Studiu de Caz Orange - Management Strategic

1.Introduction

Worldwide there are over 4 billion people that are separated by distance, who speak different languages and have different lifestyles.But they all chose the same thing: to communicate as they feel, to look with optimism to the future.All of them are close to each other thanks to Orange, one of the biggest communications companies worldwide.

Orange is the key brand of France Telecom, one of the world's leading telecommunications operators.

With more than 131 million customers, the Orange brand covers internet, television and mobile services in the majority of countries where the Group operates. At the end of 2009, France Telecom had sales of 44.8 billion euros (33.7 billion euros for the first nine months of 2010).

At 30 September 2010, the Group had a total customer base of 203 million customers in 32 countries. These include 144.5 million mobile customers and 13.3 million broadband internet (ADSL, FTTH) customers worldwide. Orange is one of the main European operators for mobile and broadband internet services and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.

1.1 History

Orange is the brand used by France Télécom for its mobile network operator and internet service providers subsdiaries. It is the seventhlargest telecom operator in the world, with over 189 million customers as of 2009. The brand was created in 1994 for Hutchison Telecom's UK mobile phone network, which was acquired by France Télécom in August 2000. In 2006, the company's ISP operations, previously Wanadoo, were also rebranded Orange. Orange is now the unique commercial façade of almost all France Telecom services. Orange France was incorporated in 2005 and has its headquarters in Arcueil, France.

Microtel Communications Ltd. was formed in April 1990 as a consortium comprising Pactel Corporation, British Aerospace, Millicom and French company Matra (British Aerospace soon acquired full control of the company). In 1991 Microtel was awarded a license to develop a mobile network in the UK, and in July 1991 Hutchison Telecommunications (UK) Ltd acquired Microtel from BAe. BAe was paid in Hutchison Telecommunications (UK) Ltd. shares, giving the company a 30% share. Hutchison Whampoa held 65% and Barclays Bank the remaining 5%. Microtel was renamed Orange Personal Communications Services Ltd. in 1994. The Orange brand was created by an internal team at Microtel headed by Chris Moss (Marketing Director) and supported by Martin Keogh, Rob Furness and Ian Pond. The brand consultancy Wolff Olins was charged with designing the brand values and logo and advertising agency WCRS created the Orange slogan "The Future's bright, the Future's Orange" along with the now famous advertising. The logo is square because it was felt that the word orange could be seen as a fruit and it needed to be strong in the business world rather like American Express and Hertz. It was also important to establish it as the colour Orange, which is seen as a strong Feng Shui colour. The Orange network was launched on 28 April 1994.

1.2 Orange Romania

Orange Romania is the largest GSM operator in Romania . By April 2002 ,Orange operated under the brand dialogue. In February 2006 , Orange Romania had over 7,000,000 customers, which gave him a share of 56.95%. Orange's success in Romania is attractive not only because they are mobile, but also the quality of network, services and brand. With a population coverage of 96.6%, Orange Romania offers each person in Romania the posibility of choosing between flexible subscription plans that can be customized, and PrePay.

Orange is in direct competition with Vodafone for the 13.7 million mobile users in Romania.Orange Exceeded Vodafone (then Connex) in the number of customers in September 2004 . Orange introduced in early 2005 the EDGE technology in four Romanian cities ( Bucharest , Cluj-Napoca , Timisoara and Brasov ), a transition to 3G technology. Orange Romania is the Romanian subsidiary of the global mobile operator Orange SA , the mobile telecommunications arm of France Telecom . Orange Romania is 96.8% owned by France Telecom

By November 2007 , Orange has invested about 1.4 billion euros, from entering the Romanian market. Main competitors in the mobile market in Romania are: Vodafone Romania , Cosmote Romania , Zapp Mobile ( CDMA ) and the newer RCS & RDS .

Orange Romania also controls 4.33% of the current operator Moldovan Orange Moldova (former Voxtel).In December 2008 , Orange had 101 shops, 1,100 partner stores and approximately 35,000 points of sale of prepaid cards, with the largest distribution network of a mobile telecommunications operator in Romania.

2. Mission, values, vision, objectives.

2.1 Mission

Orange believes in the future. Orange makes a difference in people's lives by creating simple and innovative services that help people communicate and interact better.

2.2 Values

The values promoted by Orange through products, services, promotions are creativity, courage, dynamism, attention to detail, consistency and courage.

2.3 Vision

A clear future, without connecting cables. (A Wirefree and bright future.) This vision is based on the simple premise that people communicate with people and not places. In the future, people will not be tied to landlines and will be able to communicate anywhere and anytime. When launched in the UK, in April 1994, Orange was new and different, eliminating the confusion that exists on the mobile market and transforming the process of buying a cell phone in one simple and clear.

“In the future, people will think it strange that voices ever travelled down wires.”) – This was the launching advertise in the ul,april1994