Impact of Marketing on Business Performance: Vodafone Malta Case Study

This report presents a research proposal and a literature review focused on the impact of marketing on business performance, using Vodafone Malta as a case study. The research design outlines a qualitative approach, employing thematic analysis of data collected through questionnaires administered to 20 managers. The study aims to identify the concept of marketing, determine the importance of effective marketing strategies, evaluate the positive and negative impacts of marketing, and recommend ways to enhance business performance. The methodology section details the research type (qualitative), philosophy (interpretivism), design (descriptive), approach (inductive), data collection methods (primary and secondary), and sampling techniques (simple random). The data analysis chapter describes the use of thematic analysis. Ethical considerations are also addressed, emphasizing participant privacy and data confidentiality. The literature review provides a foundation for understanding marketing strategies and their influence on business outcomes. The study seeks to provide insights into how marketing can be optimized to improve business operations and performance in the global market.

Research Methodologies

Table of Contents
Submission 1 : Research Design proposal ......................................................................................3
Chapter 1 INTRODUCTION..........................................................................................................3
Chapter 2 RESEARCH METHODOLOGY ...................................................................................4
Chapter 3 DATA ANALYSIS ........................................................................................................7
Chapter 4 ETHICS, VALUES, REFERENCING AND PRESENTATION...................................7
Submission 2: Literature Review ....................................................................................................8
Chapter 1 INTRODUCTION ..........................................................................................................8
Chapter 2 MAIN BODY .................................................................................................................8
Chapter 3 CONCLUSION.............................................................................................................12
REFERENCES..............................................................................................................................14

Submission 1 : Research Design proposal
Chapter 1 INTRODUCTION
Marketing is the term that will be used for the purpose of buying and selling of product
and services. In this different techniques will be used for introducing product into the market
such as advertising, promotional campaigns etc (Mackey and Gass, 2015). Marketer also uses
marketing mix strategy for the purpose of enhancing business operations for the future. Present
study will be based upon Vodafone Malta company that is the largest mobile operator in terms of
consumer in Malta. It was founded in 1989. It deals in mobile phones as well as ancillary
products.
Aim:- Impact of marketing on the performance of business in the global market.
Objectives:
 To identify the concept of marketing
 To determine importance on using effective marketing strategies to raise business
performance.
 To evaluate negative and positive impact of marketing on business performance.
 To recommend different ways of marketing to enhance business performance.
Research Question
Q.1. Do you understand concept of marketing?
Q.2. Do you think effective marketing strategies help in raising business performance?
Q.3. What is your opinion regarding positive and negative impact of marketing on business
performance?
Q.4. Provide different ways of marketing that help in enhancing business performance?
Rationale
This topic is taken into account for identifying concept of marketing in business that help
in providing various changes in business operations. It is also important for determining effective
marketing strategies that help in raising business performance. This topic also provide insights of
positive and negative impact of marketing on business performance. From this topic different
ways of marketing help in evaluating business performance (Ritz, Brewer and Neumann, 2016).
From this topic it can be evaluated that marketing is having different segments that provide
changes in business operations through which performance can be improved at global level.

