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Vodafones' Marketing Mix Essay

3179 words - 13 pages

In this essay, I am going to analyse the theory of marketing and how this fits with Vodafone, one of the biggest mobile telecommunication network company in Stock Exchange value enterprises. Specifically, I am going to consider whether Vodafone applies the theory of marketing, especially the pricing, products, promotion, place and the customer behaviour. Vodafone's headquarter is in the United Kingdom and has expanded in Europe, USA and Far East. The number of employees is above 64.000 and the customers exceed 130 million.To begin with, pricing is one of the most important elements of marketing mix. It depends on the policy of the price that every company is required to follow in order to set its own marketing. In addition, in 2006 Vodafone used a strategy to decrease the expenses and incomes in Europe (Vodafone 2009). In 2009, Vodafone cuts costs from Spain because the profits were too low due to recession. Also, cuts cost from Turkey by sacked the management team, frozen salaries, axed 500 jobs and cuts roaming charges in duration of summer (Nick Clark 2009). However, this is not the best way to seduce customer. By frozen salaries and minimizes the number of jobs, it could save money but it cannot stop roaming services especially in Turkey, which is a very popular country for summer destination. Nevertheless, this seems to be a disadvantage for Vodafone because another company will offer that service to the public. Additionally, this is a very easy way for other competitors to win space in Turkey market. Another way of keeping its customers is by trying cutting from operation costs. However, the costs cutting is not only planned for Europe and emerging markets but and in the UK market too (Nick Clark 2009). Moreover, for the UK market, Vodafone is preparing to double its cost-cutting drive to £2bn as it battles against the economic slump and fierce competition and looks to hit the acquisition trail in 2012.During the last years, the company penetrates dynamically in emerging markets. In February 2007, Vodafone has expanded in India and it holds the number one growth market. It paid £11.1 billion in cash to control 67% stake in 'Hutchion Essar', which is India's biggest mobile phone company. Consequently, Vodafone did not stop there. It also corporate with the second-biggest wireless operator called 'Reliance Communications'(Nandini Lakshman & Brian Bremner 2007). Ever since, Vodafone has not the monopoly in India market. India's Reliance Communications slashing tariffs and AT&T saying it will allow Skype on to its mobile network (Bryce Elder & Neil Hume 2009).Furthermore, Vodafone has a very powerful statement. This is a third generation services. Internet broadband and i-phone are two of them. Therefore, Vodafone made an agreement with Apple, manufacturing company, to sell i-phone in ten of its markets around the globe. According to a statement released by Vodafone, its customers in Australia, Czech Republic, Egypt,...

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