MARKETING RESEARCH REPORT

ON

RETAILER SATISFACTION
Of
VODAFONE
PREPARED BY

: - FAEEM BAGHAD

CLASS

: - T.Y.B.B.A.

ACADEMIC YEAR

: - 2010-2011

GUIDED BY

: -MR. ABHIJEETSINH VALA

-: COLLEGE: CHRIST COLLEGE

-: ROLL NO:-

-: SUBMITTED TO:SAURASHTRA UNIVERSITY

DECLARATION
I hereby declare that this project on STUDY OF THE RETAILER
SATISFACTION OF VODAFONE has been prepared by me during the
year 2010-2011 as a partial fulfilment of my Marketing management of
T.Y.B.B.A. This project report has not been submitted to any other
university or institution for award of any degree or diploma so far.

Signature of the student

FAEEM BAGHAD

ACKNOWLEDGEMENT

With great experience & enthusiasm I have presented my individual

report in the T.Y. B.B.A. The Market research reports on Vodafone on
Retailer satisfaction.
I convey to my gratitude to University, Mr. Abhijeetsinh Vala for his
valuable guidance in the completion of my project report.
I am also thankful those persons who help me to complete

PREFACE

The customers are very important and play a very crucial role in any
process of marketing. Today the customers are kings of the market
because the customers loyalty and customers preference are built by the
products and services offered to the customers and they seek for more
benefits and moneys worth for the amount they spend. But these services
and products are delivered to the end customers only by the Retailers who
work as the end medium in the whole chain of sales. That is where the
concept of Retailers preference and Retailers behaviour comes because
the Retailers make the marketers rethink about designing their services;
because of the important role they play in the whole chain. They have to
think about the market strategies, Retailer behaviour, Retailers taste etc.
also. Many marketers are smart enough to understand. Retailers needs,
wants and demands and perform beyond their expectation i.e. they delight
them. it provides them growth , profitability and creativity with lot of
inventions

Sr.
No.
1

Particulars
General Information
Company profile

Page
No
7-14
8

History

10

Company development

11

Vision

12

Mission

13

Chart of organization

14

Marketing Department

15-21

Introduction

16

Organization structure

17

Distribution channel

18

Advertisement

19

Competitor

21

Marketing Research

22-32

Introduction

23

Market research

24

Marketing research

25

Statement of objective

26

Market research process

27

Research design

28

Data collection

30

Sampling method

31

Research Analysis And Findings

33-41

Questionnaire

34

Conclusion

42

My Observation

45

Suggestion

47

Limitation of study

49

Future plan

51

10

SWOT Analysis

53

11

Questionnaire

58

12

Bibliography

62

GENERAL
INFORMATION

COMPANY PROFILE
Founded:

1983 as Racal Telecom, independent 1991

Headquarters:

Newbury, England, UK

Key people:

Vittorio Colao, CEO

Sir John Bond, Chairman.
John Buchanan, Deputy Chairman.

Industry:

Mobile telecommunications

Products:

Mobile networks, Telecom services, Etc.

Revenue:

35,478 million (2009)

Operating income:

10,047 million (2009)

Net income:

6,756 million (2009)

Employees:

72,375 (2009)

Website:

www.vodafone.com.

HISTORY OF VODAFONE
Company Beginnings

Original Corporate Logo of Vodafone.

Vodafone itself was formed in 1982 as a joint venture between Racal Electronics
plc's subsidiary Racal Strategic Radio Ltd (who won one of two UK cellular
telephone network licences) along with Millicom and the Hambros Technology
Trust. In this arrangement Racal owned 80%, Millicom 15% and Hambros 5%.
The network was known as Racal Vodafone, with the Vodafone name being
derived from the firm's goal of establishing a voice and data services over cellular
telecommunication networks. Hence VO represented voice and DA symbolized
data yielding the name Vodafone.
Vodafone was launched on 1 January 1985 and later that year Racal Strategic
Radio was renamed Racal Telecommunications Group Limited in 1985. A year
later, on 29 December 1986 Racal Electronics bought out the minority
shareholders of Vodafone for GB110 million. In September 1988 the company
was again renamed Racal Telecom and on 26 October 1988 Racal Electronics
floated 20% of the company a flotation that valued Racal Telecom at GB1.7
billion. On 16 September 1991 Racal Telecom was demerged from Racal
Electronics as Vodafone Group and the mobile telephony giant was born.
During the mix 1990s Vodafone began to consolidate itself on the British highstreet.
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for 30.6
million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone
for 77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's
network. In a similar move the company acquired the 80% of Astec Communications that it
did not own, a service provider with 21 stores. This made Vodafone a very visible presence
on the British high street and significantly increased the company's share of UK

mobile customers.

