Second Presentation
Group 6
Member：蘇冠穎
程弘棋
劉庭妤
Professor : 黃光渠
Contents
SWOT Analysis
CPM
BCG
Strength
S1:Wide network coverage
3G
[]
[]
[]
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Strength
S2:Large customer base
404
million
customers
Strength
S3:High brand visibility
HEY!
VODAFONE!
Strength
S4:Network infrastructure
Ready
Weakness
W1:Negative growth rate of return on assets
(ROA)
ROA
Weakness
W2:Declined liquidity
Weakness
W3:Declined Revenue
Revenue fell by 4.2% to £44.4 billion.
Opportunities
O1:Increasing demand for mobile services in
emerging markets
Opportunities
O2:Growing demand for high speed data
Data
speed
Threat
T1:Market saturation in developed countries
Threat
T2:Global economic depression
Threat
T3:New competitors(low or no-capital operators)
SWOT
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.
Strategies
S3
High brand visibility +
O1
Increasing demand
for mobile services in =
emerging markets
S1
Wide network coverage
S2
+
Large customer base
S3O1
With high brand visibility,
We can promote 4G service
in emerging market.
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.
IEM
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
0.30
1
0.3
1
0.3
1
0.3
Steady decline in
average revenue
per user (ARPU)
Total
1
2.95
3.1
2.75
BCG
Relative Market Share Position
High 1.0
High 20
Industry Sales Growth Rate
Low 0.0
Medium 0.5
Fixed
line
Data +
Message
Stars II
Question Marks I
Medium 0
Voice
Cash Cow III
Low -20
Dogs IV
3000
2500
Growth
2000
Vodafone
Services’
Market
services’ revenue revenue in UK share
Voice
1500
1000
Voice
500
Adjusted
Data+Message
-7.09%
2559 ￡ml
26041.5 ￡ml
9.83%
0.6117
16.07%
1
0
2009
50
Data +
Message
40
12.98%
2010
2011
1841 ￡ml
2012
11458.5 ￡ml
30
20
Fixed line
10
15.24%
32 ￡ml
3300 ￡ml
0
2009
2010
2011
2012
Fixed line
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
How could we do for these services
• 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
Do survey about
client's satisfaction
Provide some
preferential plan
for old customer
• Strategy：
1. Customer satisfaction programs & Loyalty programs
2. Generate cash to invest other services
Thank you for tour listening !