Marketing and Globalization: PESTLE Analysis

This assignment delves into the realm of marketing and globalization by utilizing the PESTLE model. It examines various macro-environmental elements such as political, economic, social, technological, legal, and environmental aspects that influence multinational corporations operating in different markets. Through this analysis, students can gain insight into how these factors interact to shape marketing strategies and consumer behavior in a global context.

MARKETING MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. Background information..........................................................................................................3
2. Outline of Vodafone's marketing audit....................................................................................4
3. Review of the marketing mix of the Vodafone in Malta and also describe the product or
services of Vodafone....................................................................................................................8
4. Critical evaluation of the new marketing mix actions...........................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
1. Background information
About the company:
Vodafone Malta was set up in a 1989 which was initially traded the services as a Telecell
Limited. This company had its very first mobile call over Vodafone Malta network on 1990 and
the first GSM call was invoked in 1997. Vodafone Malta Limited is a Maltese Mobile network
operator company which is subsidiary of the British Multinational telecommunication provider.
It can be considered as one of huge Mobile operator company in Malta. Also, this company has
expanded its services internationally on 2004 and This industry was the first one to offer the
resilience and backup on the international connectivity by adding large number of people
together via telecommunication. Along with this, Vodafone Malta was one of the first mobile
network to deploy 3G high speed data transmission (Steenkamp, 2017). This company offers a
networking gateway of almost 250 km which is between Malta to Catania which carries Internet
voice along with the data over the network. In August 2006, Vodafone Malta was the first one to
introduce the high speed 3G network which is followed by HSDPA. In addition, A fixed
broadband which was based on the WiMax technologies has been launched in 2007. Along with
this, Vodafone opened its first Virtual mobile network such as Red-touch Fone which allows the
users to use to effective and effective telecommunication services across the world. Then rapidly,
Vodafone launch faster mobile data services which provides the download speed of 14.4 Mbit/s.
In 2012, this company has launched the new HSPA capability was launched by live across all the
Vodafone's coverage areas and this company was the first to introduce the high speed 4G
network and significantly, Vodafone Malta has announced 4G+. Also, in order to introduce the
new technology in the market, Vodafone Malta has Narrow band Internet of things
About Vodafone Malta
Vodafone Malta's head office is located in Sky Parks Business centre, at Malta
International Airport (Baker and Hart, 2016). However along with the telecommunication
services, This industry has also developed a large number of retail outlets across the Maltese
island in order to serve the variety of services to the customers. The Vodafone Malta Foundation
was established in 2003 which performs entirely different operations from their core
telecommunication business. This foundation mainly supported the society and Maltese
Community in order to support the NGO's for the welfare of the people. The main aim of such

programme is to promote and explore the power of innovative mobile technology in order to
bring out the social change among the society. Now this company offers a wide range of Voice,
SMS and Mobile data services over various different types of network such as 2G, 3G, 4G and
4G+ networks.
Vodafone group is one of the world's leading telecommunication and technology service
provider company which provides an extensive experience in connectivity, convergence and the
internet of things. Sonia Hernandez is the Chief Executive officer of the Vodafone Malta since
2012. Further, in order to access the Vodafone Procurement company in Luxembourg (VPC) she
was promoted to group supply chain commercial and service Director (Durand, 2018). The
Vodafone company promoted her in order to manage all the all the expenditure across various
departments such as marketing, customer care, human resource and business service etc.
2. Outline of Vodafone's marketing audit
The marketing audit is a complete overview regarding the goals, objectives and
marketing activities of Vodafone Malta. Here, an assessment of company's marketing strategies
along with the goals, mission strategies etc. are undertaken to explore the marketing performance
among the rival competition existing at both local and global levels.
PESTLE Model
This model is useful in analysing the macro environmental factors and assist in scanning
the ongoing practices of Vodafone's plans of extension and gaining competitive advantages.
Political Factor: This emphasis on maintaining the Roaming Regulations in Malta depending
upon the government interventions by giving legislations or policies and it also involves about
the consumer rights as well.
Economic Factor: There are elements such as inflation rate and GDP (Gross Domestic Product)
that impact the fluctuations and rate of interests in the markets of Vodafone. For instance, the
inflation rate impacts the entire pricing and thus, Vodafone hiked the price by 2.5 % for the
prepaid customers (Vodafone price increase 2019 – 2.5% from April 1, 2019).
Social Factor: People might have different work patterns and with onset of internet, the people
are moving towards other mediums and affecting the business operations.
Technological Factor: The digital tools like Messenger and other online platforms have become
a threat and influenced the Vodafone strategy. There is tough competition in the markets to
attract the customers' attention in using their services (MacNicol and Coleman, 2015). For

