... It involves bringing wireless solutions to the small to medium business niche, a market that has been overlooked by industry leaders. The second part of the strategy is to build brand loyalty amongst existing consumers with the aim of increasing revenues. 2. Introduction Vodafone Australia has recently been plagued with negative headlines like "Vodafone in Dire Straits" and "Vodafone Still Takes on Opposition despite Job Cuts". This is in the midst of its poor financial performance over the past couple of years as it struggles to compete against Telstra and Optus, the two industry leaders. The company's substantial debt1, its revenue decline in 2001 and its stagnant market share2 has led to its pursuit of a turnaround strategy with the 30% reduction in staff3, the 25% decrease in operating costs4 and the divestment of its mobile phone retail outlets5. Thus, this report seeks to analyze and improve Vodafone's business performance and ...

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