企业管理学经典案例分析.pdf

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1、 vodafoneM-LAN ELE402 Enterprise Management The report of new area with analysis Yibo Dong 063149 Bin Hao 063147 Ke Liu 063197 Jingyi Wang 063108 Jie Wang 063170 -1-GROUP 114 BUPT vodafoneM-LAN -2-GROUP 114 BUPT content 1.Introduction 2.External analysis 2.1 The Macroenvironment 2.1.1 Political 2.1.

2、2 Social and Cultura 2.1.3 Demographic 2.1.4 Technological 2.1.5 Economic Forces 2.2 The Microenvironment 2.2.1 Suppliers 2.2.2 Competiters 2.2.3 Financial Institutions 2.2.4 Customers 2.2.5 Other Stakeholders 2.2.6 Geographical analysis of share holders 2.2.7 Intermediaries 3.Strategic Analysis 3.1

3、 PESPEL Analysis 3.1.1 Political 3.1.2 Economic 3.1.3 Social 3.1.4 Technological 3.1.5 Environmental 3.1.6 Legal 3.2 SWOT Analysis 3.2.1 Weakness 3.2.2 Opportunities 3.2.3 Treats 4.Marketing Plans6 5.Conclusion 6.Referenc vodafoneM-LAN -3-GROUP 114 BUPT Introduction Our company:Vodafone Group Plc is

4、 the worlds leading mobile telecommunications company,with a significant presence in Europe,the Middle East,Africa,Asia Pacific and the United States through the Companys subsidiary undertakings,joint ventures,associated undertakings and investments.1 Our new service area:Its a wireless way of commu

5、nication in local area by 3G technology,which is more convenience,higher secure and less expensive for some teams or organizes.“VodafoneM-lan”makes it easy to achieve the communication among multi-phones or multicomputer.This system is also easy to work and install in a company or a family.“Vodafone

6、M-lan”can take the most of the advantage of Vodafones customers and the products.It can install on the vodafoneM-LAN -4-GROUP 114 BUPT Vodafones phone and provide the customers a series of services.For 3G has its fantastic speed of communication,“VodafoneM-lan”can let the customers have chance to ex

7、perience the high speed on their 2G products at hand.External analysis The Macroenvironment Political The issues of 3 G license basically adopt public sale and judge.But most countries adopted the way of public sale to issue.Because the competition is too vehement,the price of license becomes an exo

8、rbitant one.vodafoneM-LAN -5-GROUP 114 BUPT The graph of circumstance of the 3 G license in England No.Operator Issue timeIssue a way Price(USD)1 Hutchison 3G UK Limited April 2000 Public sale6,900,000,0002 Vodafone Limted April 2000 Public sale9,400,000,0003 O2 April 2000 Public sale6,350,000,0004

9、T-Mobile April 2000 Public sale 6,300,000,0005 Orange 3G Limited April 2000 Public sale6,440,000,000According to the graph,we know that the expend of 3G license is too expensive,and this also make the cost of service increasing.Social and Cultural Vodafone is the biggest operator company in the worl

10、d,its vodafoneM-LAN -6-GROUP 114 BUPT business spreads all over 39 nations in the world and region.Vodafone provide a 3G service called VodafoneLive,this business includes MMS and moves Internet,java game,E-mail,chat,bell ring,SMS and words sound etc.The Vodafone according to the special features of

11、 the different nation and region develops native special features services,for example at Europe etc.Some countries like sports very much,so it exclusively developed an athletics video service,the customer of this service can know sport news as soon as possible and download a fascinating game is the

12、 highlight of it.As different nations have their specifically cultural,different services are according to the special features of the different nations will be developed well.Demographic The people of different post have different business needs,and the people of different age also have different b

13、usiness needs.So the company should provide services according to all the different people.For instant,the high level customer who can bring of income is obviously difference with the common customers.Give an example,a new service on a vodafoneM-LAN -7-GROUP 114 BUPT system like P2P can make music i

14、nfinitely downloading is according to people who fancy to music.The major client of Vodafone is the client of the high level,who deserves the good choice of the service Vodafonemobileoffice.If Vodafone make a service about voice communication for those clients,that service will be more popular.Techn

15、ological At present,the 3 Gs continuously heats in the world since 2006,the 3 G companies of the world keeps on increasing the network,for that reason,the amount of 3 Gs clients is steady to increase.But now 3G technique is only developing rapidly in amusement area,not in business area.Vodafone is a

