This report analyzes the marketing strategies and tactics of Vodafone company to increase profit and compete with competitors.
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Running Head: Marketing Management0 Vodafone company Marketing Management 5/14/2019 This report is prepared so that the marketing strategies and the tactics in the company Vodafone can be developed. In this report it has analyzed that marketing strategies are very important as it help in knowing the customers’ demands, needs and their requirements. So if the company analyzed the internal and the external environments of the marketing than the company can easily compete with the competitors. In this report the customers are targeted so that high profit can be earned by the company. The report has developed the marketing strategy and the tactics which helps in increasing the profit of the company.
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Marketing Management2 Introduction The report is prepared so that the marketing management in the company Vodafone can be evaluated. The main purpose of this report is to analyse the process of the organization and to analyses their marketing perspective. In this report, the internal and the external environment of the marketing has studied so that the proper marketing strategy can be developed(Nguyen, 2013).The macro environment forces will be analyzed which helps in analyzing the context of the marketing. In this report, the legal, political, cultural, social factors will be explained which will impact the marketing of the Vodafone. In this report, the SWOT analysis will be done so that the company strengthens position can find out. In this report, the market research will be done so that the 5 Cs of the marketing can be evaluated. What the customers want from the company Vodafone and who are their competitors and the role plays by the collaborators will be explained in this report. The marketing strategies and tactics will also be developing so that the higher profit can be earned by the Vodafone and proper functioning of the business can be done.
Marketing Management3 Issue 1 Vodafone Hutchison Australia Pty Limitedis the mobile telecommunication company and also theinternetserviceprovider.VodafoneAustraliawasfoundedin2009whichhasthe headquartered in North Sydney (Okyere, et al., 2011). The company basically deals with the products of the prepaid and postpaid mobile phones and wireless broadband. The Vodafone Company is the merger of the two companies which is also the third largest mobile carriers between the Hutchison 3G Australia and Vodafone Australia. The company has a market share of 19% and has subscribers approximately 5.8 million. The company has the number of employees around 2500 and has a net income in the year 2017 is A$978.1 million (Beck, 2014). The company also offers the wire broadcast services and the fixed line services through the national broadband network. The company has the joint venture in the 50:50 between the Hutchison telecommunication and Vodafone Group Plc. The company also provides the 4G network services to its users for more than 22 million Australians. The company also provides broadband services to the regional centers and in the capital cities. The company’s main aim is to provide mobile services to everyone who needs them so that more revenues can be earned by them (Sapre and Nagpal, 2009).
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Marketing Management4 Issue 2 5Cs of theVodafone Hutchison Australia Limited Company:TheCompanyVodafoneHutchisonAustraliahassomestrengths,weakness, opportunities, and threats which are stated below: Strength:The Company has different strengths such as the Forbes has recommended the company Vodafone in the 395 ranks among the 2000 brands(Smith and Taylor, 2014).The company operates 25 countries worldwide. The marketing of the Vodafone is legendary and it has users everywhere in the world. The company has a good brand valuation and has earned good revenue. Weakness:In the last four years the subscribers of the Vodafone is declining. The range of the customers is dropping and the core values of the company are declining(Bhatti, et al., 2016).In the last few years, the brand valuation of the company is also declining. The company Vodafone Hutchison Australia is also losing its market share in the USA as there is demanding the premium cost. Opportunity:The Company is targeting the emerging market and they have the opportunity to develop their network in the rural market also. The biggest opportunity for the company is the 4G spectrum which had made people look at the telecom operators(Hartland and Skinner, 2014). Threat:There is a lot of competition in the market as there are many companies which are dealing with the same telecommunication and the broadcast services. Earlier the company charges the premium cost but due to the declining market, the company started penetrative pricing mechanism. Customers:There is a lot of subscribers and customers the Vodafone have. They have around 444 million customers across globally and around 6 million customers in Australia which are increasing. Vodafone is serving to every class of people. The company has the bureaucratic behavior with their customers. Collaborators:The Company Vodafone has many collaborators with the technology company which plans to give the path of the 5G. The Vodafone Company is partnering and collaborating
Marketing Management5 with many partnering with the Huawei, Ericsson, Intel, Nokia, Qualcomm Technologies, Inc. The Vodafone Australia Company has the collaboration with the Vodafone Hutchison Australia in the ratio of 50:50. The company Vodafone has done its collaboration with the practice of its subsidiary Vodafone Global Enterprise. Competitors:Therearemanycompetitorsthecompanywhoaredealingwiththe telecommunication business. as there are many companies also who are providing the broadcast and mobile internet services with the vest speed such as the China Mobile, Verizon, Nippon, Deutsche Telecom, Softbank Telecom. The company has a great brand image built due to the increasing competition in the market the company net share of the profit is declining. Basically, there were the two mobile network owners in Australia which are the major competitors for the company Vodafone such as the Telstra and Optus(Morgan, et al., 2012). Context:There are many factors that are affecting the organization of the Vodafone such as the technological, legal and political factors which are stated below: Technological factor:In the last five years the technological factors have a great impact on the business of the Vodafone. As there the 4G technologies are upgraded to the business of the Vodafone has somehow declined. In recent years the 5G technology in the mobile data is also coming which will also have a great impact on the business(Bhatti, et al., 2016). Political factor:The profitability of the company is getting affected due to political factors. The government has put the political stability in the wireless communication sector and also put the bureaucracy and interference in that which has a great impact on the business. Legal political:There are many rules and regulations which the company has to comply and it has a great impact on the profit of the Vodafone. There are the legal laws through which the company has to comply such as the trade regulations and tariffs related to the technology, Anti- trust laws related to the Wireless Communications(Mohammad, 2015).
