Vodafone: Analyzing International Business Expansion Strategies

This report provides a comprehensive analysis of Vodafone's international business operations. It begins with an introduction to international business and multinational corporations, setting the context for Vodafone's global presence. The report then delves into key factors Vodafone must consider when trading across borders, including relevant laws such as the Companies Act in the UK and India, and the importance of cultural diversity and business etiquette in different nations. It also examines the need for resources and the selection of foreign market entry strategies, including the EPG model. The report further explores Vodafone's social impact, referencing Carroll's Pyramid theory, and offers a critical evaluation of the theories discussed. Overall, the report provides valuable insights into the challenges and opportunities Vodafone faces in its international business endeavors.

BUSINESS
PROJECT
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
3 FACTORS THAT VODAFONE NEED TO CONSIDER WHILE TRADING ACROSS THE
BORDER ........................................................................................................................................4
Laws for operating business in different countries......................................................................4
Consideration to cultural diversity and business etiquette so as to render services effectively
in various nations.........................................................................................................................5
The need of resources that essential to be take care by organization while trading across the
nations frontiers ..........................................................................................................................7
Selection of foreign market entry strategy...................................................................................7
EPG model for foreign business..................................................................................................8
4. SOCIAL IMPACT ......................................................................................................................9
Consideration taken by organization while developing social impact ........................................9
Theory of Carroll's Pyramid......................................................................................................10
5. CRITICAL EVALUATION OF THE THEORY......................................................................13
REFERENCES..............................................................................................................................16
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INTRODUCTION
International business refers to all business dealings that are conducted between two or
more areas, state and nation beyond their political frontiers. In simple words, it can be stated as
exchange of goods and services across the nations boundaries between individuals and
enterprises. The main objective of international business is that, it provide new opportunities to
company to expand its market share, customer base (Hill, 2008). The international business also
help government in increasing its revenue by earning through foreign exchange, custom duties
etc. On the other hand, multinational corporation is a business that possess or controls
manufacturing process of services and products in one or more nations others than their domestic
nation. The present report is focused on the various aspects of international business will be
studied in the context of Vodafone.
It is multinational corporation of UK, headquartered and founded in London since 1991.
Vodafone is rendering its services in telecommunications industry. It is also regarded as second
largest telecom enterprise of globe calculated by both users and revenue. Vodafone also posses
and run its network in 26 nations and has collaborative networks in over 50 other countries. It
also operate its division namely, Vodafone Global Enterprise that renders telecom and IT
services to business customers in 150 nations. The organization also holds human inventory of
101,443. Vodafone earned profit of £5.761 billion in 2015 (About Vodafone, 2016). The vision
of company is to become leading mobile company, bettering customer lives, enhancing
shareholders revenue and assisting individuals, organizations and communities to stay more
unified and affiliated in telecommunication world.
In the present report, comparative analysis of cited company's competitive standing in
various markets will be provided. Thereafter, description regarding the factors that must be
considered while dealing across the nations frontiers will be provided. Further, with the help of
academic theories regarding the two specific areas critical evaluation will be provided. The
present report will detail how the relevant theories can be implemented in developing as well as
developed markets (Mason and Staude, 2009). Also, the factors that company needs to consider
while expanding in international market will be explained. In the support of this aspect various
development strategies will be considered that assist business in foreign market entry.
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3 FACTORS THAT VODAFONE NEED TO CONSIDER WHILE TRADING ACROSS
THE BORDER
The international market presents ample number of opportunities to Vodafone. With the
the help of it, entity can enhance its productivity, profitability and ensure maximum utilization of
the available resources (Czinkota and et. al., 2009). However, while trading in the international
market, it is important for company to consider various factors which also provide them better
knowledge about international market. It will also help in recognizing the opportunities and
threats present in market so that informed decision can be taken by business. First and foremost
business, is required to focus on various rules and regulations that must be compulsorily
followed by each entity functioning in international market (Palmer and Owens, 2006).
