logo

Strategies for Achieving Better Market Share

   

Added on  2019-12-03

14 Pages5846 Words447 ViewsType: 447
Business DevelopmentLeadership ManagementProfessional DevelopmentMarketingHigher Education
 | 
 | 
 | 
A critical assessment of the marketing challenges facing Vodafone and recommendations fordevelopment on their approach to Segmentation, Targeting and Positioning1
Strategies for Achieving Better Market Share_1

EXECUTIVE SUMMARYVodafone Group Plc is one of leading telecommunication brand which operates its businessfrom headquartered in London. Organization was founded in year 1991 in United Kingdom. Companyis considered as a second largest mobile telecommunication firm in the world. Number of customersare also increasing day by day which enhances the business opportunities of Vodafone. Organisationoperates its networks in various nations and has partners in over 40 nations. Company also managesthe wide range of employees from diverse cultures. As per the annual report of Vodafone 92,812employees are working within Vodafone. In the support of this, it can be stated that the Vodafone isconsidered as a third largest mobile telecommunication in the UK. The key competitors of Vodafone inthe UK are EE and O2. In the annual report of Vodafone UK it has been stated that it is consisted of19.5 million subscribers. It covers almost 500 stores in all across the UK. In this report the learninghas been focused on marketing concepts. Marketing can be defined as combination of variousstrategies and tactics which can improve the sales of organisation in order to meet organisationalobjectives. In order to have effective knowledge about marketing learning, it focuses on work cultureof the Vodafone. It has been spotted that the company is operating its business in diversifiedgeographical portfolio. Organization also holds high level of brand image which provide betteropportunities to business. However, in respect of Market penetration, it can be stated that themanagement of Vodafone can focus on enhancing its market share so that organizational goals canbe accomplished. It has also been spotted that, it is necessary for business to have better marketshare as compared to its competitors like O2 so that business can have impressive success. Moreover, it is necessary for the management of Vodafone to have proper allocation ofresources in order to meet the objectives. It is beneficial for better relationship with customers so thatorganization can meet its objectives effectively. Other than this, branding is one of the critical factorsin marketing action. It can be referred as combination of corporate principles which facilitates inmeeting expectations of customers and assist in building long lasting relationships. Furthermore, in order to have effective STP process, the management of Vodafone need tofocus on market research. It provides enhanced level of information regarding diverse factors which isrelated with market conditions. Organization can emphasize on advancement in products and servicesin order to have better success. It is necessary for management to bring differentiation in services sothat need of psycho-graphic can be met in an enhanced manner. Company can also use variouscommunication channels to have effective promotion and positioning of products and services. 2
Strategies for Achieving Better Market Share_2

TABLE OF CONTENTSINTRODUCTION....................................................................................................................4TASK 1 Analysis and Issues..................................................................................................4Vodafone issues.................................................................................................................4High price...........................................................................................................................4Network issue....................................................................................................................4Customer service...............................................................................................................5Market issues.....................................................................................................................5Legal issues.......................................................................................................................5Branding and Issues..........................................................................................................5TASK 2 STP and Critical assessment....................................................................................62.1 Critical evaluation of segmentation, targeting and positioning concept......................62.2 Critical assessment of Vodafone STP.........................................................................7TASK 3 Recommendations....................................................................................................83.1 Strategic recommendations.........................................................................................8CONCLUSION.......................................................................................................................9REFERENCES.....................................................................................................................10APPENDIX...........................................................................................................................12SWOT analysis................................................................................................................12Five force.........................................................................................................................12Ansoff Matrix....................................................................................................................133
Strategies for Achieving Better Market Share_3

INTRODUCTIONMarketing can be referred as a combination of various strategies and tactics which canimprove sales of organisation in order to meet the organisational objectives. In order to create bettermarketing of products, it is necessary for business organisations to focus on improving its marketingstrategy. Due to this, management must ensure about effective allocation of resource and tactics inorder to design an effective action plan (Aljukhadar, 2011). With the help of improved focus onmarketing principles, management can easily attain better competitive advantage. In this report, learning will focus on work culture of Vodafone to understand the concepts ofmarket and marketing. It will focus on marketing analysis concepts such as: Swot and Pestle, etc inorder to attain information about market conditions. It will also stress on conceptualization ofsegmentation, targeting and positioning. It will facilitate the management of Vodafone to designeffective strategies which can meet organisational goals in a better way. Furthermore, it will also focuson various strategic factors and issues which can impact the overall performance of the company. Itwill also include recommendations to overcome the issues and leading business to impressivesuccess. TASK 1 ANALYSIS AND ISSUES1.1 Vodafone issuesIn order to have better success and effective marketing audit the management of Vodafonehas focused on number of activities and analysed that the business is facing diversified issues.Company is facing various issues which impacts business in negative way such as Vodafone havelack of presence in UK. In order to overcome this issue management must improve its existingdiversified geographic portfolio (Aljukhadar, 2011). Another key issue that business organisation isfacing regarding lack of presence in Latin America and many nations of Africa. Some time companyalso faces the issues regarding diversified needs of customers. Every person or citizen of UK hasdifferent perception which also impacts their needs and operational activities of Vodafone. 1.2 High priceIn the support of this, it can be stated that the Vodafone is also facing some critical issuesregarding high prices of its telecommunication services. In current market conditions the Vodafone isoffering its services at high pricing as compared to other competitors such as O2 and EE. This kind ofpractice is impacting the overall operations and success of business organisation (Cao, 2005).Organisation has adopted premium pricing strategy which does not seem suitable for the currentmarket conditions. It creates some conflicts for the organisation and impacts overall development. 1.3 Network issueIt has also been spotted that the company also faces number of issues regarding network inUK. Already installed networks are not working properly which impacts its telecommunication services4
Strategies for Achieving Better Market Share_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Strategic Management of Vodafone Plc
|17
|5245
|22

Strategic Management in an International Context
|12
|3711
|24

Marketing Essential
|15
|3780
|131

Business Strategy of Vodafone: A Comprehensive Analysis
|17
|4992
|360

Financial Performance Analysis of Vodafone Plc and BT Group Plc
|25
|4029
|59

Marketing Essentials- EE Limited
|18
|3781
|40