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

2. SWOT Analysis CPM BCG Contents

3. S1:Wide network coverage Strength

4. S2:Large customer base 404 million customer s Strength

5. S3:High brand visibility HEY! VODAFONE! Strength

6. S4:Network infrastructure Ready Strength

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

8. W2:Declined liquidity Weakness

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

10. O1:Increasing demand for mobile services in emerging markets Opportunities

11. O2:Growing demand for high speed data Data speed Opportunities

12. Threat T1:Market saturation in developed countries

13. Threat T2:Global economic depression

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

15. 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

16. 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

17. VodafoneEEO2 CSFWT (%)Rating W t ’d Score Rating W t ’d Score Rating W t ’d Score 3G Wide network coverage 0.3541.44 4 Strong customer base 0.240.84 30.6 High brand visibility 0.1530.4540.630.45 Steady decline in average revenue per user (ARPU) 0.3010.31 1 Total 1 2.95 3.1 2.75 IEM

18. 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

19. Growth Vodafone services’ revenue Services’ revenue in UK Market share Adjusted Voice-7.09% 2559 ￡ ml26041.5 ￡ ml 9.83%0.6117 Data + Message 12.98% 1841 ￡ ml11458.5 ￡ ml 16.07%1 Fixed line15.24% 32 ￡ ml3300 ￡ ml 0.97%0.0604

20. 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

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

22. 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

23. Thank you for tour listening !