Laws for operating business in different countries
There are different laws for functioning in varied nations that must be considered by
Vodafone so as function smoothly. The major law that must be followed by entity in home
country will be like, Companies Act 2014, UK and Companies Act 2006. They are act of the
Parliament of UK that also develops the primary origin of company law of UK. The key
provisions of this law states the duties and responsibilities of director of entity. It also provide
different new provisions for private as well as public company. The main aim of this act is to
safeguard the interest of organizational members. It also assure that business functions ethically.
As per this act to constitute entity as a natural person, there must be at least one board of
director. It also provide age limit for the director which is maximum age of director can be 70
while minimum could be up to 16. The act also furnish statutory rights to shareholders so that
they can assert right over director in case of misconduct on the behalf of company. The act also
made possible for respective individuals in UK to from a public organization through helping
incorporation through using internet portals (Companies Act 2006. 2016). Thereafter, the article
of association will be regarded as key document of the constitution. On the other hand,
memorandum of association is only considered as a component of it articles of association. Other
than this, the act provides organizations a privilege of re denominate their share capital from
particular currency to another one. In addition to this aspect, companies are not required to take
prior order from court on such re-domination. In this respect, prior to representing any proposal
in annual general meeting the enterprises are required to provide notice of 14 days prior to its
4

shareholders. However, the key listed entities such as Vodafone will be needed to hold their
annual gathering; AGM and file account within 6 months before the financial year ending.
Subsequently, they are required to publish such information of internet portal, national and
regional dailies (where headquarter is situated) (Companies Act 2006. 2016).
Other than this, to operate smoothly within home and domestic nation, Vodafone will be
required to consider various rules and regulations laid down by European Union. In this respect,
company is required to follow competition law which ensure business have free and fair
competition with its rivals. Thereafter, Anti discrimination Act must be followed which states
that organization is needed to give equal jon opportunities to all the competent, skilled and
qualified candidates irrespective to their caste, creed, religion, gender, sexual orientation, belief
etc.
Furthermore, India is another company where Vodafone can expand its business and earn
fruitful outcomes. However, to expand in host nation, company will be required to follow
contrasting rules and regulations. In this respect, organization will be required to follow
Companies Act 1956 and Companies Act 2013 which detail out the regulations that must be
followed significantly while functioning business in host nation. It generate various provisions
like, it is mandatory to have at least one female director for each listed company having paid up
capital of 100 Cr or more and turnover off 300 Cr or more. In addition to this aspect, at least one
director of company should have stay of at least 182 days in India in former calendar year. It also
made the practice of Corporate Social responsibility compulsory for company having net worth
of 500 Cr Rupees or more else, profitability of 1000 Cr or excess (Companies Act 1956. 2011). It
also provided key provisions like, India can have one person company concept which means a
single individual can be treated as a member or shareholder. Therefore, a private company can be
registered in the name of single person as its shareholder. Further, modifications are also
introduced in this act like, like limit for maximum members for private corporations has been
modified and exceed from previous 50 to 200 at present (Companies Act 1956. 2011).
Consideration to cultural diversity and business etiquettes so as to render services effectively in
various nations.
Culture diversity refers presence of a varied kinds of culture or ethnic groups within the
society that further determine the behaviour, attitude and perception etc. of individuals. The lack
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of knowledge of difference in culture in home and host country can lead to large number of
obstruction in the plan of foreign market entry by business. Therefore, it is important for
Vodafone, to consider various kinds of culture that it must focus so as to function business in
varied nations. Since, entity wants to concentrate its business expansion and development efforts
on UK as well as India it must focus on culture of both nation. The proper understanding
regarding the culture of a nation will help business in satisfying the needs of customers,
communities and other individual and businesses in better way (Doh, 2005). This further
increase the opportunity for company to enhance its productivity and profitability.
In the context of home country of Vodafone; UK the entity is required to focus on the
CSR practices. The increasing concern regarding environment among customers of UK is
stimulating entity to control its operations in such a way that it cause minimum negative impact
on environment. Therefore, it is important for company to support national campaign against
reduction of Co2 emission (Hamilton and Webster, 2015). Also, steps should be taken to manage
waste and assuring proper recycling if possible, minimize the use of non renewable energy etc.
