Vodafone's Marketing Strategy: Business Environment & Public Relations

This report provides a comprehensive analysis of Vodafone's marketing strategies, focusing on the elements of the marketing mix (product, price, promotion, place, people, process, and physical evidence) and how they are implemented within the telecommunications industry. It examines the influence of the business environment, including political, social, economic, and technological factors (PEST analysis), on Vodafone's marketing policies. The report also explores the nature of Vodafone's public relations communications and how these strategies are used to enhance the company's brand image and customer relationships. Additionally, the report touches upon Vodafone's logistics procedures, highlighting the use of the Internet of Things (IoT) for efficient and secure freight delivery.

Business theory
Date 15/3/19
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Table of Contents
Elements of the marketing mix
Role of business environment on marketing policies
Nature of public relations communications
Role of information in the management of operations
Difference between data and information
Impact of advances in system technology
Role of technology in facilitating external communication
Different techniques for managing working capital
How to analyse accounting records
The components and processes for commercial transactions
The legal requirements for financial reporting in an organization
The role of legislation and regulation, in relation to businesses and other organisations
References
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INTRODUCTION
The current report has presented the marketing approaches of Vodafone by together
demonstrating some vital elements of marketing mix. It has also defined the influence of
marketing policies on the undertaken policies of marketing by Vodafone PLC. It is mainly
divided into 4 vital parts with a foremost demonstration of marketing procedures at the first
stage. In the 2nd phase, it has largely concentrated on the role of information technology
impacting upon the business and their undertaken norms, with a special context of marketing.
Lastly, it has depicted the role of legislative norms influencing the decision-making
procedures of Vodafone PLC, related to marketing. Vodafone PLC is a public limited
company headquartered in London, 26 years ago. It operates at an international level with
more than 111, 556 employees, all over the globe. The CEO and Chairman of this enterprise
represents its 2-key people. Also, this report has defined some well adopted system of
Vodafone in terms of its adopted logistics procedures where it uses Internet of things (IoT) to
quickly deliver its freight with transparency and secured measures. This undertaken measure
is known to assist Vodafone in avoiding any risky consequences with increased methods of
control.
Elements of the marketing mix
The concept of marketing includes various types of strategy and management
planning of an organization. On the other hand, Vodafone Plc is one of the leading British
telecommunication companies which is ruling the telecommunication industry since 1991.
Besides that, in this section of the assignment, various types of factors of marketing mix will
be explained through different business theories and model. Apart from that, the marketing
mix of Vodafone includes seven significant elements such as product, price, promotion,
place, people, process and physical evidence. Each and every part of the marketing mix will
be explained below:
Product: According to many studies, the customers attracted by the products and services of
individual organizations (Van der Westhuyzen and Van der Merwe, 2001). In other sense,
telecommunication is becoming a daily essential for every people through its excellent
service quality. In addition, Vodafone is one of the giant telecommunication companies
which contain a huge amount of customer base. On the other hand, Vodafone provides
intangible such as the internet and calling service to their customers. With the help of various
resources, Vodafone able to expand their business in across the world and there are many
service centres located in many countries including skilled customer care executives. Along