New Corporate Logo of Vodafone as of 1997.

In 1997 Vodafone introduced its new corporate Speech mark
Logo. This represents a quotation mark within a circle. With

the 'O's in the Vodafone logotype being opening and closing

Quotation marks, suggesting conversation.

COMPANY DEVELOPMENT

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced

operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86% of
India's mobile customer base, with over 49.1 million customers.
Over the years, Vodafone Essar, under the Hutch brand, has been named the
'Most Respected Telecom Company', the 'Best Mobile Service in the country' and the
'Most Creative and Most Effective Advertiser of the year.
Vodafone is the world's leading international mobile communications company. It
now has operations in 25 countries across 5 continents and 40 partner networks with
over 260 million customers worldwide. Vodafone has partnered with the Essar Group as
its principal joint venture partner for the Indian market.
The Essar Group is a diversified business corporation with interests spanning the
manufacturing and service sectors like Steel, Energy, Power, Communications,
Shipping & Logistics and Construction. The Group has an asset base of over Rs 400
billion (US$ 10 billion) and employs over 20000 people.

VISION

The Brand Vodafone has the following vision developed for itself:

Through continuous innovation, Vodafone promises to liberate,

stimulate customers from the shackles of time and spaces

MISSION
We will meet the mobile communication needs of our customers through:

Error- free service delivery

Innovative products and services

Cost efficiency

Unified Messaging Solutions

CHART OF ORGANIZATION
CEO
GENERAL MANAGER
Chef
Marketing
Manager
District
Marketing
Manager

Chef
Finance
Manager

District
Finance
Manager

Chef

Chef

HR

Service

Manager

Manager

District

District

HR

Service

Manager

Manager

Assistant

Assistant

Assistant

Assistant

Marketing

Finance

HR

Service

Manager

Manager

Manager

Manager

Regional

Regional

Regional

Regional

Marketing

Finance

HR

Service

Head

Head

Head

Head

MARKETING
DEPARTMENT

INTRODUCTION

Marketing is the focus point of all business activities because the objectives of all
business enterprise are to satisfy the needs and wants of the customers. Production
and purchase has no meaning unless a firm is not able to market the goods and
services. Nothing happens unless somebody sells something. Marketing is the
distinguishing feature of business. A business is essential part from all other human
organization by the fact that it markets the product or services. Marketing is the basic
operative function of all business firms. It serves on the basis of business planning and
generates revenue for the firm. Efficient marketing management is essential for the
survival and growth of every enterprise.
Marketing is a system of integrated business activities designed to develop
marketing plans and programs leading to the satisfaction of customer wants.
Marketing department represents an important functional area of business
management efforts for the flow of goods and services from the producer to the
consumers.
Marketing department of the Vodafone Essar Limited is a crucial part of its
organization. The company can achieve its subsidiary objectives along with the primary
objectives with the help of marketing department. It not only helps the company to
achieve the goals that are directly related to marketing department but also helps in
achieving the goals that are related to other departments of the organization.
With the help of the marketing department Vodafone Essar Limited has not only
be successful in gaining the sales volume but also earned goodwill for itself, As a result
of the efforts made by the marketing department. Vodafone Essar Limited is enjoying a
prestigious position in the telecom industry.

ORGANIZATION STRUCTURE

Chef Marketing Manager

District Marketing Manager
Assistant Marketing Manager
Regional Marketing Head

Assi.

Assi.

Assi.

Assi.

Manager

Manager

Manager

Manager

Prepaid

Postpaid

Value Added
Services

Out Door
Mkting

DISTRIBUTION CHANNEL

Company

Distributor

Dealer

Salesman

Retailer

Customer

ADVERTISEMENTS
Advertising can be defined as mass paid communication of goods, services or
ideas by an identified sponsor. It is paid communication because the advertiser has to
pay for the space or time in which his advertisement appears in the recognized media
such as news paper, magazines, radio, T.V., Cinema film, posters, etc. Advertising can
create market for a new product. It is very powerful tool for the creation and retention of
consumer demand.
Vodafone Essar Limited spends more than 30% of its profit in advertisement. It
uses almost all media for its advertisement. Vodafone Essar Limited does its
advertisement through Lowe Lintas which is an advertising agency. Vodafones
advertisement is such that it informs, guides, protect buyers and helps in increasing the
standard of living.
Vodafone Essar Limited use following Medias for advertisement,

Print Media: It gives advertisement in each and every newspaper, magazines, and
periodicals. The company also distributes calendars, cards during Diwali, diary, pens,
clocks, key chains etc. to Retailers, customers.

