The paper 'Vodafone Company Marketing Strategies" is a perfect example of a marketing case study. Marketing is an important strategy that aides a company to succeed in its future plains. Marketing plan brings into consideration ways in which a company can improve its market share (Gó mez-Mejí a et el 2001). The marketing plan will enable a company to reach new audiences, raise awareness of its brand and sell the company’ s products or services (Drucker, 1990). Therefore, a marketing plan will help a company to lay down structure that will help a company to succeed.
An example of a company that sees the importance of a marketing plan is Vodafone Company. Vodacom Company has a 50% stake in Hutchison Australia (VHA) and the other 50% is owned by the company (i. e. a 50: 50 joint venture). As of September 30, 2009, Vodacom, Australia has more than 6.3 million customers in Australia. Marketing Objectives Over the years, the company’ s strategies in Australia have been focusing on the customers and lead the product. Over the years, Vodacom, Australia has repeatedly developed new services through the use of the latest technology (Bingemann, 2012).
Vodacom, Australia strategic plan is to lead in product and services, but the overall marketing objective for the company is to: 1.) to maintain existing customers; 2.) to bring modern and latest technologies and mobile services (e. g. mobile internet); increase diffusion of new data service (i. e. Vodafone live! ); 3.) Try to get hold of more customers, and 4.) Improving and developing new services in the Australia market (Naman, 2009). Vodacom, Australia has been able to achieve these objectives through updating its range of services and phones offered to their customers and this has enabled them to keep ahead of their competitors (Bingemann, 2012).
Also, Vodacom’ s distinctive 'How are you? and live! ' advertising has helped the company to improve its brand image saliency to all mobile users in Australia. Vodacom, Australia has continued to identify opportunities for its expansion of the company’ s footprint, as well as increase their engagement with its partners across the globe (Bingemann, 2012). The company has appointed a number of managers who are responsible for ensuring that the needs of the company’ s customers are prioritized within the company (Bingemann, 2012).
Vodacom, Australia has an expansion plan that will help the company to grow its core business of mobile communication and also diversify its services and products. The expansion strategy will help the company to deliver to its customer strong and sustained growth over the next 20 years (Naman, 2009). Target Market(s) and Positioning Market segmentation is a concept found in economics and marketing (Solomon et al, 2012). Market segmentation may be gender, price, gender or interest-related. Organizations may develop their own market segments and usually is involved in the creation of product differentiation strategies, which enable the company to exploit these segments (Haley, 2000).
Market segmentation often gives a company a commercial advantage. Market segmentation aims at the identification of potential customers and groups of customers with similar needs and wants (Haley, 2000). The company is able to respond to these needs and in return improve the revenue of the company. Market segmentation can also result in the marketing effectiveness of the company (Stacey, 2011).
Naman, Shah (2009). Thesis on “Critically analyze the customer preference and satisfaction
measurement in India Telecom Industry” submitted at IIPM, Ahmadabad. Vodafone.
Official Website: www.vodafone.in Retrieved from 4th August, 2011.
Bingemann, M. (2012). Telstra leads the pack for mobile quality. Australian, The (Australia)
(1 – All-round Country ed.), 023.
Stacey, O. (2011). Network sharing business models and the structuring issues and choices
facing operators. Journal Of Telecommunications Management, 3(4), 306-312.
Solomon, M.R. Marshall, G.W. & Stuart, E.W. (2012). Marketing: Real People Real Choices
(7th edn), Pearson Education Inc., Upper Saddle River, New Jersey, USA.
Kotler, Philip et.al (2005). Principles of Marketing. Harlow: Financial Times Prentice Hall.
Dransfield, Robert. (2004). Business for Foundation Degrees and Higher Awards. London:
Gómez-Mejía, Luis R. & David B. Balkin, and Robert L. Cardy. (2001). "Planning and
Implementing Strategic HR Policies". In: Managing Human Resources. 3rd ed. Prentice
Hall, Upper Saddle River, New Jersey: pp. 20-29.
Goodstein, Leonard, Timothy Nolan and J. William Pfeiffer (1993). Applied Strategic Planning:
How to Develop a Plan that Really Works. McGraw-Hill: San Francisco, p. 8.
Haley, George T. (2000). "A Strategic Perspective on Overseas Chinese Networks" Decision-
Making". In: Strategic Management in the Asia Pacific. Usha C.V. Haley, ed.
Butterworth Heinemann, Oxford: pp. 411-422.
Harmer, Wm. & Peck, Terrance. (2004). Business Plans Handbook: a Compilation
of Actual Business Plans Developed by Small Businesses Throughout North America.
Gale Research, Inc.