Thursday, July 18, 2019
Case Studies » Featured Case Studies » Case Studies » Telstra: Implementing market-based management - Introduction

Telstra: Implementing market-based management - Introduction

Introduction

 

 

Telstra is one of only a few telecommunications companies in Australia that has the ability to provide customers with an integrated telecommunications experience using its own assets and content services such as Sensis® and BigPond®.

 

Telstra's strategy is to create an easy to use, simple and intuitive solution that provides a real advantage and cost benefit to individuals, businesses, enterprises and government. It aims to do this by integrating the assets that Telstra owns and sharing content across home phones, mobiles, Internet and cable TV.

This is achieved by offering five core products:

  • Home phone
  • Mobile phone (pre-paid and post-paid)
  • Fixed Broadband
  • Wireless Broadband and
  • Pay TV (FOXTEL from Telstra).

Organisational History

Back in 1901, the Australian Government established the Postmaster General’s Department (PMG) to manage the country's telephone, telegraph and postal services. PMG is now known as Telstra and has gone through a number of transformations since its origins:

  • In 1975 PMG became known as Telecom
  • In 1991 the organisation was incorporated as an Australian public limited company
  • In 1993 the organisation changed its name to Telstra
  • Telstra was then partially privatised in 1997
  • The government sold off additional shares in 1999 and its remaining stake in 2006.

 

(Page 2 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Types of large organisations
  • Business Structure and Organisation | Forms of ownership of large organisations
  • Management Skills | Role of planning
  • Management and ICT | The impact of technology on business
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Pricing strategies and their application
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 4

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.

Subscribe today!

Purchase a subscription today!

We are delighted to offer you a subscription to access over 80 additional case studies, learning activities, teacher notes and downloadable content!
 
Click here to log-in if you already have an account.

Order the print version!

Order a hard copy!

SPECIAL OFFER - LAST STOCK CLEARANCE
Purchase a print version of Edition 7 for yourself or additional copies for your school! 
 

Commission a case study for your business

If your company or organisation would like to be part of Australia & New Zealand's best case study resource, apply for a case study online or phone us on 
02 4991 5577 in Australia and 0800 990 999 in New Zealand.

What's New?

 

New Edition 7 case studies available now!

Buy a printed copy of Edition 7 case studies.

Subscribe now to get access to over 80 additional case studies and support material.

Teaching Resources

Learning Resources

Useful Resources
Need to contact a teaching association?
Or get ideas for class?
Check out our useful links.

Teaching Hints & Strategies
Share your lesson plans with other
professionals or search for ideas here.
 

Tell us your favourite case study?

What Is your Favourite Edition 7 Case Study?

Log in / log out