Marketing Principles Unit 04: Vodafone Assignment Report

This assignment is a comprehensive report analyzing marketing principles within the context of Vodafone. It covers key concepts such as the marketing process, marketing orientation, environmental factors, segmentation, targeting, positioning, and buyer behavior. The report delves into the individual elements of the marketing mix, including product development, distribution, pricing, and promotion. Furthermore, it examines the application of the marketing mix in different contexts, including consumer markets, business-to-business marketing, and international marketing. The report requires the application of these principles to a chosen organization, in this case Vodafone, to demonstrate an understanding of how marketing strategies are developed and implemented. The report also includes learner declarations and grade descriptors for merit and distinction grades, highlighting the criteria for achieving higher marks. The assignment is designed to assess the learner's ability to apply marketing concepts and strategies to a real-world business scenario, demonstrating critical thinking and analytical skills.

Assignment
Qualification Unit number and title
Unit 04: Marketing Principles: Level 4
Student name and ID number Assessor name
Date issued Completion date Submitted on
LO Learning
Outcome
Assessme
nt Criteria
In this assessment you will have the opportunity to
present evidence that shows you are able to:
Task
no.
Evidence
(Page no)
LO1
Understand the
concept and
process of
marketing
1.1 Explain the various elements of the marketing
process
1.2 Evaluate the benefits and costs of a marketing
orientation for a selected organisation
LO2
Be able to use
the concepts of
segmentation,
targeting and
positioning
2.1 Show macro and micro environmental factors
which influence marketing decisions
2.2 Propose segmentation criteria to be used for
products in different markets
2.3 Choose a targeting strategy for a selected
product/service
2.4 Demonstrate how buyer behaviour affects
marketing activities in different buying situations
2.5 Propose new positioning for a selected
product/service
LO3
Understand the
individual
elements of
the extended
marketing mix
3.1 Explain how products are developed to sustain
competitive advantage
3.2 Explain how distribution is arranged to provide
customer convenience
3.3 Explain how prices are set to reflect an
organisation’s objectives and market conditions
3.4 Illustrate how promotional activity is integrated to
achieve marketing objectives
3.5 Analyse the additional elements of the extended
marketing mix
LO4
Be able to use
the marketing
mix in different
contexts
4.1 Plan marketing mixes for two different segments
in consumer markets.
4.2 Illustrate differences in marketing products and
services to businesses rather than consumers
4.3 Show how and why international marketing
differs from domestic marketing
Learner declaration
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 An electronic copy of your assessment must be fully uploaded by the deadline date and time.
 You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must
be included within the same MS Office Word or PDF document.
 The last version you upload will be the one that is marked. Your paper will be marked if you have
indicated this as your final submission.
 Review the mitigating circumstances policy for information relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass criteria number.
 Ensure that all work has been proof-read and checked prior to submission.
 Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for
the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
 Use the Harvard referencing system, otherwise it will be considered as plagiarised work.
 Ensure that you back-up your work regularly and apply version control to your documents.
 Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it
will be treated as a non-submission.
 You must NOT submit a paper copy or email of this assessment to any member of staff at FSB.
 Your work must be original with the appropriate referencing
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature: Date:
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In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and
DISTINCTION grades
Grade descriptor Indicative characteristic/s Contextualisation
M1 Identify and apply strategies to
find appropriate solutions
Effective judgements have been made. To achieve M1 you need to identify and apply strategies that have been explored
and explain the various elements of the marketing mix. This would include a
demonstration that a critical judgement and effective approach to the research
has been applied. (Task 1)
M2 Select / design and apply
appropriate methods / techniques
Appropriate learning
methods/techniques have been
applied.
To achieve M2, you need to use a range of sources of information for 2.1. (Task
2)
M3 Present and communicate
appropriate findings
Communication is appropriate for
familiar and unfamiliar audiences and
appropriate media have been used.
To achieve M3 you need to provide an appropriate method of communication to
illustrate the differences in marketing products and services to businesses rather
than consumers. (Task 4)
D1 Use critical reflection to evaluate
own work and justify valid
conclusions
Conclusions have been arrived at
through synthesis of ideas and have
been justified.
