VODAFONE'S POSITION ON THE UK MARKET

  • Cristina Nicoleta MIHĂILĂ Academy of Economic Studies, Bucharest

Abstract

Vodafone found itself one of only two entrants in the United Kingdom in a virtually unregulated new industry back to the 90s. Looking forward to implementing new strategies, Vodafone was developing new devices offering
faster mobile connections than most Americans had on their home PCs. Vodafone’s current business strategy is to “grow through geographic expansion, acquisition of new customers, retention of existing customers, and
increasing usage through innovations in technology”.
Keywords: SWOT analysis; strategy; macro environment; market;mobile phone.

References

Gelder D. & Woodcock. P., Marketing and Promotional Strategy,

Nelson Thornes, 2003.

Jobber D. & Fahy J., Foundations of Marketing, 2nd Edition, McGraw-

Hill Education, 2006.

Lynch R., Corporate Strategy, 4th Edition, Pearson Education Limited,

Wootton Simon, Horne Terry, Strategic Thinking, 3rd Edition, Kogan

Page, 2010.

www.vodafone.co.uk

Published
2012-06-01
Section
Articole