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2.1 Introduction Marketing's role is to match the capabilities and resources within the organisation with market opportunities external to the organisation. Understanding customer needs is central to achieving this aim, but marketers must also be aware of factors that can cause customer need to evolve. A change in customer needs will impact upon the organisation's ability to serve its customers. This means that marketers have to be knowledgeable about what is happening in the external environment, or macro environment. Beyond the organisations that immediately influence a company's operations lies the macro environment. This consists of the larger social and international forces that affect the society within which a company operates.…show more content…
I. Financial: - ability to obtain funds ii. Media: - carry news, features, editorial opinion iii. Government: - iv. Citizen-action: - v. Local: - vi. General: - vii. Internal: - Competitive this report will explore the strategic analysis of Vodafone Plc., a world's biggest mobile network. Firstly, history of Vodafone will be explained. Secondly, external environment will be examined with the help of PESTLE analysis. Thirdly, internal environment will be analysed for the various key strategies. Fourthly, Vodafone's competitive situation explained with the help of SWOT analysis and finally conclusion about Vodafone strategy with regards to competitors will be drawn for current situation. 2.2 Segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics user and buying behaviour. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation. Segmentation thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting

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