Marketing Planning for Vodafone Group Plc Case Study

Marketing Planning for Vodafone Group Plc - Case Study Example Vodafone has diversified dynamic state of art customer relationship center. To launch and promote any business activities within a shape of organisation, a marketing plan is needed to integrate with ecommerce. Without marketing plan it is difficult to penetrate in the market. This paper has taken Vodafone as a significant and it needs a detailed marketing plan for the expansion of its business activities. According to Kotler, P, and Armstrong, G. (1999), segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mix and the process of evaluating each marketing segments attractive and selecting one or more segments to enter. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Marketing mix are product, price, place, promotion. Depending on these elements the entire marketing plan is established. Marketing audit is a study to analysis the external and internal factors. According to Taylor .S (2007) CRM stands for customer relationship management and helps the management and customer service staffs cope with customer concerns and issues. B2B refers to business to business with fully ecommerce supported.2 Part-1: Market Audit Many variables can affect Vodafone's current strategy or future strategy. These have direct and indirect impact. These are: External forces (Organisation has no control over these factors) Internal forces (Organisation has direct control over these factors) PEST analysis is the investigation of the external macro-environment that has an effect on all firms. P.E.S.T. is a contraction stand for the Political, Economic, Social, and Technological factors of that external macro-environment. It is a useful strategic tool to considerate business position, market growth or turn down, potential and course of operations. A lot of macro-environmental factors are area explicit and a PEST analysis may need to be carrying out for all countries of concern. Political: The external factors can be analysed with PEST analysis. PEST means Political, Economical, Social and technological environment. Political factors have a direct impact over the business. 3Any political condition changes the business environment, increase or decreases the risk. Suppose if Government wants to hike up the oil price for political turmoil, it has adverse impact on the business. Recently UK has signed up the in the single European currency. This must have direct impact on