MCD2050 : Marketing - Environment and STP Analysis - Assessment Answer

November 17, 2018
Author : Sara Lanning

Solution Code: 1EIIC

Question: MarketingAssessment

This assignment is related to ” MarketingAssessment” and experts at My Assignment Services AU successfully delivered HD quality work within the given deadline.

MarketingAssessment

Case Scenario/ Task

You have recently gained a position as a junior marketing assistant within an organization. Your

boss (the marketing manager) has asked you to review the marketing environment in which the

firm operates, to identify target markets for your offer and to describe how the product is

positioned within the market. .

You are required to cover the following areas:

? An introduction of your selected company and specific offer.

? An analysis of the marketing environment in which your firm operates, to be supported

with evidence.

? Identification of a target market for your specific offer.

? The use of segment variables to describe your target market. Justification of your

selection and the appropriateness of your target segment for the selected offer.

? The illustration and explanation of a positioning map, to discuss and justify the position

of your offer relative to competitors within the market.

? A conclusion.

You are required to demonstrate that you can write in an effective manner, that you understand

basic marketing concepts and that you have the ability to appropriately apply theory to practice.

To demonstrate your ability to apply theory to practice you must illustrate your answer with a

specific offer and specific target segment that is available in the country in which you are

studying from one of the following scenarios.

Scenarios Trimester 3 -2017

? Baby Formula

? Video Game Consoles

? Internet Service Providers

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Solution:

This paper focuses on a comprehensive analysis of Telstra, an Australian internet service provision company. The specific focus will be on Telstra’s marketing environment, target as well as its positioning in the market with the aid of a perceptual map. Telstra is an internet service provider started in 2013; the company provides a wide range of services including broadband internet and mobile data plans. This paper will consider broadband internet as the specific offering. Broadband denotes a high-speed internet connection that is more effective and efficient compared to dial-up access protocols. Therefore, to provide broadband services, Telstra has had to invest in various high-speed internet transmission resources or technologies (Telstra Corporation, 2017). The internet is a popular resource especially with regards to the dynamics of the modern world; users often go for high-speed internet solutions to avoid inconveniences associated with slow connections. Given the popularity of broadband connections, Telstra has a considerably large market to explore.

Environment Analysis

Microenvironment

  1. Customers

Telstra offers broadband connection services to a variety of customers. Notably, these customers fall into two major categories; domestic and corporate internet users. Both categories constitute a viable number of customers. Telstra has various service packages that allow customers to choose the broadband connection plans that best suit their needs. For instance, the company offers to main types of broadband connections. The first one is the Asymmetric Digital Subscriber Line (ASDL) which is suitable for corporate clients who need fast connections for mass data transfer. The second connection is constituted by the National Broadband Network which serves the general public given that it is an open-access network.

  1. Competitors

Internet service provision constitutes an extensively competitive environment with many businesses offering almost identical service packages. Given the immense popularity of the internet, many ventures have been started to make use of the large market constituted by internet users. Telstra’s major competitors include; Optus, iiNet and Exetel.

Microenvironment

  1. Technological

Technology has become a necessity in the corporate world. The competitiveness of any internet service provider is dependent on the technological input used (Dawson, 2014). For instance, customers often opt for internet service providers with high-speed technologies that assure them of reliable and efficient connections. Therefore, it is mandatory for an internet service provider to invest extensively in fast and efficient connection technologies in order to build a reputable broadband network that can appeal to customers. Communication technology is also imperative especially with regards to product promotion and customer service. For instance, Telstra couples the ADSL technology with direct connect SMS technologies that facilitate fast and efficient communication with vast numbers of mobile users.

  1. Economic

The state of the economy is a significantly crucial macroeconomic factor affecting Telstra’s activities. In this case, it is imperative to consider the factors that determine consumers’ purchasing capabilities. For instance, a substantial growth in the economy could mean more income for Australians; this means that more people would be in a comfortable financial position to but broadband internet services. Companies that depend on Telstra for internet connection services will also be able to maintain their contracts without having to deal with financial constraints. Alternatively, if the nation faces inflation, consumers will tend to focus on buying basic or necessity commodities considering the fact that such economic trends reduces their purchasing power (Dawson, 2014). Therefore, inflation will result in less demand for internet services given that broadband connection is not a critical necessity especially at the domestic level. In this case, Telstra may be forced to reduce the prices of its service packages to avoid losing both their domestic and corporate clients.

