TELSTRA
Introduction
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’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 Website, 2008)
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. In 1989, Telecom Australia became the official Telecommunications Corporations 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 (Telstra Annual Report, 2005, p.12).
STRATEGIC BUSINESS UNITS
A strategic business unit is “an organisational unit within a larger company that focuses its efforts on some products markets and is treated as a separate profit centre” (McGuiggan & Quester, 2007, p.110).
In order to have a strong customer focus and improve their operations, Telstra organisational structure consists of strategic business units (Telstra Annual Review, 2005, p.12-13) as below:
• Telstra Consumer and Marketing is responsible for serving metropolitan consumer and small business customers with a full range of products and services includ...
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... focused primarily in the Asia-Pacific region because at this current time, there is a large growth in this telecommunications in this regional area and there provides the largest source of profit for the company (Telstra Annual Report, 2005). Telstra also obtained a 35% equity interest in Xantic, a satellite company located in the Netherlands. Telstra also have a 50% share in Telstra Saturn Ltd located in New Zealand (Telstra Website, 2008).
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• Telstra Annual Report 2005
• Telstra Annual Report 2007
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“Since joining TELUS in 2000, Darren has led the company to deliver the highest total shareholder returns amongst global telecoms.” Stress distinguishing feature, form dimensions, attention to guarantee the shareholders’ profit are the paving stones for sustainable development. Also, Darren is a strong proponent of the Privacy By Design approach and the need to increase educarion about privacy and security issues within the context of our digital environment. He has been comparatively successful in maintaining customers’ privacy while they are using the TELUS sevice. Both indicate that fulfill the demander is the trump to let him be the longest-serving CEO amongst global incumbent telecom
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
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Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
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The following report will analyse Vodafone and their current position in the international market. This report will cover the competitive strategy of Vodafone and their influence of products and services in relation to the demand of the market.
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Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
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Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.