Business Strategy Assignment Sample | Vodafone

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. PESTEL Model..................................................................................................................1
2. Ansoff's growth matrix:......................................................................................................3
TASK 2............................................................................................................................................5
1. VRIO model to analyse the strategic capacities possessed by organisation......................5
2. Strength and weakness of Vodafone..................................................................................7
TASK 3............................................................................................................................................8
1. Analysis of telecommunication sector with help of Porter's five force model...................8
TASK 4..........................................................................................................................................13
Boman's strategy clock model..............................................................................................13
Porter generic strategy..........................................................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Business strategy is a plan of action which assist company to accomplish their goals with
optimum utilisation of resources. This is considered as master plan that management uses to
assure their competitory place in industry, carry its transaction and attain the desired result of
organisations. Strategy allows administration to lead their competitor and accomplish their
decided goals and objectives at minimum cost with maximum profits. It aid in attaining
effectiveness, perceiving and employing opportunities, mobilising resources and assuring a
beneficial position. There are different level of schemes and strategies such as corporate strategy,
business level strategy and functional level strategy that is used by the organisation according to
their needs. To better understand this concept, Vodafone, United Kingdom is selected for this
report. PESTLE model for environment analysis and Ansoff's growth matrix is being evaluated
for the chosen organisation in this report. Apart from this, VRIO model and strength and
weakness of the chosen company is described in this project. The evaluation of
telecommunications sector has been done by using Porter's Five force model. Beside this, the
strategic plan of action is being formulated in this project.
TASK 1
1. PESTEL Model
External environment:
External environment factors are those that make effect on the business operations of an
organisation indirectly. By analysing these factors company like Vodafone can prepare the
strategy according to environmental needs and sustain in the market for long period of time.
These external environment factors needs to be considered in order to make strategic decisions
so any kind of deviation can be avoided. There are some external factors which are discussed as
below:
Political Factors:
The political factors are those which are related with the political stability, tariff and trade
policy of business and tax policy of country. The element of political factors impacts directly or
indirectly business operations of Vodafone. For example, the government of UK has changed the
tax rate on the telecommunication operations so it will make direct impact on the operation of
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Vodafone. As the higher authority of Vodafone also needs to plan their strategy according to
latest tax rates in order to be effective in market.
Economical factors:
The economic condition of country makes huge impact on growth and decline of a
business. The factor involves the GDP rate, unemployment rate, interest rate, inflation and
recession etc. An evaluation of this factor will help the company to better position themselves in
market. As economy variability of a nation needs to be understand by the Vodafone in order to
make changes in business strategy according to situation.
Social factors:
Social factors are those which comprises of social culture, taste, preferences, need and
want and demographics of society. The social factors evaluation helps the company become
aware about society taste, preferences and demographics. According to the survey done by
Deloitte, the younger consumers aged 16 – 24 use their smartphones so Vodafone can plan their
strategy specifically for these demographics and attain their goals.
Technological factors:
It is a dynamic factor of external environment which keeps on changing frequently. The
telecommunication sector is a sector which is completely based on the technology. There is
different network for mobile such as 2g, 3g and 4g. In present scenario Vodafone is aligning
their strategy according to these network but for the future scenario if competitor of Vodafone
come up with 5g than management of Vodafone has to change their strategy. So this is how the
management of organisation determine their strategy according to analysing external factor.
Legal factors:
Legal factors are those which are related with laws and legislation of company which is
governed by the government. These laws needs to be followed by every related industry as non-
following of these laws can impose heavy penalties on organisations. There are some laws which
are related with telecommunication such as UK communication Act 2003. So any change in this
law will make the impact on strategic decision of Vodafone and they have to plan it according to
the updated laws.
Environmental factors:
Environmental factors are very considerable factor now days due to the environmental
policies. It is important to this factor for organisation and make sure the business is not much
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affecting environmental condition of country. There are different laws for telecom sectors which
are related with radiation of mobile network which harms environment. So Vodafone needs to
analyse the limit of radiation which related to mobile tower and than set up the network.
