A RESEARCH STUDY About Vodafone Company Marketing Essay

Vodafone is one of the leading mobile marketing communications company with 27 countries and assistance agreements with an increase of than 35 countries, like the Safaricom in Kenya. The business provided opportunities for more than 71, 000 employees across the world and 2008 acquired more than 289 million customers. Over 19 million people use Vodafone services with the purpose of Vodafone UK is "to be the world's number 1 innovator of mobile marketing communications" and an integral element of this is to ensure that customers values and approve of the business. It can this by taking a responsible method of just how it conducts its activities. This increase its situation as well as for the development of credit customers. Vodafone business strategy and Corporate Responsibility (CR) strategy are interlinked. The company confidence that praise long-term companies from conducting business a ecological way.

Vodafone business procedure is two-fold:

To supply extension product-new features, size and services in saturated marketplaces. They are areas like the UK, USA and European countries have complex users who you want and wait for new functionality of cell phones. developing new ways of delivery of products and services really helps to preserve existing customers and attract new, for example, 3 G technology is enhancing the capacity and quality tone and data transport. Very high quickness Internet allow intensive services such as phoning, music downloads, mobile Television set video and electronic messaging.

to get opportunities in emerging markets. These include some of the world

more remote areas, including elements of Africa, where many people do not yet get access to a cellular phone. The least developed infrastructures in these industries makes traditional landline telecommunications. Vodafone is focused on providing these markets with technology for the development of communication that will help both economically and socially. Now there tend to be than four billion mobile phones worldwide and 64% of most users who live in a developing country.

A brief background of Vodafone

The originality of Vodafone was Racal Electronics plc. Vodafone was bent 1984 as a subsidiary of Racal consumer electronics. Ahead of 1984 was known as Racal Telecom Limited. Unlike Racal Telecom Limited was rewarded as the first mobile license in the United Kingdom in 1984 the Racal Telecom Limited became the first cellphone called midnight on 1 St Jan 1985. Vodafone has increased swiftly since the first telephone call in 1988. Vodafone can achieve 0. 5 million customers in five years. To many customers, the company launched the roaming service in 1994. The business has decided to call roaming between Vodafone and Telecom Finland. Because of this intercontinental long extends relationship with permission and in Germany, South Africa, Fiji, Australia and Greece. Retrospectively Vodafone also presented two new services such as digital faxes and texts. Over time Vodafone broadening its capacity in the Netherlands, Uganda, Hong Kong, Germany, France. Customers of Vodafone reached 3 million since 1997.

Vodafone marketing strategy

A long-term eyesight and strategy may be accomplished by careful development. Vodafone clarify the vision and the Quest of the online marketing strategy of the next clarification of the four ps.


There will vary production Vodafone with gigantic potential that provides customers with the possibility to play games, send and receive images to get different melodies, to get information about travel and view videos and have a video subject matter.


-Vodafone performs more than 300 stores in the United Kingdom

-Vodafone also sells its product through indie retailers.

Clients can see and manipulate the merchandise they plan to buy.


-Vodafone looking for services accessible to as many people as possible.

-To offer multiple prices structures to match different customer teams.

-Price plans can be found monthly, and prepay option.

-Vodafone UK points reward customers for each 1 spent on calls.


-Advertising on television, in periodicals and other advertising outlets reaches large followers and spreads very effectively the brand image and subject matter. This is also known as above the series marketing.

Below the line

-Each stores have special offers, promotions and print sale posters to draw in them within safe-keeping for the market.

-The company advances better relations with the general public, in order to clarify new products and ideas.

-Vodafone stores, products and staff all work of the brand image.

SWOT Analysis


-Network phone calls and data coverage for nearly 95% of the population.

-Use Vodafone people are able to the message, the web and also share videos, pictures and music via mobile phone.

-To provide a wide range of collection and airtime plans to fit all sorts of customer and use the hands.

-Vodafone demonstrates one of the better communication network providers on the planet.

