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千里之行,始于足下让知识带有温度。第第2页/共2页精品文档推荐企业管理学经典案例分析ELE402EnterpriseManagement
Thereportofnewareawithanalysis
YiboDong063149
BinHao063147
KeLiu063197
JingyiWang063108
JieWang063170
content
1.Introduction
2.Externalanalysis
2.1TheMacroenvironment
2.1.1Political
2.1.2SocialandCultura
2.1.3Demographic
2.1.4Technological
2.1.5EconomicForces
2.2TheMicroenvironment
2.2.1Suppliers
2.2.2Competiters
2.2.3FinancialInstitutions
2.2.4Customers
2.2.5OtherStakeholders
2.2.6Geographicalanalysisofshareholders
2.2.7Intermediaries
3.StrategicAnalysis
3.1PESPELAnalysis
3.1.1Political
3.1.2Economic
3.1.3Social
3.1.4Technological
3.1.5Environmental
3.1.6Legal
3.2SWOTAnalysis
3.2.1Weakness
3.2.2Opportunities
3.2.3Treats
4.MarketingPlans6
5.Conclusion
6.Referenc
Introduction
Ourcompany:
VodafoneGroupPlcistheworld'sleadingmobiletelecommunicationscompany,withasignificantpresenceinEurope,theMiddleEast,Africa,AsiaPacificandtheUnitedStatesthroughtheCompany'ssubsidiaryundertakings,jointventures,associatedundertakingsandinvestments.○1
Ournewservicearea:
It’sawirelesswayofcommunicationinlocalareaby3Gtechnology,whichismoreconvenience,highersecureandlessexpensiveforsometeamsororganizes.
“VodafoneM-lan”makesiteasytoachievethecommunicationamongmulti-phonesormulticomputer.Thissystemisalsoeasytoworkandinstallinacompanyorafamily.
“VodafoneM-lan”cantakethemostoftheadvantageofVodafone’scustomersandtheproducts.Itcaninstallonthe
Vodafone’sphoneandprovidethecustomers’aseriesofservices.
For3Ghasit’sfantasticspeedofcommunication,“VodafoneM-lan”canletthecustomershavechancetoexperiencethehighspeedontheir2Gproductsathand.
Externalanalysis
TheMacroenvironment
Political
Theissuesof3Glicensebasicallyadoptpublicsaleandjudge.Butmostcountriesadoptedthewayofpublicsaletoissue.Becausethecompetitionistoovehement,thepriceoflicensebecomesanexorbitantone.
Thegraphofcircumstanceofthe3GlicenseinEnglandNo.OperatorIssuetimeIssueaway
Price(USD)
1Hutchison3GUKLimited
April
2000Publicsale6,900,000,000
2VodafoneLimtedApril
2000
Publicsale9,400,000,0003O2April
2000
Publicsale6,350,000,0004T-MobileApril
2000
Publicsale6,300,000,0005Orange3GLimitedApril
2000Publicsale6,440,000,000Accordingtothegraph,weknowthattheexpendof3G
licenseistooexpensive,andthisalsomakethecostofservice
increasing.
SocialandCultural
Vodafoneisthebiggestoperatorcompanyintheworld,its
businessspreadsallover39nationsintheworldandregion.Vodafoneprovidea3Gservicecalled‘VodafoneLive’,thisbusinessincludesMMSandmovesInternet,javagame,E-mail,chat,bellring,SMSandwordssoundetc.TheVodafoneaccordingtothespecialfeaturesofthedifferentnationandregiondevelopsnativespecialfeaturesservices,forexampleatEuropeetc.Somecountrieslikesportsverymuch,soitexclusivelydevelopedanathleticsvideoservice,thecustomerofthisservicecanknowsportnewsassoonaspossibleanddownloadafascinatinggameisthehighlightofit.Asdifferentnationshavetheirspecificallycultural,differentservicesareaccordingtothespecialfeaturesofthedifferentnationswillbedevelopedwell.