2. Ansoff's growth matrix:
This matrix is instrument that is implied by the organisation to analyse and plan their
strategy accordingly. There are various strategies which can be used by Vodafone and each
strategies have some risk involved in it. In the Ansoff's growth matrix there are four strategies
which are used by the organisation in order to expand their market share. These are discussed as
below:
Market Penetration:
The market penetration refers to the strategy that is utilised by company to enhance their
sales of those products which are already existing in market. This strategy aims at increasing the
share in old market with old products with help penetration. It can be said that the Vodafone has
to leverage current capacities, resources and other gears towards a growth oriented strategy.
Therefore, this strategy is useful for Vodafone as by reducing the price of their existing services
they are attracting new or existing customers in market.
Product development:
This is growth matrix strategy in which company come up with new product or service in
an existing marketplace. To develop the new product, it requires extensive research and
development of market in order to become aware about need of customers. This strategy is useful
when a firm is having strong awareness about the local market and company has capacity to
provide innovative solution to their customers. As a new service company has come up with new
service that is 5g network for its customers. To develop new product or service, there were
certain ways which were followed:
 Research and development investment was appropriate.
 To meet customers needs, company have acquired its competitors and merge their
resources. Access more number of distribution channel by doing strategic partnership with other
firms.
Market development:
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This strategy states that company should enter and capture new market with same
products that are offered by company in an old market. The expansion into new market can be
new geographies, customer segments and region etc. There are various ASIAN countries in
which Vodafone is trying to set up their stable market for long period of time. To develop this
strategy effectively there are different ways such as:
 Enter into new domestic market.
 By setting up their foot into foreign market. Target to a new foreign market.
Diversification:
Diversification refers to the new market with new product. Under this strategy
organisation are supposed to come up with totally new product or service in new market in order
to capture large group of market. There are two kinds of diversification which are used by the
organisation. These are as follows:
Related diversification:
The related diversification states that company should enter into new market but there
should be some synergy between existing business and new product. For example, Vodafone has
come up with new walkie talkie for attracting its new customers or market.
Unrelated diversification:
This diversification refers to that there is no interrelation between company's existing
products and new products.
Conclusion
It is observed that both above mention model are beneficial for company as PESTEL help
in identifying and analysing the external environment and Ansoff's matrix is useful in launching
business at global level. In case if Vodafone's do not apply the concept of PESTEL it would not
easy for them to survive in competitive world as external environmental factor keeps on
changing. Similarly if management of Vodafone's do not focus to study the global market they
will face difficulties while launching new product at global level. As nowadays all
telecommunication companies are focusing to give best services at cheapest rate so with Ansoff's
matrix help manager in this context.
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TASK 2
1. VRIO model to analyse the strategic capacities possessed by organisation
The model is an analytical technique in order to analyse the organisation's resources and
its capabilities. This model is very helpful for business organisation in order to make effective
decisions. It is very helpful for companies to make an efficient use of available resources of
organisation. If company's resources are unable to meet the condition than it will leads to
competitive disadvantage or loss for company.
Valuable:
The resources can helpful for company to eliminate or reduce the impact of a threat.
Stakeholders decide value by whether or not resources are beneficial for company. These
resources can be helpful different areas such as internally and externally. If company's resources
are helpful in one or many of these regions than it can be important for overall development of
firm. Similarly if it does not provide any benefits to organisation than it is not useful. For
example, Vodafone has expensive resources than they needs to cut funding and invest
somewhere else.
Rare:
Rare are those resources which is held or adopted by the few companies are normally
considered as rare. The rare resources are considered as biggest strength for organisation. The
Vodafone has access to rare resource for short term period than it would not be beneficial for
company for longer period of time.
Imitability:
A rare and hard to equip resources assure difficulty to copy or imitate. This can give
Vodafone a competitive advantage in the market. The resources which are costly to imitate for
competitors than it can give a long term sustainability for Vodafone in the market. Resources can
be copied easily by competitors if these are not fall under following category:
Historical condition:
Those resources which are developed of produced under the old historical conditions or
events are usually tough to imitate.
Company's culture:
The social complexity refers to the resources which are produced under a specific
company's culture are considered as tough to copy.
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Organise for capturing value:
Organising resources in adequate manner helps organisation to capture value from these
resources. As this organise form of resources would be helpful to accomplish goals and take
competitive advantage in marketplace.
VRIO model analysis in respect to Vodafone has discussed as below:
Access to fund:
It is very important for company to be capable for accessing fund for their growth in long
term. The Vodafone has capability to access capital from their parent company like Vodafone
group. As the fund will enable company to utilise and capitalise their resources and also increase
their capabilities.
Network capacity:
The company has been investing a huge amount for providing a seamless network to their
customers in order to satisfy customer’s needs. This assist Vodafone to give a speed internet with
excellent coverage. This technological capability will help company to lead in market and
accomplish sustainable competitive advantage. The major drawback for this technology is that it
can be imitate easily by competitors.
Brand equity:
Brand name is very important for attaining organisation goals and objectives. The
Vodafone has its consumer worldwide and consumers are familiar with this brand name so
therefore large number of people who migrate to UK may adopt Vodafone as primary network
due to brand equity. The brand equity of Vodafone is valuable, costly to imitate and organise to
exploit.
Capabilities analysis through VRIO
Resource and
capabilities
Valuable Rare Costly to
imitate
Organise to
exploit
Impact on
competitive
advantage
Access to the
capital
Yes No No No Accomplished
competing
parity
Network Yes Yes No No Accomplished
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capability short span of
competitive
gain.
Brand Equity Yes Yes Yes Yes Helpful in
realising
sustainable
competitive
advantage.
2. Strength and weakness of Vodafone
Strength:
Strength is an internal skill or capabilities of organisation which should be analysed by
the company in order to take competitive advantage in market. It enables an organisation to lead
in market by using proper capability and strength of company. There are some strengths of
Vodafone which are discussed as below:
Large market coverage:
Vodafone has been serving its customers across world so and it is also known for its wide
distribution and network coverage. This is considered as biggest strength of company because it
has captured the large customer base worldwide and also satisfying their needs by meeting their
expectation.
Diversified revenue:
Vodafone has its business various continent like Europe, Middle East, Africa, Asia
Pacific and USA through its different subsidiaries in market. The company has diversified
business in various countries which helps them to generate more revenues and sustain in market
for longer period of time. In the UK market company has share 11.2% and diversified revenues
by selling other products and services such as broadband. This helps company to lead in market
and attain sustainable competitive advantage.
Weakness:
Weakness is an element due which company is not able to compete in market for longer
period of time and also not able to compete with its competitors. With the help of internal
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analysis Vodafone can overcome its deviation and sustain in market for longer period of time.
The weakness of company is discussed as below:
Unable to capture rural market:
The company is serving in the international market but its still not able to capture rural
market of different countries. As country like India where large number of population lives in
rural areas where company is unable to provide its network to rural areas. This is a major
drawback for company which leads to losses. In the UK there are other telecom operator such O2
which are providing its services to rural areas of European continent. So it is crucial for
Vodafone to expand their market share and attain competitive sustainability.
Weak research and development department:
The research and development department of organisation needs to very effective in order
to attain sustainable competitive advantage. This department assist organisation to come up with
new product and service which is demanded by customers in market. As Vodafone is not
investing much amount in its research department due to which it is lacking in innovation.
So these are strength and weakness of Vodafone, the company should use its strength for
future growth and weakness should be overcome as soon as possible.
Conclusion
From the above mention VRIO model it has been determined that Vodafone's is one of
the leading company in telecommunication industry as they provide variety of option to user
which have been not offered by any other company operating within same sector. As Vodafone's
provide best network facilities with great internet ideal speed up to 80 to 100 Mbps. In case if
company is not able to apply the VRIO model than they would not be able to gain the
competitive advantage. As this model in an analytical tool that will guide management of
company to properly analyse the valuable, rare product provided by other organisation. Thus
they can produce the following product and develop services that could be different for other.
