The ‘ZooZoo’ word became greatly popular and it was the third largest searching character on Google in the year May, 2009 (Global Mobile Association, 2010). Innovation Tracker. The Smartphone acquired almost 15% of mobile industry in the year 2009 compared to 8% in the year 2006 and it is expected to increase more in future [1] (Vodafone Limited, 2010). (2009) stated that strategic marketing helps the firms in establishing long term competitive advantage by proper allocation of resources for their firms. In Middle East and Africa, Vodafone had entered into telecommunication market by Vodafone Egypt in the year 1998. The most essential role of marketing is that it helps the firm in evaluating the requirements of the consumers and the variables that should be incorporated in improvement of the products and services (Ballantyne and Varey, 2009). Online marketing means have become one of the most extensively used tools for developing the marketing strategies. Operating Environment and Strategy. The above study has reflected the process of strategic marketing and its importance in the business scenario for developing a competitive position and a long term competitive advantage. Vodafone had been chosen because it is one of the leading telecommunication service providers in the world and it has shown tremendous growth in recent years. Duncan, T. and Moriarty, S. (2007) A communication-based marketing model for managing relationships. Vodafone uses aggressive growth strategy through acquisition, collaboration and merger. 2012). Though Vodafone had succeeded in many rising markets but their revenue had fallen in certain countries. From the above analysis it has been seen that their total communication benefit had increased their revenues in the emerging markets. People move money by using traditional system. Vodafone had taken the opportunity of increasing trend of using internet and thus this strategy proves successful in international market. Vodafone had undertaken many measures to decrease the cost.
In 2010, the total Smartphone penetration of Europe was 10% and in the ‘first quarter of 2011’ it has increased to 16%. Vodafone put much effort on brand awareness in India by advertising. The innovative ‘Zoo Zoo’ characters had caught people’s attention and curiosity towards the brand and thus Vodafone achieved remarkable brand image. Their maintenance cost was saved by 10% and consolidation services cost was saved by 25% (Siemens IT Solutions and Services GmbH, 2011). In certain particular countries, Vodafone had implemented unique offers to dominate in the market segment. The SWOT examination helps a business to recognize the strengths, weaknesses, opportunities and threats. CXX will focus on customer convenience as well as service quality. This agreement is beneficial for Vodafone in the sense that it can save the cost by channelizing purchases in all countries by a single supplier (Vodafone Limited, 2007). 2012). Grönroos, C. (2007) From marketing mix to relationship marketing: Towards a paradigm shift in marketing. It now serves more than 38 million subscribers, offering the most advanced technology for its customers, the best working environment for its employees and the strongest corporate responsibility initiatives for the community. This case study has prepared in the form of six chapters. Apart from the analytical tools stated before, marketing strategy can also be analyzed by comparing the market position of the firm from its competitors’ and consumers’ perspectives. These factors have a say in the decision making process of the corporation. The strategy of Vodafone had made it as one of the biggest players in Europe with 35 million data users. The resource based view of internal analysis focuses on collecting information and investigates the changes in the daily activities of the firm and their contribution in developing a long term competitive advantage. After 2004, the telecommunication market became mature and the profit was in peak position. Thus, Vodafone had taken this opportunity and introduced the unique money transfer facilities in the three countries of Middle East and Africa. Vodafone wants to solidify their market position by the means of acquisition and alliance with other companies. With the help of good international marketing strategy, Vodafone had enlarged its customer base from 2.7 billion in the year 2006 to 4.7 billion in 2010.
Their main strategy in international market is to develop the total communication benefit to customers. The strategic marketing process bonds the customers and other stakeholders of Vodafone by highlighting the benefits of the products and services presented by the company. To cope up with these changes, Vodafone had initiated brand awareness strategies, cost reduction strategies, innovative strategies and acquisition strategies.
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