  1. Demographic

Income levels constitute the first demographic factor affecting Telstra’s operations. In this context, low-income households may not afford broadband connection charges even if they need internet connection. Middle-income households or individuals can afford some of the affordable broadband packages offered by Telstra. Corporate clients are mainly companies; this means that they are in a better position to acquire the most suitable broadband connection service package offered by Telstra. Deductively, the difference in income levels sets significant disparities between the various users of broadband connections (Keller & Kotler, 2016).

Lifestyle is a crucial demographic factor especially in the context of internet use. As noted earlier, the internet is very popular particularly among millennials; it is more like a way of life (Hollensen, 2015). Individuals who like surfing the internet for a variety of reasons including entertainment, research and work form a critical part of broadband service clients. Telstra offers fast and reliable broadband connection services that can be significantly appealing to the large number of internet users and technological enthusiasts.

People’s levels of literacy also influence the rate at which they use the internet; this makes education an imperative demographic factor for internet service providers (Baker, 2014). Presumably, the more educated individuals are, the more likely they are to be verse with technology. Broadband services are based on technological applications; only individuals interested in internet services are likely to consult internet service providers. Broadband connections can be quite meaningless among people with minimal education because they do not have much use for the internet. Broadband connection services are best suited for frequent internet users as opposed to those engaging in causal browsing. One’s level of education determines his or her understanding of the internet and the importance of the same to his or her lifestyle.

Identification of the Target Market for Telstra’s Broadband Internet Services

As noted earlier, Telstra offers two types of broadband internet connections; ASDL and National Broadband Connection. The two constitute the company’s main target markets. ASDL is mainly suitable for corporate clients who may include IT and communication companies as well as education institutions among others. Alternatively, the National Broadband Connection can cover a wider area compared to ASDL making it more suitable for household or domestic internet use.

Description of Target Markets

The target market covered by the Telstra’s National Broadband Connection is arguably the largest given that the network covers a larger geographical area. However, this market cannot be treated as one large entity because it comprises of different prospective clients. It is necessary that this target market be split into various categories for a comprehensive understanding of its dynamics. On the demographic perspective, most of the active National Broadband Connection users are aged between 20 and 35 years. Young people constitute the majority of internet users. Given that the National Broadband Connection caters for a large proportion of the general public; it is quite evident that a young millennials are the majority in this group.

In the behavioural context, a substantial number young people are quite intolerant of slow internet connections; they are more likely to opt for companies with fast broadband connection thus establishing themselves as a viable target market for Telstra to explore. In the geographic perspective, the National Broadband Connection service package covers a large area and can therefore reach many households; this makes public internet service users a crucial target market (Wedel & Kamakura, 2012). Lastly, with regards to psychographic segmentation, most internet users, especially in the general public, have adopted technological applications including the internet as a lifestyle. Therefore, internet service providers like Telstra can use this potential to constitute a viable market for broadband internet connection services.

The ASDL broadband internet package is more suitable for corporate clients because it is fast and works flawlessly within a limited area. Most corporate clients acquire broadband internet for their firms. In this case, they do not need a wide reaching service like the National Broadband Connection; they require a connection input that they can effectively manage within the confines of their organisations. ASDL enables corporate clients to choose the connection periods and payment options that best satisfy their business needs. In this case, the focus is on increasing the efficiency of business operations by leveraging fast internet connections for communication, data processing and other pertinent operations.

Positioning

The following positioning map illustrates the performance of Telstra broadband internet compared to major competitors providing broadband connection services:

Based on the positioning map, Telstra’s broadband internet is superior in terms of coverage and speed. Coverage and speed are among the most crucial attributes internet users look for when selecting connection solutions. Telstra broadband internet has the highest speed because it has superior connection technologies and network resilience protocols. Telstra broadband internet is designed with a holistic consideration of both speed and coverage. As noted earlier, Telstra provides both ASDL and National Broadband Network solutions. ASDL is suitable for corporate clients who require fast internet solutions with less coverage while the National Broadband Network provision accounts for the general public’s need for a fast internet connection solution coupled with the ability to cover a wide area. Unlike the competitors, Telstra has been able to constitute a viable balance between speed and coverage without prioritising one aspect and end up compromising the other.

Conclusion

The internet is becoming increasingly popular making the internet service provision business even more competitive. Broadband internet is replacing traditional dial-up connections; the latter uses high-speed technologies making it a more desirable internet solution. The comprehensive evaluation of Telstra’s broadband internet with regards to its marketing environment, target market and positioning among competitors establishes it as a major contender in Australia’s competitive internet service provision market. Telstra has developed competitive broadband internet solutions suitable for both corporate and domestic use; this enables the company to take advantage of all the parties that constitute the large part of the market.

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