Vodafone Case Study Essay

2711 Words Apr 25th, 2007 11 Pages
Situation Summary

The Vodafone case study has given us a good overall view of the company and shown the companies good and bad points, whilst showing the mobile phone business as a whole and explaining the ups and downs of the industry.

The SWOT analysis included in the appendix helps us see the situation of Vodafone and describes the strengths, weaknesses, opportunities and threats. This is an aid when looking at the internal and external aspects of the company. Although Vodafone are the biggest mobile network in the world, they also have their problems. As a global organisation Vodafone have learnt how to acquire customers, building up a customer base in the UK of 13 million. But, they have become far too focused on acquiring
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Offering one generic product for all segments means the needs to some users are not wholly satisfied and it is also wasted on resources. Segmentation can be based on a number of variables and can be highly beneficial to a company as part of their marketing strategy.

Vodafone segment their market based on a number of key variables (mainly demographic and behavioural). Firstly, Vodafone segment their market by age. There are a variety of different age ranges which Vodafone cater for, e.g. 16 – 24, 25 - 35 etc. It is important that Vodafone segment their market by age for a number of reasons. To begin with the mobile phone usage rates of different age groups differ. Over 35's are less likely to keep their mobile phone on and are also less likely to send text messages than younger age groups. Furthermore, individuals in the younger age groups are more likely to change their mobile phones to keep up to date with the latest technology e.g. picture messaging and video calling. Young people are more likely to

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