The role of Marketing in Telstra International
Uploaded by Dylan on Jun 21, 2002
Executive Summary
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, 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 when it was created as a separate entity. In 1982 Telecom Australia became the official Telecommunications Corporation 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 (Appendix One).
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 recognises that Data and Internet services are the way of the future. Telstra is redefining the telecommunications industry and therefore are redefining their markets to offer a more extensive array of products to compete effectively in these markets.
Telstra has made many international investments in the Asia-Pacific region. As well as this, Telstra continues to review all investment opportunities, which will provide substantial strategic and financial placement in overseas markets.
1.0 Reasons for international expansion
1.1 Increases SalesBy entering countries with already large uses of broadband Internet access, Telstra acquires knowledge to be able to provide local consumers with better products both home and abroad. These better services therefore will entice a larger market share worldwide.
1.2 Acquire ResourcesBy forming an alliance with one of Asia’s larges wholesale telecommunications providers Reach Ltd (Refer to section 4.1) Telstra has acquired access to their worldwide network of submarine cables, I.P Systems as well as satellite systems.
1.3DiversificationCurrently there is a major loss occurring in the telecommunications sector across Australia (Appendix Two), however good times are predicted ahead. (Appendix Three) Telstra has recorded a record low of revenue as well as share price in the 3rd quarter of this financial year. By broadening their focus into different global markets, Telstra has been able to pick up the lost revenue in the Domestic market in the global market.
1.4 Minimise Competitive RisksCurrently domestic markets are going through a period of rapid decline where as the global markets are going...