Executive Summary
Marketing information is significant for an organisation that seeks to survive in the industry and have an increase in the market share. Nevertheless, no value is achieved if the management fails to make decisions that are informed. The purpose of the report is making an evaluation of the marketing information of Vodafone including the needs for ‘big data.’ Additionally, the report analyses how Vodafone can use marketing information to benefit the various stakeholders. The marketing plan developed in the report shows that the most appropriate target market for the company would be young people and demographics from emerging economies. Marketing planning is an important aspect of any firm that seeks to achieve competitive advantage. Survival in the market or industry depends on the ability to satisfy customers while managing the costs incurred. The telecommunications industry is largely competitive which means that Vodafone requires to invest in research and development activities to create marketing strategies that are effective. Making such an investment helps in collection of quality marketing information and consequently better decisions regarding the future of the company.

Introduction
The marketing report below has been subdivided into three; task 1, task 2 and task 3. Task 1 provides a critical analysis of marketing information including ‘big data’ needs of Vodafone. Task 2 explains and evaluates how Vodafone analyses and uses marketing information for the benefit of the internal and external shareholders. Finally, in task 3, the report depicts a market plan based on the capabilities and reputation of Vodafone. Additionally, how the firm can create competitive edge using marketing planning is provided. Finally, the report provides for a summary of the tasks.

TASK 1: Analysis of Marketing Information, Including ‘Big Data’ Needs of Vodafone
The process of marketing starts with understanding of what the consumer wants and needs and the marketplace. There is no value in the market information if the organisation fails to utilise it for making informed decisions. The organisation chosen for completing the research project is Vodafone, the United Kingdom multinational telecommunications firm with headquarters in London. To have relationships that are meaningful with the consumers, the marketers are Vodafone should gain an insight into their wants and needs (Kotler and Armstrong 2016, p.98). However, obtaining the information might be difficult considering many customers are unaware of what they want. Therefore, the objectives and goals of the firm can control the marketing messages displayed to the public. Marketing information sourced from multiple sources requires to be managed in an effective manner to ensure insights gained are helpful. With the development of new technologies such as ‘big data’ generating tons of information for marketing has become possible. For Vodafone, providing customers with excellent services such as uninterrupted internet, innovative products, best customer care, and fastest network is a top priority. These needs are derived from the preferences of the consumers. One of the preferred methods to using the large quantities of data is through customer insights which provide value for the information gathered. Customer insights enable an organisation such as Vodafone to acquire valuable knowledge on the marketplace and the customers that is later used in creation of long-lasting customer relationships (Kotler and Armstrong 2016, p.99).
Advancement of technology has seen the development of ‘big data’ which can be defined as complex and voluminous data sets that can be analysed computationally for revealing trends, patterns, and associations particularly relating to human interactions and behaviour (Zicari 2014, p. 126). The rapid expansion of smart phones have seen telecommunication operators such as Vodafone rapidly store, derive, and process insights from the data available through their networks. Through big data analytics, Vodafone can conduct a marketing research using a consumer insight department for purposes of developing customer insights that help in creating value for the stakeholders (McDonald 2017). Big data can be used to improve the firm’s profitability through improvement of security, enhancement of customer’s experience and optimisation of the network usage. Vodafone requires ‘big data’ to make predictions such as periods when usage across the network is heavy, identification of customers who are dissatisfied and are likely to defect and finally, identification of consumers who might face problems when paying for bills. Therefore, ‘big data’ is an advanced approach of collecting data for a market research which leads to marketing information used for making plans for future development of products or designing marketing activities. Vodafone collects large amount of data from mobile phone usage, call detail records, server logs, network equipment, social networks, and billing. The data collected can be used by the firm for optimisation of the services and products offered, improvement of security, and customer acquisition and retention. Specifically, Vodafone can use the acquired information to get an insight to certain fondness for instance popular call times and develop a product targeting these groups of consumers. Additionally, the company can us ‘big data’ to detect any threats faced by their clients. Alternatively, Vodafone can offer incidence response, threat intelligence, and vulnerability management as a service to customers. Importantly for the organisation is to improve scalability to accommodate the volume of data acquired daily or weekly (McDonald 2017).
Finally, to achieve maximum value from the marketing information gained from ‘big data’ Vodafone should design marketing information systems (MIS) that are effective in assessing information needs and making informed decision. The diagram below provides an overview of how MIS serves both external partners and the firm’s managers.