There are various changes that can be done after analysing its both aspect as negative and
positive that provide impact on business performance.
Background
The background of the study provide information related to impact of marketing on
performance of business. This study based upon Vodafone Malta company as it is a mobile
network operator that help in providing telecommunication services in the country. This include
background of marketing on various strategies that influence business performance. Gaps will be
identified that help in providing effective changes in evaluating marketing strategies that applied
into study for making it efficient (Jasti and Kodali, 2015). This study also address various
approaches and methods that help in evaluating objective of the study. As these perspective is
useful for enhancing business operations and lead to create differences as using marketing
strategies. Through this study various aspect can be analysed for helping out changes that made
after evaluate impact of marketing on business. Gaps will be fulfilled by utilizing proper
techniques and methods that provide different aspect for the future.
Chapter 2 RESEARCH METHODOLOGY
It is the process that help in collecting information from different sources that help in
taking decision for the future. It includes different approaches and techniques that help in taking
effective decision on impact of marketing on performance of business in the global market. As
different methods will be used for analysing information that is being gathered from various
sources. In this information that is being collected includes from different aspects that help
researcher in getting effective results while conducting study (Flick, 2015). Specific
investigation is being conducted that help in evaluating different perfective of the study that help
in achieving objectives of business. For the purpose of designing a research effective study is
being conducted so that help in getting better results for the future. While conducting research
various aspects taken into consideration that help in fulfilling goals and objectives and enhancing
more opportunities in the global market. There are different methods that help in adopting
various approaches that is being used while conducting research.
Research type:- These are of two types such as quantitative and qualitative. Quantitative can be
defined as that can be expressed in terms of numeric terms and information can be obtained
easily. On the other hand, Qualitative cannot be expressed in numerical facts and figures so
proper evaluation cannot be done as feelings, emotions does not provide effective information.

As study is based upon impact of marketing on the performance in the global market for
evaluating performance handful information is required for getting better results from the study.
In this study, researcher will use qualitative approach for conducting further research that help in
providing effective results regarding performance of business. For the purpose of getting success
in the marketplace researcher is doing efficient study that help in analysing impact of marketing
on business. Often, researcher is being provided different aspect and help in evaluating changes
that have been made for the purpose of gaining better experience.
Research Philosophy:- There are two types of approaches that is being used as interpretivism
and positivism. interpretivism is used for collecting small samples that help in providing depth
study of data that have been collected by researcher. On the other hand, positivism is highly
structured philosophy that provide large samples from information that is being gathered. In this
study, researcher will use interpretivism approach that help in getting small samples so that
effective results will be obtained from it (Fletcher, 2017). For the purpose of analysing impact of
marketing on business this technique help in providing information that help researcher for
continue its study for the future. As there are different segments that involved for analysing its
impact on getting better results for making study effective and gaining knowledge regarding
collection of data and help in evaluating changes that will be made after impact of marketing on
research. Through these changes it will be evaluated that business is lead down various
perspective as it help in bringing effectiveness and efficiency.
Research Design:- This help in providing a systematic plan for conducting research for the
future course of action. In this there are two segments of designing research such as descriptive
and exploratory. Descriptive is defined as analysing results from sample that is being collected
while gathering information and focuses on achieving objective of research. In contrary,
Exploratory help in solving problem that will occur while in between conducting research. There
are different perspective that is taken into consideration for evaluating different aspect in the
future. Designing of research is more important as it need to specify various aspect that provide
researcher an idea of getting understand these aspects effectively. In case research is not
designed properly that may lead to affect future changes and create different perspective for
enhancing business operations in the market. For fulfilling objectives of study there are certain
changes that help in evaluating business decisions and evaluating impact of marketing on
business. Therefore, research design help in providing effective results.

Research Approach:- It includes different plans and procedure that help in making assumptions
for the purpose of collecting data and doing analyses from it. This will be based upon research
problem that occur while conducting study (Attia and Edge, 2017). There are two types of
approaches such as inductive and deductive. In Inductive research approach known samples are
used and drawing specific conclusion from the study that will be conducted for the future. In
contrast, with other in deductive approach conclusion depend on the samples that will be
provided to researcher based on it is made. In this study, researcher used inductive approach for
conducting further study in the future. As from this approach various perspective help in
analysing impact of marketing on business. This provide clear perspective for conducting
research for the purpose as getting better results and analysing its impact on performance of
business. It is important in providing aspects that help in approaching various segments and
getting better results for enhancing performance for the future.
Data Collection:- This provide information that is being gathered and measured for analysing
different perspective for the future. There are two types of methods that is being used for
collecting data includes primary and secondary. Primary can be defined as it provide first hand
information to researcher that help in gaining better results for conducting effective research.
Information that is obtained from primary approach is real as not provide wrong result in the
future. Information will be provided through questionnaire or survey method. In contrast,
secondary includes second hand information collected through magazines, journals etc. For
evaluating impact of marketing on performance primary sources help in providing effective
information for achieving objectives of business. In this study, researcher take into consideration
both the method primary as well as secondary collection method. This help in getting efficient
results from the information that is being collected and help in achieving aim of this study. There
are various perspective as it help in utilizing information that is collected from both methods for
providing effective results.
Sampling:- It is the process of doing selection of samples from given set of population that help
in getting desired results to researcher. There are two types of methods such as probabilistic and
non-probabilistic. Probabilistic method is used for selecting sample from large number of
population as they have equal chance of getting selected. On the other hand, non-probabilistic
sampling include selection of samples that do not include equal opportunity of getting selected.
In this study, researcher use simple random sampling under probabilistic approach for achieving

