Analyse du groupe orange

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ORANGE GROUP ANALYSIS

SUP 4
AUDREY MARCOTTE
ADEL HEMAN
School year 2009 - 2010

SUMMARY

Introduction

I. GENERAL DATA OF THE COMPANY

1. HISTORY

2. GENERAL POLITIC OF THE COMPANY

II. FINANCIAL ANALYSIS

III. MARKETING ANALISIS

1. MARKETING STRATEGY

3.1.1 Goals:
3.1.2 Mission:
3.1.3 Strategic goal:
3.1.4Governance andorganization:
3.1.5 Strategic field:
3.1.6 Strategic Activities:
3.1.7 Strategic themes
3.1.8 Strategic Positioning:
3.1.9 Orange’s strategy relevance
3.1.10 Strategic problems
3.1.11 Orange’s implementation of its strategy

2. SWOT ANALISIS OF ORANGE GROUP
3. PORTER’S FIVE FORCES ANALISIS

3.3.1 Porter’s five forces analysis applied to Orange onthe French market of mobile telecommunications

2. Porter’s five forces analysis applied to Orange on the French market of high-speed Internet connections

Conclusion

Glossary

Introduction

In this report we will try to give a general overview and an analysis of the French telecommunication operator Orange.

The telecommunication sector is afaced-paced industry in which rivalry and competition are fierce.

How does orange, which was a state-owned company managed to be one of the leader in the telecommunication industry at the international scale, and how will it assure its future among rising rivalry? What are the company’s assets, and what can be done to impose its offer?

To answer this question we propose thefollowing analysis:

In the first part we will present you the group and its activities, the second part is dedicated to the financial analysis, while the third will focus on its marketing strategy.

I. GENERAL DATA OF THE COMPANY

1. HISTORY

France Telecom is the main French company of telecommunications and the 71th world company. His main brand is Orange, which is going tobecome the name of the group in general. [] It employs 187 000 persons, among whom approximately 100 000 in France, and detains more than 174 million customers in the world.

← Legal shape: Limited company with CEO and Board of directors

← Slogan : (Since July, 2008): farther together

- Before the creation – Origin of France Telecom

The origin of France Telecom beginsin the year 1878 when the state decides to create a ministry of post and Telegraphs.
The telephone has been invented and will be added to the skills of the public utility in 1923.
In 1941 is created the first Head office of Telecommunications within the ministry.
Telecommunications become strategic during the war, and in 1944 the telecommunications research centre (CNET) is created so that theindustry of telecommunications develops.
Nevertheless, in the 50s and 60, the French telephone accuses an important delay.
To remedy this situation, in the 70s is created the Delta LP program.
Infrastructures are more and more successful and the time for realize them is shorter and shorter, it is necessary only a few months to install a new line.
It is in this period also that the industryinvents revolutionary technologies as the “MINITEL”.

- Key Dates of the creation and of the evolution of France Telecom

1988 Creation
1996 Transformation in LIMITED COMPANY
1997 Opening of the capital
2000 Acquisition of Orange

2004 Privatization
2005 Organized by the plan NExT
2007 the End of the minority of blocking of the French State
2009 Launch of the plan Orange
2012France Telecom becomes Orange

- France Telecom, from the public utility to the private enterprise

Having been during decades an administrative department of the State, France Telecom is today a private enterprise. France telecom detains offers which are spread or under the brand France Telecom or under the brand Orange.
The France Telecom company is created January 1th, 1988...
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