International Marketing Plan for Telstra Corporation - Case Study Example

International Marketing Plan Student’s Name: Institutional Affiliation: Instructor’s Name: Date: Table of Contents 1.0 Executive summary 4 1.1 Telstra Corporation’s Profile 4 1.2 Introduction to the International Marketing Plan 5 2.0 Telstra Corporation’s Vision and Mission Statements 6 2.1 Vision Statement 6 2.2 Mission Statement 6 3.0 Environmental Analysis 7 3.1 Political and Legal Environment 7 3.2 Economic Environment 8 Figure 1- Europe’s GDP as an international Market 9 Figure 2- Geographical comparison of potential international markets 10 3.3 Social and Cultural Environment 10 Figure 3- Annual comparison of internet users and their respective ages 11 Figure 4- Graphical representation of telephone line and internet users 12 3.4 Technological Environment 12 4.0 Competitor Analysis 14 Figure 5- Competitor representation of market share 15 5.0 Customer Analysis 15 6.0 SWOT Analysis 16 6.1 The Internal SWOT Analysis 16 6.2 Strengths 16 6.3 Weaknesses 16 6.4 The External SWOT Analysis 17 6.5 Opportunities 17 6.6 Threats 17 6.7 Impacts of SWOT Analysis 17 7.0 Goals and Objectives 17 7.1 Broad and specific objectives 17 7.2 Broad and specific Goals 18 7.3 Telstra’s Corporate Strategy 18 7.4 Products/Service Objectives 18 7.5 Financial objectives 19 7.6 Market share objectives 19 8.0 Target Markets 19 8.1 Competitive Positioning Strategy 20 8.2 Marketing Segment Strategy 20 9.0 Marketing Mix Strategies 20 Figure 6- Marketing Mix structure 21 9.1 Break-even Analysis 21 Figure 7- Telstra Corporation Revenue analysis 22 10.0 Execution and Implementation of the Plan 23 Figure 9- Monitoring and Implementation Schedule 23 11.0 Limitation of the Report 24 12.0 Conclusion 24 References 25 1.0 Executive summary 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 detail 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 end of the report. The report end 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 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 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 have 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 1990s, Telstra Corporation, for the first time, experienced competition with its competitors proving to be formidable challengers. This international marketing plan state 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. 2.0 Telstra Corporation’s Vision and Mission Statements The Telstra’s Principles of business forms the main part of the organization’s corporate governance structure. It sets out the behavioural standards, principles and practices that the Telstra Corporation expects out of its employees (Brock, 1981). It acts as the basis of the information needed about the nature of the operations executed by Telstra, and designed to propel the entire business to success. 2.1 Vision Statement Telstra’s vision is to obtain adequate knowledge of its customers and address their wide array of needs that no one has ever met. 2.2 Mission Statement The Company’s vision is to give its customers what has never been done to them before by anyone else. To create a one touch, one click, one screen, one click and one step resolutions that is easy, simple and highly valuable to many businesses, individuals, governments and enterprises. 3.0 Environmental Analysis Telstra Corporation has pledged to provide a very sustainable and good environmental stewardship. The corporation operates in an array of urban and natural environments, with the infrastructure of networks extending across Australia. Telstra aims at managing the effects of its activities through the integration of the day to day business activities into the environmental considerations. A very simple notion lies at the centre of the environmental stewardship approach for the company. The notion calls for efficiency in the conservation and use of resources as a way of reducing the operational costs and exercising environmental conservation by Telstra Corporation. Several environmental factors affect the performance of any business. For this case, the political economic, socio-cultural, technological, legal and environmental factors affecting the Telstra Corporation are examined using the PEST Analysis approach. The approach is a significant tool that can be used during the strategic planning process. It is essential in reviewing the external dimensions of the environment that would probably impact on the business both at present and in the period to come. Being an enormous and complex business, there is need for Telstra Corporation to make a critical analysis of its external environment in order to sustain its activities. 3.1 Political and Legal Environment These include factors associated with the ruling government. For instance, change in the federal, local and national governments of a state means a corresponding change in the systems of governing. Also included under the legal frameworks are the policies, governing schemes of taxation, industrial privatization and nationalization. In general, things are cheaper if the competition exist. Telstra Corporation has significant opportunities to explore than any other company owned by the government. Because of being a private corporation, Telstra Corporation was formally known as telecom and it was the only telephone service provider that was chosen by consumers. However, many choices became available for the customers as new competitors entered the market after deregulation the telecommunication industry. The deregulation of the markets and privatization of the Telstra Corporation facilitated it into entering the competitive markets (Calkins, 2008). The