objectives of research. In this sample of 20 managers is taken into account for doing further data
analysis in the study (Dumay and Cai, 2015). As reviews will be taken from managers so that it
help in providing effective results while conducting this study further for enhancing performance
of business. Performance will be depended on providing effective changes that will be occurred
for the purpose of getting effective results and carrying operations in the global market. Effective
sampling help in providing various aspect and evaluating changes in business for the future.
Data Analysis:- It is an approach that is being used for evaluating information from the data that
have been collected from various sources for the purpose of getting desired results in further
study. In this various techniques will be applied for evaluating impact of marketing on
performance of business in the global market. Therefore, it will be helpful for collecting data and
doing analysis that create differences as effective approach help in bringing changes in business
operation at global level (McCusker and Gunaydin, 2015). After, analysing data it help in
providing different marketing strategies that reduce impact of marketing on performance of
business. In this study, thematic analysis is being done for getting better results and enhancing
performance for the future.
Chapter 3 DATA ANALYSIS
In this study thematic analysis is being used for fulfilling objectives of the company. As
in this survey questionnaire method is being used for the purpose of evaluating data for the
future. As the marketing strategies that will be used in this study is linked with secondary data
collection method. In this information that is provided through thematic analysis help in
providing desired results for the future (Taherdoost, 2016). As it is important in providing
various perspective that help in evaluating data and gaining effective results. As in this
questionnaire is being provided to 20 managers of the company that provide information and
help in providing effective results.
Chapter 4 ETHICS, VALUES, REFERENCING AND PRESENTATION
For conducting this study some ethical issues will be taken into consideration that help in
protecting privacy of an individual and organization. In this respect will be provided to
participants that are involved in this study. Proper privacy is being provided to information that
is being collected by interviewer from external candidates. Information will remain confidential
between company and its employee so that it may not lead to any problem in the future. Proper

communication will be enhanced with honesty and transparency that help in reducing ethical
conflicts between employees. There will be no misleading between information so that it may
not create problem in the future (Gabriel, 2015). Voluntary participation of respondents help in
providing better results as respondents productivity will be increased and they gain more interest
for making research effective.
Submission 2: Literature Review
Chapter 1 INTRODUCTION
Literature review is the term that define reviews that is being provided by different
authors on a particular topic. It includes knowledge of writer, different methodologies that will
be used for making study effective. These reviews are secondary sources as there is no new
concept that is provided to researcher for writing a project. It is associated with academic
information that will obtained from journal or articles. There are four types of literature review
such as evaluative, exploratory, instrumental and systematic (Booth, Sutton and Papaioannou,
2016). This is provided by graduate and post graduate student for the purpose of preparing their
thesis, dissertation etc. It is also used in making research proposal. It is necessary for writing
literature review as it provide different concept from authors that help in making study effective
and providing desired results for the future.
For scholars, it provide depth study for increasing credibility and reliability of researcher.
This consist of different kinds of activities that help in evaluating ways and thinking from
various authors. As there are various changes that will be provided after writing a literature
review in enhancing operations for the future. Models and concepts that is used are relevant to
the topic and enhance success in business. Proper citation is being provided while writing a
literature review in a research project. For reviewing literature various kinds of activities will be
applied that help in evaluating different changes that will be made in project. This help in
evaluating changes that will be provided for enhancing business operations and evaluating
accuracy of doing work in the company.
Chapter 2 MAIN BODY

