Optimising Vivo's Marketing in Egypt

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This study explores Vivo's strategic journey in the Egyptian market. It begins with an analysis of market conditions and Vivo's initial challenges. Using strategic marketing theories, including STP and the 4Ps, the research employs a mixed-method methodology combining surveys, interviews, and secondary data analysis. Findings highlight Vivo's market achievements, consumer behaviour insights, and competitive positioning. The study concludes with strategic recommendations, focusing on product...