2024 – Telstra Over the past few years Telstra Australia s largest provider of telecommunications services has

Telstra

Over the past few years, Telstra, Australia’s largest provider of telecommunications services, has faced increasing competition from domestic and overseas providers. Rapid changes in technology, consumer behaviour, and the introduction of the NBN (National Broadband Network) have become a catalyst for the organisation to change its approach to both customer service and product innovation. Pressure to deliver returns to shareholders are ever-increasing; formulating and delivering a successful strategy is critical. More information on Telstra may be found at:

•   Annual report: https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf- e/Annual-Report-2017.PDF
•   General company information: https://www.telstra.com.au/aboutus
•   Strategy: https://www.telstra.com.au/aboutus/our-company/future/Ourcorporatestrategy

1. A suggested structure for your report is as follows:
   Executive Summary (150 words)

Table of contents (not included in word count)

1. Introduction (100 words)
2. Evaluating the organisation’s environment (550 words)
   1. External – use Porter and the most relevant 2 elements of PESTEL, (not required to use each one).
   2. Internal – use core competencies and value chain analysis.
3. Analysis of competitive advantage (200 words)

a. Discuss competitive rivalry
4. Strategy formulation and choice (550 words)

a. Vision
b. Goals
c. Initiatives – cost leadership vs differentiation

5. Recommendations and conclusions (450 words – write this section in ‘first’ person)

1. With rationale for support of strategy
2. With rationale for critique of strategy

Reference List (not included in word count)Appendices (not included in word count)