France Telecom Case

FT-Orange’s strategies can be placed in Differentiation zone in Bowman’s Clock. Differentiation is a zone “ for building on high perceptions of product or service benefits amongst customer” (Johnson et al., 2011). Orange pay amount of capital on advertising and marketing, it through building a strong brand image to gain more customers. The vision of Orange is supplying high quality service to customers, so Orange interact with customer to get feedback about their products ore service. A new product with high value was made by Orange. The 2012 plan was NExT (New Experience in Telecommunications) aim giving new experience to customer. Close to customers’ need and depend on various customer segments to create suitable product is Orange’s strategy. Therefore FT-Orange having strong customer base and branding that it belong to differentiation zone in strategy clock. (Orange, 2013)

Two rivals in telecommunication market

Vodafone is one of the competitor with FT-Orange, Vodafone can be placed in Hybrid zone . Johnson et al.(2011) claimed hybrid is using low price to get a higher perceived value. Low price is their strategy to get customer. This year Vodafone add value to its products and services in order to increase profit. Various products supply lots of choices for customers, develop technology and introduce new services are its strategies for emerging market. For example Vodafone supply cheapest price for international line in UK, many Chinese oversea students choose Vodafone because it just 1p per minuters call to China that cheaper than any other companies.

AT & T is one of the world’s biggest telecommunication company and it is the largest in America. It supply a kind of products and services with high prices so it can be placed in differentiation to focused differentiation zone. AT & T have high prices and high valued products, it offers high quality service and new technology, like it offers

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