instance, T-mobile is one of its biggest competitors in European market and thus, the focus is on
using technological advancements in the markets through overall strategic analysis.
Legal Factor: This assists Vodafone in outlining their marketing strategies to reach more people
under the legislative and law frameworks (Ledgerwood, Earne and Nelson, 2013). It consists of
competition, employment and managing the ethical elements that result in proper follow up in
conducting the operational activities.
Environmental Factor: Vodafone is looking out for sustainable approach and ensuring it by
shifting towards more eco-friendly methods. They are recycling the old handsets and other
accessories which indirectly helps in expanding the shelf life.
This model helped in evaluating the current positioning of Vodafone and its strategic
planning. It also helped in learning about new strategies and other methodologies.
Illustration 1: Macro environmental elements of
PESTLE Model
(Source: Scanning the Environment: PESTLE
Analysis, 2016)

Marketing Strategy Audit
This is one of the components where the company lays the emphasis on communications
tool and marketing in order to design the entire plan for gaining competitive advantages while
entering new or existing markets. The Vodafone Malta has always been into promoting the
sustainability and fulfilling the responsibilities through corporate social responsibility (CSR).
The purpose is to maintain the standards and procedures under the legal frameworks. Their teams
are always at cross functionalities to maintain the performance in the markets and enhancing the
functional and technical training for the employees' (Crane, Matten and Spence, 2019). For e.g.
their recycling strategy gained attention throughout the world and gave them a global footprint
where this company is in partnership with approximately other 50 countries to reach the
widespread audience. Thus, by using the disruptive technology of cloud computing, this
company is looking into strengthening its infrastructure to maintain the database more securely
and privately.
This is possible by adopting the approaches and tools in order to make the employees
more accountable towards fulfilling the roles and responsibilities in more systematic ways.
Moreover, their focus is on bringing innovation while providing wide range of services or
products to their loyal customer base (Stoenescu, 2018). It also successfully in using the cloud
options via adopting more robust frameworks. This is possible through implementing decisions
for optimising the resources more appropriately and help in establishing a more standardized
system. The operations and processes are made simplified with the focus on gaining more profits
through using sustainable approaches, tools etc.
Marketing Organization Audit
Here the prime objective is to know about its ethics and code of practices that paved the
path of success and profitability. This company has always followed a structured hierarchy route
and maintained the updations and other systems to explore the marketing control system,
information system and planning system. This helped the management to make the changes
quickly and without any challenges in any geographical area (Shore and Wright, 2018). For
instance, the core competencies of employees has been directly evaluated to comprehend their
abilities and competencies in completion of tasks. Their presence has helped in minimising the
risks and overlook the greater future capabilities in order to establish the market directions
effectually.

