Internship report in Locatel France (2009)

Résumé du document

As a second year student of the INSEEC business school, I had to do an internship during the three months of my summer period. I chose the company Locatel, located in Nanterre Prefecture in France. Locatel is the French and European leader in the integration of interactive multimedia solutions, aiming at health care and hotel sectors. The company offers a wide range of services such as interactive television systems, high bit rate Internet access system, interactive display systems and a complete range of equipments. For me, the main goal of this internship was to have a good professional experience in the marketing field in a big company such as Locatel, and to have maybe the opportunity to stay longer in the company as an apprentice for the last year of my studies. Supervised by the product manager, as marketing assistant, my main missions during this internship were to do reports, to update the CRM and to help Fanny Fisher, the communication manager, with the promotions (newsletters, mailings, emailings etc).

Extraits

[...] I learnt a lot about the hotel and the healthcare sector. I discovered the products of the company which are specific and not very common. I learnt lot of things about the specificity of the market, the competitors, clients Personal benefits I had very nice colleagues in my team that made the internship very pleasant. I always worked before in small companies, and at Locatel I discovered relations between people in a big company and I realized that it is really different. [...]

[...] Locatel negotiates prices with their partners for TVs, contents (films, rights on channels . ) and equipments. Promotion The company uses a lot of communication tools. First, there are communication tools intended directly to customers, such as Newsletters, emailing, telemarketing campaigns and the Locatel website. Moreover, the company has a show room and organizes lot of events inside, but participate also to events such as Global Lodging Forum, MKG Group (March 2009 Meetings with Hotel Director) or Hotec Cyprus (30th September 3rd October 2009 Meetings with Hotel Director or Chains Director). [...]

[...] I learnt also a lot of things in the company. First, I participated to lot of meetings with my colleagues and also with the sales team; I learnt to give my ideas, to be part of a project. I learnt how it works in the company to organize a project and to set up something, what the role of each person is and how all services work together. In fact, it was the first time that I work in a big company (around 200 employees in France) and with so much people persons in the marketing service and around 15 people in the sales service). [...]

[...] The company has also press relations: corporate press (Le Monde, La Tribune, ) and specialized press (L'hôtellerie, Hotel Restau Hebdo, L'échos Touristique, ) Distribution The products (TVs, systems and equipments) are directly installed by the technical service of the company in the hotels and hospitals. B. Swot analysis The company The hotel business market C. Pestel analysis D. Porter 5 forces analysis Customer's power of negotiation The customer's power of negotiation is very strong. Many actors are on this niche market: local suppliers, Internet service providers, LOCATEL's direct competitors as Quadrigua or OTRUM. Generally, a hotel receives on average two commercial propositions in addition those of Locatel. In that case, customers can negotiate easily. [...]

[...] I used a program on my computer that Locatel uses to do emailings. Then, after the emailing, the sales team had to call prospects to convince them to come. (Cf. appendix III. The Results A. Tools CRM o To identify information about customers, prospects, contacts o To see the activities of the sales team: opportunities, sales, meetings, contracts, sold products o To realize reports, extractions Oscar o To see sales and marketing reports of the group and of each subsidiary (for example: sales performance, sales breakdown per category and per product, forecats ) Intranet o To see the activity of the company o To have an access on all documents (competition, market, products sheets, plaquette corporate, pricing ) Microsoft Office o Power point : to do presentations o Excel : to do reports o Word: to write the newsletter, mailings, etc o Outlook: to send/receive emails and to manage meetings Internet o To search information I used lot of tools during this internship. [...]