Marketing Audit Of Vodafone
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Marketing Audit Of Vodafone
Marketing Audit of Vodafone Group plc {draw:frame} Contents 1 Introduction 2 Company Profile 3 General Market Trends 4 Profile of Vodafone 5 Analysis of PEEST 6 Analysis of Microeconomic factors 7 Porters Competitive Model for Competitive Industry 8 SWOT Analyses 9 Boston Matrix Analyses 10 Ansoff Grid Analyses 11 Strategic recommendations 12 Conclusions 13 Appendices 14 References 15 Bibliographies Introduction I have studied the network provider Vodafone and focused on the UK Mobile phone market .My main sources are Marketline, Mintel and Jobber 2007. I have outlined the general market trends followed by an analysis of the Macroeconomic factors affecting Vodafone and the Mobile Phone Market. This is followed by an analysis of Microeconomic factors using porter’s model for competitive industry. I have then identified major strengths and weaknesses and opportunities and threats affecting Vodafone. Next I have used the Boston Matrix to identify the potential of Vodafone’s main products. Then I have used Ansoff's matrix to determine strategies for Vodafone’s main products. This is followed by my strategic recommendation and conclusions. Company Profile Vodafone was founded in 1984 as a subsidiary of Racal electronics plc. Their name comes from the combination of “VOICE” “DATA” “FONE”. Its headquarters are in Berkshire England. Vodafone operates in 25 countries and has partner networks in another 42 countries. Vodafone was recently overtaken by 02 as market leader in the UK market in 2007. It is a Market driven company, dedicated to innovation and satisfying customers changing communications needs. General market Trends Market size - In 2007 The UK mobile phone market was worth £ 15.1 billion with over 74 million subscribers. In 2007 121% of the UKs population was subscribed to a mobile phone. The Market segments into 2 main categories, Prepay and Contract subscribers. 47.2 million Prepay subscribers (64%) 26.4 million Contract subscribers...
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