Posters: It uses printed posters which sticked on the wall.

 Banners: Company provides banners to each and every Retailer and also to the
Distributors.

Hoarding: `

The Company has done the use of hoarding at the major point of cities in

different parts of the country.

Glow Shine Board (GSB): It is an electric board which is given to each and every Retailer.

COMPETITORS

In this growing competitive era each & every new & old, public & private all
companies will have to face competition against their competitors there is need to new
competition found in all kinds of business activities.

In this time Vodafone has the following main competitor in the industry

AIRTEL
IDEA
BSNL
RELIANCE
TATA DOCOMO
AIRCEL
VIDEOCON
UNINOR

MARKETING
RESEARCH

INTRODUCTION

Marketing research is a key to the evolution of successful marketing strategies

and evolution of successful marketing strategies and programmer. It is an important tool
to study buyers behavior. Changes in consumers life style and consumption pattern
brand loyalty and also forecast market changes. Research is also used to study
competition and analyses the competitive products positional and how to gain
competitive advantage. Recently marketing research is being used to help, create and
enhance brand equity. This is a new and decidedly differently from the conventional one
where it was used for us studying buyers behavior or for conducting feasibility studies
etc. In fact because of this intentional role, marketing research until the mid

19U was

considered a luxury, which only, multinationals like unit-lever and proctor and Gamble
and their like could afford. However it is not so now. This is because competition in all
sectors has increased manifold after 1985 especially after 1991 following liberalization
and decontrol most firms today find that the government no more takes strategy
decision I or them rather the arena.

According to Philip Kotler, Marketing research is a systematic problem analyses,

model building and fact finding for the purpose of improved decision making and
control.
Marketing research is a systematic gathering, recording, and analyzing the data
about marketing problems to facilitate decision making by Curidiff & Stilh
According to American marketing association, The gathering, recording, and
analyses of all facts about problems related to sales of goods & services and their
transfer from producer to customer.

MARKET RESEARCH
Market means actual end potential customers. Market research is the systematic
and intelligent investigation or study of the who, what, where, when, why, and how of
actual end of potential buyers it deals with research on customer demand. Market
research is primarily concerned with investigation, analysis and measurement of market
demand.

The following items of study and analysis are included

Size of the market.

Geographic location of customers

Demographic description of customers.

Market segmentation on the basis of age, sex,

Income, Education, national, shill and living etc.

Analysis of market demand.

Sales analysis by customer, services product. Customers need, wants, habits

and behavior.

Dealers wants and preferences.

Degree of competition.

MARKETING RESEARCH
Marketing research is the systematic gathering, recording and analysis of data a1out
problems connected with the market price i.e. problems relating to product, price
promotion and distribution of the 4 Ps of the marketing mix. Marketing research may be
defined as the scientific and controlled process of 4.p gathering of non-routine
marketing information helping management to solve marketing problems. It
concentrates on the study of offering sound alternative solution to all marketing
problems relating to exchange of goods and services from producers to consumers.

STATEMENT OF OBJECTIVE

The Marketing Research is carried out on the following objective.

Marketing Research on Retailer Satisfaction of Vodafone Essar Limited contains
main objectives while selecting the subject and conducting the survey were as listed
below:

Market Share :One of the preliminary objectives kept in mind while conducting this survey
was to find out the market share of Vodafone Essar Limited as compared to its other
competitors in the field.

Retailer Satisfaction :The survey was also conducted keeping in mind that the Retailers are
satisfied with the facilities and benefits given to them by the company.

Middle class area :50% of the sample surveys were mainly from the middle class area, so as to
find area, so as to find out through the Retailers the usage of cellular telephony in
those areas.

Response to the facilities :-

There are various facilities provided to the Retailers for selling the product like Banners,
Posters, and GSB etc. Through this survey company can find out whether Retailers are
in need of any of these facilities or not.