Demographic
Thepeopleofdifferentposthavedifferentbusinessneeds,andthepeopleofdifferentagealsohavedifferentbusinessneeds.Sothecompanyshouldprovideservicesaccordingtoallthedifferentpeople.Forinstant,thehighlevelcustomerwhocanbringofincomeisobviouslydifferencewiththecommoncustomers.Giveanexample,anewserviceona
systemlikeP2Pcanmakemusicinfinitelydownloading’isaccordingtopeoplewhofancytomusic.ThemajorclientofVodafoneistheclientofthehighlevel,whodeservesthegoodchoiceoftheservice‘Vodafonemobileoffice’.IfVodafonemakeaserviceaboutvoicecommunicationforthoseclients,thatservicewillbemorepopular.
Technological
Atpresent,the3Gscontinuouslyheatsintheworldsince2022,the3Gcompaniesoftheworldkeepsonincreasingthenetwork,forthatreason,theamountof3G’sclientsissteadytoincrease.Butnow3Gtechniqueisonlydevelopingrapidlyinamusementarea,notinbusinessarea.VodafoneisabiggestoperatorofEurope,alsothebiggest2Gtomoveanoperator.Obviouslythereisaproblem,thatis,howcanoriginallypossessedofthe2G’senterprisesremovetothe3Gnetworksuccessfully.Thedifferentof2Gand3G’snetworkisclear,howtochangeofthissolutionisatrouble.Vodafoneisdealwiththosetroublesbymakinguseofthe3Gdatacorrespondenceofthenetworkdevelopmentandbymakeuseofa2Gnetworktoopenexhibitionspeechbusiness.This
action,ontheotherhand,isaexperimenttomakeuseoflarge-scaleexpanda3Gbusinessofbeginningofdatacardbusinessandstrengthenthecustomer'sexperiencetothe3Gservice’using.AtpresentVodafone’s3Gservicesmainlyincludestwomajortypes,oneisthemobiledatacardbusinessontheGPRSnet.Thecustomersareabletoinsertthedatacardinthenotebookanywheretoconnectstoahigh-speedInternetatanytime.Theanotheristhe3Gservice
‘Vodafonelive’.
EconomicForces
ThedisposableincomeofEnglandisincreasing.10yearago,theincomeofaveragefamilyinEnglandwasabout
34,796pounds.Sincenow,theincomeofaveragefamilyhasalreadybeen53,835pound,soaredabout55%.Britishpeoplepaydifferenttypeoftax,nationalinsurance,houseloanorrent,waterelectricitygasphonebill.Exceptofthat,thedisposableincomeofaverageis34.5%offamilyincome,lowerto32.6%.ThisinfluencesthesalesamountofVodafoneinsomeextent,sosomeservicesprovidedwillregenerateinsomepart.
TheMicroenvironment
Suppliers
Vodafoneisthebiggestglobalserviceandmobileoperationcompany.Theglobaluserhassurpassed160000000.Theamountofequipmentpurchasesurpasses5billionpoundseveryyear.Operationsmobilenetworkspreadover27countries,suchastheUS,England,Germany,Franceetc.Vodafoneistheleaderofglobal3Garea.
Competitors
InEuropeO2,Orange,T-Mobile,VirginMobileetc.
InAsia-PacificChinaUnicom
IntheAmericasCingular,Sprint,T-Mobileetc.
Financialinstitutions
Vodafonehavethestablefinancialinstitutions.Itcanapplyforthebankloanforsomecorporatebusinessinsomesituations.
OnFebruary16,2022VodafoneGroupPLCreachedthe
creditserviceagreementwith5banks,totalamountoftheloanis3.5billionUSdollars,mainlyusesinthecommoncompanyandthepossiblepurchasetransaction.Accordingtothenewspublic,thisloanfixednumberofyearsis18months,expireddisposablerepays.Becausetheloansarenotpurelyusesintopurchasethetransaction,theydonotcontainthepurchasepremium.○2
Customers
Weallknowthatcustomersmeaneverythingtobusiness.Assumethenumberofcustomersisstable,andeachcompanyhasdifferentsharesofmarket.Howshouldwedotogetmorecustomers?Sofar,eachcompanyhassimilartechnologyinmobilephonenetwork,notonlytheleveloftechnology,butalsotheserviceincommunication.Thekeytosuccessistoholdthecurrentcustomersandattractmorecustomers.So,Vodafonemakesadistinctiononcommunicationwithcustomer.‘Howareyou?’asimplewords,moreover,itgivescustomeraregards.Toenhancethis,Vodafonemakesaplanontheglobalmarketcampaign.‘Now’asVodafonenewbrandslogan,willprovidemore3Gserviceforcustomer.Assome
businessexpertssaid,customerswantthesameneeds,wishmoreproducts.So,thisisasmartcampaignforattractingnewcustomersandholdcurrentcustomerseffectively.Perhaps,thiswillmakesomecustomersswitchfromothercompaniestoVodafone.