with that, in terms of service, Vodafone is providing superior voice clarity with lots of
network towers around the world. The products and services offered by Vodafone PLC
involves fixed broadband services provided through DSL technology along with a fixed line
voice. They together offer yet another popular service of DSL router that provides combined
services of mobile and fixed broadband. Beside this, some general products and services of
Vodafone involves handset, smartphones and voice and messaging related services.
Price: the price of product or services is one of the critical aspects of the marketing mix. On
the other side, most of the customer are price sensitive and want more quality service in low
price. Besides that, the management of an organization has to analyse various types of factors
before estimating the price of a specific product or service (Guffey, 2000). Apart from that,
with the help of a market research policy, the management of an organization able to
recognize the current market objects which help to estimate the final price of the product or
service. Along with that, Vodafone successfully implemented low price strategy which is an
excellent marketing plan that allows most the customers to avail their services. This is on
comparing the low-priced service of Vodafone in comparison to one of its leading contenders
named Airtel where Vodafone is provisioning 10 GB of data in the cost of 1 GB 3G and 4G
services. On considering the market shares of Vodafone in 2017, it has been found to cover
23% shares of UK’s telecommunication sector. However, in South Africa, it has covered
nearly 51% of shares.
Promotion: one of the effective marketing techniques is the promotional activity which
includes various policies, offers, discount related to specific product or service. On the other
hand, the management of the organization provides additional information related to a
product or service with the help social advertising. In addition, almost everybody is
connected with social media which is an effective platform to the advertisement about the
service quality and customer value. Besides that, sales promotion is one of the major parts
which mainly performed by the sales executives of the organization (Luther, 2008).
Moreover, with the help of effective and attractive promotion, Vodafone can draw the
attention of many customers. This is for example bringing a provision of free/ unlimited calls
or internet usage for first 3 months of subscription or to launch inexpensive plans by specially
targeting a specific group of people.
Place: the place refers the spot where the customers can get the product or service. In other
sense, there are various types of stores, and customer centres exist in all over the world. In
this section, Vodafone holds lots of mini stores and service centres in their place of marketing
and approaching customers. Along with that, in the mini stores, skilled and smart executives

are dealing with the customers through active communication. On the other hand, in the call
centre or BPO sectors is specially designed for helping the customer over a phone call.
Moreover, the SIM cards of Vodafone are available each and every market in the world
(Belch and Belch, 2001).
Process: this process is one of the crucial factors which include the supply and chain
management. According to many significant types of research, the management pays extra
attention to this process segment of the marketing mix. Besides that, manufacture, quality
checks and delivery of product and services are the major parts of the process. In addition,
any suggestion and complaints of the customers are critically resolved through the various
technical processes (THE MARKETING MIX: A REVIEW, 2014).
Physical evidence: to deliver the product or service to the customers, this part of the
marketing mix plays an essential role. On the other hand, with the help of skilled employees
and customer care executives, Vodafone able to provide good quality service to their
customers. Thus, a customer can contact anytime to any customer care executive to get the
appropriate guide. In addition to us, physical evidence is more concerned with a perceptible
appearance of Vodafone stores that should be taken into consideration by the quoted
enterprise. Referring to this fact, they can hereby refer providing ‘feel good’ services to the
store visitors. This can be done with the help of a decorative as well as comfortable sitting
area to be used at the time of waiting or a refectory to spend some time over there at rush
hours.
Role of business environment on marketing policies
The marketing policies are developed properly in a favourable business environment.
On the other hand, the business environment is divided into two segments such as internal
and external business environment. In addition, the roles and responsibilities of stakeholders
are included in the internal business environment. Besides that, the external business
environment is divided into five factors such as political, social, economic and technological
factors (Sidle, 2004). Each and every factor of PEST analysis critically analyses and
determine external market opportunities.
Below is a detailed analysis of PEST as applicable on Vodafone PLC-
Political factors- These factors refer to the legislative and regulatory norms of the
government which are needed to be followed by the organization. This greatly influences the
marketing strategies undertaken by Vodafone PLC. This is for instance on considering an

