The Orange Development Strategy

Résumé du document

The document gives insights into the history of the Orange Company, Orange's strategy, Presence of Orange in world and European markets and the impacts of the strategy adopted by Orange. Launched in April 1994, Orange was the fourth mobile phone operator on the British market. By the end 2000, Orange became the third mobile phone operator on the British market and reached more than 8.25 million subscribers, that is 2.3 million more than in 1999. In France, France Télécom launched Itineris in 1992. Since then, Itineris has acquired the market leader position on the French mobile phone market. In May 2000, France Télécom took Orange over for £ 25.1 billion.

Extraits

[...] - Orange is suitable for an international expansion. brand could be as famous as Coca-Cola, sonny or Apple' said Didier QUILLOT, Orange MD. The main problem that France Télécom encountered was how to impose Orange in a few time without disturbing current customers and winning some new ones. The 27th April of the highest skilled executives joined forces in a meeting to decide when France Télécom Mobile would become Orange. They decided that it will be on the 21th of June, which gave short time for them to implement a strategy. [...]

[...] Dutchtone was the fourth entrant into the highly competitive Dutch market and is now ranked third out of five in terms of market share. We had 840,000 subscribers at the end of September 2000. Results of the strategy Orange group turnover is 3.4 billion and grew by 33% for the first quarter of 2001in comparison with the first quarter of 2000. Orange France turnover is the same period of time is 1.5 billion and grew by 19% compared with the first quarter 2000. The number of customers is 33 million the 31th of Mars 2001, which has grown by 59% in one year. [...]

[...] Dynamism, modernity, simplicity, transparency, proximity and responsibility are not only words, they are the values which guide all the actions and allow Orange to be recognised as the mobile phone brand the most innovative and the closest brand to customers needs. Orange currently own of Wind, the largest Italy mobile operator. In Germany, Orange owns of MobilCom, a network-independent wirefree reseller. Orange Communications SA (OCSA) in Switzerland, formed in 1998, is an 85% owned subsidiary of Orange. Dutchtone launched its services in the Netherlands in January 1999 and is a 100% owned subsidiary of Orange Orange Strategy The point for France Télécom was to change the image of the services it proposed. [...]

[...] During that time every outlet had to be redecorated: painting of the walls, new furniture, new shop sign, etc Orange has also ordered gerbera (i.e the orange flower that symbolises the brand) to offer to new customers of the biggest outlets Logistic strategy - Orange had to reformulate its offers, that is the company had to print more than 80 different new information sheets. - 150 persons are sent in outlets to set new furniture in the 1600 biggest outlets and in the 650 France Télécom agencies window dressers are in charge of the new window displays. - 90 controllers from Orange have to check if shops are up to standard. - About boxes which were stored in the outlets had to be unwrapped in order to change previous Ola, Mobicarte and Itineris packages into Orange ones. [...]

[...] Orange's strategy 3. Presence in the world and in Europe 4. Impacts of the strategy History of Orange Launched in April 1994, Orange was the fourth mobile phone operator on the British market. By the end 2000, Orange became the third mobile phone operator on the British market and reached more than 8.25 million subscribers, that is 2.3 much more than in 1999. In France, France Télécom launched Itineris in 1992. From this date till now, Itineris has been remaining the leader on the French mobile phone market. [...]