Marketing Plan

BSB51207

Marketing

Diploma

Establish and Adjust the Marketing Mix

Assignment 1

Tasks

Task 1 (10 marks)

Describe the organisation and the industry in which the company is operating. Specify the ANZSIC code of the industry.

Company history

The Vodafone Group is the global leader in the telecommunications industry, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company's subsidiary undertakings, joint ventures, associated undertakings and investments.

In 1992, Vodafone Group Plc won the third mobile license in Australia, establishing Vodafone Australia. Vodafone Australia began actively marketing its digital mobile service in 1993. They captured the market primarily

In June 2009, Vodafone Australia and 3 mobile merged businesses through a 50:50 joint venture between Vodafone Group and Hutchison 3G Australia, operating under Vodafone Hutchison Australia (VHA).

Organization Mission Statement

Task 2 (20 marks)

Conduct a situation analysis (internal analysis and external analysis) and identify the strengths, weaknesses, opportunities and threats (SWOT) of the organisation.

You are required to describe the internal environmental factors and external environmental factors that may impact on the organisation before arriving at a SWOT analysis

Secondary Research sources

Marketing intelligence threats
Marketing intelligence means getting information about what is going on in the market at the moment – the macro-environment, your customers and competitors.

What are three common sources of marketing intelligence?
Suggested responses
The macro-environment, your customers and competitors.

Government data
You might first have thought of data held by government bodies and departments such as Australian Bureau of Statistics or Productivity

Commission. Data can include detailed information on industries, markets, trends, financial factors, employment, export... [continues]

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