Vodafone Case

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1.0 Introduction
The history of Vodafone, which is the main case company in this report traces back in 1985 when its first branch was established in Newbury, England (Vodafone, 2010a). Today, Vodafone boast of being the top provider of mobile telecommunication in the world and is positioned 7th in the FTSE 100 companies with a market capitalisation of 62, 169 million dollars as shown in Appendix 1 (Bandyopadhyay and Zadeh, 2014), p 213. This report endeavours to carry out a strategic analysis of Vodafone with an aim of giving recommendations on the best strategic options that the company should choose so as to maintain its leadership in the industry. To carry out the strategic analysis of the external environment as well as external environment affecting the company, PESTLE and SWOT models are used. On the other hand, growth strategies of Vodafone are carried out using Ansoff’s model, detailed of which are as explored below.
2.0 External and Internal Environmental Analysis (SWOT)
Vodafone’s operation is affected by both external (forces beyond the control of the
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As discussed earlier, Vodafone is a very strong brand and is known as the most reputable firm and is respected for being the best in the mobile telecommunication industry. As noted by Pointon (2005, p 51), such brand image is very significant as far as increasing a company’s sales is concerned . According to this author, Vodafone has established a strong bond with its customers by constantly putting them into consideration while crafting new products or rolling new services. Another strength of Vodafone lies in the way it manages customer relation in a standardised way. The company according to Pointon (2005, p 52) has developed a group-wide standard in managing its relationship with the customers. This allows the company to be aware of its customer preferences and base so as to enable it offers its new products and services to them

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