Strategic Management of Vodafone plc in UK

LCBS5001/2 Strategic Management

Executive summary
In the management field, strategic management is engaged with the implementation and creation
of the main goals and objectives. Event the initiatives considered by the top managerial authority
of organization on the basis of the concern of resources in aligned with the critical assessment
internal and external environment of organization wherein organization conducts its operations
are also assessed within same (Ansoff, Kipley, Lewis, Helm-Stevens & Ansoff, 2019). The
present study is conducted to consider the strategic position and management of Vodafone plc in
UK. The study aims to exploit the success factors of Vodafone in UK, plus it assess the business
strategy adopted by company through using various concepts, tools and lenses. The study shows
that Vodafone has attained commendable success in UK with its diversified strategies, but the
internal and external factor considerably impacts its growth and strategic decision and choices.
Thus, it is held that by following provided recommendations, Vodafone can gain an effective
competitive edge and can manage its position as well as strategies successfully.

Table of Contents
Introduction......................................................................................................................................4
Background of the company............................................................................................................4
Evaluation of business strategy.......................................................................................................4
SWOT analysis............................................................................................................................6
Five force analysis.......................................................................................................................8
WARFARE perspective...............................................................................................................9
Reason of success......................................................................................................................11
Future scope and recommendations...........................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Introduction
The present study is based on the critical evaluation and analysis of the business strategy and
strategic management of Vodafone plc in UK. The study covers the manner in which company
gained success in the concerned country and what business strategies are adopted by the
company. Along with this, the study also assesses the current and future strategic position of the
company while evaluating the business strategies through application of SWOT, five forces and
Warfare perspectives.
Background of the company
Vodafone Group Plc is engaged in providing telecommunication services within Europe, Africa,
Asia Pacific and Middle East. The consumer products of company are inclusive of mobile
services, like data, calls, broadband services, voice, mobile and money services. It can be said
that Vodafone is one of the leading telecommunication companies in the world (Vodafone Plc,
2019). The company has experienced higher growth over recent decades with the help of
mergers and new acquisitions. Presently, the company is believed as a leader in offering
broadband as well as mobile services to businesses and households in its key markets. It has
been asserted that the company turnover rate increased as a consequences of larger customer
base, higher customer usage and effective pricing strategies and evidenced strong growth in UK
and related areas. Throughout the world, the company has more than 44 million customer and
approx 19.5 million in the UK.
Evaluation of business strategy
The current business strategy of Vodafone is to expand through geographic expansion, new
customers acquisitions, attaining existing customer retention, and making rapid increase in usage
by innovation in technology. However, this is evidenced as a successful strategy, witnessing the
same from the success of Vodafone in UK. Its first cellular network was opened on 1 January
1985, and since then it is the market leader, company’s networks in UK carry more than 100
million calls every week. At present, Vodafone has the largest ever share in the cellular market
of UK (Volberda, at.el 2011). The main objective of Vodafone is to be a market leader comprise