Otherstakeholders
Thestakeholderisafoundationofthecompany.Itisthecompany'sessentialfactor.Withoutthestakeholder,itisimpossibletomakeacompany.Itissaidfromthegeneralsignificancethat,theshareholderrefersthepersonwhohasthecompany’sstockorthecompany’sinvestment.
ThefollowinggraphshowsthestakeholderstructuresaboutVodafone
NumberofordinarysharesheldNumberof
accounts
%oftotalissued
shares
562,466
100.001-1,000449,0170.22
1,001-5,00083,3260.31
5,001-50,00025,9630.57
NumberofordinarysharesheldNumberof
accounts
%oftotalissued
shares
50,001-100,0001,1940.14
100,001-500,0001,1420.45
Morethan500,0001,82498.31
Geographicalanalysisofshareholders
At31March2022,approximately56.02%oftheCompany'sshareswereheldintheUK,30.60%inNorthAmerica,12.38%inEurope(excludingtheUK)and1.00%intheRestoftheWorld.
Intermediaries
Vodafoneissettobethelargestmobileoperatorintheworld.Themobileoperatordoesn’tneedtheintermediariesbecausetheycanprovideserviceonlybythemselves.
StrategicAnalysis
PESTELAnalysis
Political:
Vodafoneengageswithregulatorsandgovernmentsonanumberofissuesrelevanttoourindustry,aswellasissuesofbroadpublicinterest.In2022,Vodafoneengagedwithregulatorsandgovernmentsonthefollowingissuesrelevanttoourindustry:
Internationalroaming
zCalltermination
zSpectrum
zUniversalservice
zPrivacy
zDatasecurity
Vodafonealsoseekstohelpgovernmentsmeettheirobjectivesonanumberofissuesofbroaderpublicinterest.Theseinclude:
zEmployment
zInnovationandprosperity
zPublicservicedeliveryandeffectiveness
zNationalandpublicsecurity.
Vodafoneworkwithkeyindustrytradeassociationsonpublicpolicyissues.Vodafoneisamemberof:
zGSMA/GSME
zInternationalTelecommunicationUnion
zWorldEconomicForum
Forthesereasons,intentionofthegovernmentis
obvious--theywouldsupportVodafone’snewplanof3Gnetwork.
Economic:
Accordingtothe3G'stechnique,Vodafonedon’tneedexpensive3glicenseandprofessionmaintenancepersonnel.Thisproduct'sisjustlikeprobationof3G.Theadvantageof3Gnetworkisobvious,soifthisproductisaffordregardlesslargebusinessenterpriseorasmallscaledcompanyevenfamily.
The3Gnetworkhasbeenverymature,thereasonitcan'tbeuniversalityisrisinga3Gfromthe2Gofengineeringishuge,andasit’smentionedabove,thelicenseofthe3G
networkisveryexpensive.Soourproductscanbesaidtobeneednotsomuchdevelopment,whatweneedisonlytheengineeringofthesimplification3G,makeitsapplicationcontractallright,sothecostwillnotbeveryexpensiveforweexcusedthelicenseexpenses.
Social:
Vodafoneisthebiggestoperatorcompanyintheworld,itsbusinessspreadsallover39nationsintheworldandregion.Vodafoneprovide“Vodafonelive”whichchangespeople’sattitudestoworkandleisure.Itmakescustomerstoworkateverywheretheywantandhaveentertainmentduringtheirwork.Sothe3Gnetworkisinthisstyletoo.Itmakesthemembersofabigcompanycommunicatewitheachotherintheirofficeinsteadofcallthemtoameetingroom.Italsocanbecalled“Vodafonelive”.