The country has consented to the Millennium Goals of the UN so it is is important for Vodafone
to assure active participation towards attaining the desired objectives (About Vodafone. 2016).
Thereafter, business etiquettes of UK should also be considered. Such as, it is important to be
punctual in business gatherings etc. So, it is important for business to value time keeping
especially for corporate arrangements. Thereafter, giving gifts is not considered a normal part of
business etiquettes in UK (Business culture in UK, 2014). Therefore, while functioning in UK,
company should consider this and avoid gift as it can be constituted as form of bribery.
Thereafter, wearing denims in business gatherings should be avoided as it reflect being
unprofessional. Further, UK discourage bribery and corruption so such practices must be strictly
avoided by entity while functioning in cited nation (Hill, 2008).
On the other hand, in India the cultural norms are very different as compared to that of
UK. The meetings in India, generally start with handshake while, men are required to avoid
handshakes with female. In addition to this, it is considered important for the subordinates to
greet the senior personnels and initiate business meetings with general talks. The men are
normally expected to dress in formal wears, shirts, trouser and suit and tied for business meetings
(Business etiquettes in India, 2014). On the contrast, causal wears, short dresses must be avoided
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by men whereas, women must ensure they wear apparels that cover their upper arms, legs, chest
and back. On business dinner, the parties should not order anything having beef or pork. In India,
majority of business decisions are taken by top most authority therefore effort must be put to deal
with superior personnel available. India is a diverse nation with many religion , languages etc
(Jacobson, 2008). Therefore, there are many holidays that are based mostly on the religious
norms of country therefore business gatherings on such days must be avoided. The major
concern of country is to reduce unemployment, education and poverty level and thereby improve
the living standards of the populations. Therefore, Vodafone can come up with such initiatives
that generate maximum job opportunities for local people, providing wages as per the industry
rate and CSR practices that aims at improving the educational standards of nation (Palmer and
Owens, 2006)..
The need of resources that essential to be take care by organization while trading across the
nations frontiers
The organization is required to emphasis on the resources that are important for
conducting business in varied nation. To operate in US, the entity is required to focus on the use
of best and new technology so as to sustain the cut throat rivalry in home country (Hamilton and
Webster, 2015). This can be further facilitated by conducting R&D (research and development).
Further, to ease the expansion process in India, Vodafone can come up with foreign equity.
Therefore, government of India also encourage foreign direct investment. On the contrast, to
function in nation like China, Vodafone need to focus on possessing skilled and talented human
inventory.
Selection of foreign market entry strategy
There are various strategy that can be used by entity so as to entered in desired market.
There are different alternatives that are available to plan foreign market entry like, export,
licensing, franchising, partnering, joint venture etc. Being, operational in telecommunication
industry, Vodafone cannot consider export as it is not feasible option (Market entry strategy.
2011). The entity can consider licensing which enable entity to transfer the privilege to use the
service and product of Vodafone to other entity. Thereafter, partnering can also be used which
enable company to work with collaboration with local partner which will also render benefits
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like, local market knowledge, contacts. Thereafter, joint venture is also type of partnership which
involves integration of two separate company into a third independently administered entity.
EPG model for foreign business
It is important model that focus on strategic requirements that must be focused during
devising global business strategy. This model further have three concepts, ethnocentric,
geocentric and polycentric (EPG Model, 2014). They further facilitate development of
international business strategy so that business can attain its objectives in more way. This model
is also beneficial as it help business in understanding the various cost and advantages available
to business (Harrison, 2013). The elements of EPG model that can be focused upon by Vodafone
are detailed out as follow,
 Ethnocentric: As per this aspect, it is important for business to adhere the prevailing
trends, traditions and beliefs of home country so as to perform functions more properly.
As per this, residents of specific country believe that they are superior, more reliable and
trustworthy than their international counterparts (Avenhaus and Zartman, 2007).
