Telstra SWOT Analysis and Marketing Strategies Essay
Opportunistically is the Australian government’s contracted data supplier. Through a government initiative, Tellers expanded its CDMA network to rural areas. Therefore, the company has one of the most extensive CDMA networks in Australia. Tellers has expanded their services into a highly demanded section of the telecommunications market with the implementation of 36. It leads to the increasing Tellers SOOT Analysis and Marketing Strategies By landlady The increasing demand for broadband has been a shift from dial-up to DADS 2 Plus broadband connections.
And apparently, it will be followed by the huge demand for the faster Internet access among the existing users. 2. 4 Threats mobile phone market nearly reaches saturation in Australia. ЂThe customer behavior has significantly changed; Tellers will find it increasingly difficult to compete for new customers. Telecoms equipment was damaged by bushfire. AC mandated access to Telltale’s local network by issuing local loop unbinding makes the competition fierce in Australian telecoms market. 3. 0 Marketing Situation Analysis. Existing and Potential Segments is very important to define market in terms of segment, as it will facilitate fine-tuning the efforts to target the market. Based on Telltale’s marketing research, the target segments are aimed towards understanding and satisfying its customer
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And its current segments are individual & family, small business, business enterprise and government. Basically, Tellers has covered most of the available segments in its businesses. For the future expansion of Tellers, the company should provide better services to the existing segmentations and also aim the international market. Tellers could offer new services such as music downloads and streaming media, which require broadband access speeds, development of faster and cheaper broadband technologies, and government programs to extend broadband coverage.
For mobile phone customers, Tellers could add more 36 content for diversities need. This changing trend would be one of the key growth drivers for Tellers. As the biggest telecommunication provider in Australia, Tellers should extend its market internationally. Developing countries, such as China and India, are the potential market for Tellers in the Asia-Pacific region. And the target segments may include rural area (Farms), business and government. 3. 2 Tellers Market Physiotherapist’s target segments are based on knowing customers and meeting their needs.
And its positioning strategy is to express the advantages. To position Tellers and capture its target segments most effectively, the followings need to be taken into consideration:Laundromat: the key difference to promote is the scope and reliability of Tellers products and services. Distinctive: promote the distinctive features such as the easy access to broadband via mobile, Satellite, ADS Plus and the extended features of using mobile phones. ЂSuperior: promote quality and the multi-functional applications of our products and that services are superior to most of our competitors. ЂCommunicable: the above mentioned features are communicable and customers can easily identify the differences. Affordable: the above mentioned competitive advantages offer high value benefits and our target market can afford the prices. Profitable: one of the key criterion for selecting the above competitive advantages is that the company can introduce them profitably. 4. 0 Marketing objectives:The marketing objectives of Tellers for the future market re:To segment the industry and focus upon the target customer group in the identified target region. ЂTo create public awareness programs targeted at these markets and position them accordingly. To position the company as unique, offering specific products to the target customers that satisfy their requirements. To continue international expansion and growth, particularly in Asia Pacific Region. 5. 0 Marketing Strategies 7 Up’s marketing strategy is the key element in marketing functions. All the marketing objectives mentioned above can be achieved in practice by improving the current existing marketing strategies. Protectorates provides various products and services in the telecommunications industry.
They are landlines, mobile phones and the internet. Tellers must ensure that its products are meeting the needs of the customers. In a product life cycle, the different features of the product should be observed, such as quality assurance, technology and appearance. For instance, after the internet speed is observed to perform poorly through customers’ experiences, Tellers need to keep the broadband innovate and improve the performance. Tellers fiercely competes with the existing conventional mobile phone service he more fierce competition.
Accordingly, the point is to differentiate Tellers on the notion of customers’ services and products innovation, and establish Tellers as a Modern high-tech telecoms company. Customer service could be one of the competitive advantages. Therefore, Tellers should improve the ways to provide information or assistance such as through G phone broadband, S. M. S and video message to customers. 5. 2 Participates seems to set prices higher than competitors on some of its products offered. This means that the firm is less willing to participate in price wars and is ore willing to fix prices.