Moreover, the opportunities involve expansion of fixed telecom and cable services with
focus on diversifying the portfolio and following the fixed phone services to form strong ties
with the customers. Nevertheless, the investments made in the LTE coverage has laid the
foundation of better services and investing in managing the high speed with using reliable
wireless services. There are also emerging factors that help in creating the market penetration
through proper research and development. Nevertheless, the market saturation is well established
which gave a dependency and affecting the revenues (Wilson, 2018). There is also an uncertainty
while understanding the climatic conditions. In addition, the onset of other platforms that are
available online has also put threats to its presence in the markets at both local and global levels.
It directs towards OTT (Over the top) services and includes Whatsapp, Messenger etc. For this,
Vodafone has initiated few plans in the form of bundled plans to control the risks and damages.
Marketing Productivity Audit
There is the potential for market growth in this aspect where Vodafone Malta has
successfully managed the operations and gained customers through its established brand name
and value as well. Its aim is to manage the entire processing in all the locations along with the
performance management of employees (Bhaskar and Flower, 2019). This is essential in
maintaining the productivity and effectiveness of the company's performance in terms of
financial and marketing. The needs must be made understandable that help Vodafone to gaining
insights and knowledge without having a strong presence in the global and local markets. The
strengths include strong market positioning with static customer base and has assisted in making
the presence with geographically diversified business. Its successful execution of LTE with
proper wireless networks has led to more profound allocation of spectrum to make the
stabilization process properly.
However, on the other hand, the fluctuating economic conditions has adverse impact with
heavy competition in the telecommunications' sector. This also added additional pressure on the
Vodafone whose presence in United States is null (Allam and et.al., 2017). Their regional offices
needs revival to gain customer who are affected due to unemployment and low levels of
disposable income. These components would not only maintain the effectiveness and workplace
environment but also aid in bringing innovative ideas to engage the customers, clients and
suppliers. This company has never believed into adopting different brands or products for

different targeted markets and audiences as well. Thus, the focus is on removing the setbacks and
laying the foundation of transparency with better services to gain their trust and loyalty.
Marketing Attractiveness Audit
The Marketing audit refers to the process in which a systematic, evaluation and analysis
the enterprise business marketing environment in both external and internal. It is mainly focused
on the goals, objectives, scope of areas and principles towards bringing changes to the areas of
opportunities and problem. It has recommended the plan of action to enhance the performance
and efficiency of business.
Vodafone is conducting the marketing audit to cover all type of marketing areas where it
can identify that problem persists (Hill, 2018). It is a systematic process which orderly analysis
the evaluation of enterprise in macro and micro environment. The organization is targeting the
market of Malta to develop a plan and strategies for establishing business. It is directly
influences the marketing performance of organization (Mohamud, 2018).
In Vodafone, Audit should be independent that can be conducted in different ways such
as task force audit, self-audit, audit from across, company audit office etc. The outsider audits
better for the Vodafone those who work independently and not partial to anyone.
The audit should be periodical that generally conduct the marketing audit when some
problem and issue arises in the operation of Vodafone but it always recommended in managing
the regular marketing audit in Malta to manage and control the business aspects (Noam, 2018).
3. Review of the marketing mix of the Vodafone in Malta and also describe the product or
services of Vodafone
Vodafone is a multinational telecommunication company which founded in 1991. It has
been ranked the top most brand values and establish the connection in globally. The revenue of
Vodafone has increased the $40 billion, it operates the different countries (Al Zaidi and Ahmad,
2019). It is providing the Information technology services to corporate client in Malta. It has
acquired Hutch and establish third largest 3G service provider.
Vodafone is analyses the brand or company to covers product, price, promotion and physical
evidence, place, process and people. Marketing mix is a type of tool and platform that can use
the marketing goals and objectives. It is elaborating the advertising, distribution, pricing
strategies used by Vodafone.

Product-
Vodafone is a leading organization to offer the different type of products in market such as Value
added services, Pre-paid and post-paid etc. These type of product strategy applicable in the
Vodafone marketing mic (Ayoub Salloum, 2018). It has many products in different type of
communication purpose such as voice messaging service, branded phones and smart phones,
internet services etc. These are the core part of organization to give facilities the users.
Price-
The price of Vodafone and its product competitively beat the other competitors. It has
maintained the loyalty and trust by giving the high quality of product or service. In Marketing
mix pricing strategy can be used in differently for segment and target the consumer as per the
need and requirement (Navas, Loro and et.al., 2018). It is based on the quality of services such as
bandwidth, high frequency and speed.
Vodafone always try to deliver the better quality of services because it is core
competencies at same price as that of other competitors. The prices are depending on the quality
of services. In this way, Vodafone are targeted the different segments and these segments
depending upon the satisfaction.
Place-
Many types of Vodafone services are sold by the consumer care centres and other shops
but they also sold through the retailer. There are large number of Vodafone store available in
multiple locations. It has established the strong relation between consumer and have strong
distribution network across the nation.
Promotion-
Vodafone is a leading organization in the telecommunication industry which always
focused on the advertising. The promotional strategy in the marketing mix of Vodafone is
aggressively promote the product and service of brand through television and online billboards
(Baron, Li and Nasirov, 2018). In this way, it has increased the brand value of Vodafone in
marketplace. On the other hand, Social media network is the most popular platform for
promoting the Vodafone.
People-

