This report identifies the market situation and Vodafone’s position in it, the offerings it provides, the market changes taking place, the perceived implications of the changes along some suggestive recommendations for the company to adjust with future prospects of the market and meet the changing demand. In terms of sustenance and capturing the market share, it is recommended to become a peoples company, be the best one to be working for, improve its basics such as negligible or no call failure in customer service, offering the best services at affordable rates, and being associated with government’s initiatives for rural development and other charitable functions.
The marketing strategy must have customer retention, avoiding negative feedback from customers, and enhancing the image of the brand in the eyes of existent and non-existing customers which is the smartest way to slowly capture rival market share. Integrity, loyalty, and trustworthiness practiced with all customers, including practices which make the environment a factor for all decisions are tremendous benefactors for the company as it will help in holding the brand in high esteem (Cant, 2006).
The marketing plan must be such that it is rare, non-substitutable, inimitable, and valuable. These elements of marketing will provide a hidden but gradual flow of rival customers to opt for Vodafone services. The marketing must be inclusive of social, environmental, and economic concerns, which will also send a message in general to society. This opportunistic way of marketing is conducive of producing a good image, and this will have more followers who will probably support and believe more when the brand is genuinely being targeted by scrupulous marketing of rivals. A wrong move by a rival is always a good and awaited incident by Vodafone, though it must not wait for it, but always avoid getting into a conflict which is made public. Thus avoiding from getting into conflicts, staying with the customers, being innovative on a consistent basis, and striving genuinely for new customers in an ethical manner will bring good to the company than anything.