Australian post

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3Australian Post


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The need for effective communication necessitated the establishment of the postal services which ensured the delivery of the mails and information on behalf of the sender. These establishments began from as early s the 18th century with several countries establishing the Postal Acts as the guiding principles. Australia exemplifies one of such countries which came up with the postal services as agents on behalf of the senders (Crew et. al. 2016). The Australia Post is one such establishment which ensured effective communication among the citizens of the country.

This paper intends to analyze and provide overview information regarding the Australian Post. In essence, intends to elaborate on the kind of industry within which the service provider operates, the kind of services done by this corporation as well as its structure. In addition, this

Brief overview of the company

Australia postal corporation was founded in 1809. The company has its headquarters in Melbourne, Australia. Presently, the company operates about 4429 retail outlets.

During the 18th century, there existed primitive means of sending mails. Therefore, the company came up with various legislations to establish and regulate the postal service. In 1849, the rates for the postal services were officially fixed by the company. The service grew with time and with the advancement of technology (Hassall, Sluyter & Scott 2012). For example, in 1914, the company established the airmail service which then allowed the use of airline systems to pass the letters.

The company has remained on strong profit footings since 2010. The launch of ‘future ready’ strategy catapulted the corporation into strong profit maximization trends and business strategies. For example, it saw the launch of e-services as an advance technological move. The e-services imply that most of the activities of the company would be enabled through the internet. For example, the follow-up of the mails, acquisition of relevant information and contact of most of the important offices form part of the e-services (Jaag, Moyano & Trinkner 2016).

Despite the profit making trends, the company registered its first loss after 30 years in the year 2015. The A$222 million were associated with a decrease in stamp mails and parcel deliveries. However, the corporation returned to its strong footings ion the year 2016 after constant restructuring and great parcel performance. Presently, the company has strengthened the management of all its branches as well as buttressing the various activities performed. The mail performance has been one of the greatest profit earning initiatives of the company. Therefore, the management remains committed to enhancing and promote such services


This company operates under the Postal Service Industry. This is the industry within which participants engage in ensuring that the mails, parcels, and letters reach the target recipients as recommended by the sender and the law. The entire industry is regulated by the government which operates through the legal framework to oversee the activities of the various participants (Mathews 1991).


This corporation functions under a well-organized structure consisting of various hierarchical levels. The top leadership consists of the Managing Director/Executive Officer. Presently, the Managing Director of the company is Ahmed Fahour. However, Ahmed acts as the leader of an entire Executive Committee which consists of various office holders such as Executive General Managers, Chief Marketing Officer, Chief Information Officer, Chief Financial Officer, and Corporate Secretary among other line managers. The Executive Committee functions as the major body which makes decisions for various departments within the company

The Board of Directors also forms part of the Company’s structure. This is the level consisting of various stakeholders and company officials who make decisions for the company. Currently, the company has seven board members who sit to formulate and make decisions and strategies.


The Australian postal company engages in a number of services. One of such services includes the postal services which involve handling parcels and mail. The postal services have been greatly improved with the advent of modern technological improvement. Presently, there exist digital services, retail services as well as express posts. The other functions include offering logistics services (Crew, Kleindorfer & Campbell 2008). Lastly, this company engages in printing services for the clients.

Key competitors

Some of the key competitors of Australian Postal Company include the Fastway Couriers, DHL, Golden Messenger, Transdirect, Z-Transport group, Ship 2 Anywhere among others. These are similar companies which also deal in postal services such as mails and parcels. Therefore, the Australia Post receives much competition from their services

Role of segmentation/targeting and position

Segmentation has remained as one of the essential activities within the running of Australian post. It refers to the division into smaller departments (segments) for purposes of effective management. The company has embraced this principle and successes in dividing most of its services I various departments for effective management and service delivery.

Targeting and positioning equally comprise of essential business strategies which have led to the success of this company. The Australia Posta continues to run several branches which are strategically placed in both the rural and urban regions. The main reason for engaging in such a manner of position relates to need then to expand its market and customer base. Besides, the outlets and offices run by the company embrace targeting concept that enables them to remain competitive in reaching the intended clients (Khazabi 2016). They especially target the clients who potentially require any of the postal services in Australia.


Crew, M. A., Kleindorfer, P. R., & Campbell, J. I. (2008). Handbook of Worldwide Postal Reform. Cheltenham: Edward Elgar Pub.

Crew, M. A., Brennan, T. J., Conference on Postal and Delivery Economics, & Conference on Postal and Delivery Economics. (2016). The future of the postal sector in a digital world: [… this book is a result of the Center for Research in Regulated Industries’ (CRRI) 23nd Conference on Postal and Delivery Economics, which was held on June 3-6, 2015, at the Amarilia Hotel, Vouliagmeni, Greece]. Cham [u.a.: Springer Verlag.

Hassall, K., Sluyter, P., & Scott, D. (2012). The Development of a Transport Meta-Language to Achieve Urban Freight Efficiencies: A Case Study of the Development and Application of the Australian Postal Corporation’s ‘Transport Information System’. Procedia-Social and Behavioral Sciences,39, 282-292.

Jaag, C., Moyano, J. P., & Trinkner, U. (2016). Postal strategies in a digital age. In The Future of the Postal Sector in a Digital World (pp. 103-120). Springer International Publishing.

Khazabi, M. (2016). Postal service markets: an international comparison analysis. Journal of Public Affair

Mathews, J. A. (1991). Australia Post: Introduction of optical character recognition mail sorting technology. Kensington, NSW: Industrial Relations Research Centre, University of New South Wales.