Vodafone Business Marketing Analysis Marketing Essay

Vodafone Business Marketing Analysis Marketing EssayVodafone is a well-known mobile network operator headquartered in Newbury, England. It is recognized as the largest tele communications network order all over the world on the basis of its turnover. Currently, the familiarity has equity interests in twenty-five countries and Partner Networks in an dissimilar forty-one countries (Vodafone 2011). It is the second largest mobile telecom group passim globe after China Mobile. The firms success is due to its strategic capabilities and their link with important remote and immanent factors.Nowadays for surviving in an intense competition, it is essential that firms must be innovative still it is as well as essential to severalize what makes a firm innovative. As well, it is as well as vital to identify that what are the resources that make a substantial contribution in a firms innovation capabilities. In love to business these innovation capabilities are as well known as a fi rms strategic capabilities. The success of a firms strategic capabilities depends on its ability to link it with its essential and external factors that influence the setting of its business objectives and policies.In the light of resource based theory, the strategic capabilities of Vodafone can be assessed by identifying its current resources and capabilities as a successful player in telecommunication network industry (Ordanini Rubera 2008). Subsequently, the effects of its key resources on its strategic capabilities need to be identified in comparison to its link with external and internal factors. Throughout keep company long history and success its resources are classified in two categories that areTangible resources The company tangible resources can be classified into four categories that are financial, physical, organisational structure and proficient resources.Intangible resources Intangible resources can be classified into people-dependent and people-independent reso urces (Bakar Ahmad 2010).All these resources are not having same importance to company system as financial, structure, technological are passing important whereas physical resources is having ordinary importance to it. On the another(prenominal) hand, people dependent and people-independent resources like human and innovation resources and reputation and organisational culture all are having in high spirits importance to Vodafone strategy.In regard to these resources, the company is importantly able in ontogeny several strategic capabilities that can be analyzed with the protagonist of its value chain activities that are primary activities and reserve activities (Bakar Ahmad 2010). Activities or organisational functions direct its employees towards the culture of capabilities so it is essential to identify capabilities in regard to companys primary and support activities.One of the substantial strategic capabilities developed by Vodafone in regard to its operations is prov iding telecommunication run at low woo with guaranteed quality. In regard to technological development, the company have become able to form technological opportunity and developing and applying technologies (Donaldson OToole 2007). For treatment human resource management, it has developed its capabilities in concern of recruiting and training competent personnel for technological innovation and incite compensating all employees for more(prenominal) than and more technological innovation (Dodourova 2003).In regard to its infrastructure related activities, it has developed capabilities like recognizing and promoting the aspect of innovation, financing and planning for technological innovation, integrating all functional departments, evaluating technological innovation, legal support to it, and attaining essential government support to finance and protect its technological innovation (Dodourova 2003).The discussion of company strategic capabilities and resources depict that a lmost all its strategic capabilities are grounded on technological innovation that are highly supported by its innovation-friendly tangible and impalpable resources. Due to this extreme association between resources and capabilities, the company have become able to handle its external and internal environment that can be mum with subsequent tools like PEST and SWOT analysisPEST analysisPolitical factorsSeveral political factors related to regulations, infrastructure, and health issues regard Vodafone business objectives and policies but with its strategic capability of recognizing, financing, planning, integrating, assessing, and legal and government support it become able to effectively deal with these external issues and develop effective business strategy as per the industry trends and environment (Donaldson OToole 2007).Economic factorsEconomic factors like high comprise of licences, the bidding war for 3G and constant cost wars between providers also critically affect com pany and its business plans but with its strategic capabilities of technological innovation Vodafone has become able to serve its customers with more surprising and advanced services (Dodourova 2003). Its technological development operations related capabilities are importantly assisting it in resolving economical issues from its external environment.Social-cultural factorsSocio-cultural factors like health issues, demographics and social trends also affects company operations that it critically handled with the help of technological innovation in regard to its human resources and technology development (Lynch 2006). Technologies offered by Vodafone are assured and approved that assist it in handling health related issues and its employees are highly dedicated and committed for technological innovation that assist in handling changing demographics and social trends.Technological factors engineering science related issues that affect company operations and business plans are excessiv e technological change in mobile phone industry, the introduction of 3G and several other advanced aspects (Dodourova 2003). All these external environment related issues are handled by Vodafone with its technological innovation capability that has been developed by exploiting technological opportunity and developing and applying technologies.SWOT analysisAnother contribution of Vodafone strategic capabilities is in concern to the management of its internal environment that is highly essential to link it up with external environment. With the help of its strategic capabilities, the company has become able to maximize its strength and endureing opportunities like planetary experience, establish itself across several countries, exploring new technologies related to telecommunication and mobile, and increase its size of the food commercialize and as well as its market share (Bakar