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strategy management assignment:沃达丰的国际战略

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2016-07-27编辑:cinq点击率:14029

论文字数:4000论文编号:org201607271637575614语种:英语 English地区:英国价格:免费论文

关键词:国际战略strategy managementassignment范文

摘要:本文是留学生strategy management assignment范文,主要内容是以沃达丰作为研究对象,分析总结沃达丰的国际战略等相关问题。

沃达丰的国际战略
vodafone's international strategy

无线市场机会正在向东转移。沃达丰已经不再是世界上最大的无线网络供应商;中国移动拥有超过1亿用户,尽管沃达丰继续获得比中国移动更多的收入,但沃达丰没有跟上市场的变化,并且即将发生的危险。为此,我们建议进入一个新的市场:越南。
该报告包含了沃达丰的国际战略新背景下,对越南的记者招待会,以及战略、财务、人力资源的讨论,和市场渗透的营销策略。该报告的结论与沃达丰的战略提出建议。

Executive Summary 执行摘要
Wireless marketplace opportunities are shifting east. Vodafone is no longer the largest wireless network provider in the world; China Mobile has over 100 million subscribers (China Mobile Limited, 2007) more and, although Vodafone continues to earn more revenue than China Mobile (Vodafone, 2008), Vodafone is in imminent danger of not keeping up with the changing dynamics of the marketplace. To this end, we propose entering a new market: Vietnam.

This report contains a background on Vodafone's international strategy to date, a backgrounder on Vietnam, and a discussion of strategic, financial, HR, and Marketing strategies for penetrating the market. The report concludes with blanket recommendations for ongoing Vodafone strategy in Vietnam.

Vodafone Company Background 沃达丰公司背景
Vodafone, which is headquartered in West Berkshire, England, has historically been focused on two markets, Europe and the United States, in which it sells phones, network services, mobile entertainment and connectivity add-ons, business solutions, and other wireless products and services. Vodafone's tight Atlantic focus is partly due to the circumstances surrounding the company's formation. Vodafone was a joint venture between U.K. electronics company Racal Electronics and U.S. telecommunications business Millicom in 1983. Shortly after its formation, Vodafone was granted one of the U.K.'s two wireless phone licenses, and spent the rest of the 1980s and early 1990s attempting to meet the skyrocketing wireless demand in the U.K. market, and in emerging European markets such as Greece and Scandinavia. At the end of the 1990s, Vodafone made aggressive moves into the U.S. market by purchasing AirTouch Communications in 1999 and cooperating with GTE and Bell Atlantic to set up Verizon Wireless in 2000 (Hoovers, 2008).

However, Vodafone's historic presence in Europe and the U.S. is due not only to its Atlantic background, but also to the fact that the first generation of opportunity in the wireless market was concentrated in these two geographies. As other geographies began to participate in the wireless revolution, and as the European market became saturated to the tune of 90 percent or more (Reardon, 2007), Vodafone established beachheads abroad. In the Asia-Pacific region, Vodafone bought controlling stakes in some operators in India, New Zealand, and Australia, and non-controlling stakes in other operators in China and Fiji. Famously, Vodafone entered (and departed) the Japanese market in 2006 at a loss of billions of pounds. Although the Japanese disaster could easily have been prevented by Vodafone itself (q.v.), the experience soured Vodafone on the Asia-Pacific market.

These are the circumstances under which Vodafone is being recommended to enter into the Vietnamese market.

Country Profile 国家概况
With a population of over 86 million, Vietnam is one of the smaller Asian-Pacific countries but a market of formidable size when considered in global terms. Vietnam is larger than every country in Western Europe论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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