Entrepreneruship - Study Case Vodafone
ENTREPRENEURSHIP AND BUSINESS DEVELOPMENT VODAFONE
Introduction The mobile communications industry is an important sector with European total revenues growing approximately 10 per cent per year and reaching 174 billion in 2010, comparable in size to aerospace and larger than pharmaceuticals (GSMA, 2011). Markets all over Europe are mature, and the operators engage in intense competition for customers. Heavy investments are made in marketing in order to gain new customers, whereas few efforts are made to retain the customers and build profitable long-term relationships (Ferguson and Brohaugh, 2008). Orange, Cosmote, Vodafone, Telemobil and RCS&RDS are the key players within mobile communications industry. All are implementing marketing strategies based on emotions. They are building customer databases to manage relationships with their corporate brand / company, but not all of them reach the same level of attitude towards their brand, reputation, tribalism or satisfaction with the brand. On the basis of the findings of this research, implications for marketing practice and directions for further research are discussed.
Company history Vodafone Group PLC is the world’s leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the US through the company’s subsidiary undertakings, joint ventures, associated undertakings and investments. Company Structure The company is split into four main sectors: • Business solutions — helping business get the best products and advice that they possibly can. It has a variety of services that is made available to SMEs and large corporations. • Personal solutions — helping consumers get the best products and advice that they possibly can. • Business ideas — a strand designed to offer businesses tailor made solutions to help businesses become more efficient. • Mobile solutions — a sector devised to help customers become more mobile and help predict the cost of
Introduction The mobile communications industry is an important sector with European total revenues growing approximately 10 per cent per year and reaching 174 billion in 2010, comparable in size to aerospace and larger than pharmaceuticals (GSMA, 2011). Markets all over Europe are mature, and the operators engage in intense competition for customers. Heavy investments are made in marketing in order to gain new customers, whereas few efforts are made to retain the customers and build profitable long-term relationships (Ferguson and Brohaugh, 2008). Orange, Cosmote, Vodafone, Telemobil and RCS&RDS are the key players within mobile communications industry. All are implementing marketing strategies based on emotions. They are building customer databases to manage relationships with their corporate brand / company, but not all of them reach the same level of attitude towards their brand, reputation, tribalism or satisfaction with the brand. On the basis of the findings of this research, implications for marketing practice and directions for further research are discussed.
Company history Vodafone Group PLC is the world’s leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the US through the company’s subsidiary undertakings, joint ventures, associated undertakings and investments. Company Structure The company is split into four main sectors: • Business solutions — helping business get the best products and advice that they possibly can. It has a variety of services that is made available to SMEs and large corporations. • Personal solutions — helping consumers get the best products and advice that they possibly can. • Business ideas — a strand designed to offer businesses tailor made solutions to help businesses become more efficient. • Mobile solutions — a sector devised to help customers become more mobile and help predict the cost of
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