This project is summarising that every business organisation has to focuses to managing all marketing activities and functions so as to reach customers and recognise their needs and wants. Marketing managements aids in improving brand image and market position of the company. In addition, the report is based on Vodafone Malta, which is the second leading telecommunication industry; here the firm has captured approximately 20%. Marketing strategies of the company is focused on reducing costs and raising production level so as to achieve higher growth and success in external environment. Apart from this, in order to conduct a marketing audit managers can go towards SWOT, PESTLE and Porter's 5 forces model analysis. It would assistive in demonstrating all those aspects which can hinder firm's marketing position in an adverse manner in future. The assignment defines that effective implementation of marketing strategies require evaluation of marketing mix elements.
Marketing plays a crucial role in growth and success of every business organization. It helps companies to gain high competitive advantage in a certain time period. Marketing is a set of institutions and procedure to create, transfer and communicate offerings which have value for buyers, partners and society. Therefore, it is essential for business organizations to create an efficient marketing strategy so as to get strong understanding of own business as well as market in that they operate. Along with this, marketing also fosters healthy competition in marketplace; its efforts get the word out on pricing of products (Peter and Donnelly, 2011). It is an impulsive concept because due to changes in customers needs and wants, business organisations also have to modify their products and services. These variations also put an impact in distribution and production. Effective marketing also liable for vitality and advancement of an economy as if customers get know about new products and services they will consume them. This contribution makes the economic condition of the country more stable and strong. The present report is based upon Vodafone, it is one of the leading mobile operator of Malta and a subsidiary firm of UK's multinational telecommunications provider Vodafone. Apart from this, the report will be describe marketing position of the company in Malta. A marketing audit will be conducted as it would helps for potential growth and success of the firm. Furthermore, in order to implement marketing strategy it is necessary for Vodafone Ltd., to defined various marketing mix actions so as to gain high competitive edge.
Marketing management – It is the process of planning and implementing the pricing, conception, promotion and conception of goods and services. It also involves creation and exchange different ideas which aims is to target groups and then satisfying their needs and wants in the best possible manner. Marketing management works a brand board of management; it is related with direction of meaningful activities through which firms can easily achieve their goals and objectives (Wilson and Gilligan, 2012). Every business organisation has three common marketing goals that it must achieve, such as: -
Background statement of the company
In this competitive environment, there are various telecommunication companies are established. In which, Vodafone Malta is become largest mobile operator company over the nation in terms of number of customers. Basically, the corporate association provides full range of voice services and data and SMS facilities over 2G, 3G, 4G and 4G+ networks. Its headquarters is in Luqa and the main products of the company are – mobile phones and ancillary products. There are over 350 employees are currently working in Vodafone Ltd. and presently trades as a telecell limited in Malta. Here, the first mobile call was made by the company in 1990 whereas very first GSM call was made in 1997.
Apart from this, the main objective of the company to differentiate itself from competitors by supplying a leading network, global reach, level, leveraging the benefits at large and international brand (Leonidou and Leonidou, 2011). Vodafone has its own stores in 26 nations and partner networks in other 50 countries. At global level, the market capitalisation of the company is approximately is £52.5 billion. The refereed telecom industry adopts licenses and spectrum in order to use radio frequencies so as to effectively deliver mobile services to customers. The IT department of Vodafone suppliers customers' relationship capabilities, data centres, online resources, billing services. It provides distinct communication and networking services, including mobile, cloud, video content, and hosting, and Internet; the firm provides such facilities by its network of approximately 300,000 base station sites.
The vision statement of the company, is to become market leader in telecommunication industry over the globe. In order to accomplish its vision Vodafone focuses on delivering many advance services to its customers so as to attain and retain for long term period.
On the other hand, Vodafone Ltd., is managed by two geographical areas – EMPA (Eastern Europe, Middle east, Africa and Asia, Pacific and Affiliates). In Europe, Vodafone's mobile subsidiaries located in Spain, Germany, UK whereas its joint venture is in Italy. Other subsidiaries are Albania, Ireland, Greece, Malta, Netherlands etc.
Malta is one of the primary source of company's growth, it generates 65% revenue for the whole economy. For market expansion, Vodafone is trying to enter into new emerging markets by highly contributing in market portfolio. Malta's government is also emphasised on Investments in telecom sectors has been maintained by several legal authorities. In late 2017 the company announced plans to invest €100 million over five years, partly in LTE and fibre infrastructure as also in upgrading capacity on submarine cables.
Vodafone Malta emphasis on mobile and enterprise market, its new feature will add broadband and cable TV facilities to the armoury. This move is a biggest challenge for current market incumbents; the company currently holds highest market share in Malta; it puts stronger in long term. when converged services are come into existence in UK, it would seem that the Maltese are far ahead of them. As per the Malta Communications Authority, in the fourth quarter of 2016, 78.7% of fixed broadband connections and 68.4% of postpaid fixed lines were sold in a bundle which was greatly beneficial for the country as it helps in improving economic condition of the country.