Vodafone is convinced in building long-term partnerships with its suppliers to be able to achieve this. My dedication to buy large quantities of for quite some time can negotiate Vodafone lower prices. This also reward suppliers because enjoy greater security of having guaranteed requests. Vodafone lunch new products and technology for growing countries to be able to provide cheaper network communication system for the people.

In developed economies, cell phones, are considered to be part of life and

Functions offering added value to land. Customers expect increasingly more complex products. Integrated system for mobile, Vodafone can be utilized for business, education or thorybwdesteres. The latest handsets so that folks can keep in touch with family and friends via e-mail, messaging and network sites like Face reserve, Twitter. Can research and develop their interests online or doing offers, listening to music or watch TV in any location.


A company uses its causes to take good thing about the opportunities arising. Vodafone is convinced that environmental targeted business conduct will lead to good performance even in market price sensitive.

Vodafone obtained the system M-PESA with producing countries like Keney. This technique includes

There are over 2, 200 operators M-PESA documented at petrol channels, supermarkets and other retail bases throughout Kenya and five million customers. The service has several advantages. For

M-PESA has helped smaller businesses such as taxi drivers, allowing them to receive money for fares, with no example to drive around with lots of money in their autos. It was especially useful throughout a recent discord in the country such as helped visitors to transfer money easily. M-PESA is also used to buy day-to-day items, and to pay the lease, send money to other people or buy tone phone. Even used to pay tuition, supplementary education is not ' free ' in Kenya. Using the provision of safe and secure copy of money,

Vodafone M-PESA system has

has helped smaller businesses become more economically secure

provide a secure method for employees to send money home with their families

solve the issues of take with you huge amounts of cash.

After these successes in Kenya, Vodafone has prolonged M-PESA in other growing marketplaces including Tanzania and Afghanistan.


Vodafone must acknowledge its weaknesses to be able to boost and manage them. This may play a key role in helping to set goals and develop new strategies. Vodafone weaknesses may include

-The size and size of global activities. This could be hard and quality control standards. Some countries in which a Vodafone network and don never to put into practice the legislation on working conditions. This can represent a fragile link.

-Vodafone one of the biggest weaknesses is the price.

-The need for low-cost products. This needs to be balanced against produces good-quality. Vodafone must identify itself and the merchandise of competition. Vodafone believes that there surely is no compromise between is able to offer products of good quality and low prices.

-Vodafone must keep good communication with customers and other interested gatherings on its activities. The range of activities makes this difficult task. Vodafone produces publications in print and online and has a sizable TV and radio promotions to allow companies to communicate with different target audiences.


If a company knows the potential exterior threats, can plan to compensate for them. Vodafone to utilize some force to defend against hazards on the market, creating new ideas, threats to Vodafone may harass by

-Market forces and most competitors entering the low prices on new product market segments and the network. Vodafone must support the unique qualities to compete with them.

-Economic factors-the downturn is slowing consumer spending and reduce the throw-away income.

Vodafone addresses these issues in many ways. Manage weaknesses and dangers to make a positive result. High prices of Vodafone new appeal between customers in low financial times. It is important to set up the retail sector is despondent prices at the cheapest possible level. Vodafone prices strategy focuses on consumers with rough financial resources. The products will also charm to people that have lower budgets through good quality and design. The company must be sure that always named with lower prices on the market in the future. Communication takes on an important role here.


Vodafone uses the features of the mobile phone to bring value to both growing and developed economies. The impact of mobile technology in developed market segments in recent years has been huge and centered on providing added value to customers through the new and better features and capabilities. By comparison, the impact of technology in rising market segments such as Kenya offered a real life-both for folks and small businesses. The cellular phone has helped financial growth in appearing economies. Using the development of cell phones, Vodafone has empowered major improvements to be able to aid the stream of money and information, which is essential for the financial development. Strengthening Kenyan telecommunications infrastructure and providing the system of M-PESA,

Vodafone has converted more people to access and copy of money. It has also helped social helping visitors to benefit from job opportunities definately not their home towns and villages.

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