Vodafone Broadband: Marketing Strategies and Market Analysis

This report provides a comprehensive analysis of Vodafone's marketing strategies for its digital broadband products, focusing on global market expansion. It begins with a PESTLE analysis to evaluate the macro-environmental factors influencing Vodafone's business, including political, economic, social, technological, legal, and environmental factors. The report then explores strategic alliances, mergers and acquisitions, joint ventures, and foreign direct investments as market entry modes. Furthermore, it examines market segmentation strategies, including geographic, demographic, psychographic, and behavioral segmentation, with a recommendation for demographic segmentation for a specific scenario. The report also analyzes market targeting strategies, such as undifferentiated, differentiated, focused, and customized marketing, advocating for a focused approach. The conclusion emphasizes the importance of strategic marketing, macro-environmental factors, market entry modes, and market segmentation and targeting for achieving a competitive advantage and sustainable success in the market.

1.)
The digital broadband product of Vodafone group focus on
enlarging their consumers in global market. The strategic marketing for
broadband product is to capture global market through proper utilizing
of all scarce resources effectively which leads to achieve desired result
efficiently. This leads to implicate various determinants of macro-
environment on the basis of Pestle analysis for Vodafone group which
are as follows:-
PESTLE Analysis:- This states that it is a framework which
determines the pros and cons through macro-environmental factors. The
managers for broadband digital product of Vodafone group implement
this analysis to examine their opportunities over threats. These factors
are discussed below:-
 Political factors:- This factor consists of elements which are
government rules and regulations, political stability, corruption,
foreign exchange trades, nation education system, tax policy, etc.,
which affects the stability of an organization. The managers of
Vodafone group can use this factor to determine the various legal
actions which are processed in the organization through their
political leaders. This create negative impact on organization as
their will be changes in rules and regulation upon prescribed goal
and be updated with new political rules.
 Economical factors:- The elements included in this factors are
interest rates, law, policies, wages, foreign exchange rates, etc.,
which affects directly or indirectly the business goals. The
managers of organization are positively impacted by economic
factors as they enable them to increase employment by hiring
labors for meeting business goals and objectives efficiently.
 Social factors:- This factors consists of determinants that are
health and safety issues, consumer services, religion, demographic
conditions, etc., which affects business strategies. The managers of
Vodafone group are positively affected for the digital broadband as

it leads to achieve consumer service through their effective
services which leads to achieve success.
 Technological factors:- This factors includes elements which are
innovation, automation, incentives, new technology, etc., that are
favorable for an organization. The managers of Vodafone are
positively affected with this factor as they have the ability to
research and develop new technology which leads to increase
efficiency for an organization.
 Legal factors:- This elements is described on the basis of legal
and lawful obligations, consumer protection rights, employment
laws, health and safety measures, ethos, norms and code of
conduct, etc., which are governed by government in order to trade
successfully and ethically. The managers of Vodafone group are
negatively impacted by changes in legislations which create delay
in achievement of success.
 Environmental factors:- These factors are characterized as
increasing scarcity of raw materials, environmental pollution,
weather, climate, tourism, infrastructures, agriculture, etc., which
affects the business environment. The managers of Vodafone
group are negatively impacted by the growing awareness of
consumers which fluctuates their demands according to its climate
and surroundings as nowadays they are health conscious.
2.)
Strategic Alliances:- It is considered as an agreement between
two or more business to form an organization with independent entity.
This declines the legal partnership entity, agency and corporate affiliated
relationships. This is a partnership agreement between both
organization in which they are able to derive value from engagement.
Merger and Acquisitions:- This is referred as the process of
merging two business to form one organization in order to achieve
organizational goals and objectives effectively and efficiently. The
acquisition is described as the process to acquiring one business by
another which leads to acquire one organization to another. The use of

acquisitions is to restructure and rebuild the strategic decision making of
an organization.
Joint Ventures:- It is an agreement in which two or more agrees
to share their resources, risk and ownership with the objective to
accomplish specific task to maximize their market share. The managers
of Vodafone group joint. The Vodafone group joint ventured with
Telefonica to expand by sharing their mobile phone network in UK
economy.
Foreign Direct Investments:- This is the investment made by one
organization in another country with the aim to utilize scarce resource
effectively which results in goal achievement efficiently. The foreign
direct investment commence when an investor start-up with foreign
business operations and assets.
3.)
Market Segmentation:- This segmented marketing is considered
as selecting the small target market from the whole market in order to
achieve their desires for achievement of success. It leads to accomplish
organizational goals and objectives efficiently with maximization of
revenue and profits. The manager of this organization implement this
market segmentation to meet the needs of small target market for their
high satisfaction level and consumer loyalty. Types of market
segmentation are explained below which are as follows:-
 Geographic segmentation:- It is described as
 Demographic segmentation:-
 Psychographic segmentation:-
 Behavioral segmentation:-
From the above discussed segmented market, demographic segmentation
should be adopted by the Ashanti Marketing Solutions (AMS) Limited
which varies according to their age, gender, income, education, etc. This
plays an effective role in achievement of goals and objectives by

targeting potential consumers by dividing them for their specialized
product.
Market Targeting:- This target marketing is referred as the sub
market of total market to target specific number of customers, groups
which leads to achieve consumer satisfaction. It is the capability of
positioning brand awareness to the target market for qualitative products
at least cost effectiveness which attracts them to purchase more of their
goods and services. The managers of this organization target their
potential consumers to increase sale, consumer support and consumer
satisfaction level for achieving goals efficiently which leads to increase
market share.
 Undifferentiated marketing:-
 Differentiated marketing:- This is also termed as multi-
segment marketing, which is referred as exploiting or
generating the specialized marketing mix for each potential
target market. This leads producers to develop their
innovative thinking for strategic decision-making, which
results in meeting the needs of their consumers. The
managers of Ashanti Marketing Solutions (AMS) Limited
can use this target marketing to meet the requirements of
their whole und-users by providing them distinctive
marketing mix for maximization of sales volume, high profits
with high market share.
 Focus or concentrated targeting:- This target marketing is
also known as concentrated targeting. The organization must
target their consumers through single marketing mix which
leads to satisfy their consumers. The motive of business is to
segment consumer for their design, development and
specialized marketing mix. The managers of Ashanti
Marketing Solutions (AMS) Limited can use this targeting
for utilization of scarce resources by meeting their needs of
consumers over several different segments. These leads to
focus consumers through research and development to meet

their requirements by managing activities for efficient
accomplishment of success.
 Customized marketing:- This target marketing which is
described as the producers in positioning their product to
potential consumers by advertisements, marketing research,
architects, etc, This vary according to their specialized
consumers with their specific needs and desires. The
managers of Ashanti Marketing Solutions (AMS) Limited
focus on their end-users through discussing them about their
requirements personally and provide specific qualitative
product. This leads organization to accomplish competitive
advantages to remain stable by competing from its rivalries.
From the above mentioned market targeting, the managers of
Ashanti Marketing Solutions (AMS) Limited should adopt
focus or concentrated target marketing as the business must
target their business through single marketing mix. This leads to
increase efficiency in goal accomplishment with maximization
of revenue, profitability ratios and market share for their rapid
growth.
CONCLUSION
From the above discussion it has been concluded that strategic
marketing plays the major role of competitive advantages in competing
from its rivalries. The organization focus on factors of macro
environmentrough political, social, economic, technological, legal and
environmental. Three modes of market-entry are merger, acquisition and
joint ventures. Implementation of market segmentation and targeting for
evaluation of potential consumers for their loyalty and support. Apartly,

application of Porter’s generic strategies as competitive advantage for its
sustainability in perfect competition market.