Vodafone has ensured that its consumer which are giving the highest priority. It provides
more than 400 million subscribers across the nations. It has increased the strength of employee to
sever the better quality of services.
Employee and consumers are the main pillar of Vodafone that support the entire
enterprise to increase the brand value in global market.
Process-
Vodafone emphasis on the process which are the important part of marketing mix of
services. This organization is processes the efficient and effective task to manage the business in
proper manner (Chaudhri, 2018). It is almost essential and having the functional tower with the
good signal strength for the consumer. In Vodafone, consumer service is the high value of
process which help to determine the requirement of client. It ensures the good network, high
quality of services and availability etc.
Physical Evidence-
Vodafone is mainly concerned about the physical evidence and give the personal sim
card which are issued to every consumer. Apart from that there are different type of facilities
provided such as service outlet, vouchers, stores and digital TV services. It is physically existing
in market to represent the evidence of brands.
Vodafone product and service mix
Initially, Vodafone was focused towards the calling and texting but it has evolved the
business to target many populations in global world. They are trying the targets different
segment through calling and tariff plan. It makes the usage of data facility compatible and easier.
Vodafone offers the wide range of product and service including messaging, data, voice and
fixed line solution. Multiple devices are assists the consumer in meeting the total requirement of
communication (Grewal and et.al., 2018). The functionality of handset that continues to provide
text messaging services and voice. In this way, it has divided the tariffs and propositions which
available or target the consumer segments.
On the other hand, there are variety of brand available in market which are targeted the
global market to give many options. In this way, consumer can easily choose the better quality of
services.

Vodafone never create a different brand for targeting the different markets because they
are mainly focused on the same brand to explore their enterprise in global market through same
type of brand.
4. Critical evaluation of the new marketing mix actions
Advancement of technology has transformed the world into the digital space which
brings huge competitive companies in the world. So in this huge competitive world, many
companies produce the similar services and products. So the customers have a wide range of
choices due to which they quickly switch their choices to another company. So in order to retain
the customer, it is very important for the Vodafone company to develop the marketing mix
strategies in order to achieve the desired results of the company (Mpuga, 2017). These strategies
are created to address the various aspects that has been resulted in decreased sales of the
company. Development of the new marketing strategies will allows the Vodafone to fill the gap
between the present marketing strategy and external environment within the market. So various
elements that focusses towards the marketing mix and recommended strategies are described
below:
Product
Vodafone company generally sells its products under the main five broad categories and
each category sells the separate product lines among with all the products consists of a common
Brand name that is “Vodafone”. This industry produces the large variety of products so that the
customers are allowed to best suitable product according to their specific need. However, this
company also offers a highly differentiated products along with advanced and unique features
that are hardly provided by the other competitive brand (Ma and Mohsen, 2016). So in order to
improve the product strategy within the Vodafone, there are various suggestions and
recommendations described below:
 Vodafone need to extend the additional benefits such as warranties, after-sales service,
delivery and credit service, helpline services etc.
 Vodafone should introduce new products within the market in order to hold the interests
of the consumer towards the new services of Vodafone. Also, the company should widen the product portfolio by adding new product line in
order to fulfil the needs of the customers.
Price