Ahmad 2010).As well, due to its technological innovation capability it has also become able to establ ish itself at a good global platform, standardized customer relationship management and attaining high operations permissiveness (Dodourova 2003).In addition to this, the company has also become able to minimize its weaknesses and threats to external environment like high chapiter expenditure, huge RD and infrastructural costs, legal issues, selection of captivate technologies, political and social regulations, and increasing competitors (McLoughlin Aaker 2010). It has all become possible due to its strategic capabilities developed passim its different primary and support activities and continuous support from its tangible and intangible resources.All the above identified strategic capabilities assist firm in handling its external as well as internal factors that in turn assist it in the development of appropriate business objective and plans for present and future success of the company.Critical Appraisal of Vodafones Business capital punishment since 2008Vodafone is one of t he worlds largest mobile communications companies on the basis of revenue. From, its inception it is operating with a vision to become communication leader in a significantly connected world (Capon 2008). In its initial year, it confronted substantial difficulties throughout its business performance but in last some years it has attained wide success due to its several distinct strategic initiatives (Sandbach 2009).Since 2008, the company is doing quite well but still it confronted several failures related to intense competition, emergence of advances communication technologies, and continuous changes in customer preferences (Lynch 2006). For handling failures related to competition the company adopted three generic strategies for emulous advantage. For handling excessive competition and market pressure, the company made mathematical function of cost leadership strategy and differentiation in spite of focus strategy.In regard to its problem of competition, the company cost leader ship strategy was highly helpful. One critical success attained by the company in this finish was to become a firm with actually international customer base (Sandbach 2009).It become possible for Vodafone due to its appropriate strategies like differentiation and cost leadership strategy. In present also, this strategy is highly helpful for the company in dealing with the issues that may arise with number portability. Number portability means customers can switch to anyone who provides a reliable and cheapest service (Vodafone one-year Report 2010 2011). By competing on its cost leadership, Vodafone can direct itself towards higher unit makes that in turn result help it in attaining competitive advantage through decreasing costs.Another imperative success that company has attained in last 3 years is a good global platform which integrates its existing future network systems and heightens its ability to launch products with a concentration on both market speed and the ability to deliver it throughout all group network (Lynch 2006).It is done with a strategic initiative of differentiation. The differentiation along with marketing strategy and effective marketing mix helped Vodafone in serving its customers with added value through their wide range product features and quality that is significantly different from its competitors (Curwen Whalley 2010).The company strategic initiatives and their success and failures can also be unsounded effectively with the help of BCG matrix that depicts the companys market share and growth rateRelative Market Share(Cash Generation)High LowStarsMultimedia electronic messagingQuestion Marks3GVodafone LiveCash CowSMSDogsAnalogue servicesHighMarket growth rate(Cash Usage)LowVodafone BCG MatrixThe BCG matrix depicts Vodafones portfolio that in turn demonstrates its products stand. Boston matrix represents the companys portfolio according to where the products and services stand in regard to market share and growth (Johnson 20 08). This matrix shows that the company is operating by attaining a balance. Although, it has also confronted troubles in some last years in regard to 3G and Vodafone live that can also be depicted as a problem child or question marks.For effective future success in regard to the existing problems, the company should decrease its investments into its analogue services and in its office staff it should make use of money from cash cow SMS to reconstitute the problem child and maintain the star multimedia messaging in the high market share/high market growth area (Lynch 2006).In addition to these strategy models, the company performance since 2008 can also be understood with the help of different tools of financial analysis. By analysing subsequent financial ratios in terms of liquidity profitability, efficiency and return to investors it will become easy to identify that how well company managed its performanceLiquidity RatiosCurrent Ratio The current ratio for Vodafone decreased fro m 5.40 to 5.00 in 2009 and 4.99 in 2010. It depicts that in terms of liquidity this plosive consonant was not as good as throughout these years the company capability to pay its liabilities has decreased (Vodafone annual Report 2010 2011).Quick Ratio Vodafones expeditious ration fall from 5.38 in 2008 to 4.98 in 2009. This in turn also decreased slightly with 4.97 in 2010. This decrease shows that since 2008, the company ability to pay current liabilities without depending on the sale of inventory has also not attained any improvement (Luetjen Maatwk 2011).Profitability RatiosGross Profit Margin Vodafones gross profit margin over the three years has fallen slightly from 38.30% in 2008 to 37.00% in 2006 to a further 33.80%. It is the result of uninterrupted rise in the cost of sales. Although company margins are falling but its ratios are much better than its competitors that demonstrate that industry is at its matured stage and regularly the company is making use of new marketin g strategies to bring down its cost.Operating Profit Margin The company operating profit margin has fallen from 28.32% in 2008 to 14.28% in 2009 that in turn again rose to 21.32% in 2010. This was due to company approach towards market trends and existing competitors moves (Luetjen Maatwk 2011).Net Profit Margin The company net profit margin has fallen initially from 19.4% in 2008 to 7.51% in 2009 and afterwards it improved to 19.38% in 2010 that was due to companys use of appropriate generic strategies and marketing strategy (Vodafone Annual Report 2010 2011).Return on Equity The return to equity was also fallen from 8.83% in 2008 to 3.63% in 2009 but again with appropriate strategies it was increased to 9.49% in 2010.Efficiency RatiosStock Turnover The company stock turnover has increased continuously in the