Vodafone UK Marketing Strategy: Principles of Marketing Analysis

This assignment provides a comprehensive analysis of marketing principles applied to Vodafone UK. It begins by explaining the elements of the marketing process and evaluates the benefits and costs of a marketing orientation for the organization. The report identifies macro and micro environmental factors influencing marketing decisions, proposes segmentation criteria for different markets, and selects a targeting strategy for a specific product/service. Furthermore, it demonstrates how buyer behavior affects marketing activities and proposes a new positioning strategy. The study also explains product development for competitive advantage, distribution strategies for customer convenience, and pricing strategies reflecting organizational objectives and market conditions. Promotional activities are integrated to achieve marketing objectives, and the extended marketing mix is analyzed. Finally, the assignment plans marketing mixes for different consumer segments, illustrates differences in marketing products and services to businesses versus consumers, and shows how international marketing differs from domestic marketing, all within the context of Vodafone UK. This resource is available on Desklib, where students can find a wealth of study tools and solved assignments.

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MARKETING PRINCIPLES
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MARKETING PRINCIPLES
Contents
Task 1..........................................................................................................................................................3
1.1 Explain the various elements of the marketing process................................................................3
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization................4
Task 2..........................................................................................................................................................5
2.2 Show macro and micro environmental factors which influence marketing decisions........................5
2.2 Propose segmentation criteria to be used for products in different markets.......................................6
2.3 Choose a targeting strategy for a selected product/service.................................................................6
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations..........7
2.5 Propose new positioning for as elected product/service.....................................................................8
Task 3..........................................................................................................................................................8
3.1 Explaining how products are developed to sustain competitive advantage........................................8
3.2 Explaining how distribution is arranged to provide customer convenience.......................................9
3.3 Explaining how prices are set to reflect an organization’s objectives and market conditions............9
3.4 Illustrating how promotional activity is integrated to achieve marketing objectives........................10
3.5 Analyzing the additional elements of the extended marketing mix..................................................11
Task 4........................................................................................................................................................11
4.1 Plan marketing mixes for two different segments in consumer markets for Vodafone UK.............11
4.2 Illustrate differences in marketing products and services to businesses rather than consumers for
Vodafone UK. Use examples to illustrate your points...........................................................................12
4.3 Show how and why international marketing differs from domestic marketing in the case of
Vodafone UK........................................................................................................................................13
References.................................................................................................................................................14
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Task 1
1.1 Explain the various elements of the marketing process
Business activities which are linked to marketing are retailing, broadcasting as well as delivery
of products to the overall public. It is significant for the organizations to understand the
requirements and demands of the customers and so business firms can contribute services and
products according to the client. Besides, marketing process is concerned with four basic steps
(Westwood, 2011).
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The fundamental purpose of this step is prepared with the motivation driving making a brand
value among the customers.
 In marketing process, the environment is scanned first as it helps the organizations to
identify the client expectation about the product. To consider customer expectation,
varieties of research is coordinated by the business firms resulting to filtering of markets.
So the organizations have to segment their markets.
 The second step is market segmentation. It is a technique where huge companies are
isolated into little units as showed by similar qualities. Segmentation is of four types such
as psychographic, behaviouristic, demographic as well as geographic. In this step after
segmenting the market that particular section is chosen which business firms need to
target.
 The third phase is the target market. The target market is carried out by implementing
various strategies and marketing plans (Westwood, 2011). The target market is a part of
the market segment. Both are dependable to each other. In concentrating on all segment
are surveyed from pre-chosen criteria then according to the organizational limit that
portion is selected which offer an advantage to business firms and also provide
satisfaction to the customer.
 Based on the features, positioning strategy of the product is chosen, this approach set a
product picture in customer's mind. The strategy which is chosen it should consider
destinations and market condition of the organization (Bleicher, 2014).
