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Telstra THE BIGGEST Telecommunications And Information Services Company Marketing Essay

Telstra is the major telecommunications and information services company, and is the largest mobile operators and online sites providers. Telstra supplies most homes and business with the basic access, and local, long-distance telephone call services, as well as mobile and internet services, which will be the series telecom services all over the Australia. The report composes of a brief introduction (landscape) of Telstra's main portion of operation. Also, this report includes environmental analysis, competitive analysis and strategic analysis of Telstra Corporation. Within the section of environmental analysis, we analyze the present and future progress condition of Telstra Corporation. Then we use SWOT to investigate Telstra's Strengths, Weaknesses, Opportunities and Threats. Finally, base on the SWOT analysis, this report analyzes the company's strategies. We are able to achieve conclusions that Telstra is now a media company.

Content List

1. Introduction

Telstra is the largest services company offering telecommunications and information, and is the most significant mobile operators and online sites providers. Telstra will not only supply to all of Australians with a complete range of telecommunications services, but it addittionally is one of the largest nationwide telephone network. Nowadays, the internet users of Telstra have been excess 0. 4 million. The business established a specializing department to be in charge of the Telstra data's future development, promoting the development of value-added business. Telstra Company listed in the "Fortune" magazine among the world top 500 companies, is the world's 13th-largest telecommunications company.

2. Competitive analysis for Telstra Corporation

Telstra Corporation (Telstra) is one of the leading telecommunications enterprises in Australia. It supplies a variety of telecommunication, advertising and information services. Telstra Corporation backs its procedure and strengths a competitive being against other players using its the stronger network infrastructures. However, saturation in the mobile market of Australian could have an impact on margins of Telstra Corporation.

SWOT Analysis for Telstra Corporation

Strengths

Weakness

Strong network infrastructure

Strong retail broadband performance

Dominant market position

Relations with the regulatory bodies

Opportunities

Threats

Expanding functions in China

Saturated Australian mobile market

Regulatory environment

2. 1 Strengths

Telstra has a strong network of infrastructure, which supports its operations. The strong network infrastructure backs the business enterprise operations and Telstra with a two-edge sorrow on competition with others. Within the retail business board, Telstra made an archive about its growing strongly. The procedure had an improved performance, because of the Telstra's strong retail broadband performance. In the telecommunications market of Australian, Telstra is one of the very most meaningful companies. Telstra launch new services and increases its competition, which derive from its strong market position.

2. 2 Weaknesses

Stockholders' faith and its own brand worth are damaged for the weak relationship between your Telstra and regulatory bodies.

2. 3 Opportunities

In the telecom market of China, the operations business is expanded. In addition, the internet users of China have reached 298 million up at a high of 42%. What' more, the internet penetration of China users reaches 22. 6% that is very low, which includes left a rise room. Chinese internet market can stimulate company's growth seeing from the its expanding at present.

2. 4 Threats

In Australian, the mobile market has saturated. Telstra got amount of revenues from the Australian mobile market, at exactly the same time, operating performance of Telstra could be influenced in near term. However, in the foreseeable future years, the regulatory environment could impact on the Telstra's procedure performance.

3. Broadband planning and strategies of for Telstra Corporation

The market is full of variables, risk of investment increases, income is difficult to regulate, value chain becomes more complex, but also Telstra faces competition and the complaints of its monopoly from other rivals. By 2012, whether Telstra continues to be able to occupy the main position in information and ICT services market or in the pipeline to dominate the wholesale market is unknown, which will be the great challenges Telstra will face.

Facing these challenges, Telstra has adopted the next strategic initiatives:

From the initial technology-driven shift to market-oriented, Telstra is based on the marketplace in the management of corporation. Enhance consumer research and costumer segmentation. Telstra subdivided all the customers into seven major customer base and more than 100 micro-customer base, and take the budget market.

Explore new income and expand this content of services. Provide widely media services such as fixed and mobile convergence services, movies, music, content services, broadband and mobile bundled services, etc. Telstra is to expand its business oversea, including the purchase of China's SouFun Sensis for the corporation to develop ICT services.

Reduce costs and achieve the mode of "One Factory". Reduce technology products and engineering investments; enhance the investment of the products' market launch, projects and infrastructure. Such as for example reducing the amount of networks and systems, taking budget management of products and prices to connect to the "One Factory" mode; decrease the NGN investment and labor costs.

A group of restructuring measures Telstra has taken are from a specific understanding of the business that the traditional fixed line is not the driving force of income growth and the revenue growth will come from other services. To this end, Telstra made just how of technical revolution in 2005 to construct the modern wireless broadband system on the planet in a year's time also to introduce the simple technology of cellular phone products. Secondly, Telstra sold the non-core assets of its businesses and use the proceeds obtained receive the acquisition of Sensis for business advertising, transaction and directory services. Now Sensis has been one of the core platforms to achieve revenue growth. Thirdly, Telstra is now a media company. Foxtel service which is on behalf of the entertainment industry has also become one of Telstra's the most famous brands. Fourthly, expanding oversea actively is also a major strategic selection of Telstra Corporation, such as Telstra Corporation gets the most significant local wireless service in Hong Kong, holding 51% stake in China's SouFun, which opened the entranceway to enter China's highly competitive internet marketing market. In a nutshell, Telstra's strategic transformation is steadily moving forward. We have seen the results of Telstra's strategic transformation in fiscal year 2007 and 2008.

4. Conclusion

As one of the leading telecommunications companies in Australia, Telstra offers a full range of telecom services throughout Australia. This report includes a brief introduction of Telstra's main portion of operation. Also, this report includes environmental analysis, competitive analysis and strategic analysis of Telstra Corporation. We use SWOT to investigate Telstra's Strengths, Weaknesses, Opportunities and Threats. Finally, base on the SWOT analysis, this report analyzes the company's strategies. We are able to achieve conclusions that Telstra is now a media company.

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