Measurement and Management Challenges

Question: Discuss about the Measurement and Management Challenges. Answer: Introduction: The goals of a company should be realistic and well defined because they influence a companys decisions. Having clear goals and objectives assist in creating guidelines that become the pillar of a companys planning (Robbins et al., 2015). Business objectives should incorporate profitability, productivity and customer service as pillars. The current generation of people thrives through the use of technology and reliance on the media. For this reason, businesses that deal with telecommunication and the media services have a lot to offer to satisfy the appetite of the anticipating market (Fletcher, Bell and B McNaughton, 2004) . This section focuses on objectives Telstra which is an Australian based telecommunication and media company. Telstra relays an array of services that is not limited to mobile and broadband internet services and a cable television. It is imperative to note that Telstra is a government own monopoly in communication services and has recently received a lot of strong competition. Telstras first and prime objective is to maximize its return on investment (Barrile, Bini and Cameron, 2004). This is a strong first objective for Telstra because the sole purpose of operating a business to create profit. Telstra has proven to note that the customer is number one stakeholder in any business by ensuring tha t they create a brilliant customer experience as one of its objectives. The long-lasting objective for Telstra is to realize a connected future for Australians. Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept) Explain with examples which concept your organisation follows. Marketing orientation is a business model that is designed in ensuring that products are produced to be in tandem with the customers needs and specification. Initially, businesses focused on operations that aimed maximizing sales so as to realize bigger profits. This concept changed after business realized that consumers are very important. Currently, Telstra Telecommunication and Media Company is utilizing the social marketing concept. The social marketing concept is where a business consider what the customers needs now and in the future (mymarketingcloud, 2017). This concept of marketing is for businesses which has a vision of a long stay in an industry by looking at the long term interest of the customers. Case in point, Telstra wishes a future where there is quality customer experience to enable the customers and shareholders see a creating value. Social marketing concept addresses the issue of the environment. This is where the business ought to be environmentally friendly. Acc ording to Narasimha Reddi, (2009) Telstra believes that they are determined to reduce negative environmental impact by having technologies that will give solutions to environmental problems. The social marketing concept is the hardest to achieve but also the best market orientation. Just like Telstras social marketing concept, social marketing concept aims to ensure that there is gained profit, satisfied customers and it issocially viable. What is your organisation's core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives. Since Telstra is the largest telecommunication industry in Australia, its market strategy aims at ensuring that the customers are satisfied with their products. Its market strategy is to provide better services that will assist them to realize great customer experience to help increase its revenue. One of the strengths of this market strategy includes the fact that they have created a strong customer foundation. This is because Telstra was the first Telecommunication Company to provide 3G and 4G services. Telstras extensive promotional activities have helped them achieve great customer recognition (John H, Pamela D and Charles, 2004). This has helped them retain the loyalty of their customers and also attract new customers. Consequently, Telstra has a very strong network infrastructure. Unlike other telecommunication companies, Telstra network can function even in remote rural areas. Telstra is accessible with over two hundred branded stores and shops strategically located across Aus tralia. One of the weaknesses of Telstra market strategy is inability of its strategy to encourage international growth. The price of its mobile and broadband plans are extremely high than that of its competitors. The fact that Telstra focuses on the postpaid plan rather than the prepaid plan is affecting low-income customers. References Barrile, S., Bini, M. and Cameron, T. (2004).Excel revise in a month VCE. 1st ed. Glebe, N.S.W.: Pascal Press, p.90. Fletcher, R., Bell, J. and B McNaughton, R. (2004).International E-business Marketing. 1st ed. Cengage Learning EMEA. John H, R., Pamela D, M. and Charles, N. (2004). Implementing a Prelaunch Diffusion Model: Measurement and Management Challenges of the Telstra Switching Study. 23(2), pp.186-191. Narasimha Reddi, C. (2009).Effective public relations and media strategy. 1st ed. PHI Learning Pvt. Ltd, p.181. Robbins, S., Bergman, R., Stagg, I. and Coulter, M. (2015).Management. 1st ed. Australia: Pearson, p.80. mymarketingcloud. (2017).The 5 Marketing Concepts Marketing Management Orientations. [online] Available at: https://mymarketingcloud.wordpress.com/2015/01/21/the-5- marketing-concepts-marketing-management-orientations/ [Accessed 25 Mar. 2017].