New Product Launch - Market Case Study on Vodafone Plc

Background

For the identification of various factors or major issues, research plays an important role. This included several processes such as conducting surveys, gathering information or data and then analysis or interpreting those data to find appropriate answers. This research will define the major impacts of mobile services on internal and external customers within the Vodafone firm. It is necessary to adopt new advanced technologies and methods for the purpose of running an organisation as well as satisfying customers desired needs or wants as well (Taylor, Bogdan and DeVault, 2015).

Aims and objectives

Aim: “To analyse the impact of mobile on attaining employee satisfaction and the shopping experience of customers - A case study on Vodafone Plc”

Research Objectives:

• To determine the importance of mobile tools for attaining satisfied customers
• To evaluate the types of digital tools used by organisations for analysing the shopping experience of customers
• To evaluate the influence of mobile technology on the buying behaviour of consumers

Research questions:

• How to determine the importance of mobile tools for attaining satisfied customers?
• What types of digital tools are used by organisations for analysing the shopping experience of customers?
• How to evaluate the influence of mobile technology on the buying behaviour of consumers?

Gantt chart

In this section, the researcher analyses the strategic plan that is required to accomplish in the appropriate manner. The main objective behind this procedure is to distribute tasks in different sections to reduce the workload of individuals. 

Literature Review

How to determine the importance of mobile tools for attaining satisfied customers

In the present scenario, the telecommunication sector is growing fast and most of the population is using mobile techniques for their work. It is essential for every individual because it makes entire more easy and effective (Silverman, 2016). There is a wide scope of mobile technologies in the world because every person prefers mobile phones for getting several services including banking, shopping, travelling, online booking, ordering food, hotel services, transactions and many more to satisfy their basic needs or desires in an effective way. Customers are the king of the market and every firm tries to attract them to increase sales volumes as well as generate higher profits to achieve competitive advantages. So it is necessary to determine their comfortability for maximum level of satisfaction. Vodafone has conducted an appropriate survey and found the needs or demands of customers regarding mobile applications, network services, internet solutions and many more for the purpose of contacting other people at any time or anywhere so that they can make their life more smooth and efficient manner.

Types of digital tools are used by organisations for analysing the shopping experience of customers

According to the article “Effect of Mobile Marketing on Consumer Decision-making Process” it is situated that in the modern era, mobile is necessary for every person (Khan, 2011). This makes consumers' lives much easier and simpler so that they can do their regular or daily activities. To evaluate the influence of mobile technology it is essential to know the tastes and preferences of a customer need. The consumer decision-making process ranges from simple to complex and is influenced by various factors. It will increase the use of technology according to the customer's demands and requirements. Nowadays, consumers get information about mobile commerce through peer-to-peer, in groups or teams, with their relatives or family members and get reviews from websites about the products. New technology or upgrading in technology led to influence consumer behaviour and customers purchase the handset according to their choice. However, today's consumers are dependent on digital gadgets one of the most commonly used by individuals. The below-outlined strategies are an attempt to guide Vodafone company that, there are many responses to adopt the changes to meet in consumer behaviour (Flick,  2015).

• Stay Connected: The majority of consumers are well-informed and active online. Companies need to adopt the latest technology so as to engage their active on the platform such as social media that as facebook, Instagram or Twitter.
• Fulfil consumer Expectations: With modern technologies and changes in smartphones or e-commerce, consumers can go for the product they want.

Types of digital tools used to analyse the shopping experience of customers

Digital technology is helpful in carrying out various kinds of activities and procedures in different functional departments more effectively. According to Dave Chaffey, technological equipment, machines, applications and software provide support in several processes to generate better outcomes. In the current scenario of digitalisation, it is very easy to conduct several activities or tasks in an appropriate manner to fulfil the desired goals and objectives of an organisation. Taking feedback from customers helps to collect information about actual requirements and threats or products. Hence, an accurate good can be prepared to solve issues or people and fulfil their desires properly. Vodafone Plc can apply such digital tools which are helpful to analyse the shopping experience of customers to take required steps and complete expectations of consumers in the correct manner. There are different digital tools that can be utilised by companies and a few of them are given below:

Internet: - This can be described as to use of several modes of internet browsing through which people can provide their feedback online. It is easy to know about the shopping experience of customers without facing them and take desired actions properly to solve issues (Smith, 2015). 

Mobile applications: - Every individual uses mobile applications and they will not avoid providing replies to messages through them. It will help to reduce the nature of customers to ignore texts or e-mails of companies and they get feedback from clients easily.

