Marketing planning - Essay Example

This part critically evaluates and assesses the techniques used in developing products and services. Clear evidence has been demonstrated of the critical analysis to the recommendations for pricing, distribution and communication of services and products. Measures that are used to monitor and review marketing performance have been creatively specified. A consistent marketing plan for a product has been critically presented. The forth and last part of this report critically evaluates two different organisations’ responses to ethics in marketing.

The implications of ethical issues in the marketing for an organization have been described in detail. Statistical surveys carried out by the World Health Organization were used extensively in this research paper. Observational research method was used because it does not interfere with the phenomenon being studied. A case study of Vodafone, Philip Morris International and Diageo Plc was carried out. Unique insights were offered by the case studies. Vodafone Group Plc is a British multinational mobile telecommunications company that has its headquarters in Newbury, England.

Based on revenue, Vodafone is the world’s leading mobile network operator that has significant presence in Europe, the United States, Africa and Asia Pacific. Vodafone has a market value of 71 billion pounds (Stevens & Loudon 2006). Based on subscribers, Vodafone is the second largest mobile network operator after China Mobile. As of 2009, Vodafone had 427 million subscribers. Vodafone has established operations in over 70 countries through joint ventures, subsidiary undertakings, associate undertakings and investments.

Vodafone has over 79000 employees worldwide (Taylor 1997). In the UK, Vodafone has been having brisk changes in administration, which has resulted in the company performing badly in its home market. The name Vodafone was chosen from the first two letters of the words voice data fone so as to show