intention of the government to introduce a national broadband threatens the Telstra’s performance. Under this idea, ten percent of the households are set to be served via satellite while the remaining ninety percent will be served by the fibre. The policy is based on the justification of Telstra Corporation as a well-positioned carrier in terms of vertical integration across the globe. However, there are not enough grounds to substantiate this claim. If the policy comes into a full implementation, the rice share and profitability of Telstra will be affected significantly. However, passing of this legislation will not only affect the performance of Telstra but also the government. Conversely, the push for separation of structure by the federal government has received warm welcome by those feeling that the move would boost the competition. However, fear exists with the investors uncertain of the harm hat is likely to affect the monetary values of the assets in stock. 3.2 Economic Environment When the capacity of the products and service providers in the telecommunication industry is high, large volumes of goods and services will be available in the market. The result of this is an increase in revenue to the Telstra Corporation. With the Telstra’s need to venture into the international markets like European market,the nature of telecommunication markets in Europe can is better established through the observation and analysis of the Gross Domestic Product GDP as shown in the graph below. Figure 1- Europe’s GDP as an international Market From the values above, the 2013 and 2014 data values have been forecasted. However, the trend in the GDP reveals a great optimism and a promising market in the future. The year 2008-2009 was is the period of depression due to financial crisis. The GDP values are currently picking up to a positive trend meaning it would be a perfect chance for Telstra Corporation to expand its market share into the Europe. Another economic indicator is the GDP per capita. It is an expression of the way the sum value of products and services offered by Telstra can be distributed equally among the consumers of a certain geographical area. It has a significant value to Telstra as it provides an idea about the purchasing powers of an average consumer within a specified geographical area. The figure below compares the per capita with various geographical fields in order to illustrate how Europe can be the most lucrative and attractive Marketing Avenue for firms like Telstra Corporation (Kennedy, 2006). The geographical areas compared in the figure include North America and East Asia and Pacific. Figure 2- Geographical comparison of potential international markets 3.3 Social and Cultural Environment The telecommunication market in Australia has been affected by the changing needs and habits of communication. The effect is felt mostly in the mobile communication sector. For instance, brief phone calls and via the short message system SMS. However, the mode of communication has shifted nowadays to the internet use. Communication over the internet has been revolutionized with the development of numerous applications which are compatible with Smartphones hence facilitating convenience. (Seddon, 2009). Such applications as the Facebook messenger and WhatsApp has facilitated communication and sharing of multimedia messages inform of audio, video and pictures. Such adversity of communication has necessitated the need for international marketing of Telstra’s products and services to serve more clients all over the world. In the previous times, the customers were restricted to specified number of characters which could be accommodated by each SMS or even the per minute cost of every phone call.Telstra corporation is set o benefit its customers by offering a relatively cheap and unlimited quantity of data which is transmittable via the internet protocol, hence reaching computers, mobile phones and fixed (Thomas, 2006). Age is also an important determinant of the marketing strategy. Research shows majority people who communicate frequently fall between 15-25 years old. The graph below shows data collected on the time spent by this category of consumers between 1990 and 2010. Figure 3- Annual comparison of internet users and their respective ages From the graph, it is evident that the use of SMS has dropped in attractiveness alongside the voice traffics as a result of the spread of new and more convenient communication channels like the social media platforms. However, the above data is available up to the year 2010 but there has been evidence of overcoming of the social media by other swift modes like applications. In conclusion of these social cultures, it can be said that the use of internet as a channel for communication has taken the lead over other previously prominent channels like the telephone lines. This is manifested by the number of telephone and internet users in the world. The two graphs below illustrate the figures. The graph on the left side represents telephone line users while that on the right represents the internet users. Figure 4- Graphical representation of telephone line and internet users 3.4 Technological Environment The data communication is nowadays becoming the most prominent method of communication. This method is replacing the traditional modes of communication. Internet integrated applications are used to explore and market new ventures by organizations. The factors to be considered by Telstra Corporation in analysing its international marketing strategy include; The expected growth and use of internet, specifically over mobile phones. As per the world forecasts, the