Strategic Management of Vodafone Malta

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Strategic direction of the company in past and strategic thinking within past 5 years...............1
TASK 2............................................................................................................................................2
Presenting external environment using PESTLE model.............................................................2
Determine competitive advantage using Porter five force model...............................................3
Industry scenario facing the company in its existing market domain.........................................5
TASK 3............................................................................................................................................6
Describing the extent to which the company is facing strategic drift.........................................6
Mission and vision statement are aligned to demand of marketplace.........................................6
Company's strategic capabilities.................................................................................................7
Business canvass model..............................................................................................................8
TASK 4..........................................................................................................................................10
Describing the possible strategies that the company could follow to defend its core business.
...................................................................................................................................................10
TASK 5..........................................................................................................................................11
Analyzing and evaluating the resource implications of recommendations that the company has
to address...................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Strategic management is the continuous planning, monitoring and analyzing of all the
essential things for a firm in order to meet the goals and objectives. The report main aim is to
determine the importance of strategic management in a company. The chosen firm for the
present study is Vodafone Malta which is one of the multinational telecommunication providers.
The company is one of the largest mobile operator in Malta because of having large customer
base.
The report will describe the strategic direction of the company in past and strategic
thinking within past 5 years and by using PESTLE, it determines the external environment of the
company. Further it find competitive advantage using Porter five force model and state whether
mission and vision statement are aligned to demand of marketplace. In addition to this, study will
describe company's strategic capabilities and Business canvass model. Moreover, report will
describe the possible strategies that the company could follow to defend its core business Further
it will also analyze and evaluating the resource implications of recommendations that the
company has to address.
TASK 1
Strategic direction of the company in past and strategic thinking within past 5 years
Strategic direction of Vodafone Malta in past years is to gain high competitive advantage
at global level. In past 5 years, the company also build strategy on its market leadership. Apart
from this, the quoted firm also provided its best services in the terms of fast delivery, proper
information related to tariff, the best customer services. But on the other side, with thousands of
tariff, it is not possible for the firm keep contact centre advisor up to date and to solve this issue,
the quoted firm has to identify the competitor intelligence tool which further help to retain
existing contract customers and it assist to attract large customer base (David and David, 2016).
This is the strategic direction that is followed by the firm in past years but as the time passes, it
makes different strategy to gain high market share and that is why it is considered a successful
company among telecommunication.
In addition to this, within past 5 years, the company's strategic thinking is changes such
that it find out competitive intelligence tool that further helps to reduce customer attribution and
also secure new sales as well. Apart from this, the company also merge with Idea which is
another thinking that helps to leads a business towards success. This also helps to gain high
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market share in telecommunication sector and as a result, it again sustains its brand image in
market at global level. This merger also help a business to achieve the swift return on its
investment as well. Recently, the company also opted Accelerated Intelligence in order to deliver
optimum benefits in the terms of improved customer retention as well as sales. Therefore, this
clearly shows the positive result and due to having strategic thinking now company has its
highest market share.
TASK 2
Presenting external environment using PESTLE model
To determine the external environment, PESTLE analysis is used which consist of
different factors that are as mentioned below:
 Political factor: The main political factor includes the roaming regulation whose main
aim is to decrease the charges of mobile phones usage abroad up to 70% and increase the
level of customer insights. Apart from this, the rules made by Malta government also
creates implication for the company for its smooth functioning. Even, if the country have
political instability then it also affected the company in negative way (PESTLE Analysis
of Vodafone, 2017). For instance, the conflicts in Europe has greatly affected the
company as a whole.
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Illustration 1: PESTLE analysis
(Source: PESTLE analysis, 2017)