TASK 3
1. Analysis of telecommunication sector with help of Porter's five force model.
There is excess competition in every market and companies are trying to do everything
which can help them to sustain in market for longer period of time. The companies are using
various corporate strategy in order to attract more number of customers. It is very crucial to
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analyse the competition in market and then plan their strategy accordingly. There are various
competitors of Vodafone in UK such as O2, Virgin and BT etc. So it is very important for
Vodafone to analyse their competition in market and plan their strategy accordingly. To analyse
competitors of Vodafone, Porter five force model has been discussed as under:
Competitive rivalry:
The competitive rivalry is a force that helps in analysing and determining the
competitiveness in marketplace. This competition is decided by number of existing competitors
and their ability to attract customers at marketplace. This is considered as high when there is
more number of suppliers which are selling identical products and services in market. In order to
overcome its competition Vodafone needs to do merger with their competitors or have to provide
differentiate products and services. This is consider to be a strong point for Vodafone's as
company is already providing so much innovative product and other services to customer that is
totally different from company. Such as company have launched pocket internet modular that is
convenient, easy to carry, cheap rate etc.
Threats of new entrants:
New entrants of company in the wireless communication carry innovation. Way of doing
work is different from Vodafone company will create threat. Because in this sector customer will
change their preferences according to company's services. New company will create pressure on
existing company to balance their pricing strategy, cost reduction and the variety in the services.
Vodafone group has to face these problems and build a high wall for its competitors. Company
tackle with these problems by creating or developing new products and services. New products
make new customers as well as hold the existing customers. With the help of economies of scale
company is able to reduce it's fixed cost. Company have to spend huge amount on research and
development part because it will help the company to create something new. If any company
entered in the wireless communication industry they have to compete with big brand name and it
is Vodafone. New organisation will face the problems regarding competition which the company
and create fear in terms of comparison. Generally less companies will entered in dynamic
industry because they know that there is a chances of failure. But some of the organisation is
entered and try to give tough competition to existing company. The management of respective
company consider this factor to be weak as there are large number of company entering within
the same industry. Different companies such as Virgin, BT etc. comes with different offer to
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attract customer such as additional internet MB, talk time etc. that become one of the problem to
Vodafone.
Bargaining power of suppliers:
Suppliers have dominant power which effect the Vodafone company's profit margin. In
the technology sector, supplier have negotiation power which will increase the supplier's profit.
Impact of this bargaining power increase the supplier's profit or decrease the communication
sector's profitability. To tackle with this problem, Vodafone build effective supply chain of
suppliers. Try to find out substitute of material, if price of raw material is increased than
company can use another option in respect to maintain product cost. Choose those suppliers
who's totally dependent on this firm. For example: - Walmart and Nike these companies
developed third party manufacturer whose business is totally depend on these firms. Because of
that reason supplier have no other option available to sell their material. These strategies
decrease the power of suppliers to negotiate material price. Vodafone company can also follow
this strategy to reduce supplier's power and in this case organisation have power to negotiate.
This strategies reduce the dominant power and firms can maintain their cost price of product.
This is consider to be moderate factor for Vodafone's as there are many supplier that are willing
to sell product of such large companies.
Bargaining power of buyers:
Buyers are customers of the company and they always wanted more service at less price.
In this competitive market it is not possible for Vodafone to provide services at lowest possible
price because it can decrease company's profitability in long time period. By building larger
customer base Vodafone can reduce bargaining power of buyers and maximise their profits.
This factor is consider to be weak point from company point of view as larger number of firm
operating within same industry will provide more option to customer. As customer will see many
option before making any purchase. Therefore Vodafone's have to deliver best product with
superior quality to customer otherwise the will loss its customer base.