three years from 85.08 in 2008 to 99.56 in 2009 and 102.71 in 2010. This shows that throughout this three years period the company has effectively converted its stocks into r evenue and as well it also made an effective use of its working capital that is critical for attaining success in present intense competitive environment (Luetjen Maatwk 2011).Debtor Turnover The debtor turnover of the company has fallen slightly from 5.42 in 2008 to 5.35 in 2009 and 5.06 in 2010. It depicts that Vodafone is having high efficiency in regard to credit management.Asset Turnover The asset turnover of the company is almost similar in three years as it was 0.28 in 2008, 0.27 in 2009 and again 0.28 in 2010. This ratio of company depicts its performance in generating sales from the assets at its dis jell.Investment RatiosThe society earning per share has confronted both the increase and decrease from 2008 as in 2008 it was 12.56. In 2009 it reached at 5.84 and in 2010 it reached at 16.44. In addition to this, its price earning ration also confronted increase and decline. In 2008, it was 2.52 that increased to 3.14 in 2009 and again decreased to 1.35 in 2010 (Vodafone Ann ual Report 2010 2011). The companys use of appropriate strategies in comparison to its competitors assisted it in attaining this position.With the analysis of different financial ratios of the company, it can be said that the company performance since 2008 was a mix of success and failures. In this period the company did not confronted any severe failure in spite of just some minor business and competition related troubles (Wilson Gilligan 2005). Also, the company efforts made throughout this period were highly effective as due to this only it become able to make an effective use of its working capital.Development of a Potential coming(prenominal) Strategy for VodafoneWith detailed discussion of company strategic capabilities and performance since 2008, it becomes apparent that company is doing very well but several times it is also profligate with intense competition and several other factors like increasing costs, emergence of advance communication technologies and changing pre ferences of customers (Dibb Simkin 2010). Till now, the company made use of cost leadership and competitive strategy that significantly helped it in attaining its specific business goals and objectives but it also need to be updated continuously.In regard to grow its position in international and global markets it is vital that the company operate with a potential future strategy that can be developed effectively with the help of Porters Diamond that in regard to Vodafone is as followsPorters five forcesSubsequent five forces make a direct effect on Vodafones strategic competitiveness that in turn will assist in determining a potential future strategy for the companyCompetitive rivalryIn telecommunication market in which Vodafone operates competition is quite high and basically it comes from its competitors O2, Orange, T-Mobile and Virgin. In this market rivalry is high and there is no brand loyalty that exhibits that there exist little differentiation in spite of price (Dibb Simk in 2004). For handling this rivalry and growing in international markets the company should expand its operations in more and more developing nations.Buying powerIn the market Vodafone is operating buying power is quite high and it could be understood with the measures of number of customers that disjuncture throughout a year. This also depicts that rivalry in industry is high. Customers have several choices and new packages in regard to new tariffs and new phones (Hitt, Ireland Hoskisson 2009). For surviving in this kind of market it is vital to have continuous upgrade and expansion in developing countries for maintaining company position at global level.Power of suppliersIn addition to high buyer power, the telecommunication market also operates with strong suppliers power. In this regard, as Vodafone is a cost leader, it operates with margins higher than their competitors. This assist it to attract price increases from its suppliers more comfortably than its competitors (Dibb S imkin 2010). Being an extensive, leading competitors of the mobile telephone industry, Vodafone is able to hold its supplier cost down and attain profit but this view would not remain in long-term if company is not able to main its position in global and international markets. For this it is vital to enter different developing countries.Threat of substitutesThe company threat of product substitutes is low and it is due to its focussed cost leadership strategy. This strategy makes it difficult for others to produce similar products and services at a lower rate with same economies of scale (Fransman 2002).Threat of entryAlthough the threat of new entrants in industry is low but this piazza need to be maintained by Vodafone by reducing its cost below of its competitors. This could be done by maintaining eminent level of efficiency and extending its place and position in different international and global markets (Kmlolu, HNasr Nasr 2010).With the help of this porters diamond analysi s, it becomes discernible that the most potential future strategy that can be adopted by Vodafone is expanding or concentrating more on developing countries. This analysis assists in identifying the suitability of selected potential future strategy. With this analysis it becomes evident that in present, Vodafone is able to maintain its position and attain significant competitive advantage with the help of focussed cost leadership strategy but the concomitant will not remain same in future.In future competition will get more intense and in that environment a firm that have strong international level presence will be able to operate. So, it is quite helpful for Vodafone to operate with a strategy of concentrating more on developing countries (Kmlolu, HNasr Nasr 2010). This strategy will also assist the company in increasing its profitability and cost-benefit that is related to the acceptability of a strategic option. Until or unless a strategic option s not acceptable it is not ben eficial to use it. With this future strategy, the company will become able to reduce its costs and increase its benefits and shareholder value (Hitt, Ireland Hoskisson 2009).In addition to the suitability and acceptability of this future strategy, adoption of this strategy is also feasible. As in present also company is operating in several global locations so it is not so difficult for it to concentrate more on developing nations (Dibb Simkin 2004). It serves its customers with low prices that would also be beneficial for it to expand in developing nations. In this way, it can be concluded that concentrating more on developing markets is a quite effective potential future strategy for Vodafone and for its assured future success.