This assignment requires a comprehensive SWOT analysis of Vodafone, highlighting its capabilities, addressing weaknesses, and leveraging opportunities to gain a competitive edge over rivals in the UK market. It also involves understanding various market forces that Vodafone needs to address for its competitive advantage.
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Table of Contents INTRODUCTION...........................................................................................................................1 Task 1...............................................................................................................................................1 P1 PESTLE Analysis.................................................................................................................1 M1 Strategic management decision............................................................................................3 Task 2...............................................................................................................................................3 P2 SWOT Analysis....................................................................................................................3 M2 Assessment of strengths and weaknesses of Vodafone's Structure, capabilities and skill set .....................................................................................................................................................6 Task 3...............................................................................................................................................6 P3 Porters 5 Forces:....................................................................................................................6 M3 Appropriate strategies in gaining the competitive advantages and better market position. .7 P4 Bowman's strategic theory.....................................................................................................8 M4 Strategic management plan.................................................................................................10 D1 Objectives which enhance competitiveness........................................................................10 Conclusion.....................................................................................................................................10 REFERENCES..............................................................................................................................11
INTRODUCTION Business Strategy canbedefined as action plans or competitive moves that an organisation uses in order to achieve organisational objectives, attract customers, to remain competitive and achieve organisational goals. A business strategy simply means what an organisation wants to achieve and formulates plans for achieving it. A strategy of a businesses can also be long term plan which are designed to achieve a particular set of objectives or goal of an organisation. In this Vodafone is taken as an organisation, Vodafone is an International telecommunication company, it serves in regions of Europe, Africa, Asia and Oceania. It is ranked 4thwith a to total number of subscribers 313 million in 2018. Vodafone provides it services in more than 25 countries across the world. This report discusses about the macro factors that has an impact on Vodafone and to its business strategies, this report also discusses how these macro factors have a impact on the decision making of Vodafone. This report also discusses about the internal environment of an organisation and what are its capabilities. This report also sheds the light on Porters Five forces of Vodafone and what are the outcomes while applying Porters Fives forces in a givenmarket sector. This report also discusses about the various strategic decision available to the organisation. Task 1 P1 PESTLE Analysis PESTLE analysis is tool that is been used by the marketers for analyzing and monitoring the macro factors that have impact on the organisation. It is the scanning the external factors that are present in the environment. There are the various macro factors available in the environment which have impact on the strategic planning of the business. The list of components are used by various project managers before starting a new project in different parts of the world and they come across through various forces of the macro environment and helps them in decision makings(Akdogan, Dogan and Cingöz., 2015).These letters stands for Political, Economical, Social, Technological, Environmental and Legal. PESTLE analysis for Vodafone can be done as Political:UK is considered as the one of the most powerful countries of the world due to its political stability but there has been rise of some instabilities in the political database due to introduction pf Brexit. Somebelieve that it will bring political instability and also will bring the huge challenges. While other believe that Brexit will bring opportunities for the country. The government of UK has announced to make reduction in the tax which was 19% during the 1