Threat of substitute products:
If a similar kind of product or service is started meeting customers needs and wants than
this can make impact on overall profitability of industry. If customers switching cost gets
increases than it can be helpful for Vodafone to retain their customers. From Vodafone's
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prospects this is one of the strong factor has more substitute will generate more profit and
increase customer base.
From the above mention model it has been observed that Vodafone's is operating
business in effective manner and is attractive among customer. As company is capturing large
market share and offer useful services to customer.
Balance Scorecard:
The balance scorecard is a strategy performance management tool which is used by
managers in order to keep track of execution of activities by the staff within their control and to
monitor the effect which can be arisen from these action.
Balanced Scorecard methodology is Vodafone Group
The application of BSC will help the Vodafone in order to not only focus on financial
performance but also focus on customers, business process and learning and growth perspective.
The approach has helped organisation to create additional values.
There are various reasons that Vodafone Group has decided to use BSC which are as
follows:
 Due to continuous need for operational performance and feedback.
 The increasing complexity of systems and organisation as a consequence of its rapid
growth led to decreasing link among various management reports.
Application of BSC to Vodafone:
It contains a concise definition of company's vision and strategy. Surroundings the vision
and strategy are four additional boxes and each box contain objectives, measures, targets and
initiatives. The strategic objectives, measures, targets and initiatives of four perspectives are
developed in accordance with Vodafone's vision and strategy. These four strategies are
decomposed into strategic objectives, performance and measures are developed for each strategic
objectives are shown below:
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(Source: Balance Scorecard, 2018)
Customer Perspective:
The mobile technology has been evolving from last many years and mobiles are not only
used for phone call but also access the internet, watch television, play music and capture real
moments. Vodafone group has focused on customer value enhancement in order to maintain their
loyalty and trust. The strategy emerging markets represent while Vodafone group has been
maintaining its strong presence which focuses on expansion.
Financial Perspective:
EBITDA margin, free cash flow and return on equity are developed in accordance with
each of strategic objectives in financial perspective. The free cash flow is considered as critical
source for Vodafone growth while setting up in its firms through acquiring, joint venture and
strategic alliance globally.
Learning and growth Perspective:
The Vodafone has expanded its broadband customer base to be a total communications
provider. It has only fixed broadband services in its portfolio and broadband is also perceived as
one of key areas for growth. This fixed revenue shows growth and objective and is considered as
key measure.
Business Processes Perspective:
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Employee turnover rate, annual capital expenditure and operational efficiency ratios are
developed in accordance with each of strategies objectives in business process perspective.
Conclusion
From the above mention Poter's Five generic model it has been concluded that, it is
beneficial for company to study the market and understand the actual needs and desire of people.
They also must focus to provide valuable, quality product so that new entry will not able to
reduce customer base. In case if they are not able to understand following factor their will be
reduction in profitability and performance.
TASK 4
Boman's strategy clock model
According to Bowman, cost advantage can be taken with the help of competitive
advantage. It provides help the organisation to make effective strategies which can create better
position of the products of company. By using this model Vodafone can make eight fundamental
strategies which provide help to get the advantage of competitiveness so that it can make
effective position in the market. Fundamental strategies are discussed as below :
Low price and low added value :
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Under this strategy services and products cannot distinct so it is not considered as
competitive position. So Vodafone can create good market share by keeping low prices of its
products.
Low price:
This strategy more focuses towards the low prices so that company can lead in the market
and it is possible when organisation follows the strategy of economies of scale. As a result, per
unit cost can be minimize but due to higher selling profits can be maximize.
Hybrid:
In hybrid strategy product is of low price but it is different from other products which are
currently available in the market. Main reason of this strategy is to make consumer base with the
combination of products differentiation and low price. To survive in competitive market
Vodafone can use hybrid position.
Differentiation:
This strategy mainly focuses on product differentiation which can be created by
providing quality products and effective branding. To grab more market share Vodafone can
follow this concept and it has already a good brand image in the market.
Focused differentiation:
This strategy can work when company have a good brand value and provide superior
products and consumers are ready to pay the amount for valuable products. So it is essential for
Vodafone to provide superior products and for that consumers are ready to pay more prices
because of product differentiation.
