This report presents a comprehensive analysis of Vodafone, a leading telecommunications company. It begins with an external analysis, utilizing PESTEL and Porter's Five Forces models to assess the political, economic, social, technological, environmental, and legal factors, as well as the competitive dynamics within the UK telecommunications sector. The report then delves into an internal analysis, evaluating Vodafone's resources (physical, human, intangible, intellectual, and technological) and applying the value chain and VRIO frameworks to identify strengths and weaknesses. Finally, it concludes with a strategic evaluation, employing a TWOS matrix to formulate strategic options based on the identified opportunities, threats, weaknesses, and strengths, providing a well-rounded view of Vodafone's strategic position and potential pathways for future growth.