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Marketing Service Assignment on Telstra

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Telstra is Australia’s leading telecommunications and information services company, with one of the best known brands in the country. Telstra offers a full range of services and compete in all telecommunications markets throughout Australia, providing more than 8.8 million Australian fixed line and 10.3 million mobile services, including 7.2 million 3G services (For full Assignment click here). Telstra is one of those companies which provide a wide range of services in many areas, including many that are not traditionally associated with a telecommunications company. They leverage the Telstra Next IP™ network and Next G™ network to provide effective collaborative work alternatives – including Instant Messaging (IM), Presence and Video, Audio and Web Collaboration applications and services. (Rocky Wood “Telstra: Delivering solutions to the modern manufacturer”, January 2010). Telstra plans, designs and deploys the right technologies in order to meet the specific needs of its manufacturers and suppliers. For more similar research projects: ASSIGNMENT HELP

Expectations

The overall Telstra vision and mission statement has been consistent with its strategy over the years. All of its employees know that they need to know more and more about their organization’s strategy, services and products that it has to offer, so that they will be able to do their jobs effectively. All the strategic plan and goals of the organization are clear and well thought out. Employees usually and normally act in ways that are consistent with the behaviors that are expected from them, so that the strategic plan can be executed.

Telstra has a visionary leadership that is committed for excellence for its employees. Besides the fact that in recent times there have been so many managerial changes that took place but still the evident example of this is that in 2008-09:

  • Telstra invested more than $104 million in learning and development representing an investment of around $2,800 per employee.
  • Increased the number of executive women by 4.6%.
  • Increased Indigenous employment opportunities by 29%. (http://www.telstra.com.au/abouttelstra/company-overview/)

Service quality

The second major characteristic for Telstra is customer approach—that is, how they treat their customers. The marketing of services is similar in many ways to the marketing of goods, both types of marketers must make decision on pricing, promotion,

distribution, and new service/product development. Telstra have also built the necessary infrastructure and processes to support their customer approach. (American Management Association “How to Build A High-Performance Organization”2007)

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