Therefore, for its key position company should give opportunities to the nationals of UK.
It will further benefit in terms of improved communication and control in home country.
With the help of this, company can enhance the productivity of its employees. However,
it also involve various drawbacks as it lead to limited innovation as skills of international
experts cannot be used (Thunderbird International Business Review, 2014). It also lead to
limited flexibility and responsiveness to change.
 Polycentric: It is important approach that determines the reaction, focus towards
globalisation that is related with consecutive stages in the development of foreign
operations. As per this, primary marketing strategies are generally constricted,
considering mostly on the need of growth and development in domestic market, by
emphasising on the needs and preference of local market (Bah and Fang, 2015). It
provide various benefits like, effective sales due to amended infomediary local
administration. The company can also appoint skilled and proficient local manger with
high morale. However, there are various cost involved like wastage due to duplication etc
(Vagts and et.al., 2015).
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 Geocentric: It is important approach that treats both domestic and host country as
equally. It focus on conducting business in any of country which yields more return and
output. Therefore, this approach considers all the international market as single; global
market. It further help in improving the relationship of business at international level.
Geocentric approach enable company to become reputed member of the host country but
also major exporter from domestic nation in the foreign community and render
advantages like, improving supply of hard money, a learning about improved technology,
new skills etc (EPG Model, 2014). Overall, geocentric approach will provide benefits to
Vodafone in terms of optimum utilization of resources globally, maximum international
revenues etc.
From the critical evaluation of the aforementioned approaches, it can be identified that it
is appropriate for Vodafone to consider geocentric approach. It will assist in expanding revenues,
improving market share and facilitate business in global market.
4. SOCIAL IMPACT
Consideration taken by organization while developing social impact
The term social impact refers to outcome of act performed by the business for the
betterment of the society and individuals residing in it. To ensure prolonged success and
sustainability, it is important for business to ensure overall positive impact on the society. Since,
Vodafone is functioning in several countries, it is important for its ensure favourable social
impact on each and every country where it operates. It will also ensure the recognition of
company at global level. For this respect, company is required to adhere and meet the social
duties in best and effective manner (Buckley, 2009).Therefore, for developing affirmative social
impact, first and foremost Vodafone should develop strong and positive corporate image of
business in the mindsets of consumers in varied parts of the world. For this aspect, it should
ensure it provide proper quality of offerings and conducts its business in ethical manner only.
Thereafter, the needs and preference of customers located in diverse nation must be identified
and fulfilled. Thereafter, to alleviate poverty and unemployment level, company should provide
job opportunities to all the competent candidates irrespective to any discrimination. Further,
various issues faced by the country must be considered and proper steps can be taken to support
the affected community (Hill, 2008). For instance, during the natural disaster like during
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catastrophe in Brazil, Rio De Janerio in 2016, Vodafone reduced its call rates so that people can
contact their close ones and get information about their well-being. Overall, company should
focus on meeting the requirements of all its stakeholders so as to meet the social obligations.
Further, company can consider the concept of Carroll's Pyramid theory that facilitate business on
enduring social impact on the perception of its buyers and also community (Dluhosch, 2010).
The description of theory is as follows:
Theory of Carroll's Pyramid
The Carroll's pyramid is based on the concept of corporate social responsibility.
According to this theory, the corporate social duties of entity refers to the performance of
business function is such a manner that it is financially viable, ethically concentrated, law
abiding and socially focused (Pyramid of Corporate Social Responsibility, 2010). It further
emphasis that there are four responsibilities that must be focused by business, philanthropic,
ethical, legal, economic. They further facilitate in developing positive social impact in the
perception of several customers and communities. Thereafter, description of the aforementioned
dimensions is provided as follows: Economic responsibility: It is important responsibility of business which is also the
reason for existence of business. It is basically focused on increasing profits by
developing products and services required by the individual and various groups in the
society. It further encompasses seven other duties that must be considered by entities so
as to meet the economic duties (Dluhosch, 2010). Therefore, appropriate return must be
provided to shareholder to maintain their interest whereas, for employees consideration
must be given on job safety, safe and positive work environment, proper salary etc. This
will further increase the productivity of organizational members which will stimulate
them to give maximum contribution towards attainment of organizational goals. Other
than this, focus must be given on the consumers who need prime quality offerings at
appropriate prices (Thunderbird International Business Review, 2014). Therefore,
constant modifications must be done in product and service as per the customer feedback,
technology must be upgraded time and again so as to meet the expectation of buyers. All
these aspects will help entity in staying profitable and ahead of its rivals.