traffics of mobile data across the world is expected to increase in the coming years. As a way of embracing and moving with technology, Telstra will offer more reliable and faster devices that are strongly compatible with the prevailing technology (Westwood, 2002). In addition, the company is set to establish powerful connections that can allow uninterruptible communication at all time. This connection will be interlinked with mobile phones and computers. For instance, geo-localization of cars can be achieved through the use of SIM card incorporated devices (Australia, 1997). Revolution technology has seen communication between machines enabled. For example, a vending machine can easily communicate with central office in case it is about to run out of a specific product, etc. The company will also improve the speed of connection for both mobile and fixed lines (Luther, 2001). On the other side, Telstra will spread 4G wireless technology to the users to replace the ancient 3G and 2G technologies. Technological, change has come with increased demand for an internet connection that is fast and fixed by the researchers. For this reason, Telstra will ensure an extension of this service to the researchers across the world by extending fibre connection in as many geographical areas as much as possible. Secondly, the expansion of video and TV services through the internet is high. Live streaming of TV channels and movies, websites that are dedicated to videos like YouTube and video attachments are points of interests to many people all over the world. Telstra will provide technologies like Wi-Fi adapters which will facilitate downloading of videos directly on TV sets (Beldiman, 2008). Research shows the potentiality of business in this sector and this is the reason why Telstra is set to explore the sector. Third, the breakthroughs of some technologies like Google Glass contribute directly and indirectly to stimulation of demand for services and products offered by the Telstra Corporation hence giving the company potential customers. In addition to Google glass technology, the invention of the temporary Social Media is probably an indication of one step ahead in the provision of classic communication via the social media (United Nations, 1987).The technology can be attributed to the efforts of the Snap Chat. The use of this app is gaining popularity at an increasing pace. The spread of this form of technology is has distinct implications on communication and Telstra’s Corporation market due to the fact that the technology has a self-destruct of messages and pictures which consolidates the privacy of its users. With this app, Telstra is foreseeing an improvement in its communications as well as generation of data traffic. 4.0 Competitor Analysis There are other competitors in the telecommunications industry. These include Optus, Vodafone, Hutchison 3G and Hutchison Orange companies. Of the four companies, Optus is the major competitor to Telstra with 35.2% of the total market share. Telstra on the other hand has 45.6% while Vodafone, Hutchison 3G and Hutchison orange holds 15.4%, 1.5% and 2.35 of the market share respectively. Figure 5- Competitor representation of market share 5.0 Customer Analysis Telstra Corporation has a wider customer base. The major customers of the company are within Australia due to the proximity of the company. However, despite the geographical location difference of customers, there are standard needs that these customers require. For instance, all customers served by Telstra Corporation require very high quality and reliable services. Strong signal coverage as well as better terms of service, for example the prices of products and services they receive. The highest significance to the prices is determined by the ultimate users of the product or service (Cockburn, & Wiseman, 1996). The customers are currently interested with quality/price ratio of all the data traffics accessed by their mobile devices. This is because the demand keeps switching with the consumers tastes and preferences. In Telstra Corporation, the coverage of high service is measured by the broadness and quality of physical networks, speed of data and voice traffic and proper definition of agreements between the customers and the company (Gentzoglanis, & Henten, 2010). The use of quality/price ratio is important for Telstra Corporation in attracting more customers and telecommunication carriers to its side. Similarly, Telstra attracts new customers by setting the prices for its goods and services at lower level than their competitors, hence making it the most preferred provider of reliable brands and services with the support of broad network and powerful presence across the globe. By so doing, the customers are assured of the availability of the service even when going abroad. This is because the Telstra Corporation and the incumbents are in a position of providing roaming services regardless of the geographical location of the customer (Cockburn, & Wiseman, 1996). 6.0 SWOT Analysis SWOT analysis approach helps in revealing the internal as well as the external strengths, weaknesses, opportunities and the threats faced by Telstra Corporation. The opportunities that can be explored by the company can be measured and the potential growth is assessed (Viardot, 2004). The technological or competitive threats are also highlighted. The findings of the SWOT analysis can be used in improving the strategic and transformation of the operations of the company. 