Risky high margins:
In this strategy organisation sets higher price of its products but product is not superior
and does not provide perceived value to consumers so it is considering as risky. So it is essential
for Vodafone to task risk of high price when it is able to provide superior products and services
to consumers as a result it can generates more profits.
Monopoly pricing:
This situation can be created when there is a single seller in the market and there are no
other company who provide same product or service. So consumers have very limited choice and
they have to buy the product at higher price. So Vodafone can create this type of situation when
it introduces some innovative products which is not available earlier in the market.
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Loss of market share:
This situation can be arising when company is not able to provide quality products and
which create low perceived value as a result consumer will prefer to buy the products of
organisation. So company have to loss its market share.
Porter generic strategy
This strategy allows business organisations to attain competitive benefits in market. In
this competitive market it’s important to accomplish competitive advantage by providing either
low price products or differentiate product and services to customers. There are different
strategies which are discussed as below:
Cost leadership:
The cost leadership strategy is a strategy which enables organisation to prepare a
different strategy such as be a low cost producer in industry and provide the low cost product and
services to the consumer and attain competitive advantage in market.
Advantages:
 Vodafone can earn handsome revenue by providing low cost goods and services.
 It will help in attaining competitive market share. The substitute will become less attractive by providing low cost product and services.
Disadvantages:
 The quality of products and services can be reduced.
 It is difficult to accomplish the economies of scale in competitive market.
Differentiation leadership:
This strategy stated that organisation needs to come up with unique and different product
and service from its competitors. This will lead to attain the competitive leadership in market. If
Vodafone is able to provide unique services than there might be possibility that company can pay
more to products.
Advantage: Good amount of return can be earned at qualitative and unique products.
Disadvantages: It is difficult to convince customers for paying higher prices.
Cost focus strategy:
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The cost focus strategy is used by company when organisations are aware about its
segment and provides those products and services which satisfy customers needs.
Differentiation focus:
This strategy mainly focus on the targeting a totally niche market segment and than focus
on that market on the basis of differentiation.
Advantages: The company can capture and sustain for longer period of time with a niche market.
Disadvantages:
 As profitability can be low in compare to other firms.
(Source: Porter generic strategy, 2018)
On the basis of above strategy evaluation this can be said that Vodafone needs to use the
cost leadership strategy of Porter generic strategy in order to plan and formulate their strategy in
market. This will enable company to sustain for longer period of time and attain competitive
advantage.
Strategies Decision:
This is a process that help Vodafone's to expand its business at global level and launch
product worldwide. There are different option that are available for respective company to use
and globalise their work. Management of Vodafone's applies the concepts of internationalise that
allows them to present their product and services at international level. Such as they expand their
business in India by improving the internet speed so that customer do not feel irritated while
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buffering important site. From the accessible two scheme Bowman's Strategic Clock model is
used by Vodafone's company. This is because Porter's generic Strategies have some sensible
problem. There are some certain legal arguments against this that are discussed below:
Expensive: It is not possible for a company to provide best quality of product with
unique features as it requires lot of cost to make a product look differentiate. As it is observed
that Vodafone's require huge cost while understanding the market condition so it will reduce the
market share and reduce the profitability.
Change in PESTEL factor: It is common that external environmental factor are not
constant and company have to again and again analyse the market environment. Therefore
management focus to introduce different product at regular interval that are according to the
market needs and requirement.
CONCLUSION
In the conclusion it can be said that it is very important to formulate strategy in the
business market to accomplish sustainability. There are various internal and external factor
which needs to be analysed for achieving competitive success. The VRIO model helps in
evaluating the capabilities of companies. The evaluation competitors with help of Porter's five
force model Vodafone can set up their strategy according to need of organisation. There different
strategy such as Bowman strategy and Porter's generic strategy which can help company for their
future course of actions. In case if company do not apply the Bowman's clock model than they
would not be able to gain the competitive advantage and also may reduce the market share.
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