Richmond University MKT6801: Vodafone Strategic Marketing Report

This report provides a comprehensive analysis of Vodafone's strategic marketing plan, focusing on its corporate and business objectives. It begins with an introduction to strategic marketing planning and then delves into Vodafone's corporate strategy, emphasizing its goal to become a leading global brand through expansion and dual branding. The report further examines Vodafone's business strategy, highlighting its geographic expansion, customer retention, and technological innovation efforts. A historical overview of Vodafone's evolution is provided, including key milestones and service offerings. A critical evaluation of Vodafone's corporate and business objectives is conducted using SWOT analysis and Porter's generic competitive strategies. The SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, while Porter's strategies of cost leadership, differentiation, and focus are discussed in relation to Vodafone's positioning. The report concludes by summarizing the key findings and emphasizing the importance of strategic marketing planning for achieving both corporate and business objectives. The report is based on an assignment completed for the MKT6801 Strategic Marketing Planning module at Richmond University.