Sales Organizations in Emerging Markets †Free Samples to Students

Question: Discuss about the Sales Organizations in Emerging Markets. Answer: Introduction: SingTel Optus Pty limited is the second largest telecommunication company based in Sydney, Australia. It is wholly owned subsidiary of sing Tel and provides telecommunications services for both businesses and individuals in this country (Daniela, 2012). The company shares vision, values and core purpose: to be Pacifics best multimedia solution. Its mission is breaking barriers and building bonds. SingTel Optus Pty limited aims at breaking barriers which keep people apart and create bonds through establishing technologies which connect individuals in different parts of the world Some of the services offered by this company include business network services, telephony, internet and satellite, subscription television services, Wi-Fi calling services among others. This company uses marketing orientation through responding to consumer needs and wants by producing products accordingly (Fran, 2012). In the recent years, Optus has been introducing new technologies as one of the strategies of competing with companies like Telstra, Vodafone, AAP limited among others. Recently, this strategy has failed because customer satisfaction has declined because of consumer being frustrated by the new technologies, and also acting as a repellent to prospects. This orientation is of concern because this is a communication company and the use of technology in its marketing is very imperative. Most of the SingTels strategic, operational and financial dynamics are currently improving (Guevarra, 2010). This shows that this companys current operational strategies are evidencing to be successful. This company has diverse geographical operations because its services and products are used nationally. Having diverse geographical operations is a benefit for SingTel Optus Pty limited because it assists its marketing team to target customer in different areas and also assists the company in dividing the market in different segments. The other strength associated with this company is that it is among the largest telecommunication company in Australia and has been able to acquire smaller players who have assisted in strengthening its brands. Acquiring smaller players has also assisted this company to obtain increased sales, big market share, and customer loyalty which in turn lead to increase in revenue This company serves large number of customers across Australia and aims to continue innovating and investing in technology to increase the number of customers (Harden Heyman, 2011). The company aims at providing outstanding goods and services so as to enhance customer experience. The company values its customers because it believes they are the reason why the company exists. According to Sikandar (2013), consumers change their preferences based on technological changes. Most of the customers served by this company are sensitive to changes in technology because they always want to be provided with goods and services based on the latest technological advancements. SingTel Optus Pty limited puts this into consideration because the management is aware that failure to consider this may adversely impact the business. Some of the key collaborators of this company are its suppliers (Gregory, 2013). The company is always devoted to collaborating with transparent, ethical, and environmentally and socially accountable suppliers. SingTel Optus Pty limited has contracted different vendors to assist the company in enhancing its business across the country. For the mobile services which contribute to the highest revenue, the company liaises primarily with network infrastructure and equipment suppliers as well as handset and manufacturers. For the fixed broadband and pay-TV services, its key suppliers comprise of router, modem and other related equipment such as set-top boxes. Its main suppliers for the digital and entertainment services are advertising agencies and content providers. Optus selects its suppliers carefully to assist in providing its customers with the best quality products and services (Tybout Calder, 2010). Its procurement policy aims to award tenders fairly based on merit. All suppliers are required to abide by the SingTel Optus Pty limited supplier code of conduct. Senior officers are also randomly put on a roster for tender bid verification to ensure they meet all requirements. The fact that the Australian telecommunication industry is dominated by different players makes it very competitive (Hassan, 2016). Some of the strong companies which compete with SingTel Optus Pty limited include Telstra corporation limits, AAPT limited, Vodafone group limited company among others. As time goes on, the threat of new companies entering the Australian telecommunication industry is increasing because the demand for better communication products and services is increasing every day. To address the possible threat with is likely to result from competition as time goes on, SingTel has been investing in technology and innovation to ensure the consumers gets goods and services according to their expectations. Introducing the 4G network is one of the strategies which have enabled this company to maintain its competitive advantage (Pauwels, 2014). SingTel strives to introduce advanced technologies in the market before its competitors