instable political condition of Europe due Brexit. This has in turn necessitated Vodafone to
bring requisite changes in its EU roaming regulation with an aim to lower down the charges
of mobile services.
Social factor- It conclude various approaches and perceptions of individuals using
Vodafone’s services. This is for instance on considering a changing demand of users who are
intending to rely on advanced procedures of communication. It is with a special consideration
of people working from home. Apart from this, there together exists yet another vital concern
of people who are willing to go green with a rising ageing population is directly and
indirectly impacting on Vodafone PLC.
Economic factor- Considering this particular factor, an organization like Vodafone must be
able to recognize the exchange rate and currency value of its marketplace. Thus, GDP of a
specific country helps an organization to determine their future revenue rate. It is therefore on
relating this particular factor with that to Vodafone PLC that has helped them in determining
about a global crisis that took place in between the years 2007-2010 and has greatly impacted
on its undertaken measures.
Technological factor- An organization is able to develop its internal operational activities to
provide good quality services to their customers. It is therefore on considering the nature of
telecommunication sector in which Vodafone operates its business, there is always a demand
of adopting some sort of innovation. This is for instance on referring to the emergence of
technology, Vodafone is together required to undertake some alternative measures to be
offered to its client, like online chatting, etc.
As a result, the management of Vodafone should focus upon both their internal and
external business environments that are largely influencing its undertaken policies of
marketing (Sidle, 2004).
Nature of public relations communications
In order to satisfy the customers, the management of organisations like Vodafone PLC is
required to pay more attention towards enhancing their adopted communication system. On
the other hand, Vodafone is spending a huge amount on promotion, and through promotion,
they successfully forward the service specifications to their customers. Apart from that, there
are various types of media available which are passing the service information from the
company to the customers such as television, newspaper, radio and internet. Moreover,
advertising through the web is also referred to be one of the realizable promotional strategies

for organisation’s like Vodafone PLC (Index to Group and Organization Management, 2006).
It is mainly due to the changing demands of the customers who are having high level of
expectations from Vodafone with a high bargaining power in such an intense state of
competition. Due to which, a high rivalry has also been determined that in turn necessitates
Vodafone PLC to undertake effective measures of public relations to stay connected with the
users. In addition, adverting through social media is a current popular trend of advertising and
Vodafone successfully implement this strategy in order to deal with individual
customers. This is to specify the reason for which Vodafone tends to use public relations as
an effective strategy for raising the profile of its business and improve its brand image in the
market. Apart from this, some other benefits of public relations for the cited enterprise
includes a good influence over its targeted set of audience. Also, its helps in a better reach to
the audience and is also referred to be a cost-effective method for the organisation.
Vodafone can use this site for solving the client theory that helps company to make
better customer relationship and retained potential customers with the company as long. This
opportunity or activity can help Vodafone to attract large pool of customers towards the
company services. Besides, it will help to continue the company better growth and having
good public relation.
By the help of website of the company, Vodafone can also connect with the long-
lasting range of products. Apart from that, it helps to bring new managing successful business
growth. More apart customer is also very much required to make good impression on the
overall performance goals. website is the best way to promote new services in the market that
automatically aware customers about the new packages or services given by the company.
Role of information in the management of operations
In order to execute operational activities, the management requires a huge amount of
information. In addition, this information is coming various types of resources such as
customer’s documents, employee’s details, and cost bills and sales revenue. On the other
hand, without efficient data and resources, the management of Vodafone unable to access any
information. Apart from that, in the telecommunication industry, the customer care
executives can easily resolve any problems by accessing customer’s personal information
such as-as name, address, e-mail address, etc.
Information is very much essential for the company to meet out the best and effective
source to build up the new working goals and managing effective business growth. With the
help of data or information. It will help to recontinue the work or making good outcome
results to motivate long lasting effective goals and presenting the best Role of information in