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization
Market orientation is concerned with the business reacts as indicated by the needs of the
customer rather than what they have to serve customers. In a highly competitive market, the car
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organizations need to maintain its position so that they can provide the best quality of products
and services to the customers. Marketing orientation consolidates product, production, offering,
marketing and social commitment (Bleicher, 2014). In the car business, after sales service is very
significant to clients. The business firms dependably assess the obtaining behaviour of customers
to keep up the standard of product and services. Many categories of cost are gained using car
companies to keep up the level of products and service. The automobile industries are driving
many sorts of marketing investigation remembering the actual objective to recognize the
conformities in the necessities and expectation of customers (Ferrell and Hartline, 2005).
Activities and marketing deals are extended using Car business firms since they are bearing
business change cost like ordering online and so on. Moreover, the car companies get many
points of interest from market orientation if they introduced new product and service then there
have fewer chances of product falling, if available market asks about has been driven by business
firms. In market orientation, they are offering product according to customer require, so there
have chances that product will survive longer and make higher products (Ferrell and Hartline,
2005).
Task 2
2.2 Show macro and micro environmental factors which influence marketing decisions
The business decisions and operations of a particular organization are affected by many micro
and macro environmental factors.
Macro-Environment: The macro environmental factors are legal, social, cultural, technological,
political and economic (Drejer, 2014). Only economic, social and cultural factors highly impact a
business because these factors are non-controllable. The particular company needs to consider
New Year and Christmas as their peak timing for marketing for generating high revenue as well
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as attracting more new customers. During the season, various marketing strategies are adopted
by the organisations to know the difference between non-profitable and profitable years (Asad,
2015). The other factors which affect an organization are growth rate and size of the population
in many cities, nations, ethnic mix, age distribution, household's patterns, educational level,
environmental movements and characteristics.
Micro-Environment: On the other hand, the micro environmental factors which impacts the
operation of business firm are suppliers, employees, stakeholders, customers, substitute products
and other internal factors in the workplace. Besides that, there are many providers of
organizations who are responsible for transportation of goods to customers (Raskovich, 2013).
Those works are looked after by the supply chain management of a company. Apart from it, the
level of competition also impacts the economic department of the enterprise. A large number of
competitors means making more right strategies and implementing them for gaining competitive
advantage.
2.2 Propose segmentation criteria to be used for products in different markets
The company must process a market segmentation according to the requirements and demands of
the customers. Therefore, based on the requirements and needs, the purchasing power and the
buying behaviour of the clients of the organization classifies the customers (Plesničar and
Zaletel-Kragelj, 2015). The process is called segmentation. Places and peoples differ according
to the cultures, styles and characteristics. So, the company must do market segmentation by
maintaining these factors. The company should manage this segmentation process properly to
attain the target market effectively. On the basis of demands of different types of people, the
company should provide a large number of quality product. For example, the economic stability
of a city is more than a village. The company must set prices according to the areas they have
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segmented. With the help of segmentation, the customers who have homogenous needs are
treated equally. The main thing is that the organization needs to maintain the four elements of
market segmentation like geographic, demographic, psychographic and behaviouralists
(Dahlman, Parkvall and Sköld, 2011) .
2.3 Choose a targeting strategy for a selected product/service
Suppose the selected product is SUV cars. Initially, the organization must keep in mind about the
car specifications. If the vehicle is made to high specifications, then the company must sell to
places where people are rich (Balasubramanian, 2014). Apart from it, if the standard of the SUV
is standard, the organization can sell it to various locations in the world. A market specialization
technique includes a firm which discovers one market section exceptionally appealing, and
henceforth that portion an assortment of the different products. It is regularly done by a firm to
top off a section, and thus dishearten any contenders from entering. The management should
focus on the targeting strategy to gain their target market properly. As their products are of
standard level, the organization attracts high standard customers at first. Then they aim to
provide some productions of some less range to other customers. One last focusing on a
methodology which is increasing additionally taking after is the idea of personal marketing. This
procedure depends on utilising past client buy information to offer particular products to
individual purchasers given their previous inclinations. It can mainly target customer needs, be
that as it may, it additionally requires a lot of information and compelling information
administration which many organizations battle with. However, a few organizations had some
achievement in executing such a technique as they can assemble and oversee a lot of consistent
client information utilizing steadfastness card plans (Wise, 2014).
