Marketing Strategy Report

Marketing Strategy Report: Vodafone



Summary1

Introduction2

Description of the Business2

Situational analysis2

SWOT3

Strengths4

Weaknesses4

Opportunities4

Threats4

PESTLE5

Political5

Economical5

Social5

Technological6

Legal6

Environmental6

Competitive Advantage6

Competition Landscape7

Segmentation Targeting & Positioning7

Segmentation7

Targeting9

Marketing objectives and goals10

Specific10

Measurable10

Achievable11

Realistic11

Time Scaled11

Marketing strategies and programs12

Product12

Price12

Place12

Promotion13

Process13

People13

Physical Evidence14

Conclusion14

References15

Appendix18

Marketing Strategy Report: Vodafone

Summary

Vodafone is considerably amongst the largest telecom operators in the world. However, within European region, it is considered as the largest telecom operator. The biggest competitors of Vodafone are T-Mobiles, O2, Orange and AT&T. The company has expanded in more than 19 countries across the globe. The financial position of the organization is also considerably established.

In this paper, a detailed marketing strategy report upon Vodafone is presented, where it strategies are evaluated on the basis of its SWOT and PESTLE analysis. Furthermore, analysis of the extended marketing mix is also done in the perspective of Vodafone. The company in catering to quite wide range of audience, with numerous packages that set up with the communication requirement of each individual. It caters to all age groups from college going to an elder businessman.

The promotion of Vodafone is also quite well-known, the Voodoo campaign, as it was selected as the best campaign for 2012. The brand is operating significantly well, but some international developments are threatening its supremacy in different regions. The massive spread of China Mobiles is considerably the biggest danger to the organization. Despite of it, it has developed itself with the passage of time, and this is merely the reason behind its success in the European and global region.

Introduction

This paper is formulated as a marketing strategy report for a chosen organization, operating in the mobile phone industry of United Kingdom. For the chosen company, the report will elucidate upon the marketing strategy, situation/competition and business analysis. An in-depth analysis of strength and weaknesses and PESTLE's breakdown is also incorporated in the study. The business, which I have chosen, to pursue this assignment, is certainly a telecom company, named as “Vodafone Plc”.

Description of the Business

Founded in 1991, the company is considered as the world's second largest mobile telecommunication company by 2011, in terms of the number of subscribers and the annual revenue cost. Situated in London, the company has more than 86,000 employees working transversally across the globe. In 2012, the company generates total revenue of £46.4 billion, and net income remains around £7 billion. The company is also enlisted amongst the top 5 largest companies operating in United Kingdom (Vodafone Group. Plc. 2012).

Situational analysis

Vodafone is a high performing corporation with an important marketplace position. The company either the first or second mobile operators, when calculated by income based market share, in 15 out of 19 countries the company operates in. The company has out-performed its opponents by growing market share in nearly all of company's key marketplaces over the last year (Rowley, J. 2008, pp. 529). Vodafone's business is extremely income generative and in the last five years or so, the company has returned over 33 percent of its market capitalization to stakeholders in the form of bonus and share buybacks, while still spending approximately £7 billion a year in its system and ...