the management of operations goals and ideas. However, to demonstrate the advancements in
Vodafone in the last 10 years, it has been found that various technical progressions have been
adopted by them to fulfil the changing demand of the users. Considering this, Vodafone has
undertaken an inventive approach to adopt several advanced technologies like big data, IoT,
automation and artificial intelligence, etc. All of these measures have in turn assisted
Vodafone in enhancing its productivity by together assuring the existence of several new
opportunities in the business. There together exist some other legislative laws that are
dependent upon the kind of business in context to Vodafone with various diversified laws
applicable on its business. For example, metropolitan prosperity codes may apply to the offer
of food. Government Department of Transportation codes may administer the transportation
of perilous chemicals used as a part of a combination of associations. The information of
ethical consideration is also very necessary or important for the company. Government
Occupation and Safety Laws secure the pros in your business. Evaluate codes regulate
whether you charge force for your thing, and in this manner, paying little mind to whether
you can be saddled. Also, investigating the undertaken strategies of its contenders has
assisted it to come up with some different proposals. However, in this entire procedure, the
raw data accumulated from surveys is being converted into information to be used further to
invent new offers and services for the users. Beside this, on linking technology with that to
the external means of communication, it has been found that Vodafone has effectively used
today’s technical platform for advertising with help of content marketing to connect with its
users. Email marketing is a realistic example for it and through which, Vodafone tends to
connect with its subscribed users. In addition to this, various networking strategies also
depicts a pivotal use of external communication methods. Herein, Vodafone already conducts
networking campaigns to build effective connections at an external level. Public relation
methods also depict a similar instance with lot more opportunities of conducting seminars
and events. It is however with a major role of IT in it where they are responsible to capture
the entire information of the transactions carried in a day. It is with yet another responsibility
of creating new data which is based on the transaction procedure. This is apparent to assist in
building a centralised system of work for the storage of vital operations and easily operate at
a global level. Decision support system (DSS) on another hand is known to create a highly
flexible as well as an interactive IT system to support the process of decision making to
resolve any unstructured issue.
Difference between data and information

It is on referring to the 2 interchangeable terms called data and information where in
accordance to a large number of people, both of these aspects are believed to have a similar
kind of nature. Although, there exists a vital difference among data and information. Despite
of being related to one another, data is referred to exist in a raw form and is usually
unprocessed in nature. Information on another hand is the processed form of a data that is
being produced after assessing the raw data (Park, 2012). Information is hereby referred to be
a knowledge which is either communicated or being received on concerning a specific fact or
any situation. It is with a similar instance of Vodafone PLC where they are together required
to use the data and information separately. The data will refer to any raw or unprocessed fact
that is required to be converted into processed data to become an information to spread
among the concerned individuals of the firm. Vodafone is thus making an effective use of
information by conducting timely market researches to know their customer’s preferences.
Impact of advances in system technology
Without the help of technology, Vodafone cannot run their business. In other words,
in order to improve the system technology, various types of advances are playing an essential
role. Apart from that, in the telecommunication industry, advanced technology is utilized to
satisfy the customers. On the other hand, when a person calls from a mobile, the signal is
captured and reflected by the satellite in space. In addition, at the server room, various types
of appointed highly qualified technical people connect the phone call. So, without technical
consideration, the field of telecommunication is totally unserviceable (Park, 2012). In other
sense, the logistical operations are also influenced by the advanced technology, for example,
graphical presentation, advanced operating system, customized HTML portals. Moreover, the
website is one of the best examples of logistical operations because potential customers can
become easily to an existing by registering in the official website of Vodafone (Luther,
2008).
System technology and advances is the most essential and effective for the new
development for the company enhancement. Besides, it will help to define the new range of
new working styles and new opportunity goals. Technology has been increased in advanced
manner. besides, in present world technology has been given huge impact on the overall
development process to meet out the best growing results in order to meet out the growth
result.
Technology advancement have helped businesses and organization save time and cost
of production. which has been an advantage to all business, they manage these advancements