To achieve D1 you need to synthetise, analyse and evaluate the benefits and
costs of marketing orientation for the organisation outlined in the “Shaping
Your Future” section or with an example of your choice. (Task 1)
D2 Take responsibility for managing
and organising activities
Activities have been managed. To achieve D2 To achieve D2, you need to conduct a critical analysis of how
macro and micro environmental factors influence marketing decisions. (Task 2)
D3 Demonstrate convergent /lateral /
creative thinking
Convergent and lateral thinking have
been applied.
Problems have been solved.
To achieve D3 you will need to demonstrate creative thinking by illustrating
how promotional activity is aligned to achieve marketing objectives. Please
support your answer with examples and /or the organisation outlined in the
“Shaping Your Future” section. (Task 3)
OR
To achieve D3 you need to assume that you are a newly appointed marketing
manager of the organisation outlined in the “Shaping Your Future” section.
You have been asked to convince the board on the benefits of global
investments.
Present your response using 12-15 slides (excluding references and
appendices). You are expected to address the following issues:
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 The importance to global expansion
 What factors do you need to take into consideration when marketing
globally
 The marketing tactics and mix that may be appropriate for your chosen
product/service. (Task 4)
Please note that for unit assignments assessors should use these or other exemplar indicative characteristics for the individual grade descriptors from
Annexe C of the HN specification or any other relevant indicative characteristics for the particular assignment. The indicative characteristic should then
be contextualised. Only one indicative characteristic per grade descriptor, M2, M2, M3, D1, D2, D3 is required.
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Assignment brief
Purpose of this assignment
This is a broad-based unit which gives learners the opportunity apply the key principles of marketing.
Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and
the marketing process. Next, learners consider the use of environmental analysis in marketing and
carry out their own analyses at both macro and micro levels. They will also investigate the importance
of market segmentation and how this leads to the identification and full specification of target groups.
Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both
the original and the extended marketing mix. This includes an introduction to the concept of the
product life cycle, new product development, pricing strategies, distribution options and the promotion
mix. Finally, learners will develop their own marketing mixes to meet the needs of different target
groups. This includes considering the differences when marketing services as opposed to goods. A
range of other contexts is examined including marketing to businesses instead of consumers and the
development of international markets.
Instructions
The pages which follow under the heading Shaping Your Future needs to be to be developed as part of
your learning journey. Once written, the aim is that the plan is revisited occasionally and, towards the
end of your course, it will act as a portfolio document. This document will reflect and evidence your
learner’s journey, demonstrating the application of the relevant learning outcomes to the business
depicted in the Shaping Your Future section of this paper. It is envisaged that you will able to use this
document as an accessible illustration of your learning and understanding.
Please carry out the following steps in order to complete the Shaping Your Future section:
1. Select an organisation. The organisation that you chose should be either an organisation that you
own, an organisation that you would like to own, or one that you work for.
2. Complete the Shaping Your Future section before attempting to answer any of the questions. Many
of the questions in this paper will require that you refer to the information in the Shaping Your Future
section
3. Please read all the questions in this paper and apply your learning to the Shaping Your Future
section. This section will act as the case study for your assignment paper.
Please note that FSB will not publish or use this information for commercial purposes
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Shaping Your Future
The Background Information
Whose plan is this?
Vodafone
Business and owner details:
Vodafone; Jeroen Hoencamp
Business name:
Vodafone Plc
Owner(s) name:
Jeroen Hoencamp
Business address and postcode:
Vodafone Group Plc,
Vodafone House, The Connection
Newbury, Burkshire
RG14 2FN, England
Business telephone number:
[phone]
Business email address:
-
Section one
Executive summary
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1.1 Business summary:
Vodafone is a leading communication services company and its major service areas are fixed line services, broadband, mobile and television products along with
networked IT services.
1.2 Business aims:
Vodafone aims at giving excellent customer service. Their aim is to be within easy reach and ensures that the customers get the answers they want easily and
quickly.
