The paper 'Vodafone Company Market in Australia " is a good example of a marketing case study. Vodafone Company operates in the telecommunication industry and provides mobile phone and data services to their customers. The telecommunication market in Australia is a board market with a wide range of customers’ requirements. The market is characterized by different market segments that have a distinct mobile phone and data services requirement. The distinct segments make the market segment a prerequisite for success in the telecommunication industry in the country. Vodafone Company cannot afford to overlook the market segmentation in the country and make any considerable success.
This section will analyze the telecommunication market segmentation in Australia, which the Vodafone should apply to enhance its operations in the country. Telecommunication market in Australia can be broadly classified into mobile service segment and data service segment. This segmentation is based on the types of services which Vodafone Company provides to its customers. The two segments have distinct characteristics from each other. Each of these segments can be segmented further depending on the various aspects such as income, lifestyle and geographical factors. Figure 1: Telecommunication industry in Australia 1.10 Mobile services Mobile phone services are the major market segment in the telecommunication market in Australia.
According to a recent survey, 83 percent of the total population in Australia have subscribed to one of the mobile service providers in the country. Australia has a large population of 23 million people, and 83 percent of the population translates to about 20 million (Appleton 2014). The market can be segmented into three geographical segments namely, urban, rural and semi-Urban. 1.11 Urban Segment Urban population in Australia accounts for a considerable percentage of the total population in the country.
Statistical records indicate that the largest numbers of mobile phone services users are urban dwellers. A large number of the people in the urban areas includes business people, skilled and unskilled labor, government employees and students. These groups of people are characterized by the large use of mobile services to communicate with fellow employees, connect with other business people and communicate with fellow students. In addition, their income is relatively high as evident from the high spending rate. The segment is flexible to change in the market prices and requires and is always looking for affordable but quality services (Australia 2012).
The population comprises the highest users of mobile services. Vodafone Company needs to consider the urban population as one of an essential market segment in the telecommunication industry in Australia. The marketing strategies should be tailored towards penetrating in the urban segment and meeting the unique needs of this segment. The company needs to provide services that balance between the costs and the quality. 1.12 Rural Area Although the rural area comprises the largest percentage of the total population in Australia, their use of mobile services is considerably low.
Rural lifestyle does not encourage the large use of mobile services. Most of the people use the services when communicating with different people who are not as often as the case in urban areas. In addition, most of the rural population are low-income earners and cannot afford to make frequent calls. In addition to these characteristics, rural customers have high customer loyalty that is not in urban and semi-urban areas.
Therefore, the market comprises of a significant market segment and a Vodafone cannot afford to ignore the segment. The company needs to consider how to penetrate best the rural segment and encourage and win the customers in this market segment (Australia 2012).
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