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 Legal Responsibility: To avoid legal consequences and negative reputation of brand in
different market, it is important for company to follow the rules and regulations laid
down by the home and host country (Buckley, 2009).. The entity is required to make
truthful reporting of its functions to government. In addition to this aspect, tax and duties
must be paid fairly and on proper time to avoid interference of government in the affairs
of company. Therefore, major laws that Vodafone is required to follow are, taxation,
employment, health and safety, consumer protection act etc. Further, laws and policies
generated by European Union must be followed like, competition act, regional policies
etc. Therefore, by adhering the laws properly can carry out its functions smoothly without
any legal barriers (Terpstra, Foley and Sarathy, 2012). Ethical Responsibility: As per this, it is important for business to conduct its operations
in fair and just manner. It involve meeting the anticipation of society above the economic
and legal responsibilities. These duties are further implied on the company which means
company should do what is morally correct for its stakeholders. In this respect, its is
important for organization to protect the environment and should not exploit the
resources. Thereafter, employees should not be exploited and must be provided fair wage
as per prevailing wage rate, resting hours, holidays etc (Palmer and Owens, 2006).
Thereafter, proper consideration must be given on reducing the risk exposure level of
workforce. Further, to ensure ethical practices, it is important for company to assure it
respect the cultural beliefs of host country, avoid discrimination on the basis of caste,
creed, sex, colour, religion, disability etc. Vodafone should also debar from wrong doings
like false statements, misleading advertisement, exploiting the resources of nation for
selfish interest etc (Jennings, 2012).
 Philanthropic responsibility: It is the first and foremost responsibility of company which
state that it is important for entity to become good corporate citizen. It very crucial aspect
that must be emphasized strongly by entity so as to develop positive social impact in the
minds of customers (Mason and Staude, 2009). This further facilitate company in
attaining strategic and desired goals in best yet successful manner in both domestic and
host country. In this respect, company can take part in welfare activities like providing
donations or charity. In addition to this, entity can sponsor the cultural and sports
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programmes. Overall, objective of philanthropic duties is to amened the quality of lives
of human resources, regional communities and ultimate society in general. This will help
company in being successful in global market.
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5. CRITICAL EVALUATION OF THE THEORY
Critical analysis of EPG model
According to the views of …....., this model help out the company to make their business
process in a more effective manner. However, there are some authors who are criticized this
model as this model proves to be disadvantageous for the business. …..... explained that
ethnocentrism which is one aspect of this model is very effective approach while establishing the
business in an international market (Taie and Afshari, 2015). On the contrary, …..... commented
that poor feedback have been received from the users thus, this makes it less effective for the
business organization. With regards to this, there is lower chance of innovation in the business
by using this element thereby it makes it less attractive for the companies. It is because the
customers always want new innovations from the company. However, …... commented that this
model reduces the ability of a firm to manufacture a new and innovative products (Mason and
Staude, 2009).
On the other hand, …..... provided their views that Polycentric approach which is another
element of this model is used for making several strategies and planning procedures for
achieving success in the international operations. However, ….... critically evaluated that this
approach make heavy waste of resources because of the duplication of strategies. It is not always
possible to use the approach of home country for making strategies in foreign market as there are
different rules and regulations in different countries (EPG Model, 2014). It is not suitable for the
organization to implement the similar strategies in both domestic and international market.
