Orange Telecom: A Case Analysis
ORGA 433 – 460
Orange Telecom is a tremendous example of successful organizational understanding of change in a fast-paced and growing market. Utilizing the environment around them, Orange has grown into a worldwide triumph in the Telecom industry. By committing to a progressive strategy, Orange has demonstrated their ability to change and evolve to not only suit their immediate environment, but to also actively envision the future path of the industry, and capitalize on prospective trends around the world.
Question 1: Using the internet and other sources, as well as the information give in the case study, summarize the elements in Orange’s temporal and external environments in terms of the influence it had on the opportunity for this new brand to succeed, 1994-2006.
Orange was launched in the UK in 1994 as an answer to the growing trend towards mobile telecommunications. From the very beginning, Orange utilized a strategy of pioneering many of the services to its customers that would later become the norm, industry-wide. At it’s launch, Orange was the first to offer standard customer service features such as caller id. Orange was the first company to offer aesthetically appealing masts shaped like trees which helped in customer relations. In 1999 Orange launched a branch in Switzerland which would be the first of many excursions into foreign markets. In 2000 Orange was able to use superior technology to offer Europe its first wireless video phone. These are just a few example of Orange’s strategy of providing customers with the latest in innovation. They launched at a time when Telecom services focused more on turnover than customer service. Orange decided to go in a completely unique direction by focusing primarily on customer concerns and service, being among the first to offer their customers numerous different option in every category such as prepaying phones through ATMs. In the UK, in 2003 Orange changed the way the mobile market operated, turning all of its 2,000 UK retail salespeople into ‘phone trainers’ and introducing them into its high street stores. It also launched the new Orange Film Funding Board adverts that took the international cinema industry by storm.
The success of Orange is also strongly attributed to its ability to capitalize on external environmental trends. Being a company steeped in English and French heritage, Orange has been able to utilize a multicultural approach to business and provide nations with both French and British histories. This has opened the door for Orange to cross the language barriers that often bring to a halt the growth of many organizations. Orange has also been able to sense the common curiosity mankind has towards the future and has therefore began marketing itself, not as a company that simply provides a service, but also a company that provides answers to the future through innovation. Further, the Orange brand has become so widely recognized in the UK and nations around the world that the company’s symbol has become synonomus with youth, innovation, and of course mobile phone service. They have strongly marketed this brand to the youth with the knowledge that brand recognition has become more important than ever in an industry with so many customer options. Finally, Orange has had a finger on the pulse of, not only technology and innovation, but of the field of study of technology. Since 2000 there has been a huge growth in the communications field of education, and Orange has capitalized on this by keeping steady observation of rising stars in the field of Mobile Telecom.
Orange has utilized its temporal and external environment to become a successful telecom company. By keeping up with trends, and pioneering so many practices that have become common-place, Orange has now become an industry leader in being able to recognize environmental trends and provide answers for the future.
Question 2: What type of change do you...
References: Senior, B. & Fleming, J. (2006). Organizational Change (3rd ed.). Essex, England: Pearson
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