does so because it wants the customers to view it as fast in innovation and adapting to the emerging technologies. SingTel Optus mostly competes with Telstra because it wants to surpass it and be termed as leading in the telecommunication industry. The operation of SingTel Optus is impacted by various factors which include political technological, economical, legal and sociocultural factors. For the political factors, the company is impacted by the changes in government regimes because each one of them comes with their way of administration which impact businesses. The unstable economic condition of Australia also impacts this company in the fact that its sales and revenue depends on various aspects related to the nature of economy of the country (Hess, 2011). This company is also impacted by legal factors because it must operate according to the law. When there are frequent changes of laws which influence its business area, the company experiences challenges because it must amend its operation strategies to ensure they are in line with the laws. Most of the products and services offered by this company are related to technology and therefore it means any technological changes impact its business (Mohammad, 2013). To continue maintaining its competitive advantage, the company must learn and adjust to the recent technological changes. As time goes on, the culture of using technology is changing. Unlike in the past where technology related products were mostly associated with the young generation, even the adults are joining the trade. The young people have started adapting the western culture which has influenced their lifestyle and purchasing behavior. Customers are the most important assets in this organization (Irina, 2013). The company focuses on designing its products and services in a manner which can meet the customer expectations. SingTel Optus Pty limited achieves this through collecting information concerning the kind of products and services which the customers expect to get and use it in designing products and services in a manner which can satisfy their expectations. SingTel has a team of marketers who act as important sources of information concerning various aspects which affect customer satisfaction. The company also conducts regular researchers to establish the changes in customer wants (Mohammad, 2014). This includes using various data collection tools like for example short questionnaires and interviews to collect information concerning customer needs. Once this information is collected, the management analyses it so as to come up with the necessary strategies which can assist the company to increase customer loyalty through providing high-quality goods and services. Over the years, Optus has also been using its supply chain to obtain information concerning customer expectations, preferences, buying behavior and so forth. Information concerning customer wants is highly valued by this organization because it serves as an important factor when making decisions on how to improve customer experience. Molin (2013) Argues that marketing information is fundamental for organizations which are focused on challenging competitors. The marketing team in this organization plays a significant role in collecting information concerning competitors which pose threats. The department conducts market research to find out any emerging or existing company which seems to challenge SingTel Optus Pty limited from realizing a significant market share. The department also liaises with monitoring and evaluation department to analyze changes in market share, and also determine the companies which may be contributing to the decrease in case it is identified. The company also identifies the strategies used by the companies which pose threat so that it may come up with strategies which can challenge them. Over the years, this company has been valuing research and development in its operation and is always aware that competition is one of the major factors which can negatively influence its operation (Mohammad, 2013). Therefore, it frequently conducts market research and uses the results obtained to enhance its goods and services. The company is aware that one of its biggest threats which can impact its operations is competition. Therefore, it finds out which companies are likely to pose threats and acts accordingly to challenge them. The context of Australian telecommunication industry is characterized by relentless change (Pauwels, 2014). To stay competitive, this company collects data concerning any changes that may negatively impact its business and uses it in establishing strategies which can assist it to maintain a competitive advantage. Changes in business context in this industry are triggered by several factors which include changes in consumer buying behavior, new entrants, change in competition strategies and so forth. Information concerning these aspects is always imperative for SingTel Optus because it is used by the management to make decisions which can assist the company to operate based on what has changed in the business context. The change in business context in this industry is mostly triggered by two factors: competition and technology (Sandhya, 2014). These two factors are the one which primarily change from time to time and are also the ones which have the greatest impact on the way which companies conduct their business in this