European Business Report pdf

Business in Europe

Running Head: Report
Contents
Introduction and background............................................................................................2
Analysis.........................................................................................................................2
Consumers and marketing in EU...................................................................................2
EU on the world stage..................................................................................................4
EU enlargement and common agricultural policies.........................................................5
Entrepreneurial Europe................................................................................................5
Mobility and sustainability policies of the EU................................................................6
SWOT Analysis...........................................................................................................6
Recommendations.........................................................................................................10
References....................................................................................................................12
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Running Head: Report
Introduction and background
The EU Member States work together in the Council of the European Union, also known as
the Council. The work of the Council is divided into ten policy areas. This report is directed
to the senior management of Vodafone by focusing on the policy areas of the economic and
financial affairs and the transport, telecommunications and energy council policy areas for
the European Union member states. Vodafone Group plc is a UK based multinational
telecommunication conglomerate having their headquarters located in London. The
organisation runs and operates it network in 26 countries presently and it 50 other Nations,
the company has partnered with other organisations to provide the network. Vodafone is
currently providing IT services to the 12 European Union countries and contributed about €
23.7 billion in the overall growth of the EU (Al-Atiqi & Mumen, 2014).
Analysis
Consumers and marketing in EU
In Europe, Vodafone operates in 12 member states of the European Union including the
Czech Republic, Germany, Greece, Hungary, Ireland, Italy, Malta, Netherlands, Portugal,
Romania, Spain and the United Kingdom. The network services provided by Vodafone and
all the other Telecom operators together have made Europe the region with highest mobile
services penetration. At present there are 579 million individual subscribers of mobile
services across Europe and out of these 125 million people are customers of Vodafone and
the organisation boasts of another 24 million business customers (Rodrigo, 2012). The
distribution of the mobile customers of Vodafone across Europe is illustrated in the statistics
below.
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Running Head: Report
Vodafone has diversified its business over the years in the European Union from being only a
telecom service provider to becoming a significant player in the entire communication
technology industry. Currently the organisation deals in broadband services, internet of
things, mobile telephone and cloud storage services (Vij, 2012). 66% of the total revenue of
Vodafone in Europe come from the individual customers but the rest 28% enterprise revenue
is an important growth driver in the business of Vodafone. The organisation is currently
carrying more than 50% of the total data traffic running on the 4G network of Europe and it
continues to introduce innovative products like Vodafone Speechmark, M-pesa, Vodacom
and Vodafone Portrait and marketing them to stay competitive in the market and stay ahead
of all their competitors (Euromonitor, 2013).
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