Markteting Objectives

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,