The pricing policy that Tellers chooses will reflect the market aimed at. Prices may be set to attract customers or to maximize profit. They may even be prepared to suffer from short-term losses in order to obtain a large market share. Tellers may use such pricing policies as cost based pricing (prices are based upon costs), market orientated pricing (prices are based upon the analysis of the market) and competition based pricing (prices are largely based on how competitors charge for their products). 5. 3 Protestantism would use promotion techniques to gain a competitive advantage.
This could be done by above-the-line promotion (promotion through an independent media), such as television advertisements, newspaper advertisements, radio and posters advertisements, and below-the-line promotion (the firm has a degree of control over the methods it uses), such as personal selling, direct mailing, trade fairs and product endorsements. Tellers has spent a lot of money on big name sponsorships such as Tellers Dome, Tellers Stadium and National Rugby League. However, sponsoring a name may not be the best way to attract customers.
Tellers can reduce the expenditure on big name rumination and invest more money on advertising through other methods such as mobile phone S. M. S competition, blue tooth participation survey and live experience stories on Telltale’s products. 5. 4 Platelets stores are widely located throughout Australia. Tellers should keep up their efforts on good locating in order to gain a non-price competitive advantage over the other market providers. For international market, it’s good for Tellers to locate its own shops in the main cities of other countries rather than have a Joint venture with local dealers.
It will build up Telltale’s image and brand recognition in those countries. . 5 Peepholes with various non-English speaking backgrounds are employed by Tellers to serve consumers. That is a key element to satisfy the customers. Therefore, it should keep training staff in order to deal with customers better, and having the staff putting themselves in the customer’s position to understand what the customers want and talking to the customers on the same level, for example, they should not use technical Jargon to the customers. . 6 Physical Evidenced though the good is intangible, the customer can still feel that the physical environment of the stores. This will be displayed by the outlay of he stores and the memorabilia such as Rugby team shirts in the case of Tellers. The psychical evidence is very important because it will influence the customers’ first impression to the products. The Tellers stores are clean and tidy. However, compared with Avoidance and Hutchison 3, Tellers stores are too crowded and packed in the city.
Therefore, in order to gain a better image from customers, Tellers should re- arrange the products display and make more spaces for customers in peak hour times. 5. 7 Protectionism’s Tellers will have some survey to customers in order to provide better services. For example, customers will be asked about the projected time spent on the phone and what time they use the phone or international calls in order to find the best deal. However, this may be a hindrance to the customers, especially when they feel that too many questions are asked.
Tellers should consider the selling process as an important element, if it hopes that the customers can get their products as fast as possible and what the customers require. The mystery shopping revealed that customer was being pressurized by staff when purchasing a Tellers mobile phone. It resulted in an enjoyable experience for the customer. Also, the new users took a longer time to apply for the latest technology next G network due to unfamiliarity with the new product.
Tellers should train staff to serve customers better in order to make the customers get the products they want without hassle. A more efficient way to purchase products and services on the Tellers website will also speed up the buying process. 6. 0 Marketing Actions and Preprocessor Telltale’s future expansion and effective implementation of the marketing strategies mentioned above, the following marketing actions need to be executed:continuing to transform its corporate culture ND assign an image ambassador to improve public relations with the corporate objective of serving the customers better. ЂEstablishing ongoing staff trainings in order to update new products’ information and serve customers potentiometer’s on innovative products and services including a range of data and information services such as wireless communications markets and G networks. Services. Marketing selected international investment, acquisition and alliances, particularly with enterprises engaged in mobile telecommunications, data, the Internet or content-based businesses. ЂUsing its broadband capabilities to develop and market additional broadband applications and to further penetrate to the pay television market in Australia. . 0 Marketing Measurement and Monitoring Procrastinates can implement various measurement and monitoring techniques to achieve the marketing objectives better. Gain feedbacks from Tellers customers through questionnaire’s feedbacks to employees on their performance through transmigrating service quality of the employees as a critical criterion in the motivation misconstrued the sales of ACH employee to indicate the efficiency responsibilities customer and employee interactions during business apportionments the change in overseas market shares.
O Conclusion marketing strategies are prepared for achieving Telltale’s marketing objectives. Currently Tellers has only few direct competitors. However, the untapped and potential market will certainly introduce Tellers to core competitors in the future. The new Next G Network market is still in nascent stage and to be explored. The entry to this market gives Tellers many opportunities to explore and gain footage in he market but simultaneously it is accompanied by many challenges.