Macro Analysis of Telecommunication Industry in Australia
Executive Summary
The telecommunication industry is the most booming industry across the world and in Australia too. It is very important for telecommunication industry to analyse its micro environment and macro environment. Microenvironment consists of the organisation's various departments, competitors, customers, marketing intermediaries and publics. The microenvironment represents the strengths and weaknesses of the organisation. The organisation has partial control over the factors of its microenvironment.
The macro environment consists of the factors such as demographic, economic, natural, technological, political and cultural environments of the market place. These environments represent opportunities and threats of the organisation and the organisation do not have control over them. This report further discusses about the demographic factors in terms of the ageing population, its geographic shifts, education level and family structure of the population.
Furthermore, the report illustrates the economic environment based upon the difference in income and their spending patterns. Natural factors such as shortage of resources, the increase in the prices, increase in pollution and government' approach towards wise use of natural resources. Moreover, Technological innovations and their effects on marketing environment are discussed in context. Political factors such as government regulations and policies are briefly discussed next. This report briefly explains the Telecommunications Act 1997 regulating the telecommunication industry.
Finally, the cultural values and beliefs of people are illustrated to explore the effect on their buying behaviour.
1.0 Introduction
There have been substantial changes in Telecommunication industry in Australia in last 20 years. The telecommunication industry is no more the Government monopoly. So there is a very strong competition in telecommunication industry among industry giants such as Telstra, Optus, Vodafone
The telecommunication industry is the most booming industry across the world and in Australia too. It is very important for telecommunication industry to analyse its micro environment and macro environment. Microenvironment consists of the organisation's various departments, competitors, customers, marketing intermediaries and publics. The microenvironment represents the strengths and weaknesses of the organisation. The organisation has partial control over the factors of its microenvironment.
The macro environment consists of the factors such as demographic, economic, natural, technological, political and cultural environments of the market place. These environments represent opportunities and threats of the organisation and the organisation do not have control over them. This report further discusses about the demographic factors in terms of the ageing population, its geographic shifts, education level and family structure of the population.
Furthermore, the report illustrates the economic environment based upon the difference in income and their spending patterns. Natural factors such as shortage of resources, the increase in the prices, increase in pollution and government' approach towards wise use of natural resources. Moreover, Technological innovations and their effects on marketing environment are discussed in context. Political factors such as government regulations and policies are briefly discussed next. This report briefly explains the Telecommunications Act 1997 regulating the telecommunication industry.
Finally, the cultural values and beliefs of people are illustrated to explore the effect on their buying behaviour.
1.0 Introduction
There have been substantial changes in Telecommunication industry in Australia in last 20 years. The telecommunication industry is no more the Government monopoly. So there is a very strong competition in telecommunication industry among industry giants such as Telstra, Optus, Vodafone
References: http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/29A46D903FD3F33ECA25732C00207A66?opendocument Australian Bureau of Statistics (2007) http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/928AF7A0CB6F969FCA25732C00207852?opendocument Australian Bureau of Statistics (2007) http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/FFEDA0779C20049DCA25732C00207383?opendocument Australian Bureau of Statistics (2004) Kotler, P. & Keller, K. L. (2006). Marketing Management (12th Ed.). Upper Saddle River, NJ: Pearson Education, Inc. Mobile Muster (2007). About Mobile Muster. Retrieved on September 17, 2007 from http://www.mobilemuster.com.au/?Page=678 Rix, P The Allen Consulting Group (2005). Australian Telecommunication Industry: Economic Significance. Retrieved on September 15, 2007 from http://www.amta.org.au/amta/site/amta/downloads/pdfs_2005/AMTA%20Industry%20Report%20%20Exec%20Summary%202005.pdf