Corporate strategy of Vodafone for selling propositions: -
Current financial position of Vodafone Malta shows the transaction of worth €208 million in respect of approvals from competition authorities. Present share holding position of Malta present 51% ownership in respect of newly merged company and Vodafone Europe contains the remaining share of 49%. this was the deal done in second half of 2017.
Additionally, Vodafone reports according to the International financial reporting standards (IFRS). Financial performance has been as follows: -
Year ended 31st march
Profit before tax £m
Profit for the year £m
Basic eps (pence)
Proportionate customers (m)
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Marketing audit of Vodafone Malta: -
In this over dynamic environment, it is essential for business associations to conduct a marketing audit so as to analyse current marketing situation and recent trends. It helps company to recognise needs and wants of customers and helps in accomplishment of high competitive edge. A marketing audit is a systematic, periodic and comprehensive evaluation of firm's marketing. It is created in order to measure marketing activities in context of marketing conditions; and it is used in future planning (Grönroos, 2011). Along with this, marketing audit captures internal and external circumstances that are being faced by the organisation and throughout a review a can be done of marketing strategies, processes, goals and systems. Therefore, marketing audit is a useful tools which use for getting touch with brand and products and can also re-focus on trading efforts. Vodafone uses this feature so as to align its goals and objectives with working activities.
While conducting a marketing audit, business organisations have to follow these stages which are stages as under: -
Overview of the company – There is already mentioned above that Vodafone Ltd., is one of the fastest growing telecommunication industry over the world. In Malta, it has been captured almost 40% market share and the overall economic contribution is 65%. Although, the main objective of Vodafone is to provide effective networking and communication facilities to customers.
Marketing goals and objectives – The mission statement of Vodafone Malta is to be communication leader by providing good network facilities to customers. Apart from this, the vision statement of the company is to lead industry in responding to public concerns like mobile phones and health by demonstrating leading edge practices and encouraging others to follow (Ling-Yee, 2011).
Target market segmentation -
Age > 13 to 65
Income > small, middle and higher level
Urban, semi-urban and rural areas.
Vodafone's targeting strategy
Value added services and discounts – to target home makers and professionals.
B2C market – recharge plans starting from $10 and going up to $1000. Data plans are also available from lowest to higher rates.
B2C market – Recently launched plans for SMEs and large scale organisations which can be tailored as per the market needs.
Competitors analysis – More then 15 players in market
T-Mobile, Go, Orange itself capture 75% market share.
The list of major competitors of Vodafone Malta is stated as under: -
Outline a communication plan – At last, a communication plan has to be formulate which signifies how company will execute the marketing audit plan in business environment. In this relation, Vodafone Malta acquire different strategies and techniques that aids firm to measure the internal and external environmental factors which can affect firm's marketing position in future.
There are different techniques of marketing audit, such as-
With the assistance of such tools, business organisations can easily attain their goals and objectives in a certain time period. The brief description of these stated as under: -
SWOT analysis of Vodafone Malta: -
· Globally re-owned brand name
· Great geographically exposure
· Gained economies of scale due to its size
· highly innovative company
· integration of subsidiaries under Vodafone umbrella
· High level of network infrastructure
· Leading mobile company in Malta
· Mainly concentrated in Europe and Asian countries
· Weak in fixed area network
· Lack of rural network wireless access
· Raising the 4G coverage
Tao into emerging markets
Reduce costs through efficiency – offer better prices
Invest in R&D and innovate new products
Expand towards non-mobile services
· Market situation in Malta, UK etc.
· Uncertainty of regulatory climate
· Enhancing competition
· Increasing usage of Teleconferences, Skype, iMessage, Whatsup.
PESTLE analysis of Vodafone in Malta
PESTLE analysis is used for scanning external environment affecting Vodafone in Malta. These are out of control for company and must be consider are threats and opportunities. The same are explained below:
Porter's 5 forces model: -
Another technique of marketing audit is Porter's 5 forces model which is mostly used by firms for industry analysis. It derives five aspects which are stated as under: -
(Source: MARKETING THEORIES - EXPLAINING PORTERS FIVE FORCES, 2018)
Marketing mix of Vodafone: -
In order to gain high competitive advantage and fulfil the bridge between present marketing strategies and external environment of the company, it is essential for business entities to conduct a marketing mix. Its focuses on putting right product at right place so as to reach target customers in an effective manner. Below describe the marketing mix of Vodafone: -
(Source: Designing an effective marketing mix, 2018)
Therefore, Vodafone Malta improve its marketing mix actions like product, price, place, promotion, people, process, physical evidence and process so as to obtain high competitive edge. It helps firm to compete all external factors in an effective manner and attaining all goals and objectives.
As per this discussion, it is analysed that business organisations have to manage their marketing activities and functions; it results enhancement of number of customers towards organisation in a minimum time period. Basically, marketing management emphasis on physical and psychological aspects of marketing. Marketing managers of the company are liable for hindering timing, level and composition of buyers' demands. Along with this, a marketing audit can be done through internal and external environmental analysis, in order to determine the factors that will put a huge impact on market position of Vodafone. Marketing mix of the company entails seven elements, like product, price, place, promotion, process, physical evidence and people. It is essential for managers to cope all these elements so as to implement any business strategy and accomplishment of vision and mission statement.
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