6.1 The Internal SWOT Analysis 6.2 Strengths Telstra Corporation has a well-established infrastructural network. The infrastructure plays an important role in facilitating the operations of the company. It gives the company a two-edge sorrow regarding competition with its business rivals. Telstra Corporation set the record clear with reference to its strong growth in the telecommunications industry. Due to the strong performance in its retail broadband, the company realized better operations. Telstra is viewed as one of the most momentous companies in the Australia’s telecommunication market. The stability and strength of Telstra Corporation has enabled it launch new products successfully and improve the nature of competition resulting from strong position in the market. 6.3 Weaknesses The brand worth of the stakeholders and their faith are compromised for the frail relationships between the regulatory bodies and the Telstra Corporation. The liquidity position of the company is also limited. Also, the existence of rough market segments implies narrow market share. 6.4 The External SWOT Analysis 6.5 Opportunities There is an ever increasing demand for telecommunication services both in Australia and the entire global market. Also, the launch of the 4G technology is expected to improve the performance of the mobile network Broadband. The existence of well established strategic initiatives for growth and development of the telecommunication and information technology services is an opportunity for the company to move to the greatest limits. 6.6 Threats The Australian mobile market is getting saturated. This means that the amount of revenues collected from the region from by Telstra are likely to decrease. The operations of the company are also likely to be affected. However, the regulatory environment is likely to affect the performance of Telstra Corporation in the near future. 6.7 Impacts of SWOT Analysis The SWOT analysis approach is a framework that has gained popularity and acceptance due to its simplicity. It has the power to influence the development of a lasting strategy for Telstra Corporation. However, the analysis is just as good and reliable as the kind of information contained in it. It assists in identification of the environmental issues which are essential in developing a market research. 7.0 Goals and Objectives 7.1 Broad and specific objectives Telstra Corporation’s Chief Executive Leadership meets to help in guiding the diversity of the company as well as its inclusion strategy and promotion strategy. The board also meets each year to establish objectives that would help in attainment of its goals. The objectives include: The Corporation is set to work on implementation of set strategies to address the gap on the pay equity in relation to gender. It also involves implementation of leadership programs which help in developing a wide range of experienced and skilled executives. This prepares such executives for senior positions in the company. The corporation is committed to facilitation of initiatives for achievement of measureable goals (Dharia, 1996). 7.2 Broad and specific Goals Telstra Corporation aims at achieving global acceptance in the market. This will be measured by the quality and quantity of services and products offered to the market. Other the hand, the specific goal of the company is to achieve a harmonious working environment where the employees work together towards the achievement of Telstra’s business objectives. The employee working relationship will be guided by the corporation’s values and work ethics. 7.3 Telstra’s Corporate Strategy The corporate governance of the company is important to its strategic framework. The strategic success of the company is propelled by the organization’s vision and mission in the business. The principles of governance value integrity, accountability, commitment .trust as well as respect for individual rights (Picot, 2006). 7.4 Products/Service Objectives The company aims offering the best products and services to its customers that no other company has offered before. The products are technologically compatible and easy to use (Saxena, 2009). Under the products objectives, the production, distribution and marketing of products is discussed. This objective helps in ensuring equity in distribution of products and services to the users living in both Australia and other nations of the world (Nijssen & Frambach, 2000). 7.5 Financial objectives The main aim of every business is to maximize profits. Telstra is one such corporation which aims at achieving as much revenue as possible at the lowest cost possible. The revenue accruing from the business is determined by the pricing policy of productions and services (Mcdonald, 2007). Nonetheless, the prices are normally dependent on the geographical location of the customers. They are normally set after the production cost of the products have been determined (Doyle, 2011). 7.6 Market share objectives The market competition is normally dictated by the size of the market share a company has in relation to that of the competitors. For this reason, Telstra aims at acquiring the largest possible share in the market so as to maintain a steady position in terms of competition (Narasimha, 2010). So far Telstra Corporation has a relatively bigger market share thus making it among the top performing telecommunication companies in Australia. 8.0 Target Markets Telstra has two main target markets, the primary and the secondary target markets. The primary target markets consist of mainly consumers of age 40 and above. Majority of this group reside in Sydney and are Telstra loyal. These people also tend to non-progressive due to lessmoney to invest on communication (Sapronov, 1998). Other primary target markets are the small businesses owners and the home-based businesses. The secondary target markets include the shareholders, the media fraternity as well as the Telstra’s corporate staff (Crawford, 2013). 