MARKET RESEARCH PROCESS

Formulation of Research
Problem
Research Design

Determination of Sources of
Data
Collection of Information

Processing and Analysis

Present the finding

RESEARCH DESIGN

The second step of the marketing research process calls for determining
the information needed and developing a plan for gathering it efficiently. A research
design can be defined as The plan, structure and strategy of investigation conceived so
as to obtain answers to research questions and to control variance. The marketing
manager needs to know the cost of the research plan before approving it. Designing a
research plan calls for decisions on the data sources, research approaches, research
instrument, sampling plan and contact methods. The researcher can gather secondary
data, Primary data or both. Secondary data were collected for another purpose and
Primary data are freshly collected for specific purpose for a specific research project.
Once it is realized that the secondary data are insufficient, the researcher
needs to decide upon one alternative design to collect the primary data. The three basic
methods which can be used are: -

1. The Observational Method: This method involves direct observation of people and situation through
one way mirrors, hidden cameras or disguised observers. Direct observation involves
watching actual behavior; indirect observation involves inferring behavior by looking at
the result of that behavior.

2. The Experimental Method: The most scientifically valid research is experimental research. The
purpose of experimental research is to capture cause-and-effect relationship by
eliminating competing explanations of the observed findings. To the extent that the
design and execution of the experiment eliminate alternatives hypothesis that might

explain the result, research and marketing managers can have confidence in the
conclusion. This method however, involves more time and is costly.

3. The Survey Method: Surveys are best suited for descriptive research. This method involves
learning about peoples knowledge, beliefs, preferences and satisfaction and to
measure these magnitudes in the general population. As in observation, survey
research can be structured or unstructured. Structured survey use formal lists of
question asked of all respondent the same way where as in unstructured researcher
use an open format that lets the interviewer probe respondents and guide the interview,
depending on their answers. There are three types of surveys namely:
Telephone Survey
Mail Survey
Personal Interview

Here, for the survey of retailers of Vodafone I have used survey method as tool for
research design.

DATA COLLECTION

`Marketing researchers have a choice of two main research instruments in

collecting primary data: Questionnaire and mechanical devices.

Questionnaire:
A questionnaire consists of questions presented to the respondents for their
answers. Because of its flexibility, the questionnaire is by for the most common
instrument used to collect primary data.
In preparing a questionnaire, care should be taken in choosing the questions and
their form, wording and sequence. The questions included in the questionnaire can be
closed end questions prosperity all the possible answers and are easier to tabulate and
interpret. Open end questions allow respondents to answer in their own words and they
often reveal more as they give an insight into how people think.
The questionnaire should have simple, direct, unbiased working and a logical
order. The lead question should attempt to create interest. Difficult or personal questions
should be asked towards the end so the respondents do not become defensive early.

Mechanical Device:
Mechanical devices are occasionally used in marketing. They are used to
measure the interest or emotions aroused by exposure to a specific situation.

In my study, the questionnaire contained both open-end and closed-end

questions depending upon the type of information to be gathered.

SAMPLING METHOD

Sampling plan:
After deciding research approach and instruments the marketing
researchers must design a sample plan. This calls for three decisions.

Sampling Unit:
The marketing researcher must define the target population that will be
sampled. In my case the target population was the retailers selling sim card of Vodafone
at Rajkot.

Sample Size:
Large samples give more reliable results than small samples. However, it
is not necessary to sample the entire target population or even a substantial portion to
achieve reliable results. In my survey the sample size was 50.

Sampling Procedure:
To obtain a representative sample a probability sample of the population
should be drawn. Probability sampling allows the calculation of confidence limits for
sampling errors. When the time and cost are involved the in probability sampling is
excessive, marketing researcher will take non-probability samples.

The various sampling method are as under:

Probability Sampling

Non-probability Sampling

Simple random sample

convenient sample

Stratified random sample

Judgment sample

Cluster sample

Quota sample

My survey falls under the category of the convenient sample under Non-probability
sampling. In this method the researcher is free to select. The respondents are selected
on the basis of the being available at the time of survey.

RESEARCH
ANALYSIS
&
FINDINGS

QUESTIONS
1.

Monthly turnover

Analysis: monthly turnover of the retailers in Rajkot is not much high. Out of 75 retailers,
8 of them have turnover less than 10000 per month. 36 and 31 have their turnover between
10000 to 25000 and 50000 to 100000 respectively. None of them have their turnover more
than 100000.