16、 biggest operator of Europe,also the biggest 2 G to move an operator.Obviously there is a problem,that is,how can originally possessed of the 2 Gs enterprises remove to the 3 G network successfully.The different of 2 G and 3 Gs network is clear,how to change of this solution is a trouble.Vodafone is

17、 deal with those troubles by making use of the 3 G data correspondence of the network development and by make use of a 2 G network to open exhibition speech business.This vodafoneM-LAN -8-GROUP 114 BUPT action,on the other hand,is a experiment to make use of large-scale expand a 3 G business of begi

18、nning of data card business and strengthen the customers experience to the 3 G service using.At present Vodafones 3G services mainly includes two major types,one is the mobile data card business on the GPRS net.The customers are able to insert the data card in the notebook anywhere to connects to a

19、high-speed Internet at any time.The another is the 3 G service Vodafonelive.Economic Forces The disposable income of England is increasing.10 year ago,the income of average family in England was about 34,796 pounds.Since now,the income of average family has already been 53,835 pound,soared about 55%

20、.British people pay different type of tax,national insurance,house loan or rent,water electricity gas phone bill.Except of that,the disposable income of average is 34.5%of family income,lower to 32.6%.This influences the sales amount of Vodafone in some extent,so some services provided will regenera

21、te in some part.vodafoneM-LAN -9-GROUP 114 BUPT The Microenvironment Suppliers Vodafone is the biggest global service and mobile operation company.The global user has surpassed 160000000.The amount of equipment purchase surpasses 5 billion pounds every year.Operations mobile network spread over 27 c

22、ountries,such as the US,England,Germany,France etc.Vodafone is the leader of global 3G area.Competitors In Europe O2,Orange,T-Mobile,Virgin Mobile etc.In Asia-Pacific China Unicom In the Americas Cingular,Sprint,T-Mobile etc.Financial institutions Vodafone have the stable financial institutions.It c

23、an apply for the bank loan for some corporate business in some situations.On February 16,2007 Vodafone Group PLC reached the vodafoneM-LAN -10-GROUP 114 BUPT credit service agreement with 5 banks,total amount of the loan is 3.5 billion US dollars,mainly uses in the common company and the possible pu

24、rchase transaction.According to the news public,this loan fixed number of years is 18 months,expired disposable repays.Because the loans are not purely uses in to purchase the transaction,they do not contain the purchase premium.2 Customers We all know that customers mean everything to business.Assu

25、me the number of customers is stable,and each company has different shares of market.How should we do to get more customers?So far,each company has similar technology in mobile phone network,not only the level of technology,but also the service in communication.The key to success is to hold the curr

26、ent customers and attract more customers.So,Vodafone makes a distinction on communication with customer.How are you?a simple words,moreover,it gives customer a regards.To enhance this,Vodafone makes a plan on the global market campaign.Now as Vodafone new brand slogan,will provide more 3G service fo

27、r customer.As some vodafoneM-LAN -11-GROUP 114 BUPT business experts said,customers want the same needs,wish more products.So,this is a smart campaign for attracting new customers and hold current customers effectively.Perhaps,this will make some customers switch from other companies to Vodafone.Oth

28、er stakeholders The stakeholder is a foundation of the company.It is the companys essential factor.Without the stakeholder,it is impossible to make a company.It is said from the general significance that,the shareholder refers the person who has the companys stock or the companys investment.The foll

29、owing graph shows the stakeholder structures about Vodafone Number of ordinary shares held Number of accounts%of total issued shares 562,466 100.00 1-1,000 449,017 0.22 1,001-5,000 83,326 0.31 5,001-50,000 25,963 0.57 vodafoneM-LAN -12-GROUP 114 BUPT Number of ordinary shares held Number of accounts

30、%of total issued shares 50,001-100,000 1,194 0.14 100,001-500,000 1,142 0.45 More than 500,000 1,824 98.31 Geographical analysis of shareholdersAt 31 March 2007,approximately 56.02%of the Companys shares were held in the UK,30.60%in North America,12.38%in Europe(excluding the UK)and 1.00%in the Rest

31、 of the World.Intermediaries Vodafone is set to be the largest mobile operator in the world.The mobile operator doesnt need the intermediaries because they can provide service only by themselves.vodafoneM-LAN -13-GROUP 114 BUPT Strategic Analysis PESTEL Analysis Political:Vodafone engages with regul

32、ators and governments on a number of issues relevant to our industry,as well as issues of broad public interest.In 2006,Vodafone engaged with regulators and governments on the following issues relevant to our industry:International roaming?Call termination?Spectrum?Universal service?Privacy?Data sec