Along with that, ….. supported that it is difficult for the businesses to utilize the limited
resources for the international business that are covering the domestic market. However, …...
stated that there are intense competition in the international market therefore, adopting this
approach is not suitable for the firm. However, by using same technique for gaining competitive
advantage across the globe is not justified (Buckley, 2009)..
Furthermore, as per the view point of …......, Geocentric is the last approach of EPG
model. The author stated that this notion has helped the company to focus on more world-
oriented approach to multinational management (Antràs and Chor, 2013). This also helped in
integrating the global outlook. Furthermore, this also provides higher global profits. However,
….... argued that this approach do not demonstrate any biasness which can be a loss for the
13

organization. Furthermore, this approach also include high communication and travel cost which
reduces the profitability of the company. Along with that, ….... stated that this approach involve
too much wide distribution which makes it ineffective for the firm. On the contrary, ….
commented that this approach also has some other issues that is it takes much time while making
decisions for the business. Therefore, this approach also becomes unattractive for the businesses
(EPG Model, 2014).
Critical analysis of Carroll's Pyramid
As per the expert views of …..............., the model of Carroll's Pyramid for the CSR is
very significant for assessing the responsibilities that are to be conducted by the organization for
generating social impact on the society and consumers. …..... supported with the above statement
that, this pyramid helps the organization to realize their part of responsibility towards society,
employees, local communities, customers, shareholders and government (Pyramid of Corporate
Social Responsibility. 2010). However, ….. critically evaluated that it is the first model of CSR
for creating social impact but it has talked about the responsibilities beyond the profit earning
and profit maximization. On the contrary, …... stated that this model also assist the firm to
recognize those responsibilities that are not carried out by them and they ought to perform them
while bringing out improvement in their working in order to establish themselves in the
international market (Mason and Staude, 2009). Whereas, …..... commented that this model does
not aim towards addressing the conflicting obligations and also how culture manifest itself.
Consideration by the company for enhancing their business
In order to enhance the business in international market, Vodafone must consider several
aspects. There are several international laws which must be obeyed by the company when
establishing their business overseas (Meissner, 2012). Along with that, the company must obey
the laws and regulations of particular country so as to avoid any legal actions. Furthermore, the
organization has to consider about the cultural beliefs and religion of that country so that at the
time of making promotional ads the culture of the organization does not get undermine
(Jennings, 2012). . Additionally, the firm must appoint the combination of local as well as
international employees in order to maintain balance between the local and international
management style. Furthermore, the company also create social impact by fulfilling corporate
social responsibilities using Carroll's Pyramid in order to put a positive impact on the minds of
14

society and customers. This way company can maximize its market and profit as well.
Therefore, these are some of the basic requirement which should be considered by Vodafone in
order to enhance their business in international market (Hill, 2008).
CONCLUSION
The present report is focussed on the business project of the famous telecom entity,
Vodafone. In the aforementioned report, various aspects of global market are showcased . The
report shows understanding on the factors that can be considered by business while expanding in
international market. The report states that company can enter into developing markets for
attaining ample number of benefits that are made accessible by international business. However,
it has been stated that it is crucial for company to consider rules and regulations laid down by
government of domestic as well as host country. It has been identified that organization is
required to adhere Companies Act 1956 and Company Act 2013 while operating in Indian
market whereas, for functioning in UK it must focus on Companies act, 2006 and UK
Companies Act 2014. Thereafter, it is also significant for enterprise to focus on the cultural
diversity of UK and India while operating their. The business etiquettes also play important role
and they must be focused upon so as to avoid negative image of brand in different market.
The report also explains various foreign entry modes that must be evaluated properly
before selecting them as they can lead to failure or success of entity in future. The report also
highlights the use of international model; EPG for facilitating strategic planning. This model
also elaborate different approaches related to the global operations. It has been identified that its
is favourable for entity to adopt geocentric approach which will further enable company to treat
all market as same. On the other hand polycentric approach stated that identical strategies and
plans must be adopted for home and host country. Contradiction to this, ethnocentric approach
stated that enterprise is required to consider similar approach used in home country for
conducting business in international market also.
15

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