budget 2016 and it is reduced to 17% in 2018. UK has been supporting real estates, technologies, sports and many other industries which have led to huge investment from the over seas. Many business players and organisations have made investments in the number of industries of UK as there are the chances of growth and expansion of businesses in UK. Economical Factors:It is the most important factors of PESTLE analysis. UK is ranked as the 5thlargest economy across the world by world Bank in 2017. UK had to face the recession in 2008 which led to the set back to the economy of the country but the UK government managed to a necessary steps and were able to come out of economic trouble. In 2017 British households also faced some challenges due to inflation rates(Alstete and Beutell., 2016.). The inflation rates rose up to 3.1% in the month of November 2017 which resulted in the increase of interest rates up to 0.25% and there are the chances of further increase in interest rates in UK. Current minimum wages for the people working in the organisation was 7.50 euros per hour but it has increased up to 7.83 euros per hour. But there are still many opportunities available for the various organisations and needs to be explored by the organisations. Social Factors:This factor is also the important factor, as UK has been influenced by the social class from the past till present. In recent years the companies have been creating new product and services in order to meet changing needs of the customers because there has been rise in the needs of people of different religions anddifferent races. UK is ranked among top 10 educated people in the world and also ranked number 3 in overall best countries of the world which means that there is a high costs of living standards in UK. Technological Factors:UK is also considered as the one of the most technologically advanced countries among the world in which London is considered as the hub of technology and for the finance. With the increase in the business there has also been increase in the technological up gradations in UK and these technologies are offering more technical solutions to its customers. Technological factor is also the one of the major contributions of economy to UK. Environmental Factors:UK's economical activities have a impact on its environmental factors. Thegovernmentandotherbodiesaretakingvarietyofinitiatesinordertocreatethe environmental awareness and also are taking the measures of reduce the negative impacts of these growing economies on the environment of UK. UK is facing the challenges with its environmentalconditionsastherehasbeencontinuousincreaseintheeconomiesand industrialization in UK.Rise of tourism in UK especially during summers have posed a 2
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challenge for the Government if facing the environmental changes but tourism also boosts the economy of UK as it contributes 127bn euros annually to UK. ButUK governments prime concern is its environmental conditions(Brewster., 2017). Legal Factors:It is the last element of PESTLE analysis that deals with the legal landscape of of UK. Legal factors includes health and safetyfor the employees, consumer rights, product labeling, equal opportunities, product safety etc. An organisations should know what is legal and illegal in order to trade with UK. It becomes a tricky area for an organisation as each and every country has its own set of rule and regulations. Legal factors of UKaddresses about the employmentwhichwasenactedin1996.Itprotectstherightsoftheemployeeinthe organisations that are present in UK. Various rights of employment acts includes sick pay, minimum wages act, holidays pay, sick pay, maternity and paternity leaves etc. Legal factors also includes the equality act 2010 which the people from any kind of discrimination like race , cast , creed color and sex. M1 Strategic management decision The strategic decision of Vodafone in UK would be that it has to strongly analyze the political factor of UK and focus on the opportunities available for Vodafone as there is certain change in the political factors. As UK is one of the largest growing economies in the world so Vodafone has the high chances of growth of their economy and formulate the strategies to overcome the inflation rates in UK(Ghosal., 2015).Vodafone should provide services to user with the rising standards of living and should use updated technologies with out hindering any environmental act of UK and operate the business as per the legal factors of UK. Task 2 P2 SWOT Analysis SWOT analysis provides a frameworkwhich helps in providing the internal position of the company byidentifying what its strengths, weaknesses, opportunities and threats. It is the framework of organisational capabilities and in-capabilities of what to do and what not to do. It is a strategic planning which helps the managers to identify what are the organisations strengths and weaknesses which are present in the organisation and opportunities and threats available out side the organisation. SWOT analysis helps in identifying what are the internal and external factors that have an impact on the product or a project or a service of an organisation. SWOT analysis of Vodafone can be done as 3