Figure 1 Marketing information systems
Source: Kotler and Armstrong (2016, p. 99)

TASK 2: Evaluation of How Vodafone Analyses and Uses Marketing Information for The Benefit Of ‘Internal and External’ Stakeholders of Such Information
Vodafone has been established in over 26 different countries all over the world. Some of the services and products that it provides include social products, voice services, messaging services, roaming services, USB modems, Vodafone live and other business services. In the paper, the manner in which Vodafone analyses and utilises marketing information to benefit external and internal stakeholders will be evaluated.
Vodafone uses marketing information in order to expand geographically, acquire new customers, retain existing customers and increase its usage through technological innovations (Smilansky 2009, p.43). Instinctively, Vodafone aims to concentrate on areas that need intervention so that their stakeholders can eventually have a commercial return. It is important to note that Vodafone uses marketing information to enter new markets by focusing on their economic and social returns (Smilansky 2009, 46).
In the global market, Vodafone has over 250 million consumers, it fulfils the needs of these stakeholders by inventing new products, and brands using alternate technologies; it helps them keep up with the competition in the modern market. For instance, the company has formed partnerships with different telecommunication companies so that it can expand its range of services and products. The firm’s marketing strategy is not just to apply new technology but also to ensure that their products and services apply to existing technological applications (Smilansky 2009, p.56).
Stakeholders have immense influence on an organisation’s activities depending on the relationship that exists between them and an enterprise (West et al. 2015, p.50). Stakeholders include employees, board members, customers, suppliers and investors. Significantly, Vodafone uses marketing information to maintain competitive advantage in terms of revenue per customer, the customer satisfaction and network quality. When it comes to the customer, Vodafone uses marketing information to improve its products and developing new ones in order to utilise the customer’s needs of technological advancements. For instance, Vodafone’s young customers always keep up with the new technological trends and they expect the products that they purchase to comply with their technological expectations. The youthful customers desire only the best services because they want value for their money which makes them difficult to sell to. In order for Vodafone to maintain a competitive edge as a market leader it has to utilise market information strategically (Kotler and Armstrong 2010, p.45).
Vodafone appeals to their customers by using market information to update their services and products. The company has also modified its advertising to assist in improving saliency and brand image to all their users. Vodafone has realised that marketing information can assist them to attain additional support from top stakeholders like board members and investors which will assist them to acquire more resources; as a result, all potential and future projects are guaranteed to become successful (West et al. 2015, p.67).
Vodafone can also use marketing information to entice investors to add more resources so that they can attain a particular objective. Marketing information involves proper research on the segments that require the product and what their needs and expectations. If it requires introduction of new products and services, the investors can be convinced through the proof which is indicated in the market information (Kotler and Armstrong 2010, p.56).
Vodafone has a customer hotline both online and through the mobile which helps them to gather customer feedback and opinions. The company has used the srategy to form effective marketing strategies in terms of analysing the products that are doing well in the market and the ones that are not. On the other hand, employees also play a key role in formulating marketing strategies that the company can use to gain a competitive advantage. In conclusion, Vodafone can use marketing information to establish a stronger brand position.