8.1 Competitive Positioning Strategy Telstra Corporation is aiming at owning ‘Progress’ which will make it seen in the global market as an advanced company. However, Telstra has incorporated care and trustworthiness in its operations. The company also ensures hard-work prevails among its employees in order to achieve grass root contact with customers (Mcmaster, 2002). An extensive and reliable network of services is a powerful strategy that ensures a continuous innovation of products and connection of all customers across the world (Cohen, 2006). 8.2 Marketing Segment Strategy Telstra is one such company that execute its operations in a wide market within the telecommunication sector of Australia (Macnamara, 1991). The market segments include the business sectors of the government and the private/personal users. However, the major target market revolves around the private segments of the market as well as the private customers of mobile services (Fine, 1992). 9.0 Marketing Mix Strategies There is need for Telstra Corporation to secure the buy-in approach of its stakeholders by employing marketing analytics. This allows the corporation to utilise analytics and data in order to boosts the advocacy of its customers and optimization of marketing activities (Kolah, 2013). To achieve this, Telstra has created a 4Ps analytics. I.e. Products, placement, prices and promotion analytics. Having the correct product in the mix is judged based on the quality, design, varieties and how the product is branded. Placement involves distribution of products and services to various areas (Cooper & Nakanishi, 1988). Pricing and promotion in the marketing mix states how the newly developed products are promoted before being offered fully into the market at set prices (Fairbrother et al., 2001). The diagram below represents the marketing mix structure of Telstra Corporation. Figure 6- Marketing Mix structure 9.1 Break-even Analysis This shows the point at which Telstra will begin making profits. It tells the quantity of products and services that the company requires produce in order to make high returns. The 2014 half year report of the company revealed an increase of 9% of the net profits to $1.7 billion. The revenues increased to $12.6 billion as shown below. Figure 7- Telstra Corporation Revenue analysis The break-even analysis of the data is represented in the graph as shown blow. Figure 8- Graphical representation of breakeven analysis 10.0 Execution and Implementation of the Plan The success of this international marketing plan depends on how best the plan is implemented and monitored. The table below illustrates a summary of how Telstra is set to execute and monitor the marketing plan. Action Responsibility Timeframe Target Establishing a monitoring team to re-evaluate the existing marketing guidelines Facilitating smooth transition and implementation of international marketing plan 31st December 2014 Telstra’s corporate management Implementation of online review process Managing the customer feedback and opinions regarding the Telstra’s service 30th June 2014 Users of Telstra Products and services Establishing an online product and service webform that stores all products and service records Ensuring consistency and track of how services and products are produced and distributed 31st December 2014 Telstra’s sales and marketing executives Figure 9- Monitoring and Implementation Schedule In my view, the corporation should employ tactics such as the price analysis and forecasting in its operations to help in effective distribution of products in all geographical areas. It also regulates and maintains the corporation’s economy and budgetary allocations, hence preventing incidences of over exploitation of the budgets. However, there are no necessary corrective actions to be made on the marketing plan. 11.0 Limitation of the Report The expected results of successful implementation of the report are not guaranteed. This is because the process is subject to unknown risks and uncertainties like financial crisis and deterioration of global markets. The report is therefore based on the assumption that everything will work out as planned without considering the contrary outcome of situations. 12.0 Conclusion In conclusion, Telstra Corporation can be said to be a successful company in Australia’s telecommunication industry, having a substantial market share in an indication of the existence of well established business traditions. However, maintaining the top position require an extra effort by the sales and marketing team so as to break the barriers of entering into the international market. That is why this international marketing plan is set to facilitate the move. With intensifying competition, Telstra knew that it would definitely lose if it would take no action. This international marketing plan is set to assist the Telstra Corporation in achieving its obligations of providing quality and reliable telecommunication services to the Australian citizens. Moreover, it is set to help the company in its process of entering into the global market by offering the first class standard services to the customers in the global arena. The international marketing plan is a defensive mechanism to the Telstra Corporation which helps it breakthrough in the global market. References Australia. (1997). Inquiry into public equity in Telstra Corporation Ltd. Canberra, A.C.T., Parliament of the Commonwealth of Australia. 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