33、urity Vodafone also seeks to help governments meet their objectives on a number of issues of broader public interest.These include:?Employment vodafoneM-LAN -14-GROUP 114 BUPT?Innovation and prosperity?Public service delivery and effectiveness?National and public security.Vodafone work with key indu

34、stry trade associations on public policy issues.Vodafone is a member of:?GSMA/GSME?International Telecommunication Union?World Economic Forum For these reasons,intention of the government is obvious-they would support Vodafones new plan of 3G network.Economic:According to the 3Gs technique,Vodafone

35、dont need expensive 3 g license and profession maintenance personnel.This products is just like probation of 3G.The advantage of 3G network is obvious,so if this product is afford regardless large business enterprise or a small scaled company even family.The 3G network has been very mature,the reaso

36、n it cant be universality is rising a 3G from the 2G of engineering is huge,and as its mentioned above,the license of the 3G vodafoneM-LAN -15-GROUP 114 BUPT network is very expensive.So our products can be said to be need not so much development,what we need is only the engineering of the simplific

37、ation 3G,make its application contract all right,so the cost will not be very expensive for we excused the license expenses.Social:Vodafone is the biggest operator company in the world,its business spreads all over 39 nations in the world and region.Vodafone provide“Vodafonelive”which changes people

38、s attitudes to work and leisure.It makes customers to work at everywhere they want and have entertainment during their work.So the 3G network is in this style too.It makes the members of a big company communicate with each other in their office instead of call them to a meeting room.It also can be c

39、alled“Vodafonelive”.This kind of network is available for everyone work in a company.Its convenient for male and female,old and young,manager or office clerk.Certainly it makes people work more efficiently and increase companys income.vodafoneM-LAN -16-GROUP 114 BUPT Technological Area in the bureau

40、 3G network is applicable to 100 people,in 500 cubic meters.First it should be described just as a transition product,for it eventually will be replaced by 3G network completely,we just make use of this special period of 2G to 3G.But its profits will be considerable,first the network to the 3G is ri

41、valrous of expansion function,people can contact 3G network earlier.Secondly,those people reluctantly to replace their phone to 3G phone,our product also influence their decision to purchase a 3G cellular phone more or less.Because Vodafone has many companys cooperative relation,this product of expa

42、nsion doubtless have promote function to the sell of 3G cellular phone,and we can adopt the way that buy the phone with a net on free,make hardware and software mutual promote sale.Environmental 3G network is“Green”network exactly.The customers are no need to worry about their health.Legal vodafoneM

43、-LAN -17-GROUP 114 BUPT Its commonly that a company will reserve a huge amount of money for the computer network safety.But for“VodafoneM-lan”,its not necessary.Because the scope characters of this kind of local area network,the invader who want to invade have to get into the company or work place s

44、o that can get in the net,surely the wise public security will block the stranger.SWOT Analysis Weakness:As a worldwide company,Vodafone has a large member of subsidiaries which could leave it weak in some areas due to the huge span of control.Since the Vodafone has a long history in telecommunicati

45、on area,it owns high technical service and perfect institution.What it provide is becoming saturated for the customer and it s difficult to make a further breakthrough in the current environment.So we need to go into a new area to have some new challenge.vodafoneM-LAN -18-GROUP 114 BUPT Opportunitie

46、s:To take over,merge with other global telecommunicate company,especially in China or India,some developing country.In these tremendous opportunities of global market,armed with our great experience and creditable reputation,Vodafone have the priority to get a big one.For the amazing speed of develo

47、pment of the technology and the increasing amounts of demand of high quality life from the people,the telecommunication market will extend to every aspect of peoples life.3G is not really so fresh these days,but its service is no so sophisticated.Few company has the fond and power to make a good cha

48、nge of the customers from their 2G mobile to 3G mobile,but thats the opportunity for Vodafone.Since Vodafone has its own mobile and own service,she has a great advantage of rivalry towards other competitors.Treats:Vodafone is a one of the biggest and most powerful telecommunication companies of the

49、world,so its natural to vodafoneM-LAN -19-GROUP 114 BUPT become the target of competition,locally and globally.Vodafone dose not have the flexibility of some of its more focused competitors.So many subsidiaries of Vodafone over the world,there are political problems in some countries where the compa

50、nies located in.In our new services area,there have been some companies working on it which might be a little threat to Vodafone to step in.Marketing Plans Program Abstract In the past decade,the global mobile communications have gone through a golden era.Vodafone,the worlds largest mobile communica