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2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
It 's hard for the organizations to remain in the competitive market and it is not easy as well to
understand the thinking, behaviour and purchasing decisions of the customers every time (Jain,
2015). Moreover, it is essential for the companies to study the pattern of buying behaviour of the
customers so that they can develop marketing strategies and policies along with the products.
Consequently, the research about the purchasing behaviour will help the company to sustain in
the high competitive market. The buying behaviour of customers is influenced by many social
and personal factors. Initially, the personal factors which impact the purchase decision of
customers are a lifestyle, current trends, old trends, income and age. Therefore, before doing any
marketing, the company must think about the customers (Jain, 2015). On the other hand, social
factors such as cultural values, customs, tradition and recommendations from family and friends
impact the buying decisions of the customers. For example, wealthy people will have the
tendency to buy more than one car for their business and personal purposes whereas regular
people may or may not buy cars, and that depends on their level of demands. The buying
behaviour of the customers depends on four types of buying behaviour such as complex buying
behaviour, variety seeking behaviour, dissonance buying behaviour as well as habitat buying
behaviour. Some people belief that SUV is more comfortable and safety than regular cars. So
they buy it. Aside from, market positioning also has an effect on the buying behaviour of
customers.
2.5 Propose new positioning for as elected product/service
A strategy to position services and products in the international or domestic market is popularly
known as market positioning. Besides that, market positioning clarifies the how products and
brand will be seen by individuals (Shapiro, 2013). The organization attempts to influence
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customers about the products or the brand in the competitive market. Their main aim is to earn
the position in the mind of consumers for occupying a unique, clear and advantageous place in
the market. For instance, the car companies need to position its sustainability of cars in the
market. So, the company needs to place them but first, they have to remove the advantages gave
by this products, for example, the car company is putting forth the new car models with varieties
of specifications and price tags. So, the company must position this range in individual’s mind
they need to take after various procedures. For experts, they can advance their garments on
different social locales and organization sites, because normally they don't have room schedule-
wise to go shopping, so they are utilising internet advertising for shopping.
Task 3
3.1 Explaining how products are developed to sustain competitive advantage
In the banking industry, the products are known as money, and the services are like transactions,
withdrawal facilities and so on. Sustainable competitive advantages are the main point of a
corporate strategy. However, it allows the improvement and maintenance of the company's
competitive position in the market (Srivastava, 2016). When a business firm sustains profits that
beat the average for its industry, the company is said to possess a competitive advantage over the
competitors. Moreover, a competitive advantage exists when the organization is capable of
delivering the same benefits as rivals but at a lower cost. The delivery of good products at a low
price is known as cost benefits. Banks also offers customers with varieties of services to
customers. The bank can provide better interest rate than other competitors within the market on
the savings money of the customers. If they provide this main facility to their customers, then the
consumers get attracted to this particular bank who provides high rate of interest. If they provide
more interest rate to the senior citizen, they can draw more attraction to those people. Through
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this type of effective process, the bank authority can achieve their target by spreading the
campaign about them to the different standard and aged people. More services in a single bank
mean more competitive edge. Apart from it, the bank can achieve competitive advantage by
recruiting skilled and capable employees. The transaction process of money with customers
should be fast so that the clients get satisfied, and customer satisfaction leads to competitive
advantages.