Currently, the Vodafone is using the price strategy which is based on the prices of the
competitor companies. However, in various areas, Vodafone sells its products at higher prices
then other brands as this firm offers a wide range of features then others. Along with this,
Vodafone company currently also using the product bundle pricing strategy in which products
are sold in a bundle and it allows the customers to purchase the goods at low prices as compared
to the price of individual item (Zook and Smith, 2016). Vodafone has fixed prices of the final
goods while they offers the price benefits to their retailers, wholesalers and channel members. In
order to fill the gaps of the current marketing strategy of the Vodafone, there are various
recommendations that are described below:
 The company should offer the discounts and allowances which allows them to lower the
prices for short time and gain the support of the customers at the same time. Also the Vodafone company should introduce the price penetration strategy which allows
them to offer the products initially at low prices in order to gain market share.
Place
This company sells its products mainly through two main marketing channels which
includes the online sales and sales the huge products through wholesalers. Also currently the
Vodafone company sells its products via almost 500 retailers across many different regions of
the country. Also, this company follows the omni-channel distribution system which allows the
company to integrate the online as well as offline sales within the business (Baines, and et.al.,
2017). This company has developed a network of 500 suppliers which offers the raw material for
production. Various suggestions for the place strategy are as follows: Vodafone should focus towards the personal selling through retail stores.
Promotion
Vodafone company uses the multiple media channels to promote its product and services
which includes the advertisement on Television and radio. Along with this, Vodafone company
promotes the products via various social networking sites such as Facebook, YouTube, twitter
etc. The organization also undergoes personal selling which allows the company to increase its
presence in retail stores. Various recommendations are: Organization should focus on social media blogging in order to promote the services and
also enhance the media platform.
People

Vodafone has a effective and efficient team which is working under the sales and
marketing department of the company. These people adds the value to the organization as they
have been trained in persuasive technique which allows them to value the needs and preferences
of the customers first. Along with this, current strategy of the Vodafone is to resolve the queries
of the customers effectively which resulted in a efficient and effective people working in its
customer care service department. These people are trained by the company to respect the
customers and to get their queries resolved (Baines, and et.al., 2017). Suppliers of the Vodafone
are those people which plays the vital role in maintaining the quality of final product. Various
recommendations are: Company should conduct the timely trainings to develop the updated marketing and sales
tricks to the employees.
Process
Vodafone company has an online delivery process where the orders are received through
computer system. Also, the Vodafone company ship the relevant product to deliver the services
to the consumer over different regions. Along with this, Vodafone is actively involved in
researching the market opportunities which allows the company to understand the marketing
needs. There are various strategies which help the company in matching the future gap within the
market are as follows:
 Vodafone should focus towards the automatic software to handle the tasks effectively and
efficiently. Organization should also look for various ways to improve the process within the
company.
Physical Evidence
Vodafone sells its products in a distinct colour packaging that can be easily identifiable in
any retail service shops. The products of the company are placed on the special shelves provided
by the firm that has a distinct colour and design. The products of this company has a unique
design and colour which makes it easier for the customers to search Vodafone product in busy
retail shops (Baines, and et.al., 2017). Various recommendations which allows the company to
meet the strategy gap within the market is as follows:
 Company should collect feedback from the customers regarding the design and
packaging of the product.

 Also this company should develop its own new stores in order to provide the specific
products which helps in easy purchasing to customers.
CONCLUSION
It has been summarized about the birth of Vodafone Malta and its impact in both positive
and negative modes. It has also emphasized on the delivery and quality of services which has
made this brand as the second most consumable telecommunication company in this sector. This
has actively participated in updating the software and giving improved version of services to
maintain the loyal customer base. Its marketing strategy has shed light on its strengths and
weaknesses by highlighting the need to know about the auditing part. Furthermore, the focus is
also on evaluating the marketing mix of Vodafone in Malta through review processes with an
emphasis on using the products or services. It also involved about gaining knowledge regarding
the marketing organization audit, marketing productivity audit etc. The company's strategic
planing has always been focused on global competitiveness and expanding its services into
newer places to mark its presence under legal frameworks of sustainability and responsibility.

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