Executive Summary
The telecommunication industry is the most booming industry across the world and in Australia too. It is very important for telecommunication industry to analyse its micro environment and macro environment. Microenvironment consists of the organisation's various departments, competitors, customers, marketing intermediaries and publics. The microenvironment represents the strengths and weaknesses of the organisation. The organisation has partial control over the factors of its microenvironment.

The macro environment consists of the factors such as demographic, economic, natural, technological, political and cultural environments of the market place. These environments represent opportunities and threats of the
2.2 The changing family

There is an increased trend of single parent house holds in Australia. In 2001, there were less than 10% adults living alone. This figure has increased to more than 30% in 2004; the market is increasing rapidly for telecommunication industry for the people living alone. As more people live alone and separate to their family members, there will be more demand for communication (Rix, 2004, p.38).

2.3 Geographic shifts in population

In Australia, people are moving more in terms of employment opportunities, retirements, living standards etc. The movement has occurred between states, from rural area to urban area and movement from city to suburbs. Queensland was the most attractive destination in 2003 with the growth rate of 22% in 10 years. New South Wales comes at second place with more job opportunities. Organisations can monitor these shifts of population and can decide their marketing campaigns accordingly. Telecommunication industry can win the market for such people by more coverage of services in remote areas (Kotler, Brown, Adam, Burton, & Armstrong, 2007, p.176-177).

2.4 Education level

There are less people who have studied at University level in Australia. But at present, there are more people studying up to university and gaining Bachelor or higher degrees.

In year 2006, 23% male of the total population of Australia had a Bachelor