企业管理学经典案例分析-2023修改整理

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