This research will begin with the statement that Vodafone is currently experiencing many changes in its market (operating environment). Due to the diversity of the communication service providers the traditional boundaries of the market have greatly changed. These service providers offer, internet, mobile and broadband services. This change has been enforced and brought about by the evolution of customer needs, an intensified competition in service prices from established and the new competitors, new technologies emergence and regulatory pressures. Due to Factors like; Diversification, market penetration, product development and market development, Vodafone has undertaken the following marketing strategies. There is; Promotions, Price Cuts, Development of new products and market development by starting its new organization in new places. For effectiveness in marketing, Vodafone operates with different branches across with the world with different management. In 1998, the company made a deal with Telecom Egypt which enabled it to increase the stake in the country. After that Vodafone in Egypt was owned by Vodafone 55 % and 54 % Telecom Egypt. This made the company to increase is sales because Telecom Egypt assisted in marketing. The chart below represents the number of shares owned by Vodafone and Telecom Egypt in Egypt. Through the porter’s generic theory of the business environment, the company has identified the possible ways of achieving a competitive advantage over the competitors.
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