3.2 Explaining how distribution is arranged to provide customer convenience
In marketing activities, distribution is significant to attract the convenience of clients. Therefore,
the banking systems of distributing services and marketing campaign can show the essential
ability for the company (Richter, 2013). Additionally, distribution is the group of place, and so
the banking firms should establish an accurate distribution method. Consequently, the customers
find easy ways to access their bank accounts. Distribution system of banking sector is one of the
important facility which is provided to the consumers. When the customers of bank especially in
need of money, the bank should provide the distribution process to them. The customers save
their money for the future prospect, so, when they are in need, the bank should provide them this
distribution service quickly. Moreover, the distribution system of a company can be both its
weakness and strength. The banking companies in current situations make sure that their
distribution channel should be stable (Wahyudi, 2013). The high distribution channel helps a
bank to distribute money and services whenever the customer needs in a time of emergency or
any situation. Also, the banking company can implement three types of distribution strategy such
as exclusive distribution, selective distribution as well as intensive distribution. The bank also
provides facilities like online shopping with the use of credit and debit cards. The bank sends
credit/debit cards to customer’s home after the submission of application regarding credit/debit
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cards to the bank. These facilities are significant for the sustainability of the bank towards
customers.
3.3 Explaining how prices are set to reflect an organization’s objectives and market conditions
Today, most of the organizations identify the fallacy of cost-based pricing and its adverse effect
on the profit. The amount of money that customers of a particular organization are willing to
spend on unique service and product can be defined as price. Moreover, it is the most vital
components of the marketing mix (Choi and Kim, 2015). Besides that, they comprehend the need
for pricing to reflect market conditions. Consequently, some banking companies have considered
pricing power away from the manager who deals with the financial matters and given it to
product managers. The pricing strategy which is followed by particular organizations is cost-
based pricing, value pricing, competitive pricing as well as an anticompetitive pricing strategy
(Choi and Kim, 2015). Moreover, the organizations should adopt competitive pricing strategies
for its new products so that they can sustain the operations of their business. With the help of this
system, the companies keep up driving position in market and adversary contenders. To stay
forceful in the market, this framework is planning the association. In different territories, as
showed by the compensation level of the customer's companies have tailored its expenses. As to
give an estimation of things to its clients and achieve the short lived sales they focus on regard
based assessing to a better position. Promote which is esteem delicate or to attract a particular
segment they require after the negligible exertion determining approach.
3.4 Illustrating how promotional activity is integrated to achieve marketing objectives
To finish advancing goals composed strategies are needed by associations. Promotional mix is a
bit of this strategy. The promotional strategies focus on strategies where to prompt about its
things to buyers business can use offer information to purchasers. The promotion strategy is
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joining blend of cost and place. Promotional strategies which should be utilised by banks are
advertising, sales promotion and personal publicity. They should promote about their facilities
which are provided by them. If they promote their services efficiently, the customers can get
attracted to those facilities. Then they can easily achieve their marketing strategies effectively.
Promotional activity is the main feature of an organization to promote their business easily. The
organization should focus on this perspective to attain a perfect place in the competitive market.
In banking sectors, advance its thing tell about the cost and the zone where this thing can find.
Personal marketing framework is coordination of promotion and esteem technique because in
this salespeople is endeavouring to offer their job on esteem introduce. Sales promotion structure
is blended of significant places, price and products. All these strategies are coordinating to
achieve the objective of banks.
3.5 Analyzing the additional elements of the extended marketing mix
The other items of the extended marketing mix are a process, people and physical evidence.
Banks have different jobs assigned to different employees. In a bank association, workers are the
contact staff with the client. Consequently, a representative assumes a critical part in the
promoting operations of an administration organization. For example to understand its potential
in bank promoting. Information Workers, Employees, Management and different Consumers
regularly increase the value of the aggregate item or administration advertising. It is the workers
of a bank which speak to the association to its clients (Wahyudi, 2013). The fundamental target
of inner promoting is to create inspired and cognizant client workers. The beginning stage in
internal marketing is that the workers are the primary domestic market for the association. An
administration organization can be just comparable to its kin. An administration is an execution,
and it is typically hard to isolate the implementation from the general population.
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