2.

Other GSM brands you deal with?

Analysis: From the above graph it can be analyzed that out of every 75 retailers of
Vodafone, there are 71 dealing with airtel, 63 with idea, 58 with BSNL, 61 with Reliance, 50
with docomo, 38, 40, 21 with uninor, Videocon and aircel respectively.

Suggestions: I would like to suggest that company should try to maintain their coverage of
market even in future.

3.

Your span of relation with Vodafone.

Analysis: there are 11 retailers which are dealing with Vodafone from some months and
have not completed a year yet. There are 36, 18, 10 retailers dealing with Vodafone for 1 to
5 years, 5 to 7 years and less than 7 years respectively.

Suggestions: I like to suggest the company that company should try to increase
more and more retailers.

4.

How satisfied you are with the services provided to you by

Vodafone?

Analysis:
i.

Recharge Schemes: Out of 75 retailers addressed, there are 2 not satisfied

with recharge schemes of Vodafone. 17, 33, 23 are with the opinion that

ii.

Vodafones recharge schemes are good, very good and excellent respectively.
Postpaid schemes: Out of 75 retailers addressed, there are 13 which say
that postpaid schemes of Vodafone is good. 21, 41, are with the opinion that
Vodafones postpaid are very good and excellent respectively.

iii.

Advertisements: Out of 75 retailers addressed, there are 21 which say that

advertisements of Vodafone are good. 26, 28 are with the opinion that

iv.

Vodafones advertisements are very good and excellent respectively.

After sales services: Out of 75 retailers addressed, there are 41 which say
that after sales services of Vodafone are good. 23, 11 are with the opinion that

v.

Vodafones after sales services are very good and excellent respectively.
Other services: Out of 75 retailers addressed, there are 3 not satisfied with
recharge schemes of Vodafone. 31, 21, 20 are with the opinion that Vodafones
other services are good, very good and excellent respectively.

5.

Are you satisfied with the overall services provided by

Vodafone?

Analysis: out of 75 retailers of Vodafone there are 67 satisfied with the overall services
provided by Vodafone and the remaining 8 are not.

Suggestion: Company should study the reason of dissatisfaction and try to convert their
view.

6.

Rate the following on the scale of 1 to 5 as delivered by

Vodafone.

Analysis:
i.

Kind of services: Out of 75 retailers addressed, 3 of them opted the

satisfactory option. 17, 21 and 34 say that services of Vodafone are good, very

ii.

good and excellent.

Schemes: Out of 75 retailers addressed, 4 of them opted the satisfactory
option. 19, 33 and 29 say that services of Vodafone are good, very good and
excellent.

iii.

Advertisement materials: Out of 75 retailers addressed, none of them

opted the satisfactory option. 15, 23 and 37 say that services of Vodafone are

iv.

good, very good and excellent.

Kind of services: Out of 75 retailers addressed, 5 and 4 of them opted the
satisfactory and dissatisfactory option respectively. 11, 31 and 24 say that
services of Vodafone are good, very good and excellent.

7.

Rate the top 3 telecom companies on the below mentioned

features.(To find competitors)

Analysis: The ranks were given from 1 to 3. There were 8 companies in the race.
Final ranks are given as per the highest number of votes given out of 75. For example:
42 out of 75 are of opinion that Vodafone is number 1 as per the services among all 8
companies. Vodafone is 1st in the services, 2nd in customer care, 1st in packages and
again 2nd as per the prices.

CONCLUSION

CONCLUSION
Vodafone Essar Limited is one of the leading service providers present today in the state
of Gujarat. It has been indeed a pleasure working for Vodafone Essar Limited, though as a part
of my training. I have conducted my project on Retailers Satisfaction of Vodafone Essar
Limited. As student trainees I have learnt immensely.
Vodafone family is very co-operative, friendly as well as professional and practical in
their approach. They have been guiding me whenever I viewed an obstacle. They have been of
great help when it came to providing information to me about themselves and their organization.
I wont be exaggerating, if I say that this project has helped me develop me as a person
because while conducting my survey I have met 50 people whose nature was different from one
another and each meeting in itself have been a memorable experience.
I would also like to say that this project has made me known the realities that exit in the
market today. I have also known the technicalities involves while finding the right sample for my
survey.
This project I have learnt a lot about Survey etc. which has me approach the real world
in quite an extent. Also this project has helped me have a more deepened knowledge about the
cellular phone market, on going cellular wars etc.
Vodafone Essar Limited is a company who has grown by leaps and bounds in these two
years and has emerged itself into new beginnings. Under the report, I have researched about
Retailers of Vodafone Essar Limited the findings of my survey say that Vodafone today is the
leader in the market and is still growing.

