SCHOOL YEAR 2009 – 2010

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MARKETING RESEARCH REPORT

BACHELOR BUSINESS ADMINISTRATION 3RD YEAR

Professor: Mr. TCHIMOU Students: Carole OBOU Moïna KODJO Colombe KOUAME
CONTENT

EXECUTIVE SUMMARY 3

INTRODUCTION 3

FIRST PART: MOOV PRESENTATION 5

I. CONTEXT 6
II. COMPANY PROFILE 6
III. ORGANIZATIONAL STRUCTURE 9

SECOND PART: RESEARCH WORK REPORT 11

I. MARKETING MIX STRATEGY 12
II. MARKETING RESEARCH 29
III. MARKETING PLANNIG 33
IV. DIRECT MARKET 38
V. RECOMMENDATION FOR MARKETING ORIENTATION 39

CONCLUSION 40

BIBLIOGRAPHY 41

EXECUTIVE SUMMARY

Since its setting up in the Ivoirian market, MOOV has brought a technology more advanced than the other operators. Its highest capacity and the national cover from its launch till now have marked our territory of an indelible mould. So, using Marketing Mix we identify marketing opportunities for potential growth of MOOV activity and through Marketing Research we demonstrate how it investigates the market to meet the needs of its customers profitably. Then, we focus on Marketing Planning to learn more about the increase of its profits and describe the impact of Direct Marketing on the company. Finally, some recommendations are made for the development of the company’s Marketing Orientation strategy in order to develop a competitive advantage.

INTRODUCTION

Telecommunication is the branch of technology dealing with cable, telephone, broadcasting, telegraph, fax, radio and mail as ways of communication over a distance.
In Cote d’Ivoire, the sector of telecommunication has shown a real boom (expansion) around four (4) years ago, with the coming of new operators. Indeed, since 1998 only two (2) companies, IVOIRIS and TELECEL, now respectively called ORANGE and MTN have enlivened the market telecommunication until 2006 with MOOV entry.
MOOV Cote d’Ivoire