Vodafone UK Market Strategy
Studying retention and customer-value growth through competitive position and customer equity.
- Context
- Business management course group project
- Role
- Team lead · Four-person group
- Scope
- UK telecommunications market · Integrated strategy
The project applies a Source–Position–Performance framework and a customer-equity perspective to Vodafone’s competitive position and strategic weaknesses in the UK telecommunications market.
As lead of a four-person team, I coordinated the research structure, allocation of work, and final report. The team developed customer-value directions centred on retention and value-added services, then considered how online and offline operations could support them.
The final work connects market context, competitor comparison, and strategic recommendations in one coherent proposal. Its value lies not in producing an isolated recommendation, but in learning how market judgement, customer value, and execution can form a single line of reasoning.
Boundary
This is a course project based on public information and uses no internal Vodafone customer or operating data.