Marketing Essentials of Vodafone UK | Essay

Added on - 03 Feb 2020

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MARKETING ESSENTIALSContentsPart 1 - Essay...............................................................................................................................................3Part 2 - Report.............................................................................................................................................8a) Comparison between two organizations regarding marketing mix......................................................8B) Marketing Plan.................................................................................................................................10Executive...........................................................................................................................................10Company Overview...........................................................................................................................11Current Marketing Situation Analysis...............................................................................................11Objectives..........................................................................................................................................15Strategy..............................................................................................................................................15Segmentation, targeting and positioning (STP).................................................................................16Tactics & Action................................................................................................................................16Budget...............................................................................................................................................17Conclusion.........................................................................................................................................17References.................................................................................................................................................19Page2of21
MARKETING ESSENTIALSPart 1 - EssayThe marketing ideaThe industry of mobile network provider emphatically depends on the loyalty and satisfaction ofthe customers. The mobile company considered here is Vodafone UK. Vodafone UK is a famousmobile manufacturing business firm in the United Kingdom. By the day's end, Android is one ofthe primary working structures which has been executed by various mobile engineeringorganizations including Vodafone UK(Lawrence, Pernici and Krogstie, 2005). Based on thepresent market research, the industry of mobile network provider has encountered progression.Of course, the general marketing idea is segregated into a couple of factors, for instance, a costof products, market opportunity as well as demand of customers. Each and every part of themarketing idea has its individual enormity. Other than that, in the marketing concept solicitationsof the customers are playing an excellent part. As per exhibited by plainly understood masters,with a particular real objective to meet the craving of clients, the administration of Vodafone UKneeds to give user-friendly and innovative mobile handsets to their clients.Today, people are more concerned with mobile network providers apart from personalcomputers. The organizations has started to include specifications of mobile network providersmore than that of a personal computer. The marketing concept of mobile network providers areconcerned with individual factors such as production concept, societal marketing concept, sellingconcept, product concept as well as marketing idea. Based on production concept, the customersof United Kingdom prefers products that are widely available as well as inexpensive. Moreover,from the standpoint of product concept, the consumers of United Kingdom favor mobile productsthat offer the most innovative features, performance and quality(Kotler, 2012). According to thePage3of21
MARKETING ESSENTIALSresearch, the idea of product believes in the customer and it says that the customers become loyalwhen they have many options to select a superior product out of a list of other mobile products.Besides, with the help of this marketing system, the administration of Vodafone UK can growthe rate of their potential customers. On the other hand, the cost of mobile is one of the sensitiveissues from the side of the end of the client. Toward the day's end, a vast part of the customersrequire latest mobiles in slightest rate. Subsequently, the administration of Vodafone UK needsto focus on their typical spread amount of the client.An overview of the different marketing processesA marketing process can divided into four sections like situational analysis, marketing strategy,marketing mix decisions as well as implementation and control. A situational analysis shouldconsist of the present, past and future aspects of organizations like Vodafone UK. The situationalanalysis of an organization can be determined by the internal and external environmental factorsof the company. On the other hand, different marketing strategies such as segmentation,targeting, the positioning of the product as well as value proposition within the target marketimpact the mobile industry of UK broadly(Jones, 2001). Now, the marketing mix decisions aremade according to four fundamentals of marketing such as the development of the product,pricing decisions, development of promotional campaign and distribution contracts. In animplementation process, the UK mobile organizations implements the marketing plans foraccomplishing the organizational objectives.The administration of Vodafone UK needs to watch their marketing system to assemble theremuneration. Each and every piece of the marketing has its individual immensity. On the otherhand, the mobile network provider industry joins diverse sorts of marketing methodology, forinstance, organize collection, movement, feedback social event and customer's reviewPage4of21
MARKETING ESSENTIALS(McKeever, 2002). Today, mobile marketing became famous due to the high demands ofcustomers regarding SMS, MMS, push notifications, applications, games application, QR codes,Bluetooth facilities, personal hotspot and Wi-Fi system, location-based services and so on. Overthe past few years, SMS marketing has grabbed the communication marketing between peoples.Other than that, Vodafone UK has various stores around the UK, and each and every outletcontains latest mobiles made by this company. As demonstrated by arrangements, headquartergainful measure of mobiles to specific stores. Besides that, amid the time spent movement, atransportation structure required by the administration of Vodafone UK. By the day's end,distinctive sorts of mobile handsets have been passed on to different outlets of the Vodafone UK(Joynt and Morton, 2012). The last strategy is reviewing aggregation of the customers, and inthis technique, the organization of Vodafone UK can separate and choose the gatheringimperfections which done in the middle of the era system.The key roles and responsibilities of the marketing managerDuring a marketing process, the marketing manager has lots of functions and responsibilities.Roles and responsibilities of a marketing manager include the development of the brand,competitive intelligence and public relations. Customer marketing manager is coordinating plansof various marketing actions like the development of marketing campaigns, identifications of thepotential customers as well as focusing on the performances of essential teams in the company(Shapiro, 2001). Besides that, the marketing manager is also concerned with the preparation ofbusiness plans for executing different strategies in marketing. It is done for the increase of theprofit for the company. From the brand development perspective, the duty of the marketingmanager is to develop the brand of the enterprise. The activities of the marketing managerinclude creation of logos and other promotional stuff. Moreover, the marketing manager isPage5of21
MARKETING ESSENTIALSengaged in the advertising process. The marketing manager of Vodafone UK creates a brand thataligns with the mission statement of the business firm(Alexis, 2007). It is done by partneringwith the senior management of the company. Additionally, the marketing manager performs amultitude of research which is aimed at ensuring the position of the business firm in the mobileindustry.Based on competitive intelligence, the marketing manager has the responsibility to performresearch on customers by the implementation of surveys and hosting focus groups. Aside from,the manager also analyzes the activities associated with an advertising process and salesperformance of competitors. After the research on customers, the marketing manager createsvarious reports based on his findings. However, these documents are then presented to the seniormanagement(Onkar, 2009). The reports made by the marketing manager are considered by themanagement team of Vodafone UK when the business needs a decision-making process like newproduct line development. From the perspective of public relations, the marketing manager isengaged in representing his employers in front of media. Moreover, he grants interviews forpromoting new services and products. The marketing manager is involved in representing thebusiness firm at charitable events as well as other happenings taking place through thecommunity(Mital, 2008). During crisis period, the manager is responsible for controlling thedamage and courting press for the objective of changing a negative opinion of the organization.Some of the managers perform their duties and responsibilities unconventionally. Othermarketing managers work in partnership with the external and internal professionals of publicrelation.Impact of roles and responsibilities of marketing to other functional departmentsPage6of21
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