Theme 1: Concept of marketing
According to Pandey (2016) company integrity depends upon the effective marketing
techniques. Thus customer are attracted towards the company products, if company is planned
with its unique marketing style. In such perspective promotion is one of the important aspects to
promote the products. As now a days, companies are using the digital platform to promote their
new products and services. Through this procedure they can also resolve the issue of the
customer by taking feedback after availing the products of the company.
Hunt (2016) argued that by promoting products through digital platform requires lot of
planning and for that skilled person is appointed to handle queries if any raised by customers. In
such perspective company reputation depend upon the person which is handling the queries.
Thus, lot of risk is associated in respect of choosing this marketing concepts.
As per the Ary and et. Al (2018) marketing refers to the term that enhancing buying and
selling of goods and services for the purpose of earning profit in the future. There are various
techniques that will be applied for promoting product into the market. As marketing mix strategy
will be used for enhancing business operations and evaluating various perspective as defining
changes that will be made after providing effective resources to the company. There are so many
competitors that are available in the market for increasing competition so for that company have
to adopt various strategies for enhancing business operations.
According to the Day, Leahy-Warren and McCarthy (2016) by adopting different
strategies that help in evaluating various aspect of marketing in business. Marketing is an
approach that provide effective strategies that help in enhancing business operations. It is very
necessary for determining needs and wants of consumer so that help in meeting expectation for
the future. For the purpose of attracting more consumers towards company effective strategies
will be applied for gaining more profit in business. Strategic marketing is another concept that
help in evaluating environmental factors that affect business and market competitiveness for
identifying more marketing opportunities. Segmentation, targeting and positioning is an
approach that help in gaining competitive advantage and introducing new product into the
market. As strategic approach help in attracting economic opportunities that enhance business
growth. As there are various techniques that influence consumers to buy particular product or
services.

Theme 2: Determining the importance on using effective marketing strategies to raise business
performance.
As per Islam and Rahman (2016) in respect of using the effective marketing strategies,
the importance arises in respect of preferring the online marketing which increase the sales and
revenue in company. As company overall stability depends upon the sales and this can be
increased by authentic planning and coordinating with team member to achieve targets. In such
perspective the important arises in respect of targeting the market and fulfilling the customer
needs in better manner.
Kowalik and Duliniec (2015) criticised that if marketing strategies are used to target the
customer in such manner they are resulting to lot of wastages in products. As company prepare
the products according to the customer demand and if the customer not avail such products it
resulting in facing issue in context of wastages of time and efforts. The taste of customer are
changes due to changes in environment and thus it brings lot of wastages in existing products.
Ghauri and et.al., (2016) suggested that company uses marketing strategies to attract
large customer base towards their products but customer are attracted if they get proper feedback
and review regarding the products and also get timely delivery of services. The importance is
determined in respect of building the strong relationship between the company and customer so
that they can share their reviews after availing such products. Though this positive response,
company can expand their business easily and also increase their goodwill and sustain their
reputation in global market.
On the contradictory to De Mooij (2019) customer are attracted if they get positive
response and also handle the queries patiently but their judgement and decision can be easily
converted in respect of not getting the reviews as per their own thoughts. As the major negative
reviews arises in respect of not getting timely delivery of orders. By this aspects, the importance
of using different marketing strategies is failure as due to changes in climatic condition, the delay
arises which is not in the company hands. Fine (2017) argued that company can use this negative
aspects in positive by offering compensation in respect of late delivery of products. This
resulting in attracting the customer interest towards the products for longer time period.
Theme 3:Evaluation of Impact of Marketing on Business Performance.
Marketing techniques has both positive and negative impacts ion the business, and same
technique can sometimes proved to be both beneficial and disastrous for the company. As the