Marketing Management6 Issue 3 What do customers want? The customers of the Vodafone Company want quality services. They want a high range of speed, content, and coverage. The customers want that they should get the network in all the areas and should need the network of the improving speed. The customers also want good value and want their needs should be meeting. At the time of inflation, the company should not charge the high prices(Hartland and Skinner, 2014).As today’s world is digital so the customers also want that they should not compromise with the speed on the internet. They want the guarantee of the broadcast network and want the security commitment so that if any case any default arises the customers can claim the money in return. Customers also want that their issues should be resolved as soon so no more conflicts can arise. Which competitors pose a threat? The biggest threat the company Vodafone has with the company Telstra Corporation Limited as it is the Australia largest telecommunication company. Both the companies Telstra and Vodafone operate in the telecommunication network and mobile internet and also provide good services in the market. The headquartered of the Telstra is in Australia, Melbourne and the company Vodafone also has it’s headquartering in theNorth Sydney, Australia. Due to the company Telstra the profit of the company Vodafone is declining and it also affects their subscribers. The company has a huge market share in the company and a lot of the customers who prefer to take their services (Dwyer, 2014). So it is the biggest threat for the company Telstra as they are their profit is losing and their subscribers are reducing. As there are many companies in the market which are dealing with the telecommunication and the broadcast cables so the competition is very high. But then new technology of the 4G has a great impact on the company Vodafone as there are many companies who are providing the same services (Singh, 2014). How the context of business is changing, if at all?
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Marketing Management7 The context of the business is changing as there were government always builds up the new rules and regulations which has a great impact on the profitability of the Vodafone. The company also get affected due to the vast change in the technology as in the telecommunication the technology plays an essential role(McLaren, 2014). The political factors affect the Vodafone business as they charge very high EU Roaming regulations which decrease the profit of the company. As the inflation rate was increasing at a very high rate so many global economic issues have been seen. The changes in the economic factor are also affecting the external factors of the company. The communication technology is changing very rapidly which has a great impact on the business. The introduction of the 4G has brought the large diversification as every company is providing the high quality of network services and everyone is giving the huge quality of services(McLaren, 2014). The telecommunication company gets affected by the legal laws also which are governed by the Federal Communication Commission as they control the monopolies of the telephones. As per the consumer protection and service standard, it is the universal obligation that the company has to provide better standard telephone services so that the proper stability in the business can be maintained. What role do collaborators play in the process? The Vodafone has done the collaboration with theVodafone Hutchison Australia. Vodafone Hutchison Australia is owned by the joint entity by the company Vodafone Group Plc. on the basis of 50 50. The shares held by the Vodafone were 50.1%(Beck, 2014).The collaborators play an essential role in the processing of the company as they manage the mobile voice and data and also operated the many frequencies of the company. By collaborating these, the company subscribers of the company have increased up to 7 million subscribers. The market share of the company has increased up to 17%. The annual revenue of the company has also increased with the rapid rate as it was A$ 4 billion. By this collaboration, the workplace of the Vodafone Company has improved in a better way and the load of the work also get reduced. In the collaboration, they worked as the team and it results in establishing the goals and outcomes (Yaghubian, et al., 2016).