Strengths:Strength of Vodafone includes: Strong brand:Vodafone ha been able to build a strong brand image across UK over the years. An organisation is focusing on delivering a different customer services to its customers in UK through its brand and also through its communication activities. Strong brand image of Vodafone has been able to build a competitive advantage in UK as it is a local brand for UK.Vodafone's strategies is to build its brand through customers satisfaction(Lehmann., 2016). Extensive global reach:Vodafone has bee able to extend its business across the world and has bee successful in doing so. In 2008 Vodafone was among the worlds leading international telecommunication company, it was operating in 27 countries and it partners in more than 40 countries of the world and had 289 million customers approximately. It had largest geographical market of UKand contributed up to 15.2 % ofthe total revenue. Leading position in market:Vodafone is the leading player in UK. It enjoys 24% of market share in UK. Innovative advertising strategies:Innovation has always been a part of Vodafone groups advertising strategies. It has various advertising partners in order to attract the customers. Vodafone always made a unique advertising programs to attract the customers at a large scale. Weaknesses:Weaknesses of Vodafone can be described as Legal Proceedings:Vodafone has always been facing the issues regarding the legal proceedings that is mainly related to tax issues.A subsidiaries of Vodafone are facing the inquiry from the HM revenue and customs regarding the tax related treatments. The issue is still going on is yet to be resolved. Also VodafoneInternational Holdings(VIH) and Vodafone Essar Limited (VEL) already received notices in other parts of the world which has proved to be a weakness of Vodafone. Vodafone groups involvement in various proceedings of tax issues could lead Vodafone to fines and penalties. Being a local brand of the country, a company always comes in the vigilance from the global authorities, which is also the weakness of Vodafone. Vodafone also have to struggle for gaining the competitive advantage within the country. It also has to face the pricing related challenges in UK i.e. there is no justification of the price setting regarding 4
the services provided by Vodafone in UK. There has been decline in the customers base ofVodafoneinrecentyearswhichhaveenhancedtheweaknessesofVodafone. Vodafone has been delivering the weak performance in the European markets which is proving the weakness of Vodafone in UK(Phaal, Farrukh and Probert., 2015). Opportunities:There are various opportunities available for Vodafone some of them are mentioned as VodafoneandTelefonicaAgreement:Inmarch2009Vodafoneenteredinthe agreement with Telefonica for the purpose of sharing network assets across the various European nations which has provide an opportunity for Vodafone in improving the services across UK and other nations too. This agreement will improve the operating performance of the company in the coming years Mobile Advertising:There is a positive outlook for the mobile advertising in UK. Mobile advertising markets has made a forecast that there is a strong growth of advertising in the coming years, so Vodafone can use this opportunity to advertise its product across UK in order to gain customers attention and customers base across UK and such opportunity will will help Vodafone in the generating revenue and increase in profitability and also develop its brad image. Vodafone has been focusing on advertising process over the recent years. Vodafone has been working with different models of business to improve its advertising standards. This positive outlook of advertising will help Vodafone in generating the revenue across UK. 4G Penetration:This is the biggest opportunity available to Vodafone, as present world is the world of 4G, so people in UK are switching to 4G connections. This 4G technologies have provided an opportunities for Vodafone to host a service in 4G markets. Vodafone is one of the leading players of telecom market. Vodafone is offering its 4G services on the bases of Wide band Code Division Multiple Access which is also called (W-CDMA). People of UK there are adopting more 4G connections and this will help Vodafone in generating more revenue in the coming years. Threats:Vodafone is presently facing number of threats in the telecommunication world which can be explained as High competition:Vodafone is presently operating in highly competitive situations in telecommunicationworld.Astherehasbeenchangeintechnologiesinthe 5
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telecommunication industry which have led to huge competition for Vodafone. Now the markets of UK are shifting from the customer acquisition towards customers retention and also Vodafone is also facing problems with the retention of customers in UK. High Regulation:Vodafone is also facing the threats from the regulative authorities as it operations are been regulated by both EU and national Authorities.These authorities have putting pressure on Vodafone to maintain the orders from these authorities. In this competitiveenvironmentVodafoneisalsofacingthethreatsregardingtheradio spectrum, network frequency and also about the provisions of giving access for network to third parties and also the provisions of network sharing(Pollard and Morales., 2015). Mature Markets:As UK markets have been growing significantly and keeps on generating huge amount of revenues for the organisations, so there is a high penetration rate in UK markets which have posed threat to Vodafone. M2 Assessment of strengths and weaknesses of Vodafone's Structure, capabilities and skill set Vodafone has announced its new organisation structure and is now focusing on the companies key financial and commercial priorities i.e. increasing the commercial strengths, customers base, costefficiency and also the shareholdersreturns. Vodafone have been successful in simplifying its organisational structure by removing its managerial levels which have improved its decision making process which help Vodafone