TASK 3: Vodafone’s Marketing Plan Based on Its Capabilities and Business Reputation. Critical Review of How Vodafone Can Create a Competitive Advantage in Targeted Markets by Effective Marketing Planning
Below is a marketing plan for Vodafone based on the organisation’s capabilities and business reputation.
Mission Statement
The mission for Vodafone is becoming a telecommunication leader in world that is becoming increasingly interconnected enriching the lives of the customers, helping businesses, communities, and individuals becoming connected through fulfilling their needs in communication.
Marketing Goal
The strategy of the company is focusing on the customer and developing new services and products using the latest technology. The current consumer is becoming sophisticated in their demands an aspect which makes many demand for constant product development. Thus, Vodafone needs to continuously provide consumers with value added services and provide new packages, plans, and offers.
SWOT analysis
The SWOT analysis provides for an evaluation of the organisation’s strengths, weaknesses, opportunities, and threats (Shabanova, Ismagilova, Salimov, and Akhmadeev 2015, p. 705). First, the strengths of Vodafone include having a strong global presence almost in all continents, strong telecommunication and cellular business, powerful network transportation, high skilled employees, and financial strength. Nonetheless, the company has weaknesses such as strong competitors across the markets the firm has presence, and poor coverage in the countryside. Other weaknesses include high turnover among employees in particular when new entrants in the market offer them better employment opportunities. Additionally, diversification by having numerous product lines has increased the costs incurred. Despite the weaknesses, Vodafone has opportunities that can be explored. Some of the viable business opportunities include utilising recent technologies to develop new products and services to meet the demands of the consumers. The company can still expand in other countries where it lacks presence. Importantly, increasing the quality of the products and services offered can help in achieving increased market share. Finally, Vodafone is faced by some threats that should be addressed to continue surviving in the highly competitive market. The first threat is facing a market which offers strong rivals, high incursion rates in critical markets in Europe and suffers shortcoming from the directive by the European Union on cross-border cellular phone usage.
PEST
PEST is an acronym for political, economic, social, and technological factors. The tool is used to make environment analysis of an organisation (Shabanova, et al., 2015, p. 705). Politically, the company has constantly been affected by the numerous telecommunication regulations that are developed in countries where the firm operates. For example, the company since 2002 has operated under the EU regulatory framework for the communications sector. A major shortcoming of the regulatory policy is limits to spectrum liberalisation. Economically, the company is affected by the Gross Domestic Product commonly known as the GDP which guides the price falls and rise. Socially, in countries where the firm operates mainly in the European Union, nations are faced with demographic changes which influence the social and society systems. Consequently, there will be changes in patterns of education, consumption and careers which all have an effect on the business of Vodafone (Paswan, Blankson & Guzman 2011, p. 311). Technological factors highly affect how Vodafone runs its operations. Research and development activities affect technological innovation and expansion. Creating new products and services is dependent on the extent the company invests in advanced technology. For example, the use of ‘big data’ for marketing information is critical in shaping the future business of the company.
Target Market
The target market for Vodafone primarily includes young people who fancy on phones to use in addition to accessing the internet. Globally, young people dominate and they provide a good opportunity for running a profitable business. Considering Vodafone is a globally established organisation, developing products and services that target young people could easily help in increasing the company’s market share. The company can also target consumers from developing nations. Compared to developed nations, third world countries provide a practical potential for Vodafone to enter the market and compete with the domestic companies. The organisation has reputable employees and a pool of resources to start operations in these countries.
Marketing Objectives
The main objective of Vodafone is retaining the leading position in the UK market by offering services and products that satisfy the consumers. Since inception, the company has adopted a product-oriented strategy where using technology to innovate new products is a priority. Nonetheless, there is need for the company to constantly acquire marketing information with an of understanding today’s highly sophisticated and informed customer. While customers have been loyal to the company for years, they are susceptible and could shift to new providers depending the characteristic of the product offered. Based on these, the marketing strategies of the company include:
• Retain the existing customers
• Increase uptake of new products and services
• Develop new services and products
• Provide the best quality
• Attract new customers
Marketing Mix
Considering the changes in the telecommunication market globally, Vodafone should seek to remodel the marketing mix elements namely products, price, place, and promotion. First technology and design are vital elements of a product or service (McDonald, Payne, and Frow 2011). The European market is considered mature in terms of the handsets and mobile services. Thus, the company will have to highly invest in research and development to appease new customers. Additionally, to improve the sales and revenues, the firm will need to provide additional value for the services and products currently offered. In particular, the voice services, messaging services, and handsets will need to offer satisfactory experience to the customers. The prices of the products and services should therefore be reflective of the quality offered. Increasing the global spread will require large investments in effective market strategies such as using renowned sports personalities. Vodafone can also establish an online platform accessible in multiple countries as it seeks to increase geographical presence. In promoting the products, the company can adopt marketing strategies such as market development, market penetration and diversification strategy.
Monitoring and Control
The success of Vodafone in current and future markets will be dependent on how the company monitors and controls the business processes. The firm should establish a monitoring and control team responsible for ensuring that the marketing plan is implemented as envisioned and relevant changes are made to avoid unnecessary costs.
Marketing Planning
Market planning is defined as a processes of analysing potential marketplaces with an aim of determining how an organisation can optimally compete. The process of market planning often results in a strong marketing strategy which can be used to enhance sales (Nijssen, and Frambach 2013). Marketing is a divine concept that can be used by firms to gain competitive advantage. For Vodafone, a competing edge is necessary in particular markets that are new. Through marketing, existing consumers get to know of new services and products. Failure to have an effective market planning could hinder potential customers from gaining knowledge on what the firm offers. Moreover, poor market planning could lead to wastage of resources which would mean failure to achieve the objectives. Across the world, many businesses have edged from the market because of weak customer base. Marketing planning helps to achieve competitive edge through increasing an organisation’s market presence and increasing the brand awareness. Effective marketing is dependent on a strong plan. In the case of Vodafone, marketing planning allowed geographical and product diversification, an aspect that increased the competing edge. Marketing planning serves as a guide that all employees should follow. Secondly, through a market plan, making comparisons to what competitors offer becomes easy. As a result, determining the weaknesses and strengths becomes easy and appropriate strategies can be designed to improve on the strengths and take advantage of the business opportunities. Essentially, marketing planning is a necessity for an organisation that seeks to continuing surviving in the market by making sizeable revenues that meet the costs incurred during operations.
Summary
In summary, marketing planning is a vital process for an organisation that seeks to gain competitive advantage. Vodafone should invest in new technologies such as ‘big data’ analytics to generate marketing information that will help in making informed decisions on the business processes. The marketing plan provided shows that the company should target young people and consumers in emerging economies. Importantly is to have an effective marketing mix that entails price, product, place, and promotion unique from what the competitors in the market provide. For instance, Vodafone should take advantage of the advancement of technology to ensure that it constantly creates new products and services that exceed the expectations of the consumers. Moreover, being innovative allows the company to increase sales and revenues. Finally, to achieve value from the marketing information collected using the ‘big data’ Vodafone should seek to enrol employees and the management in various training programs that improves their decision-making abilities. Making informed decisions is critical in realization of the organisation goals and providing customers with excellent customer service.

References
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