Vodafone international marketing strategy Case Study

Vodafone international marketing strategy - Case Study Example The fourth chapter will describe the research process i.e. how the research will be conducted and fundamental description about findings. The fifth chapter will describe the analysis of data gathered by literature review and secondary method. This chapter will show if the research findings match with the literature review or not. In the final chapter the ultimate conclusion will be drawn and discussed based on the research problem. The case study is based on the research objective i.e. to understand the international marketing strategies of Vodafone and its impact. Literature Review Vodafone is a telecommunication company which operates their business worldwide. It is a UK based company which serves around 359 million people internationally and operates in over 30 countries in the world [2] (Vodafone Limited, 2010). International Marketing Strategy The principal approach to development of international marketing strategy can be done by three steps. First is the recognition of differe nt marketing segments within the industry, second is clarifying the target customer segment and third is the improvement of products and services according to the needs and requirements of the particular segment. In order to be competitive in the international environment, Michael Porter had proposed three strategies which are cost leadership, focus and differentiation. Vodafone had implemented Porter’s generic strategies in the international business environment to remain competitive. Vodafone had focused on decreasing the cost of their services. In certain particular countries, Vodafone had implemented unique offers to dominate in the market segment. The Porter’s Generic Strategies of Vodafone Strategic...Their cost program helps to balance the cost inflation and facilitate them to increase the revenue [3] (Vodafone Limited, 2010). Vodafone had implemented ‘Siemens top’ plan to employ cost optimisation and reduce the cost of various operations. This plan had successfully reduced cost by 10% per year. Through this plan, Vodafone had involved 500 procedures and freed over 4000 servers and 1000 Tera Byte storage space. Their maintenance cost was saved by 10% and consolidation services cost was saved by 25% (Siemens IT Solutions and Services GmbH, 2011). In the year 2007, Vodafone had selected Sony Ericsson to supply and allocate the spare equipments for their network service in European countries such as Portugal, Spain and Germany. According to the deal with Sony Ericsson, the supply of spare parts included 2G, 3G and transmissions tools in Europe. This is a part of cost reduction strategy of Vodafone which could enable the company to minimise the average cost of management procedure of supply and develop the service level. Through this agreement, Vodafone can harmonise the spare component supply, provide better cost transparency for the provision of services and eliminate the extra investment for spare component inventory. 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).