Premium+

Place of Vodafone in the UK Mobile Telecommunications Sector - Case Study Example

Comments (0) Cite this document
Summary
This study "Place of Vodafone in the UK Mobile Telecommunications Sector" reveals that Vodafone is facing an uphill climb that demands the company aggressively attack a market where conditions have not been working in its favor as a result of recent developments…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.7% of users find it useful

Extract of sample "Place of Vodafone in the UK Mobile Telecommunications Sector"

Download file to see previous pages The joint venture of T-Mobile of Germany and Orange of France has turned the fortunes of these two companies in the UK market upward (Wray, 2009).  Prior to their union, they were the third and fourth-largest mobile operators in the UK market after O2 (28%), and Vodafone (23%), with a combined market share of 37% respectively (Wray, 2009). The union with T-Mobile was one that Vodafone courted as it represented the obvious corporate growth choice as a means to gain market dominance. The dynamic of their union has changed the market for Vodafone from the position of being able to see the top of the mountain, to one where it now looks up at the market leaders and is followed only by the much smaller players. With the T-Mobile, Orange union accomplished, there is only one major deal left on the table, which even if it could be arranged, the Competition Committee would be hard pressured to approve it as in that it would leave too few players at the top. Thus, Vodafone must look elsewhere for growth. As brought out in this report, there are opportunities open to the company to accomplish achieving gains through factors as uncovered in the marketing analysis tools used to dissect the market. The options open to Vodafone to gain on number three in the market (O2) are there, and owing to the position of T-Mobile and Orange, catching the market leaders anytime in the near future is a goal that does not have merit due to their commanding lead (Wray, 2009). Those strategies, along with the reasons for these approaches are a factor of the market analysis as brought forth herein whereby the fortunes of the company are not as bleak as they seem. The mobile telecom sector is one of the few industries that have recorded growth in the current economic climate in the UK (British Telecom, 2009). An assessment by the Office of Communications (Ofcom) made the following observation “Mobile phone services are an increasingly influential commodity … (that) … are practically indistinguishable from fixed Next Generation Networks in Functionality” (British Telecom, 2009, P. 4). Ofcom rated the performance of the mobile sector as vibrant in the face of the economic downturn (British Telecom, 2009). A published report generated by ENTER (2010) of Madrid, Spain stated that the annual growth for the mobile sector globally had slowed to 4.2% in 2008, with the financial crisis contributing to a pullback in consumer spending on their mobile phones as the main reason (ENTER, 2010). In Europe, the growth rate for the sector has slowed to 2.0% in 2008, down from 3.7% in 2007 as a result of the saturation of the market (ENTER, 2010). The preceding is significant in that in the face of the current downturn the mobile telecom sector recorded positive results. The preceding analysis by Ofcom points to continued growth in the market despite the effects of the economy. In conducting an analysis of the UK mobile telecom market, three distinct tools were utilized as a means to gather information on the state of the industry as well as its competitors. The PEST Analysis is an important means to understand the environment a company is operating in as an input area for planning corporate strategies and has factors that can aid in the marketing process (Hammond, 2002). The letters in the PEST Analysis stand for Political, Economic. Sociocultural and Technological factors that provide an understanding of the macro-environmental make up of a market (Hammond, 2002).
 
  ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Place of Vodafone in the UK Mobile Telecommunications Sector Case Study, n.d.)
Place of Vodafone in the UK Mobile Telecommunications Sector Case Study. Retrieved from https://studentshare.org/marketing/2020886-marketing-audit-of-vodafone
(Place of Vodafone in the UK Mobile Telecommunications Sector Case Study)
Place of Vodafone in the UK Mobile Telecommunications Sector Case Study. https://studentshare.org/marketing/2020886-marketing-audit-of-vodafone.
“Place of Vodafone in the UK Mobile Telecommunications Sector Case Study”, n.d. https://studentshare.org/marketing/2020886-marketing-audit-of-vodafone.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Place of Vodafone in the UK Mobile Telecommunications Sector

UK Mobile Phone Segment

...and Kretschmer, 2005, pp. 89-113). In a review of the UK mobile sector a study conducted by Ciao (2011) revealed the following:   Table 2 – UK Mobile Providers (Ciao, 2011) Mobile Provider Survey Comments* Vodafone Customer service was rated as very poor Orange Customer services need upgrading BT Cellnet Rated as good if one is not a heavy user One 2 One Customer Service is not rated as being good O2 Customer service rated as good 3 Not rated Virgin Mobile Great customer service T-Mobile Great customer service Genie Mobile Not rated Cellular Operations Not rated...
19 Pages(4750 words)Coursework

Telecommunications Industry-Marketing of Vodafone

...long distance services (Wallsten, 2001). Based on the theoretical perspective son privatization, it has been argued that the privatization of telecommunication sector will result in increasing the sector’s efficiency and overall performance. The empirical studies show the results varying in different countries. According to Encyclopaedia Britannica (2009), marketing audit is “a comprehensive, systematic, independent, and periodic analysis that a company uses to examine its strengths in relation to its current and potential market”. This includes both the external and internal environment analysis of a company. In this essay, the marketing activities in the...
10 Pages(3250 words)Essay

