Vodafone
Name: CHUNKY ADNANI Reg. Number: 091585574 Course: B.A. ACCOUNTANCY & FINANCE Topic: Evaluation of Vodafone Essar's Marketing Strategy
Contents
1) 2) 3) 4) 5) 6) 7) 8) Executive Summary Introduction Indian Telecom Market PEST Analysis SWOT Analysis STP Analysis Marketing Mix Evaluation of Vodafone Essar's strategy: i. Ansoff Matrix ii. Pricing Strategy iii. BCG matrix iv. Product Life Cycle 9) Vodafone's Current Position 10) Prospects/Issues for future growth 11) Conclusion 12) Appendices 13) List of References
Executive Summary
Marketing a product or a service significantly these days is as prudent as its development. This coursework is aimed to evaluate Vodafone Essar's marketing strategy in context of its effect and reach amongst consumers. In the following pages I try to showcase the marketing environment, the marketing mix, the STP analysis of Vodafone India and also forecast the challenges it faces over the next decade. This is followed by my conclusion on its marketing strategy.
Introduction
Vodafone Essar or Vodafone India is a subsidiary of the Vodafone Group PLC. Formed in 1995 and known by the names of MAX Touch, Orange and Hutch; it was taken over by Vodafone in 2007. The company now has the third largest market share behind Airtel and Reliance Communications. Its ownership is comprised of 67% investment of Vodafone and 33% of Essar group. The company now has 113.77 million customers across the country [1]. Vodafone is world's leading mobile communication company with operations across five continents in 31 countries. Essar has its business well spread in industries such as Steel, Constructions, Power, Shipping and Logistics, Energy and now also Communications. [2]
Indian Telecom Market
The Indian Telecom is a highly populated industry with as many as 16 players as on 31 July 2010. Indian handset mobile market is set to grow and pass 206 million marks in 2014. Privatization of the industry in 1980s helped attract foreign investors to
Contents
1) 2) 3) 4) 5) 6) 7) 8) Executive Summary Introduction Indian Telecom Market PEST Analysis SWOT Analysis STP Analysis Marketing Mix Evaluation of Vodafone Essar's strategy: i. Ansoff Matrix ii. Pricing Strategy iii. BCG matrix iv. Product Life Cycle 9) Vodafone's Current Position 10) Prospects/Issues for future growth 11) Conclusion 12) Appendices 13) List of References
Executive Summary
Marketing a product or a service significantly these days is as prudent as its development. This coursework is aimed to evaluate Vodafone Essar's marketing strategy in context of its effect and reach amongst consumers. In the following pages I try to showcase the marketing environment, the marketing mix, the STP analysis of Vodafone India and also forecast the challenges it faces over the next decade. This is followed by my conclusion on its marketing strategy.
Introduction
Vodafone Essar or Vodafone India is a subsidiary of the Vodafone Group PLC. Formed in 1995 and known by the names of MAX Touch, Orange and Hutch; it was taken over by Vodafone in 2007. The company now has the third largest market share behind Airtel and Reliance Communications. Its ownership is comprised of 67% investment of Vodafone and 33% of Essar group. The company now has 113.77 million customers across the country [1]. Vodafone is world's leading mobile communication company with operations across five continents in 31 countries. Essar has its business well spread in industries such as Steel, Constructions, Power, Shipping and Logistics, Energy and now also Communications. [2]
Indian Telecom Market
The Indian Telecom is a highly populated industry with as many as 16 players as on 31 July 2010. Indian handset mobile market is set to grow and pass 206 million marks in 2014. Privatization of the industry in 1980s helped attract foreign investors to
References: [1] http://en.wikipedia.org/wiki/Vodafone_Essar (19/11/2010) [2] http://www.vodafone.in/existingusers/pages/aboutus.aspx (17/11/2010) [3]- : http://en.wikipedia.org/wiki/Communications_in_India (17/11/2010) [4]- : http://en.wikipedia.org/wiki/Communications_in_India (17/11/2010) [5] and [6] - : http://voicendata.ciol.com/content/service_provider/207031301.asp (2/11/2010) [7]- : http://en.wikipedia.org/wiki/Vodafone_Essar (19/11/2010) [8]-:http://economictimes.indiatimes.com/news/news-by-company/earnings/earnings- news/Vodafone-Group-posts-its-strongest-growth-revenue-jumps-264/articleshow/6207723.cms (9/11/2010) [9]-: http://telecomtalk.info/vodafone-launches-data-packages-for-international- roaming/28346/ (12/11/2010) Note*: All the information relating to the products and services offered by Vodafone and its future plans have been taken from http://vodafone.com/ and http://vodafone.in/