Vodafone

Topics: Vodafone, Mobile phone, Vodafone Essar Pages: 20 (5992 words) Published: April 18, 2015


FUTURE INDUSTRY LEADER

MARKETING STRATEGY

Project submitted by:

Manish Kamal – X014/15
V. Naidu – X0__/15
Soumya Choudhary – X0__/15
Shankar B Mishra – X0__/15

TABLE OF CONTENT

S. No.

Topic

Page

1

Executive Summary
3

2

Introduction
4

3

Analysis of Buyer behaviour
6

4

Analysis of Current situation
7

Analysis Framework

5


PESTEL Analysis
9


SWOT Analysis
10


Ansoff Matrix Analysis
11

6

STP Strategy
12

7

Vodafone Corporate Objectives (Proposed)
13

8

Impact on Key stakeholders
14

9

Marketing Strategy
15

10

Marketing Action Plans
16

11

Future Product Positioning Strategy
18

12

Projected Profit and Loss Statement
19

13

Contingency Plans
19

EXECUTIVE SUMMARY

After years of focus on voice-telephony, Vodafone should now focus on new areas like Value Added Services (VAS) and data based services for growth in future. Attractive offers in this segment would also help improve the Average Revenue per User (ARPU), a critical profitability parameter for cellular companies.

Vodafone India revenue has grown by 10.6% in FY13 compared to FY12. Its Operating Margin stands at ~ 30%. However, upside in terms of margin improvement with the current focus on voice telephony looks difficult. Thus, the focus needs to change from voice based services to non-voice services where there is significant scope for improvement in terms of revenue growth.

With the sale of 2G and 3G licenses last year and introduction of Mobile Number Portability, these has been a significant change in the competition canvas in the country with all the cellular service companies vying at each other’s share. In such times, it is important to be clear in terms of your target segments based on STP and on how would you differentiate your products vis-à-vis competition based on the 4Ps or 5Ps analysis.

This report seeks to provide insights into what efforts or specific action Vodafone should take to catapult itself to the number 1 position in the Indian Telecom Industry where it faces stiff challenge from the market leader Bharti Airtel and the others.

The current market share position in the Wireless Telephony segment is as follows:

INTRODUCTION

Vodafone Group

Vodafone Group PLC is a British multinational mobile network operator and Britain’s third largest company which is also the world’s largest mobile telecommunication network company in terms of revenue £44.47 billion and market value of £80.2 billion (August 2010) at UK FTSE and leading the global market with 7% market share. It started in the year 1984 and the name Vodafone is acronym for Voice Data phone. Vodafone has its presence in all the continents (direct operation in 31 countries and partner network in more than 44 countries) and by the end of June 2010, it has a customer base of 347 million proportionate mobile customers across the world.

Vodafone India Limited (VIL)

Vodafone India Limited (VIL) is a member of the Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Max acquired the cellular license for Mumbai. The company has operations across the country serving over 150 million customers. Vodafone India has firmly established a strong position within the Vodafone Group too, becoming the largest subscriber base globally. This journey is a strong testimony of Vodafone’s success in a highly competitive...
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