Thiskindofnetworkisavailableforeveryoneworkinacompany.It’sconvenientformaleandfemale,oldandyoung,managerorofficeclerk.Certainlyitmakespeopleworkmoreefficientlyandincreasecompany’sincome.
Technological
Areainthebureau3Gnetworkisapplicableto100people,in500cubicmeters.Firstitshouldbedescribedjustasatransitionproduct,foriteventuallywillbereplacedby3Gnetworkcompletely,wejustmakeuseofthisspecialperiodof2Gto3G.Butitsprofitswillbeconsiderable,firstthenetworktothe3Gisrivalrousofexpansionfunction,peoplecancontact3Gnetworkearlier.Secondly,thosepeoplereluctantlytoreplacetheirphoneto3Gphone,ourproductalsoinfluencetheirdecisiontopurchasea3Gcellularphonemoreorless.BecauseVodafonehasmanycompany'scooperativerelation,thisproductofexpansiondoubtlesshavepromotefunctiontothesellof3Gcellularphone,andwecanadoptthewaythatbuythephonewithanetonfree,makehardwareandsoftwaremutualpromotesale.
Environmental
3Gnetworkis“Green”networkexactly.Thecustomersarenoneedtoworryabouttheirhealth.
Legal
It’scommonlythatacompanywillreserveahugeamountofmoneyforthecomputernetworksafety.Butfor“VodafoneM-lan”,it’snotnecessary.Becausethescopecharactersofthiskindoflocalareanetwork,theinvaderwhowanttoinvadehavetogetintothecompanyorworkplacesothatcangetinthenet,surelythewisepublicsecuritywillblockthestranger.
SWOTAnalysis
Weakness:
Asaworldwidecompany,Vodafonehasalargememberofsubsidiarieswhichcouldleaveitweakinsomeareasduetothehugespanofcontrol.
SincetheVodafonehasalonghistoryintelecommunicationarea,itownshightechnicalserviceandperfectinstitution.Whatitprovideisbecomingsaturatedforthecustomerandit‘sdifficulttomakeafurtherbreakthroughinthecurrentenvironment.Soweneedtogointoanewareatohavesomenewchallenge.
Opportunities:
Totakeover,mergewithotherglobaltelecommunicatecompany,especiallyinChinaorIndia,somedevelopingcountry.Inthesetremendousopportunitiesofglobalmarket,armedwithourgreatexperienceandcreditablereputation,Vodafonehavetheprioritytogetabigone.
Fortheamazingspeedofdevelopmentofthetechnologyandtheincreasingamountsofdemandofhighqualitylifefromthepeople,thetelecommunicationmarketwillextendtoeveryaspectofpeopleslife.3Gisnotreallysofreshthesedays,butit’sserviceisnososophisticated.Fewcompanyhasthefondandpowertomakeagoodchangeofthecustomersfromtheir2Gmobileto3Gmobile,butthat’stheopportunityforVodafone.SinceVodafonehasit’sownmobileandownservice,shehasagreatadvantageofrivalrytowardsothercompetitors.
Treats:
Vodafoneisaoneofthebiggestandmostpowerfultelecommunicationcompaniesoftheworld,soit’snaturalto
becomethetargetofcompetition,locallyandglobally.Vodafonedosenothavetheflexibilityofsomeofitsmorefocusedcompetitors.SomanysubsidiariesofVodafoneovertheworld,therearepoliticalproblemsinsomecountrieswherethecompanieslocatedin.Inournewservicesarea,therehavebeensomecompaniesworkingonitwhichmightbealittlethreattoVodafonetostepin.
