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And apparently, it will be followed by the huge demand for the faster Internet access among the existing users. 2. 4 Threats;The mobile phone market nearly reaches saturation in Australia. ;The customer behavior has significantly changed; Tallest will find it increasingly official to compete for new customers. ;Telecoms equipment was damaged by bushfire. ;ACE mandated access to Telltale’s local network by issuing local loop unbinding makes the competition fierce in Australian telecoms market. 3. 0 Marketing Situation Analysis. Existing and Potential Segments is very important to define market in terms of segment, as it will facilitate fine-tuning the efforts to target the market. Based on Telltale’s marketing research, the target segments are aimed towards understanding and satisfying its customer needs (Shannon 2006). As Tallest revise a wide demographic of customers, its products are segmented according to the different target markets. Telltale’s core businesses are landlines, mobile phones, internet and information services.
And its current segments are individual & family, small business, business enterprise and government. Basically, Tallest has covered most of the available segments in its businesses. For the future expansion of Tallest, the company should provide better services to the existing segmentations and also aim the international market. Tallest could offer new services such as music downloads and streaming media, which require broadband access speeds, development of faster and cheaper broadband technologies, and government programs to extend broadband coverage.
For mobile phone customers, Tallest could add more 36 content for diversities need. This changing trend would be one of the key growth drivers for Tallest. As the biggest telecommunication provider in Australia, Tallest should extend its market internationally. Developing countries, such as China and India, are the potential market for Tallest in the Asia-Pacific region. And the target segments may include rural area (Farms), business and government. . 2 Tallest Market Physiotherapist’s target segments are based on knowing customers and meeting their needs.
And its positioning strategy is to express the advantages. To position Tallest and capture its target segments most effectively, the followings need to be taken into consideration:;Laundromat: the key difference to promote is the scope and reliability of Tallest products and services. ;Distinctive: promote the distinctive features such as the easy access to broadband via mobile, Satellite, ADS Plus and the extended features of using mobile phones. Superior: promote quality and the multi-functional applications of our products and that services are superior to most of our competitors. Communicable: the above mentioned features are communicable and customers can easily identify the differences. ;Affordable: the above mentioned competitive advantages offer high value benefits and our target market can afford the prices. ;Profitable: one of the key criterion’s for selecting the above competitive advantages is that the company can introduce them profitably. 4. 0 Marketing objectives:The marketing objectives of Tallest for the future market re:;To segment the industry and focus upon the target customer group in the identified target region. To create public awareness programs targeted at these markets and position them accordingly. ;To position the company as unique, offering specific products to the target customers that satisfy their requirements. ;To continue international expansion and growth, particularly in Asia Pacific Region. 5. 0 Marketing Strategies 7 Up’s marketing strategy is the key element in marketing functions. All the marketing objectives mentioned above can be achieved in practice by improving the current existing marketing strategies. Protectorates provides various products and services in the telecommunications industry.
They are landlines, mobile phones and the internet. Tallest must ensure that its products are meeting the needs of the customers. In a product life cycle, the different features of the product should be observed, such as quality assurance, technology and appearance. For instance, after the internet speed is observed to perform poorly through customers’ experiences, Tallest need to keep the broadband innovate and improve the performance. Tallest fiercely competes with the existing conventional mobile phone service he more fierce competition.
Accordingly, the point is to differentiate Tallest on the notion of customers’ services and products innovation, and establish Tallest as a Modern high-tech telecoms company. Customer service could be one of the competitive advantages. Therefore, Tallest should improve the ways to provide information or assistance such as through G phone broadband, S. M. S and video message to customers. 5. 2 Pricelist seems to set prices higher than competitors on some of its products offered. This means that the firm is less willing to participate in price wars and is ore willing to fix prices.
The pricing policy that Tallest chooses will reflect the market aimed at. Prices may be set to attract customers or to maximize profit. They may even be prepared to suffer from short-term losses in order to obtain a large market share. Tallest may use such pricing policies as cost based pricing (prices are based upon costs), market orientated pricing (prices are based upon the analysis of the market) and competition based pricing (prices are largely based on how competitors charge for their products). 5. 3 Protestantism would use promotion techniques to gain a competitive advantage.
