Comprehensive Marketing Strategy and Plan for Vodafone Australia

This report outlines a marketing plan for Vodafone Australia, analyzing the company's current market position and future strategies. It includes a situation analysis using the 5Cs framework (Company, Customers, Competitors, Collaborators, Climate) and explores market analysis and strategies through STP (Segmentation, Targeting, Positioning). The report also assesses market needs, trends, and growth, along with a SWOT analysis. Tactical plans are presented using the 4Ps (Product, Price, Place, Promotion), aiming to improve Vodafone's market share and leadership. The analysis identifies challenges and opportunities, providing suggestions for achieving marketing objectives in the Australian market. This student contributed assignment is available on Desklib, where students can find a wealth of study resources.

Marketing Strategy and Plan

Marketing Strategy and Plan 1
Executive summary
A marketing plan is a comprehensive document that provides the outlines a business
advertisement and the marketing efforts of the company for the coming year. The marketing plan
will include the different activities that will help the company in fulfilling the objectives of the
marketing. The report is based on the marketing plan of Vodafone Australia. It includes the
challenges and opportunities that are faced by the company and the suggestions which will help
the company in accomplishing the objectives in the current market. The analysis has been done
with the help of the different theoretical models such as Situation analysis (5Cs), Market analysis
and strategies (STP) and the tactical plans (4ps). All these strategies will further help the
company in improving the business, acquiring the market share and acquiring the leading
position.

Marketing Strategy and Plan 2
Contents
Introduction......................................................................................................................................4
Overview of company..................................................................................................................4
Marketing Plan objective.................................................................................................................5
Situation Analysis............................................................................................................................6
5Cs analysis.................................................................................................................................6
Company..................................................................................................................................6
Customers................................................................................................................................7
Competitors..............................................................................................................................7
Collaborators............................................................................................................................8
Climate.....................................................................................................................................8
Market Analysis and Strategies.......................................................................................................9
Segmentation.............................................................................................................................10
Targeting....................................................................................................................................10
Positioning.................................................................................................................................11
Market Needs.............................................................................................................................11
Market Trends............................................................................................................................12
Market Growth...........................................................................................................................14
SWOT analysis..........................................................................................................................14
Product offering.........................................................................................................................15

Marketing Strategy and Plan 3
Key to success............................................................................................................................15
Critical issues.............................................................................................................................16
Tactical Plans (4Ps).......................................................................................................................16
Product.......................................................................................................................................16
Price...........................................................................................................................................17
Place...........................................................................................................................................17
Promotion..................................................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20
Appendix........................................................................................................................................24
Appendix 1.................................................................................................................................24

Marketing Strategy and Plan 4
Introduction
The aim of the report is to prepare the marketing plan for the selected business that is operating
the business in the local market. The report will throw light on the challenges that are faced by
the company or the opportunities of the company in the current market in which the company is
operating its business activities. The company that has been selected for the marketing plan is
Vodafone Australia. This report will include the marketing objective of the company in the
current market, analysis of the 5Cs, targeting of the business which reflects the market to whom
the company is willing to offer its product on the primary basis. The marketing mix strategies are
recommended to the company to improve the position in the local market of Australia.
Overview of company
Vodafone Australia or VHA (Vodafone Hutchison Australia) is well-known mobile
telecommunication company who operates the business in numerous countries including
Australia. The company is the joint venture entity that is owned by the Hutchison
telecommunication Australia and the by Vodafone Group Plc on a 50-50 basis (Vodafone, 2018).
The company offers different services to the customers of Australia which include mobile and
fixed broadband services with the 4G mobile network that cover more than 22 billion
Australians. The company is operating its operations in the market with more than 3,000
employees in Sydney, Melbourne, Brisbane, Adelaide and Perth offices contact center of the
company is placed in Hobart and in more than 120 country-owned retail stores across Australia
(Vodafone, 2018).