The UK public sector

...) This was followed by changing political ideals and approaches towards the public sectors in the following decades. In recent times however, it has been seen that there is significant unrest and discontent within the trade union regarding perspectives on the public sector in terms of pay and industrial relations. This paper will discuss the causes and extent of such discontent through the context of theories, events and various facts related to the civil services in general. The Public Sector: Historical Theory of 'Winter of Discontent' It is imperative to first define the public sector in UK. A country's public sector generally...
10 Pages(2500 words)Case Study

Mobile Telecommunications: International Operations at Vodafone

...VODAFONE: ANALYSIS OF INTERNATIONAL OPERATIONS Company Overview Vodafone is the largest mobile telecommunications network company in the world having equity networks in 25 countries and Partner Networks in additional 36 countries with an approximate 198.6 million customers worldwide as at December 31, 2006. The company has a total employee strength of 60,000, which grew at a rate of 4.6% for the year 2006. Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. In September 1991, it was fully de-merged from Racal Electronics Plc and became an independent company, at which time its name changed to Vodafone Group Plc...
10 Pages(2500 words)Case Study

UK Mobile Industry

...Orange is the key brand of France Telecom, one of the world's leading telecommunications operator with nearly 160 million users in five continents. The UK mobile industry has registered phenomenal growth over the past few years, making it one of the most dynamic and mature markets of Europe. As the market matures and reaches saturation with penetration rates hovering around 76%, mobile players face tremendous pressure for maintaining and expanding their customer base. Mature market conditions have manifested into plummeting of mobile telephony prices and consumers' network switching behaviour.Orange has been fairly successful in the telecom sector, claiming the largest market share of 28%.The brand image has been its advantage... and...
13 Pages(3250 words)Essay

Overview of Telecommunications Sector in Kuwait

...Overview of Telecommunications Sector in Kuwait Since its inception, the telecommunications sector in Kuwait has experienced over 100% mobile penetration though this is low compared to about 199% in some other countries. The sector has also experienced a lower rate of fixed-line penetration. The fixed and mobile broadband services in the sector have also been widely available, and the Telecommunications sector in Kuwait is currently recording one of the highest average revenue per subscriber in the Gulf region Market competition The entry of Viva in December 2008, stepped up competition in the Kuwait telecommunication sector. This has worked against Wataniya Telecom, for example, the company had to drop charges on incoming calls... . In...
2 Pages(500 words)Article

Mix strategy for Mobile Services Provider Vodafone

...Mix strategy for Mobile Services Provider Vodafone Comparative analysis 1. Introduction UK mobile phone sector has become highly competitive forcing the competitors to form strategic relationships with other entities with the purpose of attracting new customers. The mobile phone service providers are also diversifying their products and services in order to take advantage of the digital market. One of the key players is Vodafone, which has embraced innovative marketing strategies with the objective of increasing its market share. Another key mobile service provider is Orange, which still depends...
13 Pages(3250 words)Essay

Mobile Data and Telecommunications

...that enhance communication, transfer of information, socialization, and entertainment. Although teenagers and young adults are the most prominent users of mobile data and telecommunications, the impact of this industry cuts across all generations and all sectors. Notably, the mobile data and telecommunications industry is becoming more popular in the global market subject to its diverse applications. History The United States stands out as the most technologically advanced country in the world in terms of the number of mobile phone lines, number of smartphones, number of mobile phone users, number of radio and television...
5 Pages(1250 words)Research Paper

Vodafone as a Leader in Mobile Communications

...Verboven. (2001). “The Diffusion of Mobile Telecommunications Services in the European Union.” European Economic Review (45), (3). Harrison, Ann. (2002). “Productivity, Imperfect Competition and Trade Reform: Theory and Evidence.” Journal of International Economics (36), (1). Jones, Thomas. (1995). “Instrumental Stakeholder Theory: A Synthesis of Ethics and Economics.” The Academy of Management Review (20), (2). Matarazzo, James, Suzanne Connolly. (1999). Knowledge and Special Libraries. UK: Butterworth – Heinemann. SAS. (2010). Vodafone Information Systems: Service Level Management at a Glance. Retrieved from:...
11 Pages(2750 words)Dissertation

Spanish Telecommunications: Telefnica UK Limited

...Mobile service (Argyris, 1977, p342). In conclusion, the move of the Spanish telecommunication company to take over O2 which is based in UK is mainly an empire expansion strategy which is inhibited by main contestants and competitors in the region. The growth of the Spanish firm in the region is tensely under risk due to high rates of competition in the region. The European market region and segment is hugely dissimilar to other continents in that competition in the area is very instrumental in success of a telecommunication company. The company should therefore be ready for small profits margins, huge investments with low return. In comparison to other...
11 Pages(2750 words)Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Place of Vodafone in the UK Mobile Telecommunications Sector for FREE!

Contact Us