Markets as this will enable the company to sell

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markets, as this will enable the company to sell existing products to new markets, which will attract new users. Expansion through integration is another strategy that Vodafone can use to expand its operations. This strategy involves the company widening the range of its services, with the anticipation that it will continue to sell its products to existing customers. The approach includes vertical integration where the firm will introduce new products and services to the market. The strategy involves backward and forward integration (Zander, McDougall-Covin, & Rose, 2015). The company can apply forward integration as a means of moving products and services nearer to the customer. The integration expansion strategy also incorporates horizontal integration, which involves tactics, such as buying rival companies and expanding to other geographic regions to maximize its market or take advantage of economies of scale.
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STRATEGIC MANAGEMENT CASE STUDIES 6 The company can expand through diversification, which means that it will incorporate more business lines to capture a larger market share. Concerning Vodafone, the adoption of new services that will add value to the existing markets will give it significant benefits. Furthermore, the company can adopt a strategy where it picks up services and products or compliments other business lines of Vodafone; in this case, it can benefit from an increased business share in different markets. The company can also use the strategy of expansion through cooperation. On this note, the firm can attain a market advantage if it encourages simultaneous cooperation and competition with rivals in foreign markets. However, such business interactions, namely mergers, acquisitions, takeovers, strategic partnerships, and joint ventures, must be mutually beneficial to all firms in the market.
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STRATEGIC MANAGEMENT CASE STUDIES 7 References Johnson, G. (2017). Exploring strategy . London : Pearson education limited. Nanjundeswaraswamy, T. S., & Swamy, D. R. (2014). Leadership styles. Advances in Management , 7 (2), 57. Shin, Y., Sung, S. Y., Choi, J. N., & Kim, M. S. (2015). Top management ethical leadership and firm performance: Mediating role of moral and procedural justice climate. Journal of Business Ethics , 129 (1), 43-57. Zander, I., McDougall-Covin, P., & Rose, E. L. (2015). Born globals and international business: Evolution of a field of research. Journal of International Business Studies , 46 (1), 27-35.
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  • Spring '16
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