Talkwalker: - This is a kind of social listening service that helps companies connect with customers and improve profitability properties.

Research Methodology

Type of Research

In this section, learners are going to address different types of methods and techniques which help in acquiring relevant data and information for achieving desired goals and targets for the business. With assistance of, it is useful for the company this it will assist in generating success and growth for specific projects and there are various tools and methods which are helpful for required facts and figures in a better manner. There are two types of methods such as qualitative and quantitative sources. In qualitative method, it is useful for collecting and gathering all information and on the other hand, the quantitative method is used for gathering or collecting all statistical forms of facts (Panneerselvam, 2014).

Research design

According to this section, the corporation is required to make and prepare all accurate directions that will help employees get correct guidance to accomplish potential goals and objectives. Therefore, there are various methods and techniques which aid in developing and designing particular investigations in the form of descriptive, exploratory and experimental methods of research. With the help of descriptive research, the firm can easily overcome their work and it is the major issue and problems which arise at the workplace and they need to examine and analyse all upcoming actions and activities in the proper way (An, Yom and Ruggiero, 2011).

Data sampling

This is the term which defines the appropriate methods and techniques which help in gathering correct data and information that are related to the research project and they are getting accurate results and outcomes in a better manner (Geerts, 2011). It can be categorised into two types probabilistic and non-probabilistic. In probabilistic research tools, they select specific data and information at the time of doing random sampling. With the help of performing this, it is necessary for setting appropriate process thus this will make sure that number of large people. In the probabilistic method of sampling, refers to odd techniques in which a huge number of people are selected for sampling that is not easy to measure and evaluate. This is the opposite term of the probabilistic method. This is the examination whose main purpose is to sample the whole part of probabilistic techniques and methods.

Methods of data collection

There are two types of data collection that includes primary and secondary data which are described as under:

Primary method- This is the techniques which assist in collecting and gathering essential information with the direct method (Hunleth, 2011). There are various sources through which they gather correct facts and figures including surveys, interviews questionnaires, etc.

Secondary method- This can be defined as the data and information which are collected by specific persons and this will used by investigators who are devising and processing accurate research. 

Data Analysis

Data Interpretation

Theme 1:  Mobile networking organizations to reach potential buyers

Findings -  As per the above graphical representation, it has been identified that between 30 respondents, and 20 individuals think that mobile application is helpful for Vodafone to reach potential buyers easily.

Theme2: Probable benefits that mobile applications deliver to the consumer

 
Findings - On the basis of the above representation, it has been analysed that among 30 candidates, 11 individuals think that mobile applications help build strong communication with customers while 10 candidates are in favour of catering quick service.

Theme3:  Prominent operations that Vodafone can easily operate by mobile applications

 Findings - From the above presentation, it has been analysed that Prominent operations that Vodafone can easily operate by mobile applications are exploring maximum offers and plans. Out of 30 candidates, 8 individuals are in its favour.

Theme4:  Satisfactory services that are provided by Vodafone to their consumer

 
Findings - On the basis of the above representation, it has been examined that out of 30 candidates, 14 individuals think that Vodafone provides excellent services, 10 respondents say that it is good while 6 people are not in its favour.

Theme5: Changes in  buying behaviour of Vodafone consumer

Findings - On the basis of the above survey report, of between 30 respondents, 20 individuals think that mobile applications changing the buying behaviour of Vodafone consumers while 10 do not in its favour.

Recommendation and Conclusion

From the above research report, it has been recommended that mobile technologies play a vital role in every human life. They are addicted to mobile and it has become part of their daily routine life. This will also determine major things which can develop and create strong relations with their customers for providing effective goods and services which satisfy their required needs and demands in an effective manner. Vodafone is considering this for providing better quality services regarding mobile applications. They are required to use updated and upgraded technology which assists in increasing possibilities of company success and growth. This will also help in determining the effectiveness of redundancy programmes and their impact on the attainment of employee satisfaction. 

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References

• Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.
• Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
• Silverman, D. ed., 2016. Qualitative research. Sage.
• Khan, J.A., 2011. Research methodology. APH Publishing Corporation.
• Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research project. Sage.
• Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
• Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
• Geerts, G.L., 2011. A design science research methodology and its application to accounting information systems research. International Journal of Accounting Information Systems. 12(2). pp.142-151.
• Hunleth, J., 2011. Beyond on or with: Questioning power dynamics and knowledge production in ‘child-oriented ' research methodology. Childhood. 18(1). pp.81-93.

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