to gain competitive advantage. A good an example is the 3G/4G broadband, small businesses
have taken advantage of this super-fast internet to reach target markets with less costs of
operation. It is the long way to enhance the effective learning goals. The impact of
technology has been both positive and negative. positive technology impact is given in the
positive manner technology advancement has simplified the way business performing their
task on the other hand, negatively technololgy advancement has made humans so lazy,
technology users are so dependent on new advance tech and tools. With better technology
Vodafone can easily connected with the new customers and also affect and helps to define the
new management task in order to meet out the business growth and new emerging market
opportunity. Objective information describes something that is already know and new
working and new effective opportunity task.
Role of technology in facilitating external communication
In order to communicate with other parties, technology is playing an essential role. In
addition, with the help of the internet, anybody can contact with anybody from around the
world, apart from that, with the help of modern technology, the management of an
organization able to provide and exchange information through the internet which is one of
the latest examples of the modern technology (Treadwell, 2005). Besides that, with the help
of Facebook, Google, and Skype, the management of Vodafone easily exchange information
with their stakeholders. In order to build a solid relationship with other stakeholders,
technology is playing an essential role which also influences better coordination in the
workplace. Thus, Vodafone includes advanced technology which provides helps in external
communication. It is with a special consideration of their adopted technical measures to
support in the external communication process. Transaction processing also termed as TPS is
hereby known to play a crucial role in simplifying the entire transaction procedure of the
quoted entity.
Different techniques for managing working capital
There are many more techniques through which a company can manage the working capital.
Vodafone is renowned telecommunication sector which puts a microscopic observation on its
working capital. There are few steps through which Vodafone maintain the capital which is
explained below:
 There would be specific restriction among the funds’ differentiation in outflow and
inflow both ways.

 The outlays of cash should be significant according to cash flow amount.
 Maintaining agreements of bigger cash flow should be essential.
 There should be a specific reach of a line of the gross amount of cash flow in
business.
 The company should be honest towards the banker and should maintain a good
relationship with the banker too.
 The excess stock should be avoided as it may tie with the flow of cash; the company
has to observe distinctively on inventory levels.
 Customers should be offered different offers especially at the first payment time; the
customer has to be given discount offers. The due amounts have to get from the
consumers as fast as possible.
 The company should not get hesitate to ask about the deposits to the customers.
 Better conditions have to be taken from the suppliers for regarding longer payment
cases.
 Long-term assets should have to be financed which get the equal economy through
the life of the assets.
 Financing of cash flow should be hidden from the public as well as para-public
agencies and other organizations too.
How to analyse accounting records
Analysis of accounting records are too much important as the records for accounting are
based on the financial stability of the organization. There are much more variations how the
data of accounting would be recorded for the longer period. Vodafone secures its accounting
records so minutely that contains a long-term relation with earnings which is full of variant
studies. Valuation of the assets of the company is much confidential, and it would vary by the
enlargement of the company, as Vodafone is a company which is running telecommunication
services since 1991 and has accounted for 26 long years. The structure of the capital of the
company must be differentiated as well as the consequences have to be maintained followed
by it. Vodafone is an experienced telecommunication company that maintains every financial
procedure precisely and in a much-organized way. The company must have to work on its
capital and resources besides the banking options as well as assets of its. The detailed records
of cash inflow as well as outflow too, assets of the company, liabilities of the organization,
due amounts which are there in the market, other liquid cash flow should have to be

structured in order. The operations and financial ratios vary company too company like
Vodafone are a renowned telecommunication company running for twenty-six years, and it
has a large circle of accounts which are maintained precisely with documented records of
cash inflow and outflow.
The components and processes for commercial transactions
The transaction which is commercial is totally followed the law and legal rules which are
of cores' and minutely governed at the business dealings. There are some specific procedures
through which the transactions are maintained covered in a whole. The law which deals with
the commercial transactions and dealing are of a large range where the activities of business
played on. The renowned companies should follow a structured way that the importance of
dealing economic transactions is so high. As Vodafone maintains its transactions and deals
with a structured procedure by appointing a specialized person for this specific job who is
named as an accountant. This person who termed as the accountant would know every aspect
of financial dealings and maintain a structure of business sheet which follows the transactions
and financial dealings. There are some basic procedures to follow through it which are
mentioned below:
 The outlays of cash should have to be signified according to the flow of cash amount.
 There should be a definite range of line for the total amount of cash flow in the
market.
 The excess stock should be avoided as it may tie with the flow of cash; the company
has to observe distinctively on inventory levels.
 Long-term assets should have to be financed which get the equal economy through
the life of the assets.
 The accountant has to make a large balance sheet on account of cash flow as well cash
transactions.
 The balanced sheet has to be maintained throughout the whole economical year.
 At the time of closing every year the gross and total amount should be checked.
 When the inception of a new economical year arises, a new balance profile would be
there to follow for that year.
Vodafone and its customer interacted with the help of company website and long-
lasting material that affect the overall situation and growth. The mode of communication
will help company to bring new opportunity for the customers in order to meet out the
customer service and effective management task.

