Telstra is the chosen organization for this paper, where external and internal marketing analysis along with the strategic planning are discussed. The organizational vision, mission, values and culture are analysed in relation to their appropriateness along with the provision of suggested improvements. The strategic planning is related with the vision, mission, and the values of Telstra.
The paper can be invaluable to the potential investors as well as for the existing investors as marketing strategies and the situational analysis will speak volumes for the future of Telstra.
Being the market leader, Telstra offers a range of services to satisfy all segments of the customers and the prospects. The pricing is also carried out keeping in mind the affordability of all. The pricing of Telstra might be little higher for the new services, such as 3G and 4G, as for the new products and services only percentage of consumers goes ahead to purchase. In penetration, Telstra enjoys the top spot in Australia and it provides heavy discounts to the consumers for retention and attraction of the new customers.
There is variation of price between the plans. The price is dependent on the service type that the customer chooses for its mobile tablets, mobile broadband, and home broadband. 5GB Liberty of BigPond Elite which falls under home broadband is the cheapest plan. The last known price for this plan is $29.95. On the other hand, 500GB Liberty of the BigPond Ultimate is their plan which is most expensive. This plan is charged for $99.95. Telstra’s broadband plan that is post paid is named as BigPond Liberty with data allowance ranging from 1GB to 15GB. The range of price for this plan is between $19.95 and $79.95.
The pricing policy of Telstra in relation to their entrance in the 3G market should be considering the consumers who are relatively new. Therefore, the target segment is high usage customers and the early adapters. In the endeavour of maximizing profits and recovering investment costs, the other competitors, such as Optus and Vodafone before entering the market, the maintenance of skimming policy should be pursued by Telstra. The subscriber price can be relatively high as only a small part of the market initially will use this service. There should be flexibility in the pricing as price wars are imminent once the competitors enter the fray. In the time when the competitors enter the market, discounts can be offered by Telstra in maintaining its market share and even consolidating its market share. The pricing of the 3G and 4G networks enable all consumer segments to be able to afford the services of Telstra that goes with their vision of improving the lives of the people with better connectivity.