Strategic Marketing Planning

Strategic Marketing Planning

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Corporate Strategy.................................................................................................................3
Business Strategy...................................................................................................................3
History of the organization.....................................................................................................4
Critical evaluation of corporate and business objectives of Vodafone..................................4
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
The strategic marketing planning is the key towards the accomplishment of the
business objectives. In this report, Vodafone Limited is taken as an organization which is a
British telecommunication service provider which is a part of the Vodafone Group. It is the
third largest company in the world, headquartered in UK. This report covers the strategies
used by the company to achieve their shared visions and objectives.
MAIN BODY
Corporate Strategy
It is basically the highest strategic plan which is at the top priority. It defines the
corporate goals and objectives of the company along with the way in which it can be
achieved. It is for the long term and clearly states the vision of the direction of the
organization. The current target of the Vodafone is to become the top brand and in order to
achieve this, the company is working on expanding its global presence (Our strategy. 2020).
This is being done by the company by the way of dual branding exercises with the other
thirty other firms all across the globe in which the Vodafone holds interest. This includes
utilizing the locally recognised brand and the Vodafone name, for example Libertel Vodafone
(Libertel is the organization in the Netherlands). When the Vodafone name turns out to be
broadly perceived in these business sectors, the Vodafone brand will turn into the sole brand.
This initiative is an ongoing programme for the purpose to construct the Vodafone brand
around the world.
Business Strategy
A business strategy is defined as the combination of the competitive moves and
actions which is being utilized by the organization for the purpose of attracting the customers
and compete in the market successfully. This results into strengthening the performance
along with achieving the desired goals (Kerr and Moloney, 2018). Vodafone’s current
business strategy is to grow through the geographic expansion, grabbing new customer base,
emphasising on retaining the existing clients and increase its usage by the way of innovation
in technology. This is proving to be right, as is clear from Vodafone's UK achievement.
Vodafone opened the UK's first cell network on 1 January 1985. It has been the market leader
since 1986; its UK networks persist 100 million calls every week. Vodafone at present has
the biggest portion of the UK telecommunication market.
The company’s business strategy and its sustainability technique cannot be
separated. Addressing society's necessities sets out tremendous opportunities to develop