Group 6 Member ： 蘇冠穎 程弘棋 劉庭妤 Second Presentation Professor : 黃光渠

SWOT Analysis CPM BCG Contents

S1:Wide network coverage Strength

S2:Large customer base 404 million customer s Strength

S3:High brand visibility HEY! VODAFONE! Strength

S4:Network infrastructure Ready Strength

Weakness W1:Negative growth rate of return on assets (ROA) ROA

W2:Declined liquidity Weakness

W3:Declined Revenue Revenue fell by 4.2% to £44.4 billion. Weakness

O1:Increasing demand for mobile services in emerging markets Opportunities

O2:Growing demand for high speed data Data speed Opportunities

Threat T1:Market saturation in developed countries

Threat T2:Global economic depression

Threat T3:New competitors(low or no-capital operators)

Strengths 1.Wide network coverage 2.Large customer base 3.High brand visibility 4.Network infrastructure Weakness 1.Negative return on assets (ROA) 2.Declined liquidity 3.Declined Revenue Opportunities 1.Increasing demand for mobile services in emerging markets 2.Growing demand for high speed data S3O1 ： With high brand visibility, We can promote 4G service in emerging market. W3O1 ： We can improve our 3G mobile service quality in emerging market, like India, Turkey …etc., to attract more customers for increasing revenue. Threat 1.Market saturation in developed countries 2.Global economic depression 3.New competitors (low or no-capital operators) S1S2T3 ： We can offer preferential plans, like free SMS and Unlimited calling to other wireless customers with Mobile to Mobile, to compete with new rivals. W1T2 ： We simplify our organization and eliminate old equipment to decrease the effect of global economic depression. SWOT

S3 High brand visibility + O1 Increasing demand for mobile services in = emerging markets S3O1 With high brand visibility, We can promote 4G service in emerging market. S1 Wide network coverage S2 + Large customer base T3 New competitors (low or no-capital = operators) S1S2T3 We can offer preferential plans, like free SMS and Unlimited calling to other wireless customers with Mobile to Mobile, to compete with new rivals. Strategies

VodafoneEEO2 CSFWT (%)Rating W t ’d Score Rating W t ’d Score Rating W t ’d Score 3G Wide network coverage Strong customer base High brand visibility Steady decline in average revenue per user (ARPU) Total IEM

High 1.0 Medium 0.5 Low 0.0 High 20 Industry Sales Growth Rate Medium 0 Low -20 Relative Market Share Position Stars IIQuestion Marks I Cash Cow IIIDogs IV Fixed line Data + Message Voice BCG

Growth Vodafone services’ revenue Services’ revenue in UK Market share Adjusted Voice-7.09% 2559 ￡ ml ￡ ml 9.83% Data + Message 12.98% 1841 ￡ ml ￡ ml 16.07%1 Fixed line15.24% 32 ￡ ml3300 ￡ ml 0.97%0.0604

How could we do for these services Fixed line ： -Question Marks -Low market share in high growth industry Strategy ： 1.Increasing investment 2.Do market research

Data + Message ： -Stars -High market share and high growth rate Strategy ： 1.Sales promotion and Advertising How could we do for these services

Voice ： -Cash Cow -High market share and low-growth industry Strategy ： 1.Customer satisfaction programs & Loyalty programs 2.Generate cash to invest other services Do survey about client's satisfaction Provide some preferential plan for old customer How could we do for these services

Thank you for tour listening !