International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue VI, June 2020 | ISSN 2454–6186

Market Segmentation, Targeting and Positioning Strategy Adaptation for the Global Business of Vodafone Telecommunication Company

Kh Khaled Kalam
Lecturer Business School, Shandong Xiehe University, China

Abstract:- Telecommunication service providers, Vodafone adopts acquisitions for expanding the scope and arena of the business. Targeting the aristocratic people looking for high internet speed and accessibility attaches effective positioning on the brand. Product diversification and differentiation is an agent in terms of penetrating into the foreign markets. These techniques are a part of the scientific management theory, which is aimed at increasing the productivity and profitability. Acquisitions can be a means for introducing quality services for the customers through a collaborative performance. The main purpose of this report is to understanding of Segmentation, Targeting and Positioning strategy and its importance in the success or failure of a company. This particular report has been developed with two major segments. In the first segment, the study focused the concept of STP explain it beside why STP is important in the international business area. In the second segment the report covered the issue of changing and adaptation of the STP concept of Vodafone in the international market. In the second part the study also explain that how Vodafone formulate new alternative strategies according to the market demand and vivacity of the global business to survive in the international market.

Keywords: Vodafone, Segmentation, Targeting, Positioning.

I. INTRODUCTION

Marketing is an art, which all of the sellers need to know for luring the buyers. Tactful approach is required for influencing the purchasing decision and power of the clients and the customers. Strategic planning is needed in terms of organizing the activities according to the needs, demands and requirements of the customers (Fernandes and Pinho 2016). Situational analysis forms the basis of this planning, which helps in detecting the arenas in which modification is to be applied. Resource and capability analysis acts assistance for the brands in terms of gaining an insight into the extent to which expansion strategies can be planned. This assignment attempts to conduct the international marketing approaches of Vodafone, United Kingdom focusing on segmentation, targeting, positioning and adaptation.