Vodafone Strategic Analysis & Marketing
Added on 2020-02-03
12 Pages3069 Words816 Views
|
|
|
Marketing Strategy1
EXECUTIVE SUMMARYA marketing plan is a blue print of company's all the marketing and advertising planning forthe success aNd growth of organisation . It deals with identification and analytical review of all thefactors of the market. Vodafone being second largest telecommunication company in terms ofnumber of network communication. Vodafone is UK based company with headquarters in London.Vodafone offers variety of telecommunication and data packages to its customers. To comment onthe environmental audit of the organisation various strategic planning tools are deployed to get themore technical idea of external factors influencing the company. Pestle's model, SWOT analysisand Porter's five forces model is applied to get the clear picture of external factors and their impact.Internal factors are analysed on basis of their applications of resources and their competency.Strategic choices are based on various amalgamations, mergers and partnerships across the globe .Various strategies should be examined and evaluated on different parameters and then adopted.Furthermore this report focus on Market Differentiation policy adopted by Vodafone Plc. 2
Table of ContentsExecutive summary .............................................................................................................................21. INTRODUCTION ...........................................................................................................................42. External Analysis..............................................................................................................................4PESTEL Analysis:............................................................................................................................4Porter's Five Forces..........................................................................................................................63 Internal Analysis:...............................................................................................................................74. Strategic Choice................................................................................................................................85 Strategic Evaluation and selection ..............................................................................................86. Conclusion......................................................................................................................................10REFERENCES...................................................................................................................................11Appendices:ansoff matrix..................................................................................................................12Illustration IndexIllustration 1: Source:Use the PEST Analysis tool to identify and manage external influences, 2016...............................................................................................................................................................5Illustration 2: Source:Porter's Model of Industry Rivalry (Five Forces), 2015....................................6Illustration 3: Source:Ansoff Matrix, 2015........................................................................................123
1. INTRODUCTION A good marketing strategy should integrate all the marketing goals and focus onaccomplishment of organisational goals. Environmental audit of an organisation is necessary toevaluate the internal and external factors and their impact on profitability and shareholders wealth.External factors are evaluated through various techniques and internal through resource analysis.Vodafone being one of the telecommunication giant is a perfect example to study marketing strategyand its implications. Strategic choices and evaluation of strategic alternatives and therefore selectingthe best is very crucial part for overall growth and development of the organisation.2. EXTERNAL ANALYSISExternal analysis refer to study and process of gathering and examiningg the external factors of the organisation and their impact and influence on the organisationalfunctions. Analysing the positive and negative trends and the challenges posed by them.Environmental Audit refers to critically evaluating various external factors and their impact onorganisation(Hill, Jones, and Schilling, 2014). Vodafone being leading telecommunication companyof the world faces many challenges and is influenced by various external factors which can beanalysed by moulding them into various models which are as follows:PESTEL Analysis:Pestle analysis of Vodafone is conducted to gain a proper knowledge and understanding andauditing of various environmental external factors and their impact on organisation.Political Factors:70% decrease in roaming charges within European Union has laid greatimpact on Vodafone as the Roaming regulations aims to reduce the charges for roamingnetworks operating in countries of European Union however Brexit will free the UK torenegotiate on all such terms and therefore Vodafone will form the strategies accordingly.Economical Factors: In early period of 2012 UK was gradually recovering from Financialcrisis and government played major role however public borrowings were controlledtherefore purchasing power of customers reduced to nullify the effect of excessive debt bybanks. And then later in 2012 UK held Olympics which paved the way fortelecommunication, tourism and growth in economy which benefited Vodafone as well.Social Factors: Changes in preferences of customers to work from home, mobile computingand Bring your own devise further proved to be an incarnation to Vodafone as more services ofBroadband internet, mobile phones etc. were demanded and Vodafone being second largest in the4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents