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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 !
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