to over come the weaknesses and helps in gaining the competitive advantage over its competitors. A skill sets of the employees of an organisation will help in over coming the weakness of Vodafone's like communication skill, analytical skills, decision making skills, technological skills etc will help the Vodafone to over come the threats and weaknesses of Vodafone. These skills will also enhance the strengths of Vodafone and will make proper utilization of strengths. As Vodafone has very huge customers base which shows its capabilities therefore Vodafone can make use of Its capabilities for growth and development. Task 3 P3 Porters 5 Forces: Porters Five forces consists of three forces within Horizontal competition which includes threat from rivalry, threat from substitutes and threat from new entrant and two forces comes from the vertical competition which includes bargaining power of supplier and buying power of customer. Porters five forces help an organisation in drawing the five forces available in the 6
market that helps in determining the competition and helps in gaining the profitability(Thomas., 2016). Porters five forces of Vodafone can be explained as Threats of new entrants:Vodafone is continuously this type of threats in as each and every years new services are trying to enter in to the markets of telecommunication in UK which have posed a threat to the Vodafone. Threat from substitutes:A company is facing threats from its substitutes but in UK Vodafone is not threatened by the substitutes available because of its effective cost leadership. But rise in the alternative products definitely poses threats to the company and also result in the sharing of customers in UK(Scarborough., 2016). Competitive rivalry:Vodafone is facing a tough competition from its rivals like O2, EE and also from virgin-3. But Vodafone's competitive edge only comes from its customers loyalty towards Vodafone.Vodafonehas been able to provide the services to its customers at satisfactory level and has also been able to develop its products in the recent years(Strategy, ., 2014). Customers buying power:As people of UK have range of options available which have increased the customers buying power in the recent years. Alternative products available like communication based on the internet have posed threat to Vodafone and have also increased the buying power of customers in UK. People of UK are looking the best services to be provided by telecommunication companies because as they have various options available to them. This has increased the bargaining power of customers in UK. Suppliers bargaining power:It is considered as the one of the most favorable forces for Vodafone because Vodafone is considered as largest supplier and thus it has the competitive edge in the field of supplies over its rivals. Due to its bargaining power a company is able to provide services at lower costs for gaining profits. M3 Appropriate strategies in gaining the competitive advantages and better market position Based on the outcomes of the Porters five forces Vodafone has a competitive edge over the supplies they can set their products at even lower prices from its competitors in order to gain the competitive advantage. Vodafone should go for the product differentiation in order to face the threats from its substitutes, Vodafone have to make up gradations in the technological levels in order to provide better service to its customer in UK(Strategy, ., 2014). Vodafone should also 7
formulate the strategies of improving the customers brand loyalty which will help in protecting the Vodafone from the threats from new entrants so that new entrants needs more efforts to enter in the new market of UK. So these are the strategies that Vodafone needs to formulate from the outcomes from the Porters five forces. P4 Bowman's strategic theory It was one of the best idea which help Vodafone to collect all the information about its competitors and own position in market area (Jocovic, and et.al., 2014). Bowman's strategies model define the concept of analyzing marketplace where many business rival are there. It was an advantage for Vodafone to build their company position more powerful than its competitor. Through this process they have also understood about their products and service position in the industry areas. Bowmna's theory have eight stages like:-Low value and low price:This is the first stage of this model. According to this theory Vodafone need to give their services to customers in low price budget which attract them towards firm business and products. This is not the situation of competitive point, company need to make their price strategy lower than its competitors which increase their profit more than other companies. They have to offer very low cost facilities in low value to consumers which might be very effective for their business growth and success. It is a competitive technique which company can used to compete with other providers.Low price:Low prices always grab the attention of consumers. In this condition often company make large quantities. Vodafone serve their valuable services to costumers. They sold their goods and services to people in low price value within good facilities which increase their profit margin more than its competitors. Company make those products which can make their profitability more than now (Shakhshir, 2014). They need to focused on low rate minimizing; fast and cheap production and using economy of scale. Thus, when Vodafone operates this low price strategy its income margin become very low, so firm want to sale high volume, if low price leaders has strong strategy and big enough volume is the reason for increasing firm position, they can continue this approaches and get more powerful in the marketplace or a business world.Hybrid:Hybrids are absorbing companies. According to this position Vodafone offer goods at low price, but in high value services. They give better quality goods to consumers within affordable or valuable prices that grab the attention of people towards 8
