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 custom

ers

404 million custom

ers

Strength

S3:High brand visibility

HEY! VODAFONE!

HEY! VODAFONE!

Strength

S4:Network infrastructure

ReadyReady

Strength

Weakness

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

ROAROA

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 speedData

speed

Opportunities

Threat

T1:Market saturation in developed countries

Threat

T2:Global economic depression

Threat

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

Strengths1.Wide network coverage2.Large customer base3.High brand visibility 4.Network infrastructure

Weakness1.Negative return on assets (ROA) 2.Declined liquidity3.Declined Revenue

Opportunities1.Increasing demand for mobile services in emerging markets2.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.

Threat1.Market saturation in developed countries2.Global economic depression3.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

S3High brand visibility +

O1Increasing demand for mobile services in = emerging markets

S3O1With high brand visibility, We can promote 4G service in emerging market.

Strategies

Vodafone EE O2

CSF WT (%) Rating W t ’d

Score Rating W t ’d Score Rating W t ’d

Score

3G Wide network coverage 0.35 4 1.4 4 1.4 4 1.4

Strong customer base 0.2 4 0.8 4 0.8 3 0.6

High brand visibility 0.15 3 0.45 4 0.6 3 0.45

Steady decline in average revenue per user (ARPU)

0.30 1 0.3 1 0.3 1 0.3

Total 1 2.95 3.1 2.75

IEM

High 1.0 Medium 0.5 Low 0.0

High 20

Indu

stry

Sal

es G

row

th R

ate

Medium 0

Low -20

Relative Market Share Position

Stars II Question Marks I

Cash Cow III Dogs IV

Fixed line

Data + Message

Voice

BCG

Growth Vodafone services’ revenue

Services’ revenue in UK

Market share Adjusted

Voice -7.09% 2559 ￡ ml 26041.5 ￡ ml 9.83% 0.6117

Data + Message 12.98% 1841 ￡ ml 11458.5 ￡ ml 16.07% 1

Fixed line 15.24% 32 ￡ ml 3300 ￡ 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 investment2.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 programs2. 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 !