Sncf marketing analysis

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320 EEM

Manufacturing Business Organisations

Name: Course: SID:

Jacky LUHANGU EUROPEAN ENGINERING BUSINESS MANAGEMENT 916408 01/02/10

1 Some sources for this document are intern to SNCF company. Please don't show this document for the public

CONTENTS
320 EEM .........................................................................................................1 320 EEM.........................................................................................................1 320 EEM .........................................................................................................1 320 EEM .........................................................................................................1 MANUFACTURING BUSINESSORGANISATIONS................................................1 MANUFACTURING BUSINESS ORGANISATIONS................................................1 MANUFACTURING BUSINESS ORGANISATIONS................................................1 MANUFACTURING BUSINESS ORGANISATIONS................................................1 CONTENTS.......................................................................................................2CONTENTS.......................................................................................................2 CONTENTS.......................................................................................................2 CONTENTS.......................................................................................................2PREAMBLE......................................................................................................4 SNCF: COMPANY BACKGROUND......................................................................4
IDENTITY CARD:............................................................................................................................4 SNCF DESCRIPTION:..................................................................................................................4 MISSION, OBJECTIVES AND STRUCTURES...............................................................................................5

MARKETING AND PRODUCT ANALYSIS............................................................6
ENVIRONMENT (PESTL)................................................................................................................6 PORTER'S FIVE FORCES,.................................................................................................................8 BOSTON CONSULTING GROUP MATRIX................................................................................................9

STRATEGY.....................................................................................................10
GLOBAL STRATEGIC MANAGEMENT, DIVERSIFICATIONSTRATEGIES..................................................................10 THE CURRENT STRATEGY ADOPTED BY THE COMPANY................................................................................10

RECOMMENDATION......................................................................................11 CONCLUSION................................................................................................11

2

Preamble
Before to begin my study in Coventry University, I worked two years in marketing to the SNCF company. This firm purpose the travellers transports in France and Europe. With this company I had discover a transport domain. This domain is important for French because train technologies it's their pride “fleuron francais” I had to be lucky to worked and i have beencustomer. this Allowing me to see the two sides of this company. i purpose to do a analysis to this company because i have some internal sources.

I. SNCF: Company Background
A) Identity card:
Name : SNCF French national railway (Société Nationale des Chemins de Fer Français) Activity : transport rail , management and maintenance network Creation : 01 January 1938 Head quarter : 34 rue du...
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