Marketing Management8 Issue 4 The marketing strategies of the company are stated below: A choice of the target market (/s) The Vodafone target to each class of people whoever in need of good services. They don't have any specification in targeting any group. As they provide a high range of services so it is the choice of the people who wants to take the services. The company Vodafone is providing the high rate of quality services and for that, they charge the premium prices. So basically these charges are affordable by the high class or the rich class of the people. So the Vodafone Company basically targets the high society people who can afford the price to take the premium services(Shankar, et al., 2012). They are targeting the more people every year who are connecting with them. They have targeted the upper class of the segment which has a high growth rate. As there is high competition in the market so the company Vodafone has targeted the rich society which can easily afford their premium prices. But later on when their market share breaks down the company has charged the primitive prices and targeted the middle and lower class of the people(Thompson, et al., 2014). A value proposition for the target market (/s) The Vodafone has a very large proposition of the market which has a strong targeting market. The company Vodafone has many subscribers across the whole world and it also deserves many services to the 4000 million subscribers. They are serving the services across the 1450 countries. As they have a large market segment so they also have the employees who are more than 100000 over the world. As their market segment is big so these employees are needed by the company so that the big segments of the work can be handled by them. The company Vodafone has a great value proposition in the market as they target the potential customers rather than the employees, partners or the suppliers of the company(Beck, 2014).Forgetting high success and to earn a huge profit in the company the value proposition is necessary. The company also has different services centers across the world which provides the services so that the customer’s problems can be solved. In targeting the high market the need of the
Marketing Management9 customers are important to evaluate so the company Vodafone provides the better services and provides the high range of the data and also offer them the similar prices of their competitors. A positioning statement for the target market (/s) To target the markets the brand positioning is required as it helps in advertising the product at a large scale. The company Vodafone can evaluate which customers are interested in their product and collect the information by analyzing what the customers needed from the market. As their high number of the customers who wanted to the high-speed data connection and their network should be reachable to them all the time(Lourenço, et al., 2012).They want the 24*7 services from the company so that if any issues arise then it can be sorted. The company Vodafone is meeting the needs of the customers as they provide high-speed data, they also give the customer care services to the customers for 24*7.
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Marketing Management10 Issue 5 Developing marketing tactics The 7Ps will be elaborated so that the marketing strategy of the Vodafone Company will be stated. Product:The Company Vodafone sells the product of theprepaid and postpaid mobile phones and wireless broadband. They also provide the 4 G internet connections to the customers so that the high-speed data quality can be provided. The company has various generous communication products such as Smartphones, Branded phones, voice, and messaging services, value-added services, handsets, internet services, etc. Earlier the Vodafone product has only used for the texting and calling but then ‘it has evolved into the great use (Erdemir, et al., 2015). Price:The prices for the products of the Vodafone are competitively in order to beat its competitors. The company has earned the loyalty of the customers as they provide the services to the customers of the strong range and high-quality data. The price of the services decided by the Vodafone is based on high speed, bandwidth, etc. (Agyapong, 2011). The price of the product is relatable same of the competitors of the Vodafone so that the various segments can be targeted and a large number of the services are provided to satisfy the customers. Place:The Company Vodafone has the largest mobile network in Australia and also they have a lot of subscribers. So most of the places they provide the services to their customers. They sold their product through the shops and the care centers and some of the retailer shops too (Doyle, 2016). In the country of Australia there are lots of the stores across the area and they have the string distribution channel network. They have a very storing network so they provide the services to all the areas and they have strong distribution channels. They provide services through online and offline services. Promotion:The Company Vodafone focuses on the advertising as they have a strong leading global network which promotes the brands of the Vodafone. The promotion done by the Vodafone is through various sites such as online, TV, billboards, etc. The promotion of Vodafone is the biggest element of the marketing mix because of the Vodafone ZooZoos.
Marketing Management11 People:The Company Vodafone has always ensured that its customers will get the highest priority. Across the 150 countries in the world, the Vodafone Company serves more than 400 million subscribers and also has the large strength of the workforce. The company has the employees more than the 10000 across the world so there are many people who are connected with the company Vodafone (Jaber, et al., 2015). Process:In the service marketing the Vodafone plays the essential process as Vodafone is the telecom industry so it should be effective and efficient. The company also has a good CRM process which is helpful in maintaining the good network and the availability of the good signals. Physical evidence:The Company Vodafone has the physical evidence of the sim cards which were issued to every customer. The company also has the much physical evidence such as the recharge, vouchers, service, stores, etc.
Marketing Management12 Conclusion From the above report, it is concluded that marketing strategies are very important to remain in thecompetitionandtoearnmoreprofit.Asthecompany,Vodafoneisthemobile telecommunicationcompanyandalsoprovidesinternetservice.ThecompanyVodafone HutchisonAustraliahassomestrengths,weakness,opportunities,andthreatswhichare explained in this report. With the help of their strength, the company has targeted a large number of the subscribers and also providing the high data range of internet. They have around 444 million customers across globally and around 6 million customers in Australia which are increasing.The Company Vodafone sells the product of theprepaid and postpaid mobile phones and wireless broadband. They also provide the 4 G internet connections to the customers so that the high-speed data quality can be provided. So in this report, the 7 Ps has also explained which helps in making the marketing tactics and by evaluating the value proposition of the targeted market and thepositioning statement for the target market the strategies have also build.
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