Marketing Strategy and Plan 5
Marketing Plan objective
The major objective of the company is to enhance the position of the company in the local
market and to become the leader in the mobile carrier in terms of the speed and reliability. Along
with this, the company is willing to globalize its Vodafone new 4G network which will provide
the users with the HD broadband. This will accomplish another objective of the company that is
bringing the rise in the revenue of the company in the Australian market.
These objectives of the company are linked to the vision and the mission of the company that is:
-
 Vision: - The vision of the company is to deliver connectivity and innovative services to
bring the improvement in the livelihoods and quality of life to approx. 434 million
customers. The company believes that to achieve the vision the company needs to be
committed towards its vision along with this they need to manage the operations
responsibly with ethical activities (Vodafone, 2018).
 Mission: - The mission of the company is to enable the opportunities every day with the
support of the information for which the company takes the stand. This helps the
company in making the profit in an effective manner. The company believes that this is
the way to which they are contributing to the society by making the mobile working
possible. The overall mission of the company is to give the customers a high degree of
flexibility and freedom that they are not having today (Vodafone, 2018).
This marketing plan of the Vodafone Company has been prepared with the motive to accomplish
the objective of the company. The plan will draw the challenges that are faced by the company in

Marketing Strategy and Plan 6
the local market while accomplishing the objective. Along with this, the marketing plan will also
include the opportunity that the company should grab to accomplish the objective.
Situation Analysis
The situation analysis refers to as the collection of the method that the managers make use to
evaluate an organization's internal and external environment because this is essential for the
company to understand the capabilities of the organization, customer and the business
environment (Blackwell and Eppler, 2014)). The analysis can be done with the help of the
different marketing tool. The Vodafone Australia Company makes use of the 5Cs analysis for
analyzing the situation analysis in the local market.
5Cs analysis
The 5Cs analysis is a technique that is used to conduct the situational analysis. Vodafone
Australia makes use of this tool for analyzing the internal and external environment that leads to
the challenges and opportunities for the company while accomplishing the objective of the
company (Cateora, Gilly and Graham, 2013). The 5Cs analysis includes the assessment of the
Company, Customers, and Competitors, Collaborators, and Climate. [Please refer appendix 1 for
the further discussion of these elements of 5Cs]
Company
Vodafone Australia believes in providing the effective and improved services to their customers
in the local market with the high speed which helps the customers in communicating effectively.
These issues lead to the problems in the services that they are offering to the customers due to
which many customers register the complaints against the services that they are getting
(Vodafail, 2018). Though, the company takes the immediate actions due by providing the

Marketing Strategy and Plan 7
appropriate reply to the customers which helps them in handling the issues. The internal
operations of the company need to be strong because this is the only way through which they can
give tough competition in the market and can improve the services in the market.
Customers
Vodafone Company is working and performing the activities just to satisfy the needs of the
customers in the Australian market. Some of the major problems identified by the customers
include: -
 The company charged inappropriate amounts on bills.
 The network offered by the company has less speed and reliability.
 The customers of the company reported the issues related to the plethora of issues.
 The customers highlighted the issue as they have to stand in a long queue or even on call
line for having the word with the support team (Vodafail, 2018).
The company knows the fact that they need to ensure that they are able to meet the needs of their
customers. The company needs to bring the improvement in their operations so that they can
easily satisfy the needs of the customers. The use of the advanced technology will support the
operations of the company. Along with this, they should apologize for the inconvenience that is
faced by the customers because of the company.
Competitors
Vodafone Company is well-known telecom company who faces the tough competitors from the
Optus Company which is recognized company in the market of Australia. The company offers
the wide range of the communication services that include mobile, long-distance services, local
and the international telephony and many others. The position of the company has improved in

