VODAFONE

Vodafone Global Marketing Plan

Table of Content

Executive summary1

Introduction2

Situational analysis2

3 C's Analysis2

Company2

Competitors3

Customers3

SWOT Analysis4

Strengths4

Weaknesses4

Opportunities4

Threats4

Porter's Five Force Analysis5

Bargaining Power of Customers5

Bargaining Power of Suppliers5

Threat of Substitutes5

Threat of New Entrants5

Competition6

PESTLED Analysis6

Political6

Economic6

Socio-Economic6

Technological6

Legal7

Demographic7

Marketing objectives and goals7

Marketing strategies and programmes8

Entry Strategy8

Licensing8

Franchising8

Joint venture8

Merger and acquisition9

Ownership9

Vodafone Entry Strategy9

Marketing Mix9

Product9

Price10

Placement10

Physical Evidence10

Process10

People10

Budgeting Factors10

Implementation and control11

Conclusion11

Executive summary

This report is based on the global expansion plan of Vodafone. The report discusses the current position of the company in its native market (United Kingdom), as well as in the international market. It further highlights the competition faced by the company in terms of local competitors as well as international competitors.

Then the situation analysis of the company is discussed, where the company's current product line and its goals and objectives are discussed. A brief about the Pakistan market, for which the expansion plan is organized, is also being discussed. Than the companies who already existed for the company are mentioned and also the potential competitors considering the expansion into the Pakistan market.

The focus was then shifted to the SWOT and PESTLED analysis of the company. This analysis was based considering the company's existing position in the international market as well as the Pakistan telecom industry. This further stretched into studying Porter's five force model, and how it will apply in the Pakistan telecom industry.

After analyzing all aspects and assessing the market potential, marketing goals and objectives are identified along with the strategies involved in the entrance phase of the company. Then, the marketing mix (7 P's) are designed keeping in mind the cultural norms of the country where the company is expanding. Then, the factors are highlighted that will help the company to budget their spending. Finally, an implementation procedure and control strategy has been discussed in order to ensure the long-term objectives of the company are achieved.

Vodafone Global Marketing Plan

Introduction

This research paper discusses a thorough study about the formation of a business plan for a UK based company. The paper outlines introduction of company, its current operations, locally and internationally, and the entire marketing steps that must be followed to enter into the selected region. The marketing strategies focus on the environmental and company's internal analysis, which also includes the marketing mix of the company. For this purpose Vodafone, a telecom company, is selected, and the target region is Pakistani market.

Vodafone is a UK based telecommunication service provider company, which is the subsidiary of Vodafone Group Plc. The company was founded in 1982 with the name of Racal Vodafone, as a joint venture. The company was listed in 1991 as a public limited company. The name of the company was changed in the midst of the separation of Racal Telecom from its parent company; Racal Electronics and was renamed as Vodafone in 1991. The subsidiary is currently running in United Kingdom under the name of Vodafone UK.

Vodafone is the 2nd largest mobile telecommunication company in the world, just behind the Chinese based company, China Mobile. It is also the third largest mobile telecommunication company in United Kingdom, after EE and ...