Commercial transaction between is the process in which legal rules governing
business dealings. The commercial transaction between Vodafone and customers are
wireless. Vodafone wireless transaction helps to secure and point to point connectivity
solutions that power financial transaction for wireless sales systems.
The legal requirements for financial reporting in an organization
In an organization, there are always requirements of financial reporting which are
legal there. Every renowned company maintains this specific line of procedure at a certain
period. Vodafone also follows this method in a much-secured way. Each and every company
has maintained this methodology by the help of an accountant who knows every aspect of
every legal term and condition of financial reporting. Whether the accountant faces any
difficulties or critical issues regarding legal terms and regulations, as fast as possible the
accountant has to inform the higher authority as the authority can deal with that at the time. It
is very important to maintain a nice and smooth relationship with the bankers of the
company, as well as Vodafone has to maintain this procedure too. Thus, the company would
able to know every legislation regarding financial reports and issues on a daily basis.
Vodafone is a multinational company which has many brunches around the world. In
different countries, the company has to face different issues contained with financial
reporting as in different places have different legislations for financial issues so that the
company has to maintain them minutely and with much observations.
Balance sheet

Profit & Loss account

The role of legislation and regulation, in relation to businesses and other organisations
Business law joins a baffling web of state, government and city statutes. These laws
collaborate to ensure consistency and tolerability. They also enable contention by
guaranteeing property rights. Regardless whether a business trade incorporates the offer of a
stallion, or ensnared multi-million-dollar movie deal, the law gives a way to deal with
everyone to grasp their commitments and duties. It is hereby with a specific consent of the
chosen organization named Vodafone PLC in which the statutory norms are known to play a
crucial role by together affecting its overall functional considerations. It is therefore on
considering 2 vital acts that are applicable in the undertaken operations of Vodafone PLC
namely contract law and intellectual property.
A Contract law is a wide field that regulates the lead of business in various extents
including contract drafting, errand of rights, trades, arrangement of commitments, what

assertions must be in creating, conditions to an understanding, break and cures. The
regulatory norms of intellectual property state an authorized development law that infuses
licenses and trademarks. Thus as bona fide property law is stressed with rights relating to a
touch of property, secured advancement is concerned with rights relating to consequences of
the mind.
Increasing patent rights is a crucial technique for some tech associations in light of the way
that if they have the patent to a creation, they may restrict others from making and using that
advancement.
In context to Vodafone, IFRS has been found to be the foremost tool for financial
reporting. For which, the quoted enterprise has undertaken 3 distinct financial instruments
namely IFRS 9, IFRS 15 and IFRS 16. However, it is with a prime responsibility of its
Directors to maintain proper accounting records by duly abiding to the specified norms of
Companies Act, 2006. Below is the financial reporting of Vodafone PLC.

Explain the legislative implications of global trade
It is not must to meet all the legal and regulatory requirements in overseas with home
country. While a business deals with other countries and willing to conduct their business in
that country, they face some major issues which are:
1. The different laws and regulations which they are not aware off. Thus, the business
might get some serious legal issues there.
2. While it is about business, every country has their foreign direct investment contracts
and rules. In this way, the companies will not get full access of their business in that
certain countries.
The applicable legislative norms on Vodafone includes Company Act 2006 in UK that
may also change when considering to operate in distinct marketplaces. It is with a specific
consideration of licensing requirements and other related compliances.

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