MY
OBSERVATIONS

MY OBSERVATIONS
Vodafone Essar Limited made me observe many things while on my survey of 50
Retailers in different areas. There were various reactions and gestures which, I observed
through people. Few are some of them: -

AMBIENCE & ATMOSPHERE: Retailers, I visited were friendly and helpful. As it progressed with my survey they were

highly co-operative and anxious to help me out with my findings.

PRICING STRUCTURE: Retailers insisted on a consistent stable and substantiate pricing policy as they were

really frustrated with the constantly changing price in the mobile world.

PERSONAL APPROACH: Retailers always want the executives coming to their places and making them

understand about the new scheme and plans, which are going to enter market.

SALESMEN SERVICE: -

Retailers are quite satisfied with the salesmen service. Whenever the retailers are in
need of SP, RV, etc. when they make a single call to salesmen then order will be made available
by salesmen with in an hour.

SUGGESTION

SUGGESTION

The highly professionalized management and totally modern marketing approach are the
basic key factors behind the success of Vodafone Essar Limited. The management of Vodafone
Essar Limited is very perfect and nice. As per companys perfect management there is no need
to give any suggestion to the company but I observed that each and every person in this
company is hard working which one of the positive points of this company.
According to my observation, company spends lots of amount on advertisement.

LIMITATION OF
STUDY

LIMITATION OF STUDY
Strength and weakness to any study is like inevitably that all coins do have two sides to
it. There are limitations to any study taken up. There are certain pitfalls they do exist even after
proper care and cautions are taken. The following are the limitations of this research:-

1. Limitation of Time :The project work had to be undertaken in a limited stature of time and thus it has been
not possible to cover the entire market thoroughly.

2. Limitation of Size :Only 50 Retailers are chosen out of the widely spread market, hence the data might not
represent, the true and fair picture of the market. It is possible that if, still a large portion of
market is surveyed, and then the views and opinions might differ.

3. Limitation of Retailer in disposition :There is a possibility that the survey might be taken up differently by the same samples
when they are in different moods and frame of mind and have different opinions as far as
preferences are concerned. It solely depends upon the Retailers mood swings and thus data
represented might not represent a true and accurate view of the market.

4. Language Problems :Most of the Retailers dont know even to read in English. So all the questions of survey
are to be explained in Gujarati and thus they give answer in Gujarati which is to be translated in
English and then it is written.

FUTURE PLAN

FUTURE PLAN

Vodafone Essar Limited has only one future plan and that is to excellent in its field and
conquer the market. Today there are more then 3 corer cellular phone users and the people who
use the land line are around 7 corers. There is a huge gap to be bridged and the only and future
term plan of Vodafone Essar Limited is to exceed the land line users.

Secondly their long term plan is to be consistent in the policy adopted by them for the
purpose of outright excellence in their field. The policy of quality coverage, subsistent rates and
a genuine customer convenience and care are high in standards presently and Vodafone feels
that if these are the factors that are maintained at a consistent level then the company will be
able to meet all its future plans and goals.

Thus Vodafone Essar Limited has no plans in particular except to lead the market in the
crucial times of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular
telephones and maintain their standard of quality coverage

SWOT ANALYSIS

SWOT ANALYSIS

Strength

1.

DISTRIBUTION NETWORK: -

Vodafone has a wide spread network and to completely cover such network, it
has a predetermined channel which covers every nook and corner of the city so that all masers
are covered. With distribution network and an equal capacity to canalize makes Vodafone
strong in its own.

2.

LIVE WIRE PROFESSIONALS: -

For every job specification in Vodafone Essar Limited there is employed a live
wire professional who is best suited to his position and responsibility when it comes to skill,
talent, qualification and perfection. Having people with such zeal and enthusiasm,
professionalism comes as strength.

3.

PROACTIVE CUSTOMER CARE: -

Not only Vodafone Essar Limited is strong from within but when it comes to
external forces it proves its worth. Fabulous customer commonsense centers are established to
take care of any issue that may come as a problem to the mass proactive customer care is one
of the assets of the company while tele customer care comes as an icing to the cake.

