IDENTIFICAREA SI ANALIZA ALTERNATIVELOR STRATEGICE IN CADRUL COMPANIEI x

CUPRINS
|INTRODUCERE …………………………………………………………………...….                        |5  |
|                                                                  |   |
|CAPITOLUL I  – Prezentare generală a companiei Orange.            |6  |
|…………………...…….                                                     |   |
|                                                                  |   |
|1.1 Istoricul companiei. Orange pe plan internaţional             |6  |
|…………………………...….                                                   |   |
|                                                                  |   |
|1.2 Orange în România …………………………………………………………..….                  |8  |
|                                                                  |   |
|CAPITOLUL II – Analiza alternativelor strategice în cadrul        |13 |
|companiei Orange ...…..                                           |   |
|                                                                  |   |
|2.1 Strategii de menţinere a imaginii brandului Orange            |17 |
|…………………………….                                                      |   |
|                                                                  |   |
|2.2 Publicitatea – element esential cu implicaţii asupra          |   |
|dezvoltării şi promovării imaginii Orange                         |38 |
|………….……………………………………………………………...                                   |   |
|                                                                  |   |
|2.2.1 Promovare outdoor, indoor şi web ……………………………………......       |38 |
|                                                                  |   |
|2.2.2 Studiul de caz privind impactul publicitatii în alegerea    |47 |
|ofertelor ………...                                                  |   |
|                                                                  |   |
|CAPITOLUL III – Politica manageriala a companiei Orange           |65 |
|……………………..…                                                       |   |
|                                                                  |   |
|3.1 Principiile firmei ………………………………...………………………………                |65 |
|                                                                  |   |
|3.2 Politica de fidelizare a clienţilor Orange ………………………………………... |67 |
|                                                                  |   |
|CONCLUZII ………………………………………………………………………...…                         |69 |
|                                                                  |   |
|Bibliografie ………………………………………………………………………….                        |72 |