Optus: Marketing Plan

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Optus is a company owned by the Singapore telecom company, and It started in Australia in 1991. Optus provides products and services serve personal as well as the business consumer. Optus is the second largest telecommunication company in Australia, offering a variety of communication services such as mobile, long-distance and national services, local and global telephony, internet, satellite, and business network services (Optus, 2017). Others include TV subscriptions and services for digital media.

The report focuses on Optus as a brand , and looks in its marketing ,competitions, strategies and external factors that affect the performance of the company. The main aim of the report is to find out where Optus currently stands and how/what can be done based on the findings in order to improve the brands performance

Market Situation


Optus employees are more than 8,000 in Australia (Optus sustainability report,2019). Optus delivers to more than 10 million customers A broad Telecommunications Spectrum Products and services which include: mobile and mobile Fixed-line telephony services; Broadband; Multimedia and entertainment Services; satellite services; and joint venture Applications and solutions in Telecommunications (Optus sustainability report,2019). The network Optus 4G offers coverage for 97.2% of the Australian population, and Its 5G network recently launched (Optus sustainability report,2019).  

Target Market:

According to (O'Sullivan, P as cited in Ramli, 2014) The 12 million customers living in Australia are his next big target, and SingTel Optus can keep losing revenue over a short period to raise customers. (O'Sullivan, P as cited in Ramli, 2014) state that rural and regional customers are around 40 per cent of the more than 30.2 million mobile subscribers around Australia and they planned to cover them by wide. Optus offers different products. For example, in General services, the company provides electronics products and internet packages and communications and entertainment subscriptions. In Enterprise Services, cloud-led services, applications, security, and information and communications technology are contributing to the centres of cooperation and communication for organizations through smart and secure network backs. In contrast, in Business services, the company offers communications solutions for small and medium businesses. According to Singtel annual report (2019). As consumers' lives become digital, the connection with other devices and service is essential. Optus has experience in digital services, access to mobile financial services and rich entertainment content.

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