what marketing initiative can be considered for Vodafone Australia?

This is an important section of your report and as such be clear about what your marketing initiative is and should be one in which you think, based on the situation analysis, the initiative can improve the performance of the company. It needs to have a certain logic.

Your new marketing initiative can be based upon any one of these opportunities/threats identified in the SWOT analysis.

Two major initiatives with subgroups are:

a.Expanding total market demand

i.New customers:

1.Market penetration strategy / New market strategy / Geographical expansion strategy

ii.More usage: getting current consumers to consume more

1.Increasing frequency of usage / loyalty programs