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them. This will make company reputation in market place against to its competitors. They offer value and good quality products to consumers that will assured them about the goods reasonable cost, this collection build strong and loyal relationship between the company and customers. Hybrid strategy raise the profitability and productivity margin of firm that can also increase their profit margin and position in business world.Differentiation:According to this process Vodafone developed or offer such services and products to consumers that are unique and different which is valuable for costumers. They need to design or developed goods within high perceived value, it from more business rivals which always got a competing edge. Company can offer high quality services to people which make them trust-able (Spender,2014). Branding is very important part is business, it allows firm to turn synonymous with price point as well as quality. Vodafone is not only focused on goods quality, but also to its brand image or products price.Focused differentiation:Vodafone need to focused on differentiation process, which increase its brand position and profitability in marketplace. Thus, they need to adopt this strategy for those people who focused on buying products on the bases of high perceived value. The main aim of Vadafone is to operate or generate high targeted market profits and increase profitability margin in its business. Firm can target promotion, segmentation and provider, that can leads to high income margins.Standard goods and increase price:Vodafone takes a risk and simply increase its cost without any gain value side of equation. It is a risky position that might be affect its productivity and growth. It is a short term strategy which company can used in their business. Thus, if customers can accept the increasing price changes in products firm will increase their high profitability margin, but if consumer react their opposite reaction Vodafone faces many issues and problems, that might be decrease their profit and growth.Low value and high price:Vodafone adopts this strategy just to make its business more powerful and successful. It can be enforced in business market where they provide products and services in high cost. They do not need to add some more values in its services and goods because consumer need only firm offers and they pay the cost which 9
is company fixed on its products. This is quite been a risky situation that firm has to be taken in its business activties. Standard cost and low value:this is the last stage of Bowman's strategy theory. Vodafone can used this strategy that may be decrease its profit and market shares. Thus, if they only sell low value goods or services will raise down firm profitability and productivity more than its competitors in marketplace. Consumers always expect good quality products within low price that make their interest or trust more than now with company. M4 Strategic management plan Vodafone company make their business more successful and profitable. They make strategic management plan just to increase its productivity and growth. The main objective of company is Hybrid position, they focused on this stage and perform or to make their products and services according to it (Jocovic, and et.al., 2014). Firm can make their goods in low price margin within high values. This process make their image better than its business competitors, or build its reputation in business world. D1 Objectives which enhance competitiveness Hybrid strategy help company to raise its profitability more than other companies in market. Low price and good quality service enhance competition more than now. Firm make their products and sell to customers, this offer attract more customers towards Vodafone. This is the best tactic that they used in making profit and increasing income margin more than others. Hybrid process concentrate on making products and good quality services which can be profitable for company. Conclusion It can be concluded from the report that Vodafone business strategies depends on while analyzing the macro factors of the organisation , these factors of an organisation is important for its growth and development of Vodafone in UK as Vodafone have to face some challenges while operating its business in UK. It is also conclude that Vodafone is facing some legal pressure from the authorities related to tax issues which needs to be addressed by Vodafone. It is concluded that SWOT analysis of an organisation shows the capabilities of Vodafone for operating the business, it can come over its weaknesses and make use of its opportunities to gain 10
the competitive advantages over its rivals in UK. It is also concluded that there are the various forces available in the market which Vodafone has to address for its competitive advantage. 11
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