Telstra Marketing Strategy Essay Example
TELSTRA
Introduction
Telstra is Australia’s largest and most efficient telecommunications company, which provides one of the best-known brands in the country. They offer a full range of services and compete in all areas of telecommunications both domestically and internationally. Telstra’s vision is to enhance its position as the leading full service telecommunications and information Service Company in Australia as well as to expand its presence internationally. (Telstra Website, 2008)
Telstra, originally Telecom Australia was established in 1901 by the Postmaster Generals Department to manage all domestic phone services. Telecom Australia continued to be operated by the Postmaster Generals Department until 1975. In 1989, Telecom Australia became the official Telecommunications Corporations for all domestic and international telephone services. On the 1st of July 1995 Telecom Australia changed their name to Telstra for the purpose of differentiation from other global telecommunications companies. The company has been trading international since 1993. Currently Telstra operates in over 19 countries worldwide (Telstra Annual Report, 2005, p.12).
STRATEGIC BUSINESS UNITS
A strategic business unit is “an organisational unit within a larger company that focuses its efforts on some products markets and is treated as a separate profit centre” (McGuiggan & Quester, 2007, p.110).
In order to have a strong customer focus and improve their operations, Telstra organisational structure consists of strategic business units (Telstra Annual Review, 2005, p.12-13) as below:
• Telstra Consumer and Marketing is responsible for serving metropolitan consumer and small business customers with a full range of products and services including fixed, wireless, and data, advertising and sponsorships, consumer marketing and implementing their product bundling initiatives. It is also has responsibility for Telstra’s Consumer Call Centres, licensed shops and dealer network.
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Introduction
Telstra is Australia’s largest and most efficient telecommunications company, which provides one of the best-known brands in the country. They offer a full range of services and compete in all areas of telecommunications both domestically and internationally. Telstra’s vision is to enhance its position as the leading full service telecommunications and information Service Company in Australia as well as to expand its presence internationally. (Telstra Website, 2008)
Telstra, originally Telecom Australia was established in 1901 by the Postmaster Generals Department to manage all domestic phone services. Telecom Australia continued to be operated by the Postmaster Generals Department until 1975. In 1989, Telecom Australia became the official Telecommunications Corporations for all domestic and international telephone services. On the 1st of July 1995 Telecom Australia changed their name to Telstra for the purpose of differentiation from other global telecommunications companies. The company has been trading international since 1993. Currently Telstra operates in over 19 countries worldwide (Telstra Annual Report, 2005, p.12).
STRATEGIC BUSINESS UNITS
A strategic business unit is “an organisational unit within a larger company that focuses its efforts on some products markets and is treated as a separate profit centre” (McGuiggan & Quester, 2007, p.110).
In order to have a strong customer focus and improve their operations, Telstra organisational structure consists of strategic business units (Telstra Annual Review, 2005, p.12-13) as below:
• Telstra Consumer and Marketing is responsible for serving metropolitan consumer and small business customers with a full range of products and services including fixed, wireless, and data, advertising and sponsorships, consumer marketing and implementing their product bundling initiatives. It is also has responsibility for Telstra’s Consumer Call Centres, licensed shops and dealer network.
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