Marketing Management : PDF

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MARKETING MANAGEMENT
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................31. Background information..........................................................................................................32. Outline of Vodafone's marketing audit....................................................................................43. Review of the marketing mix of the Vodafone in Malta and also describe the product orservices of Vodafone....................................................................................................................84. Critical evaluation of the new marketing mix actions...........................................................11CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15
INTRODUCTION1. Background informationAbout the company:Vodafone Malta was set up in a 1989 which was initially traded the services as a TelecellLimited. This company had its very first mobile call over Vodafone Malta network on 1990 andthe first GSM call was invoked in 1997.Vodafone Malta Limited is a Maltese Mobile networkoperator 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 hasexpanded its services internationally on 2004 and This industry was the first one to offer theresilience and backup on the international connectivity by adding large number of peopletogether via telecommunication. Along with this, Vodafone Malta was one of the first mobilenetwork to deploy 3G high speed data transmission (Steenkamp, 2017). This company offers anetworking gateway of almost 250 km which is between Malta to Catania which carries Internetvoice along with the data over the network. In August 2006, Vodafone Malta was the first one tointroduce the high speed 3G network which is followed by HSDPA. In addition, A fixedbroadband which was based on the WiMax technologies has been launched in 2007. Along withthis, Vodafone opened its first Virtual mobile network such as Red-touch Fone which allows theusers 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 theVodafone's coverage areas and this company was the first to introduce the high speed 4Gnetwork and significantly, Vodafone Malta has announced 4G+. Also, in order to introduce thenew technology in the market, Vodafone Malta has Narrow band Internet of thingsAbout Vodafone MaltaVodafone Malta's head office is located in Sky Parks Business centre, at MaltaInternational Airport (Baker and Hart, 2016). However along with the telecommunicationservices, This industry has also developed a large number of retail outlets across the Malteseisland in order to serve the variety of services to the customers. The Vodafone Malta Foundationwas established in 2003 which performs entirely different operations from their coretelecommunication business. This foundation mainly supported the society and MalteseCommunity 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 tobring 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 and4G+ networks.Vodafone group is one of the world's leading telecommunication and technology serviceprovider company which provides an extensive experience in connectivity, convergence and theinternet of things. Sonia Hernandez is the Chief Executive officer of the Vodafone Malta since2012. Further, in order to access the Vodafone Procurement company in Luxembourg (VPC) shewas promoted to group supply chain commercial and service Director (Durand, 2018). TheVodafone company promoted her in order to manage all the all the expenditure across variousdepartments such as marketing, customer care, human resource and business service etc.2. Outline of Vodafone's marketing auditThe marketing audit is a complete overview regarding the goals, objectives andmarketing activities of Vodafone Malta. Here, an assessment of company's marketing strategiesalong with the goals, mission strategies etc. are undertaken to explore the marketing performanceamong the rival competition existing at both local and global levels.PESTLE ModelThis model is useful in analysing the macro environmental factors and assist in scanningthe ongoing practices of Vodafone's plans of extension and gaining competitive advantages.Political Factor: This emphasis on maintaining the Roaming Regulations in Malta dependingupon the government interventions by giving legislations or policies and it also involves aboutthe 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, theinflation rate impacts the entire pricing and thus, Vodafone hiked the price by 2.5 % for theprepaid 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 peopleare moving towards other mediums and affecting the business operations.Technological Factor: The digital tools like Messenger and other online platforms have becomea threat and influenced the Vodafone strategy. There is tough competition in the markets toattract the customers' attention in using their services (MacNicol and Coleman, 2015). For
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