Marketing Strategy and Plan 8
the market of Australia from last two years as the company is holding approx. 20% - 25% of the
telecommunication market (Harpur, 2018). The major of the market share of the company is
based on the mobile service which means this is the strength of the company. Though, the
company is weak in expanding the market share at the time when Vodafail.
Collaborators
Vodafone shareholders include employees, investors, customers, and many others. The
collaboration is done between the two people or parties with the motive of their self-interest in it
such as employees are collaborating with the Vodafone with the motive to get the good salary
package, better working condition with employee’s benefits. On the other hand, the company
hires the employees so that they can operate their business in the market of Australia effectively.
The employees work like an asset for the company due to which the collaboration between the
both takes place (Chernev, 2018). Moreover, the company always try to fulfill the needs of the
shareholders as this is the only way through which they can make the smooth working in the
country.
Climate
The climate analysis can be done by the company with the help of the PESTLE analysis.
Political Factors The political factors include the rules and a regulation that is formed
by the government affects the working of Vodafone. The roaming
packages in Australia have a direct effect on the business which
increases the prices (Vodafone, 2018).
Economic Factors Australia economic freedom score is 80.9 which make the economy
the 5th freest in the year 2018 index. The GDP of the country is

Marketing Strategy and Plan 9
growing which means the rise in purchasing power of people. This
leads to opportunity for the company.
Social Factors Customer satisfaction plays a vital role in the Australian market. The
change in the work patterns is making the people rely on
communication technologies. Moreover, the people are going green
and aging population affect the working of a company (Dudovskiy,
2018).
Technological Factors The company is dealing with the technological issues such as
software programming issues which caused the outages in the
market of Australia. The company has the opportunity to bring the
changes to the effective use of the technology, software's,
communication techniques and many others (Sousa and Tan, 2015).
Environmental Factors Vodafone Australia ensures that they are able to meet all the social
obligations which provide the benefit to them.
Legal factors The change in the legal factors might affect the working of the
business. Vodafone company ensures that are able to meet all the
legal obligations.
Market Analysis and Strategies
This sector of the report includes the market segmentation, targeting, and positioning of the
company. The marketing strategies of the company help the company in accomplishing the

Marketing Strategy and Plan 10
objectives. Vodafone strategy related to the Segmentations, targeting, and positioning are
discussed below: -
Segmentation
This is the process of breaking the buyers into the various small groups to whom the company is
offering its product (Samiee, Chabowski, and Hult, 2015). Vodafone Australia segments the
market on the basis of the Demographic, behavioral and physiographic segmentation.
Demographic: - Company segment the people on the basis of age, income, and another factor.
The company offers its services to people with the age group of 18+ to 60+ with the all the
income group people.
Behavioural: - This segment shows the behavior of the customers towards the product and
services offered by the company. This has been observed by the people that there are numerous
customers who make use of the products on the frequent basis (Lovelock, 2011). Moreover, the
Australian people like the brand and their products and services.
Psychographics: - The fact is that the Australian standard of living is high and well maintained
due to which the company can bring the changes in the plans that they are offering to their
customers. The company can form different kind’s rates as well as traffic plans in the Australian
market.
Targeting
The target market is the group of customers to whom the company focuses on offering its
products and services. The company makes use of the multi-segment marketing strategy in which
they target all the markets (Kurtz and Boone, 2012). Vodafone will offer the services to every

Marketing Strategy and Plan 11
market segment and the company will offer the quality products and services at the comfortable
and affordable prices to their customers. Age is one of the most important factors in the telecom
sector and company target different group with the major emphasis on the age group of 18-25
years. Considering the lifestyle of the people along with the needs Vodafone can bring the
numerous traffic plans which will help them in satisfying the needs of the customer. These
strategies will future help the company in achieving the objectives.
Positioning
The positioning of the company can be defined as the image of the company in the eyes of the
customers. The company needs to make use of the effective strategy to form the positioning in
the market of Australia (Kurtz and Boone, 2012). The company needs to form the proper
offering to its customers by maintaining a proper pricing strategy and with technology upgraded
products. This will help the company informing the strong image in the Australian market. The
effective image of the brand market is possible with the customer satisfaction. Though, the
presence of the competitors in the market affects the positioning of the company because every
competitor wants to prove that they are offering effective services to their customers.
Market Needs
Vodafone offers a wide range of products and services that include voice, messaging, data and
fixed-line solutions and devices to support the end-users in fulfilling their total communication
needs. The company seeks to meet the needs of the customers available in the market.
 Improved packages: - The customer wants to improve packages of internet services
which will meet their requirement for the products.