4.

TELECOM FOOTPRINTS: -

Vodafone Essar Limited though establish recently has set its foot in major cellular
markets, be its markets of masses or geographical markets. The important states of India all
have Vodafone footprints with them. This is strength indeed.

Weakness

1.

FUNDAMENTAL CLASHES: -

As said earlier, corporate giants across the globe Tata, Birla, AT&T have joined
hands to form Vodafone Essar Limited. They all being supreme in their field, have their own
perceptions, these perception ideas and means are found to clash when they meet. Thus this
may be proved as a hindrance to the company and comes out as a weakness.

2.

DELAY IN DECISION MAKING: -

As the three partners are huge corporate, the flow of decisions, actions and
understanding are channeliased through a long route. This may cause delay in any decision to
be taken and which might not be good for the company.

3.

TELECOM FOOTPRINTS: -

Vodafone is only present in some states only out of highly numbered 26 states
which show that geographically Vodafone is not able to cover entire state. This leaves behind
weak telecom footprints of the company.

Opportunities

1. Lowest telecom Density in the world.

2. Lowest call charges in the world as well as in India.

3. Opportunity to outsmart the landlines connections, through the usage of Mobile

telephony.

4. Growth possible through Acquisition.

Threats

1.

VOLATILE REGULATORY MARKET: -

Day in day out there is various rules and regulations that are coming in the
market and which on highly volatile in nature. Price fluctuation, are one of them competitors
come in and go out in a jiffy, and in such a situation to hold an upright place is difficult in its even
words and thus proves a threat to excrescence of companies. The same has been observed by
Vodafone.

2.

PREDATORY PRICING FROM WILL OPERATORS: -

With ongoing Cellular wars and advent of WLL, Cellular operators are now into
an artificial cover of threat. The threat of pricing policies, threat of customers care etc. is going
high as WLL have been setting its foot with predatory pricing policies to un channelise Cellular
operators.

3.

EXPANSION INVESTMENT THRET: -

In order to survive in the market, Vodafone has to update its technologies, and this all
expansion requires huge cost pull expenditure and this increase costs in leaps and bounds.

QUESTIONNAIRE

RETAILOR SATISFACTION TO
VODAFONE
(This survey is being conducted by a B.B.A student as a part of advanced
marketing and this survey is purely meant for academic purpose.)

Q-1

Name

______________________________________________________________

Q-2

Address

______________________________________________________________
______________________________________________________________

Q-3

Contact No

______________________________________________________________

Q-4

Monthly turnover

Up to 10000

10000 to 25000

50000 to 10000

Q-5

Q-6

Q-7

25000 to 50000

100000 or above

Other GSM brands you deal with?

VIDEOCON

IDEA

AIRTEL

RELIANCE

DOCOMO

UNINOR

BSNL

AIRCEL

Since how-many years you are dealing with Vodafone?

Less than 1 year

1 year to 5 years

5 years to 7 years

More than 7 years

How satisfied you are with the services provided to you by Vodafone?

SERVICES

Recharge Schemes
Post-Paid Schemes
Advertisement Material
After Sales Services
Other Services

GOOD

VERY
GOOD

EXCELLENT

NOT
GOOD

Q-8

Are you satisfied with the overall services provided by Vodafone?

Yes

Q-9

No

Rate the following on the scale of 1 to 5 as delivered by Vodafone.

1-EXCELLENT. 2-V.GOOD. 3-GOOD. 4-SATISFACTORY.

5-DISSATISFACTORY.

Q-10

I.

Kind of services

II.

schemes

III.

Advertisements

IV.

Packages

Rate the top 3 telecom companies on the below mentioned features.

Companies- Vodafone, Idea, Airtel, Reliance, BSNL, Docomo, Aircel,

Uninor, Videocon.

I.

Service:

1__________

2__________

3__________

II.

Customer care: 1__________

2__________

3__________

Q-11

III.

Packages:

1__________

2__________

3__________

IV.

Prices:

1__________

2__________

3__________

Any suggestions to Vodafone?

______________________________________________________________
______________________________________________________________

BIBLIOGRAPH
Y

BIBLOGRAPHY
1.

Marketing Management
- By PHILIP KOTLER

2.

Market Research
- By LUCK RUBIN

3.

Web site
- www.vodafone.com