sector. If for example there is emergence of new technologies and some companies are fast to adapt to those changes than others, then changes in business context will occur because consumers will have to shift from one company to the other. This shift is caused by the fact that consumers want to be associated with companies which provide them with new experiences. SingTel Optus Pty limited values its collaborators because they play a significant role in its success (Mathieson, 2010). One of the ways used by this company to obtain information the role of collaborators in the company is using questioners with different questions which are aimed to know if they feel there is any role they play towards this company. The company also has advanced systems which are designed to collect information concerning its collaborators. These systems are reviewed from time to time by the management in order to know if the company is collaborating with people entities which create value for the company or not. For the suppliers, the company uses its supply chain department to obtain information from different levels of the supply chain through various techniques of obtaining information like interviews. The company also analyses how the people involved in its supply chain have enhanced the efficiency of this process through obtaining information from various people who it affects. Some of these people include the customers, retailers and so forth. Because the Australian telecommunication market is diverse, this company has segmented it depending on different features so as to be able to undertake its marketing effectively (Pauwels, 2014). The company operates in four segments namely; Optus consumer, Optus business, Optus SMB and Optus whole and satellite. SingTel has segmented its market based on population. The Optus consumer provides mobile voice, and Wi-Fi services, Optus business provides communication services to the government and corporate customers, Optus SMB provides services to small and medium businesses, and finally, the Optus wholesale and satellite provides telecommunication services to other providers and is one of the strongest in the Australian satellite industry. There are also other ways which this company can segment the market so as to be more effective in addressing customer needs. One of the best ways is based on class. The company has products which are of different qualities and sold at different prices. The company can divide the market into three classes and provide good and services based on those selections. The most ideal selections, in this case, can comprise of first class, middle-class and low-class segments. The choice of target market for this company should be selected based on factors which influence people to use technology related goods and services. One of the factors which influence technology usage is age. The management should consider this factor when making decisions concerning its targeting strategies because it is among the major aspects which influence the use of technology related products and services among the people. According to Binti (2015), people whose age is between ten to forty years are more likely to use technology related products and services than those who have reached the age of 45 and above. This means the company should target under 40s in order to realize a progress in its business. According to SingTel Optus Pty limited, customers have various reasons why they prefer using products and services from this company other than those of its competitors. Some of the factors include reliability and durability (Hess, 2011). Most of the customers say that majority this company offers reliable services and its products are durable than those of its competitors. The reason why this company has attained this value from its target customers is because it knows that people need flexibility and great value and therefore strives to ensure this factor is attained. To remain competitive, SingTel should focus on making the customers realize why the company exists. In this case, it should differentiate its products and make them more competitive through improving quality. The company can also increase value preposition by ensuring it sells products which are based on the latest technological changes. The Positioning statement for the target market should define various things like the target market, the unique value which the company provides, why should the customers believe this company is the best and so forth. This company operates in a very competitive market and therefore should come up with a statement which gathers information concerning the target market so that it can decide on how to position itself in a manner which can favor its operations (Janet, 2013). The Positioning statement for the target market defines the market based on various characteristics which influence the use of telecommunication products. Some of these characteristics include age, the level of income and probably education. Every decision concerning products and services should be based and supported by the Positioning statement for the target market. SingTel should ensure its products and services fulfill the needs and wants of its customers. Before delivering products and services to the market, the management should ensure there are unique features which differentiate them from those of competitors, and ones which can also make