular company’s business operation. The purpose of increasing successful management structure for sustainable progression, especially in telecommunication service industry requires concentrating upon both decision making and governance among others. The conception of sustainable progression should be included both into business planning and management information along with control systems (IISD & et. al., 1992). Moreover, a successful control system is very much essential especially for the higher management personnel in order to make certain that sustainable progression procedures, policies and management arrangements among others are appropriate for the composite and fast changing world in which their businesses operate. Thus, proper implementation and effective control are two crucial factors among others especially to operate in telecommunication service industry that prevails in Australia in order to attain the desired results (IISD & et. al., 1992). Conclusion It has been recognized that in earlier times the market for telecom services were based on homogeneous market supplying essentially the same service i.e. telephony to all types of customers. However, at present in this competitive world of telecommunication market, more diversified along with an increasing variety of services are offered by several telecommunication service industries. It has also been identified that the most significant difficulties for enhancing the competition of telecommunication service industry are related with the cable and wire based network facilities. In order to overcome these sorts of barriers, most of the companies have invested in their organizational arrangements along with implementing various sustainable development policies and programs. In the paper, a new service plan is designed for operating in the telecommunication service industry of Australia. In lieu of this, the various factors like environmental review, service descriptions, service standards, service objectives and strategies, target market research, marketing budget or plan along with their implementation and control is taken into concern. The various marketing objectives along with the strategies that are devised if properly implemented by Telaus can provide successful telecommunication services to the customers of Australia. Moreover, the provided marketing budget or plan would definitely help the telecommunication service industries to launch or introduce new service plan to the customers. The main objective which has been considered in designing such a marketing budget or plan especially for Telaus in Australia has been to establish and provide various products or services to the customers of the country in order to attain their expected needs and requirements and ultimately raise more revenue from the telecommunication sector. References Ajiboye, J. O. & et. al., 2007. Stakeholders’ Perceptions of the Impact of GSM on Nigeria Rural Economy: Implication for an Emerging Communication Industry. Journal of Information Technology Impact, Vol. 7, No. 2, pp.131-144. Commonwealth of Australia, 1999. International Benchmarking of Australian Telecommunications Services. Assets. [Online] Available at: http://www.pc.gov.au/__data/assets/pdf_file/0007/9295/telecoms.pdf [Accessed January 16, 2012]. IISD & et. al., 1992. Business Strategy for Sustainable Development: Leadership and Accountability for the 90’s. DIANE Publishing. Lovelock, C. & et. al., 2010. Services Marketing, 6/E. 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