- Executive Summary
- Company Profile and Background
- External Environment
- SWOT Analysis
- Positioning and Customer Analysis
- Objectives
- Marketing Mix and Action Programs
- Marketing Mix – Low usage mobile market
- Financial Forecasts
- Implementation Controls and Monitoring
- Monitoring and Contingency Plans
- References
- Appendices
Semester 1, 2005 – Lecturer: Lawrence Potter
Strategic Marketing Plan
Telstra – FY 2006
Mobile Telecommunication Services Division
Executive Summary
A highly profitable area within the Telstra Group, Telstra"s mobile telecommunication services division continue to play a growing role in the achievement of strong performances. In fiscal year 2004, the mobile division contributed a significant 17 percent towards the total sales revenue of Telstra. Although the total mobile telecommunication market has increased by 48 percent in the past five years, the competition amongst the major players of this industry continues to be fierce. To maintain its current dominant market position, Telstra must identify growth opportunities and respond to the rapid changes in consumer behaviour and technological developments of the industry.
The following four SBU objectives are to be achieved in the upcoming fiscal year: (1) Continue to grow mobile revenue by 12 percent (2) Continue to provide innovative products and services based on Telstra mobile networks (3) Differentiate and build on brand value (4) Maintain market leader position and market share of 45 percent.
These four objectives will be achieved by targeting two important market segments, namely the low usage and the technologically sensitive and high usage markets. For the low usage segment, Telstra will focus on retaining existing SMS/prepaid subscribers via loyalty programs and growing the number of new subscribers through differentiating and branding strategies. In the technologically conscious and high usage sub-segment, Telstra will commence penetrating into the market share of existing providers (Hutchison 3) and reap the benefits of being the first leading major company to expand its offering of services and products supported by the new 3G wireless mobile technology. This will be achieved through a series of marketing campaigns and other promotional activities.
The overall outcome from these proposed strategic plans will be to achieve a healthy 12 percent growth in sales revenue in the upcoming fiscal year. The estimated costs and marketing expenses of year ending 2006 will mainly be devoted to promoting the new 3G supported products and services to achieve the objective of becoming a dominant player in this new sub-market prior to competitors" entry into this market. Proposed action plans relating to the marketing mix of both target markets are also discussed in this report.
1 Company Profile and Background
Telstra is regarded as Australia"s dominant telecommunications and information services provider with a vast range of products and services that are marketed to the private, business and government sectors locally and internationally. Its main services include:
Fixed line telecommunication access to residences & businesses throughout Australia
Incoming / Outgoing telephone calls within Australia & internationally
Mobile telecommunication services
Data transmission & internet services
Telecommunication & internet management services for corporate customers
Wholesale services to other telecommunication carriers / service providers
Advertising / Directory / Information services
Cable distribution for FOXTEL"s subscription television services
The ownership and control of Telstra is unique in that the Australian Federal Government controls 51.8% of Telstra shares, while at the same time, the company is listed on the Australian Stock Exchange (TLS). However, it is anticipated that the sale of the government"s remaining stake in the company will likely occur in 2006.
During the last fiscal year, Telstra reported sales revenue increase of 1.2% to $20,737 million and its net profit (EBITDA) continued to grow by 10.96% to $10,175million as report in Telstra"s Annual Report 2004. The company has also maintained its market leader position, with significant market share in the majority of its product and services (see Appendix 1).
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