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Marketing Plan for Vodafone UK - Report Example

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This work called "Marketing Plan for Vodafone UK" describes the appropriate target market and marketing mix decisions for Vodafone in the U.K. based on a marketing audit of the company. From this work, it is clear about two geographic areas of the company, target market chosen by an organization.   …
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Marketing Plan for Vodafone UK
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Download file to see previous pages Marketing literature states that market segmentation strategies can be done on the basis of either concentration strategy or multi-segment strategy. Efficient marketing segmentation is crucial to reach the desired target market chosen by an organization. Targeting of customers can be done on the basis of geographic, demographic, or behavioral characteristics (Bartlett and Ghosal, 2000). 
SWOT analysis is one of the most powerful management tools and not only a mere instrument of marketing (Cuplan, 2002). The strength and weaknesses of Vodafone are within voluntary control of the company as they are internal factors, which can be controlled. Opportunities and threats, on the other hand, are factors that cannot be directly regulated by the company as they are external elements (Bolden, et al., 2003).
Research has revealed that one of the major strengths of the company is its brand name and presence across diverse geographies. The large scale of operation of the company has allowed reducing its operating expenses by strategically outsourcing less prioritized functions (Anwar, 2003). The organization has started providing broadband services to a number of countries and its vast financial resources and market knowledge add a competitive advantage to enter new markets.
As Vodafone is one of the biggest and most successful companies in the U.K., its major marketing strategy is to retain market share in the country. In order to achieve this objective, Vodafone tries to focus on revenue earned per customer, improve the quality of networks and satisfaction of customers. The mobile market in the U.K. has almost reached a stage of maturity and the level of market penetration of the services is very high (Masterson and Pickton, 2010). So this makes it difficult for Vodafone to retain market shares as well as to acquire new customers. One of the formidable problems of the company at present is the DSL wholesale market, particularly in the U.K. and Italy (Ofcom, 2013). The weaker economical conditions in Europe have particularly pressurized the profits of the company. ...Download file to see next pages Read More
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