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Telstra: Implementing market-based management - 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.


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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

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