MarketingPlans
ProgramAbstract
Inthepastdecade,theglobalmobilecommunicationshavegonethroughagoldenera.Vodafone,theworld'slargestmobilecommunicationsoperator,hascreatedanumberofnewsuccessfultelecommunicationsenterprises.Itdoesnotonlybecomethemostimportantsourcefortheprofitgrowthofthetelecommunicationsindustry,butalsotosomeextentchangedthemeansofcommunication.However,itshouldbe
notedthatwithuserstendtosaturation(Vodafoneusersismorethan100millionallovertheworld),wirelesscommunicationisfacingnewchallenges.Wirelessdatacommunicationisoneofthemainbusinessesinthefuture,butinthescopeofuniversalwide-area,starting3Gservicesclearlyneedalongandarduousprocess.Becauseofthespecificregion,theintroductionofawiderangeofapplication-specifictechnology,themarketdemandfordiversificationofservices.Weplantointroducealocalareanetworkfortheteamorsmallcompanieswhichprovideacheap,safe,andconvenientcomprehensive3Gnetwork.Comparedto3Gnetworks,suchlimitationsnetworkisatalowerprice.Suchlimitationsof3Gnetworkalsoboundtohaveacceleratingthearrivalof3Garea.Astheworld'slargestmobilecommunicationsoperator,thesooner3Geraadventarrives,thegreaterprofitswillarrive.Sothatwehaveputforwardsuchanetworkwhichcanbesaida3Gnetworkforthetrial.Nowthatmorepeoplehavecometorealize3G’sadvantages,whichareurgingthemtouse3Gnetworks.Andbecauseof3Gnetworksettingupwiththehighcostandcomplexity,itcanalsoplayaroleinalleviatingthepressure.
Basicallytherearen’tanycompetitors.Firstofall,therearefewcompanieshavingfinancialstrengthtobuy3Gnetworksproperty.Thenoperatorsarenotencroachingonthestrengthofthe3Gmobilephonenetwork.AndpowerfulsoftwarecompaniesaremostlycontrolledbyVodafone.Therefore,theriskisnotbig.
Products(services)
Theconceptofproducts,propertiesandcharacteristicsLocal3Gnetworkwithinapplicableto100people,500cubicmeterswithin.Thisproductisconstructedon3Gtechnology,butnotexpensive3Glicensesandprofessionalmaintenancestaff.Thisproductcanbecomparedto3G’sprobation.3Gnetworks’advantagesareobvious,sothisproductcanbeaffordbybothlargeandsmallcompanies,evenfromthefamily.
ThecompetitivenessoftheirproductsinthemarketSomepeoplemaysaythattoanumberofcomputernetworksnowcanbecompetentfor3Gnetworkfunctions,itisquitecorrect,butwhatIwouldliketoemphasizeistheportableandarbitrarinessofthephonenetwork.Wheninspirationcame,
ifyouaretroubledbythefactthatyoucannotexchangethatwithotherpeople?Use3Gnetworks,it’sjustlikewehavenowenteredtheconferenceroomatthesametimetodiscusswithyou.
Security
Thehugeexpenditureonsecurityissaved.Thenetworkissavewithinthelocalarea.
Speed
2Mbpssuchaspeed,it’senoughforthenetworkandthedocumentexchange.Thereareseveraltechnologiessuchasbluetoothtechnologyandwap,buttheyareallone-on-one,andtherelativelyslowspeed,sotheircompetitivenessisverylittle.
Productresearchanddevelopmentprocess
3Gnetworkisalreadyverymaturebutnotpopular.Itisbecauseit’sanenormousworkfrom2Grose3Gworks.And3Gnetworklicensesareveryexpensive.Therefore,wecan
saythattheproductsdonotneedtoresearch,aslongasthesimplificationof3Gworks,itcouldnarrowthescopeofapplication,sothecostisnotexcessive,anditcanremovealargelicensefeeof3Gandmaintenancecosts.
Productsinthemarketforecast
Firstshouldbeclearthat,asitmentionedabove,thisisonlyatransitionalproduct,asiteventuallywillbereplacedby3Gnetworkcompletely,weonlyusethisspecialperiodof2Gto3G.Butthisreturnisgreat,thefactthathisnetworkof3Gpromotepositiverole,sothatitwasearliercontact3Gnetwork,followedbythosereluctanttoreplace3Gnetworkphoneusers,ourproductswillbeaffectthemmoreorlesstopurchase3Gphone.AsVodafonemobilephonedeveloperswithanumberofcooperativerelations,thepromotionofthisproductwillundoubtedlycontributeto3Ghandsetsales,andwealsocanusethewaythatbuyadeliverynetworkactivities,makeshardwareandsoftwareandpromoteeachothersales.Theresurelyhavealargenumberofcustomersinournewarea.
Conclusion
Throughtheexternalanalysis,strategyanalysisandmarketingplan,weproveournewareasurelyhasabrightfuturewithalargememberofcustomers.Thi
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