Markteting Objectives
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Marketing objectives can be considered as the starting point of the marketing plan. It
is usually based on the result of situation analysis. And any objectives must be
specific, measurable, achievable, realistic and timed , that is SMART for
short(Gilligan, 2012).
Telstra provides the complete detailed service, such as landline, long distance services,
fixed broad band, mobile services and mobile internet services and owns 40 percent of
the marketing share with around 13.8 million subscribers(Telstra,2012). Its quality
customer services can also ensure customers to have 24/7 services on the phone,
helpline, door to door services(Telstra,2012). Chief customer officers are always
ready to help customers any time by providing specialized solutions. However, the
organization still has to face many threats frequently from other competitors, such as Optus and VHA. The booming economy with a focus on new technology
implementation also attract more and more new entrants. In a word, the current
situation urge the emerging of marketing objectives for the next 12 months. For
Telstra, since it is already a giant in Australia telecommunication industry, its
marketing objectives should be centered on consolidation its marketing share with
help of next G technology implementation, network upgrading, products and service
differentiation as well as customer service and capturing more market by tapping
potential substitutes.
It can be said that the success of the Telstra relies mostly on the next G technology
implementation and technological advancement. Now the dependency on
telecommunication has already been growing rapidly. Customers need new and faster
experience which can be realized by the 4G technology. Thus the earlier
implementation of the 4G technology, the more chances to capture the market. In
addition, the better service of the network, the more customers will be attracted.
Therefore, in the next 12 months, Telstra must still emphasis on the next G
technology implementation and network upgrading continually. Moreover,