Marketing Audit Report of Mobile Network Provider

Marketing Audit Report
of Mobile Network
Provider

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Producing market audit that support market plan...................................................................3
SWOT analysis.......................................................................................................................7
REFERENCES................................................................................................................................9
APPENDIX 1.................................................................................................................................10

INTRODUCTION
Marketing audit is an effective tool that are being used to identify the progress in the
particular marketing area and job (Lamb and Crompton, 2017). This study is based on Vodafone
who is a British telecommunication or network provider multinational company. It was founded
in the year of 1991 by Ernest Harrison. It serves and provide services around the worldwide. This
study is going to show marketing analysis. Marketing audit and analysis consists of different
environment like internal, external, competitors, customers, strategic etc. By analysing all factors
like political, social, own strengths, own weaknesses, intensity of competitors in the market,
customers preferences and their buying behaviors, Vodafone makes changes in its strategies. It
helps it out in accomplishing its marketing and overall goals.
MAIN BODY
Producing market audit that support market plan
Marketing audit refers analysis and evaluation of the business marketing environment
and all areas of marketing for supporting market plan. It is a combination of several analysis like
macro environment, micro environment, customers, competitors, system and strategies analysis.
Macro analysis
There are several micro environmental factors that can have positive and negative
impacts on the operations of the company. So, it is important for the company to identify all
those factors and improves its decision-making process. Some factors are shown as below:
Political: There are several problems faced by Vodafone due to instability of political in
Egypt. This instability affected its ability and operations to provide effective services with extra
cost. It has increased cost in some areas such as: door to door transportation. Hiring extra and
skilled employees for reducing problems created by labour turnover. Due to changes in
government regulations and inability to predict the next governmental strategies can also affect
negatively to the company. On the other hand, stability of government in some countries and
favourable policies are having positive impacts (Abou-Warda, 2015).
Economic: After 2011 revolution, an economic slowdown has affected Vodafone Egypt
and it also increased insecurity among tourists and hurt process of tourism like manufacturing
and construction. Increasing in inflation rate also effected in negative manner as it increased

service cost and prices. So, it can be said that almost, all economic changes affected this
company in a negative manner (Ferrara, S. and et.al., 2019).
Social: Consumer spending trends is getting higher as people are investing most in
internet services which is good for this company. It is increasing its sales and revenue. Increasing
unemployment rate is also beneficial for this company as it can attract several skilled workforce
and accomplish its goals. On the other hand, changes in customers demands is somehow having
a negative impacts (Reddy, 2016).
Technological: Advanced technology like introduction of 4G internet services in the
market is increasing the ability of this company to expand its business and data services. It can
provide attractive services to customers with implementing technological tools. Investment in
technologies can increase its operational cost that is not good for it (Ling, 2016).
Environmental: In most of the popular areas, networks of roads and infrastructure
availability has made an effective building sites by which it can provide effective networking
services. On the other hand, weather changes can disturb its networking services which can have
negative impacts on it (Maiz, Arranz and Fdez. de Arroyabe, 2016).
From the above analysis, it can be said that by considering all factors it can make changes
in its strategies and attract several customers. It is the main responsibility of marketing manager.
Micro analysis
Market
In the context of market and company size profits it can be said that free cash flow of this
company has decreased approximate up to £1.1 billion, payment for taxation also decreased
approximate 78.0% that decreased the interest of people in Verizon wireless.
In the context of this networking provider industry, it is also stated that total revenue is
approximate £20bn in the year of 2019. Number of businesses are 2,837. There are several
companies including Vodafone that holding the largest market share in the wireless
telecommunication in UK industry. Vodafone uses a mix strategy of segmentation. It uses
geographical, psychological and demographical segmentation as it provides several services and
this mixture is the main key of its success as it can attract several people around the world (Chou
and et.al., 2016).
Customers