Additional Information:
Vodafone is amongst Interbrand’s top 50 annual ranking of the world’s most valuable brand
Details of future training courses you or your team want to complete:
On job training
Self improvement program
Section two
Products and services
2.1 What is the nature of your business?
a product
a service
 both
2.2 Describe the different types of product/service you are going to be selling:
Phones, Broadband and TV, Business Phones & Broadband packages, Phone & networking services
2.3 Additional information:
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Section three
The business environment
3.1 Who are your customers:
individuals
businesses
 both
3.2 Describe your typical customer:
My typical customer is middle aged man, aged around 44, has a family, is a homeowner, drives a 4x4, drops his children off at school, shops in Manchester's,
listens to Radio 4 and enjoys watching ruby matches.
3.3 Where are your customers based?
Vodafone’s customer base is spread in over 170 countries globally
3.4 What factors help your customers choose which business to buy from?
 Image
 Convenience
 Service
 Uniqueness
 Price
3.5 Have you sold products/services to customers already?
 yes
no
If you answered “yes”, give details:
3.6 Additional information:
Section four
Market research
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4.1 What market information have you obtained so far?
Vodafone‘s ‘fibre to the basement’ technology is enabled to deliver superfast broadband to the remote areas of UK
4.2 Do you intend to conduct further market research? If so, discuss briefly:
Yes, Vodafone group intends to organize further market researches in order to help them to plan strategies to
 Develop Vodafone payphone kiosk into a solar box for mobile charging
4.2 Key findings from research:
It has been observed that more than 90% of homes in London and businesses get access to the low priced fibre broadband which is mainly aimed for home
workers and SME’s. However a small portion of the interior areas are generally served by ‘exchange only’ lines which is a much bigger task to serve with this
kind of a technology.
4.3 Additional information:
Section five
Marketing and Business Strategy
What are you going to do/ How are you going to
market your products?
Why have you chosen this marketing method? How much will it cost to
develop and market
your product
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By reaching my market This will give a wider audience and is relatively cheaper than any other
type of marketing. Also this will provide legitimacy to the business. 1% of sales
TOTAL COST approximately £ 40,000
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Section six
Competitor and market analysis
6.1 Table of competitors (top 5 competitors only)
Name, location
and business size
Product/service Price Strengths Weaknesses
1. Cable & Wireless
Worldwide Plc
2. Deutsche Telekom AG
3.BT Group Plc
4.Geo Networks
5.Talk Talk
Mobile & mobile data, Fixed
line, Broadband
Fixed network lines, broadband
lines
Mobiles & internet services,
broadband
Ethernet, IP services
Mobiles & mobile services,
Broadband
The company has an
innovative work culture
Strong performance of
broadband service
Diversified geographical
portfolio
Efficient supply chain
Presence in emerging
markets
High ratio of staff turnover
Limited presence in Asian
market
No network in rural areas
Inefficient work culture
Negative return on assets
6.2 SWOT analysis:
Strengths Vodafone group has signed the world’s largest renewable energy
deal
Weaknesses The company relies heavily on the UK Market for major
revenue share
Opportunities Increase in the demand of 4G technologies Threats The company faces constant pressure from rival companies
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6.3 PEST analysis
PEST analysis (political, economical, social, technological) assesses a market, including competitors, from the standpoint of a particular proposition or a
business.
criteria examples
ecological/environmental current
legislation
future legislation
international legislation
regulatory bodies and processes
government policies
government term and change
trading policies
funding, grants and initiatives
home market pressure- groups
international pressure- groups
wars and conflicts
Political
 Concerning impact in the land
use pattern like agriculture,
fishing, unplanned exploitation of
natural resources etc
 Changes in local population
levels due to increased
immigration
Economic
 Increase in uneven socio economic
patterns due to income differences
of local population levels
 Rise in the costs of energy and
food prices changing consumer
buying patterns
criteria examples
home economy
economy trends
overseas economies
general taxation
taxation specific to
product/services
seasonality issues
market/trade cycles
specific industry factors
market routes trends
distribution trends
customer/end-user drivers
interest/ exchange rates
international trade and monetary
issues
criteria examples
lifestyle trends
demographics
consumer attitudes and opinions
media views
law changes affecting social factors
brand, company, technology image
Social
 Due to continuous rise in the
population there is a sharp rise in
the prices for every product and
services
Technological
 New ways of producing goods and
services
 New ways of distributing goods
and services
criteria examples
competing technology
development
research funding
associated/dependent
technologies
replacement
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