E-Commerce Telstra Corporation Limited

Question: Discuss about the E-Commerce for Telstra Corporation Limited. Answer: Introduction This study aims to make a report on the subject area of E-Commerce. The company based on which the report has been prepared in Telstra Corporation Limited, Australia. In this report, the analysis has been made on the objectives, target market and strategies taken by Telstra for their e-commerce business. With the help of this analysis, the study has tried to critically evaluate the online presence of the particular company that is Telstra Corporation Limited. After the analysis, conclusion has been provided and then some recommendations have all been provided for the future betterment of the company. Findings Background of the company: Telstra Corporation Limited is one of the largest companies in the Australian Telecommunication sector. This company started the journey in the year of 1975. Presently, the company is operating its business in the global market. As per the last years annual report, the total revenue of the company was A$26.7 billion and profit was A$4.3 billion. Presently, the company is having an employee base of 36165 people (Telstra.com.au. 2016). Objectives behind online presence: There are several reasons due to which Telstra has presented itself in the online medium. These reasons are as under: Through online presence, the company wanted to strengthen its customer base because with the help of website, Facebook page or Twitter page it is easier to reach more number of people stay at different areas in the globe. The company wanted to attract the young generation through this online presence. At the same time, this online presence is also very useful for attracting the business class people those have no extra time to come to the stores (com.au. 2016). With the help of online medium, the company wanted to provide better services to its existing and new customers. The company wanted to reduce its promotional cost by promoting its products through online medium. The company wanted to increase its revenue and profit levels. Target audience of Telstra Corporation Limited: The target audience or target market of Telstra includes a wide range of people. It includes business class people, school and college students and farm workers. Its target market involves the people of all the social classes and the people of different age group. It wants to provide its products and services to the young tech savvy people to the older people whose age is above 60 years (Telstra.com.au. 2016). Steps taken by Telstra for achieving the objectives: Telstra has taken several steps in order to achieve its business objectives or the objectives of online presence. The steps are discussed below: Telstra has conducted a multi-year partnership with NCIE in order to build the Indigenous Digital Excellence Hub. With the help of this, the company has developed and improved its apps, online programs and platforms. At the same time, it has also helped the company in improving the wellbeing of the community (com.au. 2016). The company has started the option of complaints lodge in their websites. This is very helpful for the customers to inform the company about their problems (Barker et al. 2012). This types of service actually attract the customers because they do not need to go to any store for solve the problems. Moreover, this is quite useful for the rural customers. The company has started to provide several offers through their Facebook and Twitter page. Due to this, many people in different countries can know about their offers and services (Zahay, 2013). This helps the company to increase the customer base along with the revenue and profit. The company has introduced a 24X7 app through which customers can contact the company at any time and from any place. In this app there is an option of direct chatting. Measuring the success of Telstra based on theories: The success of Telstra in online marketing can be measured with the help of a theory of digital or online marketing and that is Generational Theory. As per this particular theory, the company considers all the customers of same generation (Wang Tang, 2003). In case of Telstra, it has included all types of customers in its target audience. For the company there is no difference between a young customer and a 60+ customer. Due to this thinking, the company has presented itself on the Facebook or Twitter page and make a website, which can be used by each people. This has helped the company to increase its online transaction from 40% in 2011 to 50% in 2012. Effect of online presence of Telstra on the overall brand image: Due to the online presence, the brand image of the company has increased. The company can provide better services through online like, direct chatting and for that, the customers become more satisfied (Barker et al. 2012). At the same time, due to the promotion through Facebook and Twitter, more people become aware about the services of Telstra and this has increased the customer visit in the stores of Telstra. As per the last years data, the company has added more 1.56 million mobile subscribers in 12 months. Comparison between Telstra and its competitors: Major competitors of Telstra are Optus and Vodafone Hutchison Australia. The comparison among these three companies can be made based on their customer bases. 2.9 million People are not the customers of these three companies. Hence, these companies are competing to attract these customers. In order to compete with these two companies Telstra has started 4G serviced in 2016 (Australian Breaking News Headlines World News Online | SMH.com.au. 2016). Conclusion From the above discussion and analysis in the report, it has been identified that Telstra Corporation Limited has taken several steps in order to make a strong presence in online. The company has targeted different types of customers from different social classes and age group. The main competitors of the company are Optus and Vodafone Hutchison Australia. However, in order to compete in the market in a better way, the company can apply the following recommendations: Recommendations Telstra can start online contests to attract new customers and to grow more interests of the existing customers. Telstra can start to communicate with its customers through emails. This will reflect the personal touch in the services of the company, which is very effective in increasing the customers satisfaction level. Reference list: Australian Breaking News Headlines World News Online | SMH.com.au. (2016). Smh.com.au. Retrieved 1 July 2016, from https://www.smh.com.au/ Barker, M., Barker, D. I., Bormann, N. F., Neher, K. E. (2012).Social media marketing: A strategic approach. Nelson Education. Telstra.com.au. (2016). Retrieved 1 July 2016, from https://www.telstra.com.au Wang, Y. S., Tang, T. I. (2003). Assessing customer perceptions of website service quality in digital marketing environments.Journal of Organizational and End User Computing (JOEUC),15(3), 14-31. Zahay, M. L. R. (2013). Internet Marketing: Integrating Online Offline Strategies-3/E.