International Marketing Case Study Example | Topics and Well Written Essays - 3000 words

International Marketing - Case Study Example Today instead of the traditional approach of 'maximizing' the profits, organizations go ahead with multiple objectives, monetary as well as non-monetary. There are short-term objectives as well as long-term ones. Strategists are supposed to prioritize all such objectives, so that there is clarity and ease of decision making in situations where there is an apparent clash of objectives. Here we'll analyse Vodafone, its strengths, comparative advantages, its weaknesses and some of the opportunities that it can capitalize on in the Turkish telecom market. Vodafone has acquired competitive advantage over its rivals on account of its marketing efforts, brand building, value creation, innovation, operational efficiencies etc. Today Vodafone is one of the world's leading international mobile telecommunications group having an equity base in 27 countries across 5 continents, 186.8 million proportionate customers and 33 partner networks (Vodafone, 2006). Company's vision statement1 says, the c ompany aspires 'to be the world's mobile communications leader, enriching customers' lives and helping individuals, businesses and communities to be more connected in a mobile world'. With this vision company plans to invest in Turkey. The PEST or PESTEL analysis is a useful tool for any industry or b... The analysis mainly comprises of; Political factors Economic factors Socio-cultural factors Technological factors Environmental Factors Legal Factors All these factors have different relevance for different types of industries and businesses. Political The modern Republic of Turkey was founded in 1923 by the legendary Mustafa Kemal, better known as "Ataturk" or father of the Turks. The democratic tradition of modern Turkey has faced quite a few challenges with periods of instability. In the recent past Turkey has also been criticized for its human rights record. Amnesty International accused the Turkish government in November 2001 of systematically and regularly torturing its citizens. Corruption remains one of the key challenges for Turkey. After the parliamentary elections held in November 2002, the Justice and Development Party (AKP), a moderate Islamist group, won a resounding majority. This caused some worry amongst the proponents of Turkey's reforms program, as AKP is known to position itself as a champion of Turkey's beleaguered impoverished majority, and is therefore potentially vulnerable to damaging economic populism (Datamonitor, 2006). But so far all such apprehensions have been put to rest with the continuance of the e conomic reforms, a necessity for favorable investment climate in the country. Turkey has been successfully able to overcome the banking and currency crisis of 2000-2001 Economic Turkish economy was in real bad shape during the 1990s, with growth rates of about 3% only. The 2000-01 banking and currency crisis further crippled the economy. But with some active support from IMF, the economy has been able to stage a turnaround. Owing to successful economic and structural reforms, CAGR of the Turkish economy over 2000-2005