Vodafone is the one of the UK largest telecom company. Currently, the firm is operating in multiple nations of the world. In the present research study, Porter Generic strategy and Bowman model is applied. Based on analysis varied strategies that can be adopted by the Vodafone in respect to AI are identified and one of them is picked. Strategy of automation of the task in terms of marketing is explained in detail in the report. At end of the report, conclusion section is prepared in the report.
Appropriate tools and frameworks
Porter Generic strategies
• Cost leadership: This strategy is commonly followed by the business firms and under this they try to reduce costs in the business. Telecom business firms like Vodafone bear the huge cost in their business. These expenses can be classified into category of capital expenditure and operating expenditure. Capital expenditure is a one-time expense, but operating expenditure is the expense that is made most frequently (Albu and Stanciu, 2015). Operating expenses include expenses like the cost of spectrum, hardware and software expenses, permission required for creating infra, rental, HR and marketing expenses, etc. These expenses are made on a large scale and due to heavy competition it becomes a hard task to create and retain customers in the business. Hence, it is very important for the Vodafone to cut down cost in its business so that sustainability can be maintained in the business profit. In this regard, it can use AI technology and can automate multiple operations. Due to automation of multiple operations firm will need less HR in the business which will lead to reduction in expenses in the business.
• Differentiation leadership: This is another important strategy because under this firms focus on differentiating their products and services. Often in cases of telecom companies it is observed that in some locations they SIM receive good signal and in some areas they SIM receive very poor signal (Nadimpalli,. 2017). Thus, providing better service in each geographic area where the firm is present is the one of the differentiation in terms of service in the telecom sector. In this regard, now a day’s few telecom companies are using AI based solutions. By using AI based technology firms are doing network optimization. Such kind of technology assists firms to optimize network quality to the maximum possible extent. By making use of AI based machine learning algorithms, business firms monitor performance of the equipments and comes in position where they can predict health of equipment and by taking steps immediately can provide interrupted service to the customers. AI assists in fixing hardware communication problem in respect to cell towers, power lines, data center servers, and even set-top boxes in customers’ homes (Russell, Dewey and Tegmark, 2015). Thus, by using AI based technology service quality can be improved to maximum possible extent and in terms of service firm can differentiate itself from rivals.
• Focus strategy: In this firm focus on specific markets and accordingly form a price reduction and service improvement strategy in the business. Telecom companies follow a focus strategy in their business. Under this strategy they focus on specific nation or specific geographic area and try to improve service quality by setting up infra or improving it. Thus, it can be said that focus strategy is very important for the business firms because it assist them to cover a specific geographic area in a proper manner. Vodafone is present in the multiple nations of the world and already it is following focusing strategy in its business (Makridakis, 2017). Under this strategy, many business firms develop SBU in their business which is also known as strategic business units. These units have their own management team and these teams look after entire business operations, whether it is related to product or services. Time to time, many changes is made in the business operations so that in each geographic area stability can be maintained in the business performance.
On the basis of the above discussion, it is concluded that Vodafone need to reduce costs in its business and need to differentiate itself from the rivals. Hence, in respect to this it can use AI technology. By using AI Vodafone can substantially reduce costs in the business and differentiate its operations from rivals in terms of infra maintenance and can become proactive in solving infra related issues. Out of all strategies, automated performance of task (Marketing) is selected for the Vodafone. This is because by using it firm can do marketing of its services and products in better way and can create customers at fast pace.
Books and Journals
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