1.	Introduction

1.1	History of Vodafone

2.	From Oskar to Vodafone

2.1	What keeps same?

2.2	Change ons strategies

2.3	Product changes

2.4	Manageral changes

2.5	Marketing changes

2.6

Slogans

2.7	Eamples of new camapaigns

3.	SWOT analysis

3.1

Strenghts

3.2	Weaknesses

3.3	Opportunities

3.4

Threats

4.	PEST analysis

4.1	Political forces

4.2	Economic forces

4.3	Socio-cultural forces

4.4	Technological forces

5.	Bibliography

"MANAGERIAL CHANGES
On 12th October 2005 the company announced large changes within top management of Oskar Vodafone and in Connex (Romanian sister company of Oskar Vodafone). Mr. Al Tostoy demitted on his position of Oskar´s CEO. He was replaced by Karla D. Stephens who started to continue in process of integrating Oskar into Vodafone structure. However Karla was promoted into this position for only limited period of time.
In February this year Oskar changed into Vodafone and Karla Stephens became a past CEO. Czech division is currently lead by Australian Graham Maher. Mr. Maher works in Vodafone for more than 10 years. He came to Czech from Sweden and before he was a CEO in Australian Vodafone.
Except these changes in top management many others, smaller happened on lower level management. Many managers were replaced by “Vodafone people” from other divisions this step was mostly done to fully integrate Oskar into Vodafone as easier as possible and own management can do it fastly.

MARKETING CHANGES
During changing Oskar to Vodafone, the biggest attention was given to marketing department as it was their main responsibility to announce the information of changing to the public. Large campaigns were introduced and thanks to them, the knowledge of Oskar Vodafone increased.
The first campaign announcing that Oskar became a part of Vodafone group was called Getting red. It started in June 2005 and in that times knew the brand Vodafone only 2% of population and most of them even did not know that it is a mobile operator. At these days know 57 % logo of Vodafone and already 77 % know dual brand Oskar Vodafone.
Many people thought that the shape of the logo has something in common with the meaning of water - “voda”. However that shape is a quotation, which should symbolize a direct contact to its customers, which Vodafone mainly emphasizes. The name itself is shorter way of English words VO-DA-FONE (Voice, Data, Phone).
We can forget about funny and human Oskar´s advertisements, new Vodafone’s adverts are done as huge, global advertisements of big operators. They decided to use a special slogan for the Czech market. It is “Je to ve vašich rukou. now." (It’s in your hands. now). The word “now” should connect the Czech slogan with the international campaign. The Czech management plan to use this little word in the Czech slogan in long-term meaning.

SLOGANS
All slogans on various billboards should explain promises created by Vodafone:
1. continuous improvement in the process of network cover
2. remaining price at the same level while calling to other operator’s networks
3. immediate advantages connected to making calls abroad (roaming) according to Vodafone’s international partners
4. the final promise is about creating a 24 hours-customer-call center (until now there has been only 12 hours-customer-call center).
The new Slogans are connected to numbers like:
• I am connected to the world through 1 reliable network
• 1 charge connects me to all of my friends
• 1 word separates me form my home
• 5 ways, how to get fun with us
Vodafone also changed some names of services Oskar used before, for example “Oskar karta” (Oskar card) changed for “Vodafone karta” (Vodafone card), from “OskarLinka” (OskarLine) to “Vodafone péče o zákazníky” (Vodafone customers care). “Oskaravan changed to Vodafone tour. It is also important to mention that Oskar´s web pages were completely redone and renamed from www.oskar.cz to www.vodafone.cz. However according to customers, the web sites are confusing and sometimes they do not work because of many visitors.
January 2006 customers of mobile operators have the possibility of transferring mobile numbers. Oskar currently records thousands of mobile numbers for transfer. This option changes the marketing strategies as well. All three operators started huge campaigns for convincing customers to change to their operator – Vodafone offers 1 month try of their network for free, special tariffs like calling into all networks for one price."

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