consumers attitudes their tastes and preferences are ever changing, the techniques and strategies
adopted by the Vodafone, Malta should be dynamic enough so that it can efficiently cope up
with the changes. Negative Impacts can include; Difficulty in Overcoming the Motivations for
the marketing team to change the mindsets of their targeted customers. As they are already
highly influenced by their own choices from the childhood and also of their peers. Therefore,
despite of positive reinforcement by the marketing team of Vodafone, it cannot overcome the
same sometimes, and get successful in creating its own brand image in the minds of consumers.
Author says that, Uncontrollable Situations may arise as the marketing plan once implemented
by the team cannot be changed or molded. On social media level, it is difficult to make changes
according to the situations. By allowing the reviews, feedback from clients can help but it comes
with a problem too. Sometimes, there are negative comments or responses from the customers as
well as the blogger who can be influential, they cannot be stopped, and their responses can go
viral which can be negatively effect the growth of Vodafone Leonidou and et.al., (2018).
According to the study the Positive impacts consists of the following; Helps in Fulfilling
Social Responsibility as Marketing can bring in social change among the consumers by making
them aware about the products and services they are consuming. By full and in-depth description
of the product will make them knowledgeable about the product they are using and what are its
benefits over the other products. This will ultimately help in enhancing the scope of productivity
and profitability of the market of Vodafone at global level. Creates Long-term Advantage in the
Market through Communication as it is the best way to advertise, that is, word of mouth plays an
important role in marketing more then the other advertising and promotion activities Gillespie,
(2015). As people gets influence when they take advise or anybody positively suggests them
something about any products or services, they tend to believe on their friends, relatives more.
Therefore, this creates a built-in longevity in the minds of targeted consumers of Vodafone.
Theme 4:Recommendation in Regard to Marketing for Enhancing Business Performance.
Adoption of marketing techniques is not enough it also requires effective and efficient
working in regard to those techniques and strategies, so that the goals and objective of Vodafone
can be accomplished by increasing profitability at global level. Therefore, the marketing
techniques and strategies should be such that they directly have positive impact towards the
accomplishment of ultimate goals and objectives of the company and helps in enhancing the
performanceDe Mooij, (2018).

According the the studies of author, Work flow of operation should be established on the
basis of Cross-Department, which can be done by allocating the tasks and projects to different
departments of Vodafone. This will help in enhancing the performance as each department will
study other departments ways of doing operations and attaining the goals, which will directly
motivate them to work with full dedication before the deadline and enhancing the progress of the
company. Knowing the Ultimate Customers and Keeping Them in Mind During Work, will
help in escaping from the situation of taking wrong marketing decisions, as having acquired full
and complete knowledge about the attitude, and preferences of the targeted customers will help
the company in fulfilling their need accordingly Bilici, (2018). Also, author says that while
framing different strategies and plans for marketing the choice of the customers through
interviews, their conversations on social media, all these things have to be kept in mind, in order
to satisfy and retain the targeted customers which will help in enhancing the performance of
Vodafone's business at global level market.
Building a Scorecard for Marketing, will help in measuring the effectiveness and
efficiency of performance of marketing team and the level achieved by it in performing better. It
will also help to know about the KPI's of Vodafone and the values given to the ultimate goals
and objectives by the team. Overcoming the Internal Barriers which involves the customs,
culture and leadership which are based on traditional concepts of business needs to be
overcomed accordingly Zdraveska, (2015). As the modern marketing does not includes all these,
but consists of tools and techniques used through software and intelligence systems for data
analysis and overcoming the contingent situations for better performance of the company.
According to the author, By Evolving and Developing the Strategies of Marketing that
enhances the performance through using appropriate advanced technologies and skilled
employees of Vodafone will help in efficient working and reaching to the set goals and
objectives through team efforts, making sure that Vodafone becomes an organization which is
performance-driven at the global levelAlon and et.al., (2016).
Chapter 3 CONCLUSION
According to the above study it has been analyzed, this research is basically based on the
impact of marketing on the ultimate performance of the business to prosper in the global market.
Various marketing concepts are being defined by the author that should be efficiently adopted by
the business in regard to handling the operations evenly. The author also determines in this report