the customers to have the reason for purchasing them. For example, if it is WI-FI, the company should ensure it is reliable and can meet the speed which the customers expect. All products should be compelling to enable consumers feel that they need them. The nature of products should also be in line with the selling price. SingTel should make sure its plans for the prices based on the quality of products and the target market. According to Atul (2015), consumers make buying decision-based on various factors which include their level of income, the relationship between quality and selling prices, and so forth. This means the pricing strategies should be based on the quality of the products, and what defines its target customers. The pricing strategy should also consider other factors like supply costs, prices used by competitors and seasonal discounts. When determining the prices, the company should find out if the targeted customers have found it worth to purchase the products at that price. According to Sergey (2014), promotion plays a role in informing consumers concerning about what a company offers and why they should buy products from that company. The targeted market cannot know the importance of purchasing products from this company without undertaking promotions. This company should always advertise and create positive public relations so that it can show the target customers the reasons they need to use goods and services from this company and why they should be willing to purchase them at particular prices. Place should define how a product is sold and the manner in which it is delivered in the market (Pauwels, 2014). The company should ensure products are delivered based on how it has segmented the market. For example, if the segment is defined by class, it should ensure the products are delivered based on the purchasing power of each class. The management should also ensure the products are always available in its target markets. When placing the products in stores or any other place where the customers can obtain them, it is important to factor in differentiation (Pauwels, 2014). The company should develop its products in a manner which the customers can differentiate them from those of its competitors. This can be attained through unique packaging, brand names or any other factors which can make the customers realize the difference between SingTel Optus products from those of other companies like Telstra, Vodafone, and others. References Atul, S. 2015. Capital Budgeting Principles: Bridging Theory and Practice. Academy of Accounting and Financial Studies Journal, Vol. 19, No. 3, PP. 60-70. Binti, R. 2014. Factors Influencing Consumer Behavior: A Study among University Students in Malaysia. Asian Social Science, 10(9), 23-30. Daniela, I. 2012. Entrepreneurial Marketing: A New Approach for Challenging Times. Management Marketing, Vol. 7, No.1, PP. 44-108 Fran, B. 2012. Digital Technology Use among Disadvantaged Australians: Implications for Equitable Consumer Participation in Digitally-Mediated Communication and Information Exchange with Health Services. Australian Health Review, 36(2), 75-85. Gregory. L. 2013. Digital Universe: The Global Telecommunication Revolution. Journalism Mass Communication Educator, 68(4), 45-67. Guevarra, R. A. 2010. Marketing Dreams, Manufacturing Heroes: The Transnational Labor Brokering of Filipino Workers. New Brunswick, NJ: Rutgers University Press Harden. L Heyman. B. 2011. Marketing by the Numbers: How to Measure and Improve the ROI of Any CamPaign. New York: Amacom. Hassan, A. S. 2016. Customer Satisfaction with Mobile Services in Telecommunication Companies, Journal of Competitiveness Studies, 24(3), 78-123. Hess, E. D. 2011. Growing an Entrepreneurial Business: Concepts and Cases. Stanford, CA: Stanford Business Books Irina. P. 2013. Product Innovation Strategies on Emerging Markets: Bringing Theory and Practice Together. European Journal of Interdisciplinary Studies, 5(2), 58-90. Janet. M. 2013. Telecommunication Tower Leases Not Subject to Self-Rental Passive Income Rule. Journal of Accountancy, 215(2), 456-487. Mathieson. R. 2010. The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World. New York: AMACOM. Mohammad, H. 2014. Sport Knowledge Management and Its Role in Promoting the Electronic Marketing Decision Making Process. Asian Social Science, Vol. 10, No. 14, PP. 95-100. Mohammed, A. 2012. Establishing Sales Organizations in Emerging Markets: The case of Saudi Arabia. Review of Business Finance Studies, 3(2), 65-70. Molin. M, M. 2013. Vonage: An Opportunity in the Telecommunication Industry. Journal of the International Academy for Case Studies. 19(5), 56-78. Pauwels. K. 2014. Its not the Size of the DataIt's How You Use It: Smarter Marketing with Analytics and Dashboards. New York: American Management Associations. Sandhya. R. 2014. Digital Universe: The Global Telecommunication Revolution. Journalism and Mass Communication Quarterly, 91(4) 34-56. Sergey, S. 2014. Economic Strategy of the Hospitality Industry Development in the Russian Federation: Methodology and Practice. European Journal of Tourism Research, Vol. 8, PP. 60-99. Sikandar, D. 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality Industry in UAE. Journal of Emerging Trends in Economics and Management Sciences, Vol. 4, No. 3, PP. 40-90. Tybout, M. A Calder, J. B. 2010. Kellogg on Marketing. Hoboken, NJ: Wiley.