This could be done by above-the-line promotion (promotion through an independent media), such as television advertisements, newspaper advertisements, radio and posters advertisements, and below-the-line promotion (the firm has a degree of control over the methods it uses), such as personal selling, direct mailing, trade fairs and product endorsements. Tallest has spent a lot of money on big name sponsorships such as Tallest Dome, Tallest Stadium and National Rugby League. However, sponsoring a name may not be the best way to attract customers.
Tallest can reduce the expenditure on big name rumination and invest more money on advertising through other methods such as mobile phone S. M. S competition, blue tooth participation survey and live experience stories on Telltale’s products. 5. 4 Platelets stores are widely located throughout Australia. Tallest should keep up their efforts on good locating in order to gain a non-price competitive advantage over the other market providers. For international market, it’s good for Tallest to locate its own shops in the main cities of other countries rather than have a Joint venture with local dealers.
It will build up Telltale’s image and brand recognition in those countries. . 5 Peepholes with various non-English speaking backgrounds are employed by Tallest to serve consumers. That is a key element to satisfy the customers. Therefore, it should keep training staff in order to deal with customers better, and having the staff putting themselves in the customer’s position to understand what the customers want and talking to the customers on the same level, for example, they should not use technical Jargon to the customers. . 6 Physical Evidences though the good is intangible, the customer can still feel that the physical environment of the stores. This will be displayed by the outlay of he stores and the memorabilia such as Rugby team shirts in the case of Tallest. The psychical evidence is very important because it will influence the customers’ first impression to the products. The Tallest stores are clean and tidy. However, compared with Avoidance and Hutchison 3, Tallest stores are too crowded and packed in the city.
Therefore, in order to gain a better image from customers, Tallest should re- arrange the products display and make more spaces for customers in peak hour times. 5. 7 Protectionism’s Tallest will have some survey to customers in order to provide better services. For example, customers will be asked about the projected time spent on the phone and what time they use the phone or international calls in order to find the best deal. However, this may be a hindrance to the customers, especially when they feel that too many questions are asked.
Tallest should consider the selling process as an important element, if it hopes that the customers can get their products as fast as possible and what the customers require. The mystery shopping revealed that customer was being pressurized by staff when purchasing a Tallest mobile phone. It resulted in an enjoyable experience for the customer. Also, the new users took a longer time to apply for the latest technology next G network due to unfamiliarity with the new product.
Tallest should train staff to serve customers better in order to make the customers get the products they want without hassle. A more efficient way to purchase products and services on the Tallest website will also speed up the buying process. 6. 0 Marketing Actions and Preprocessor Telltale’s future expansion and effective implementation of the marketing strategies mentioned above, the following marketing actions need to be executed:;continuing to transform its corporate culture ND assign an image ambassador to improve public relations with the corporate objective of serving the customers better. Establishing ongoing staff trainings in order to update new products’ information and serve customers better;promotions on innovative products and services including a range of data and information services such as wireless communications markets and G networks. Services. ;Marketing selected international investment, acquisition and alliances, particularly with enterprises engaged in mobile telecommunications, data, the Internet or content-based businesses. Using its broadband capabilities to develop and market additional broadband applications and to further penetrate to the pay television market in Australia. . 0 Marketing Measurement and Monitoring Procrastinates can implement various measurement and monitoring techniques to achieve the marketing objectives better. ;Gain feedbacks from Tallest customers through questionnaires;Give feedbacks to employees on their performance through training;Regard service quality of the employees as a critical criterion in the motivation mechanism;Record the sales of ACH employee to indicate the efficiency respectively;Monitor customer and employee interactions during business operations;Measure the change in overseas market shares.
O Conclusion marketing strategies are prepared for achieving Telltale’s marketing objectives. Currently Tallest has only few direct competitors. However, the untapped and potential market will certainly introduce Tallest to core competitors in the future. The new Next G Network market is still in nascent stage and to be explored. The entry to this market gives Tallest many opportunities to explore and gain footage in he market but simultaneously it is accompanied by many challenges.