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Marketing Management Report of Milton

   

Added on  2020-07-22

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Marketing Management
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EXECUTIVE SUMMARYMarketing management is crucial for maintaining and increasing market position of anyentity. This assignment aims to enhance an individual's understanding with marketing conceptand tools regarding decision making to improve business performance and sustain marketposition of Vodafone. Including this, different analytical tools to identify strength and weaknessof the organisation including its marketability is discussed. Likewise, variety of ideas and futurestrategies are identified for further implementations and enhancing organisation's efficiency atmaximum level.
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Table of ContentsINTRODUCTION...........................................................................................................................1Company Background.................................................................................................................1Macro analysis (PESTLE analysis).............................................................................................2Micro analysis.(internal analysis)...............................................................................................3COMPETITIVE ANALYSIS OF VODAFONE........................................................................4SWOT ANALYSIS.....................................................................................................................7Future Marketing strategies.........................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing audit is the systematic comprehensive and independent examination of aparticular company or unit. Its main purpose of this marketing audit is to evaluate the marketingassets, brand value of the company and its marketing position. It helps organisation to make newplanning and corrective action plan to accomplish the organisation profit. Present report is basedon marketing audit, it will consider Milton company which is popular organisation of marketingaudit this company analyse the position of the company. Mintel group is a private company inLondon based on market research. It will explain about the Macro and Micro factors whichaffects company position. Along with that it will recognize the SWOT analysis of the company.Milton is research on Vodafone company which is telecom company. This report is based onVodafone marketing audit.Company BackgroundMintel company would take Vodafone for its next research. Vodafone is a Britishmultinational telecommunication company, its headquarter in London. Vodafone companyprovides network services(Hollensen, 2015). It has number of mobile connection across theworld. Its is ranked fifth by revenue and second in the number of connection. Vodafone operateits business in 26 countries and its partner network in 50 countries. Vodafone itself is a very bigbrand in the telecommunication sector. Vodafone is known for its prime services which theyprovide to the customers. The main Focus of Vodafone is to customer attraction. Its mainmarketing strategy is customer focused and product led. Vodafone tries to develop new servicesafter utilization of all technologies(Kolios, Read and Ioannou, 2016). Ambassador of Vodafoneis Zoo Zoo, Vodafone adopt customer oriented strategies approach to attract the customers. Toattract the customers Vodafone company provide different offers and exciting prices of mobileconnection. Along with that Vodafone has come with creative plan and creative advertisementcampaign. This marketing strategies attract a million of customers. Besides, this it helps toenhance the brand image as well. It adopts various digital technology approach to maintain itsmarketing position in the market(Kristine, et.al, 2017). Apart from that Vodafone companyrevenue from 2008 to 2017. In 2017 Vodafone generated about 47.63 billion profit revenue.Vodafone itself is the established company. Apart from this Vodafone employees are wellmanaged and professional. Employees are the key role in the company. It helps organisation toaccomplish the overall objective. Vodafone identifies the external environment with the help of1
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