Business Case Studies, Organizational Behavior Case Study, Marketing, Marketing Strategies

print page
Tell A Friend

Case Categories

Marketing Management Case Study

Case Title:

Telstra, The Australian Telecommunications Company: CEO Sol Trujillo's 'Transformational' Strategic Plan

Publication Year :  2010

Authors: Vasanthi Vara, Souvik Dhar

Industry: Telecommunication

Region: Australia

Case Code: MM0057

Teaching Note: Not Available

Structured Assignment: Not Available


After holding a major share in the local telecommunications market in Australia, Telstra started facing competition from other mobile phone operators. To counter competition the government decided to privatise Telstra. Solomon Trujillo was appointed as the new Chief Executive Officer of the company in July 2005 to formulate a strategy, which could enable Telstra to regain its market position. But the strategic plan announced by Trujillo was met with scepticism from analysts and politicians. Analysts were doubtful whether Telstra could accomplish the targets it set for itself.

Pedagogical Objective:

  • To discuss whether the plan of action announced by Solomon Trujillo is enough of a measure to regain Teltra's lost glory in the light of competitive pressures in the Australian telecommunications industry.

Keywords : Telstra Corporation; Sol Trujillo; Australian telecommunications industry; Restructuring / Turnaround Strategies Case Study; Privatisation; ‘Transformational’ strategic plan; Integrated company; Cost structure; Retrenchments; 3G Networks; Internet services; Cost-effective services; Government regulations


  • Telstra: Company Profile
  • Sol Trujillo's 'Transformational' Strategic Plan
  • The Future

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap