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Strategic Marketing Of Vodafone | Report

   

Added on  2020-01-16

13 Pages4332 Words174 Views
Strategic marketing

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Role of strategic marketing..............................................................................................31.2 Analysis of the relationship between corporate strategy and marketing strategy............41.3 Development of marketing strategy.................................................................................43.1 Analyses of decisions and choices that are made at the corporate level..........................53.2 Decisions influence marketing at business unit and functional level...............................63.3 Approaches to competitive positioning of organisations.................................................6TASK 2............................................................................................................................................72.1 Evaluation of approaches to internal environmental analysis..........................................72.2 Evaluation of approaches for external environment analysis...........................................82.3 External and internal analysis are integrated....................................................................9TASK 3............................................................................................................................................94.1 Range of business strategy...............................................................................................94.2 Marketing communication strategies for the business of Vodafone..............................104.3 Implementation of marketing strategy including the resources and management.........10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONStrategic marketing is crucial for the organisation to carry out the marketing planning toaccomplish short and long term goal in an effective manner. It provides a framework to thecompany to perform their commercial operations with efficiency to get competitive advantages(Šimberová, 2014). The present report is based on strategic marketing of Vodafone which is amultinational telecommunication organisation which provides various services such as the highquality voice call, super fast internet service 4G in 150 different nations worldwide. The reportconsists of principles of marketing, development plan of strategic marketing along with microand macro environmental analysis and interrelation of these two elements. The purpose of thereport is to provide opportunities to the learner to understand importance of the strategic marketin the corporate sector.TASK 11.1 Role of strategic marketingStrategic marketing is an important aspect of the marketing concept. Total marketingsolution is process of an organization that is engaged with providing required guidelines andrecommendations to various medium and large scale organizations involved in carrying outbusiness activities in the international market. The cited organization has well considered the factthat each activity performed is directly or indirectly related to the concept of marketing. Strategicmarketing is therefore having a wider scope that includes designing strategies or modifying thesame for enhancing its effectiveness. Role of strategic marketing has been discussed below:Analysing the market condition for collecting required information on differentmarketing aspects Considering latest networking services provided by the competitors innetworking industry (Theodosiou, Kehagias and Katsikea, 2012).Comparing strategies and policies with the objectives to be attained.Designing new marketing plan to align with requirements of customers in the market.Framing appropriate policies with respect to production of services, promotion anddistributional methods to be adopted by attracting potential customers.

Strategic marketing controls various functional activities such as researching onpromotional activities to effectively align with objectives of organization considered inthe report ((Frazier and et.al., 2009).Strategies designed by the cited organization are flexible enough to bring in required changes asdemanded by the time. Effectiveness of concept of strategic marketing is the blueprint of successfor the cited organization. Thus, Vodafone has effectively applied principles of strategicmarketing in its various business activities.1.2 Analysis of the relationship between corporate strategy and marketing strategyCorporate and marketing strategies are closely related with each other. While thecorporate strategy covers all the function of corporation but the marketing blueprint is customeroriented which aims to understand the demand of the customer and supply of the offered serviceby organisation. In the stated scenario, the corporate consist to defeat market competition inagainst the rivalries firm but the promotional planning of Vodafone is restricted only to increasethe demand of internet service by 5% in following 3 months (Grinstein, 2008). The first strategyof company has included all the department of firm such as the work allocation, human resourcemanagement, training and development, fund management etc., while the marketing onlyinvolves promotion planning. Thus, it can be said that marketing strategy is a part of corporatestrategy and it is related with overall business operation of company.1.3 Development of marketing strategyMarketing strategy provides framework to business organisation to perform theirpromotional activities in an effective manner to gain the attention and demand for their productor service in the targeted market. Effective blueprint of promotion assist the management of theorganisation to capture huge share through increasing sales and revenue of the firm. There arenumber of factors which are involved in the marketing strategy:Market analysis: It is crucial to understand by the top management of business, marketsituations influence the decision of management. In the present scenario, Vodafone have goodimage (Reibstein, Day and Wind, 2009). Generally, internal and external environment helps tounderstand the current as well as future trends. Objective of marketing strategy: The next step determines the mission of business.Vodafone is looking to introduce its 4G internet service in the rural region of country.

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