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Alcatel: Strategic spheres of activities (2006)

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documents in English
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case study
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6 pages
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  1. Introduction
  2. Analysis of the communication strategy
    1. The target, the typical
    2. Communication objectives
  3. Advertising investment
    1. Advertising investment
    2. From each media
    3. Cost of an advertisement on criteria
  4. Levels of communication
  5. The creative strategy copy
  6. The slogan
  7. Creative analysis
  8. Conclusion

Alcatel provides communications solutions to telecommunication carriers, Internet service providers and enterprises for delivery of voice, data and video applications to their customers or employees. With leading positions in the broadband, fixed line networks and mobile applications and services, Alcatel enables its customers to develop their own services in a broadband world.

With a turnover of 12.3 billion euros in 2004, Alcatel operates in more than 130 countries. The group's activities are a part of activities of Alcatel networks. It comprises a network of partnerships and alliances created to supply, distribute and enrich its offerings.

By developing a holistic view of its network, the company can investigate whether the upstream activities are more or less profitable than the downstream ones and consider its decisions on vertical integration. It can also monitor the players in the industry and anticipate any changes that may affect its operating conditions.

The group's activities are activities of Alcatel networks. Called a network of partnerships and alliances created by a company to supply, distribute and enrich its offer. By developing a holistic view of its network, the company can investigate whether the upstream activities is more or less profitable than the downstream and consider in its decisions on vertical integration.

It can also monitor players in the industry and anticipate any changes that may affect its operating conditions. Alcatel is a high-tech company and is therefore obliged to innovate and improve its products through research in order not to be overtaken by its competitors.

Thus in a market characterized by the constant emergence of new global players and continuous emergence of new applications Alcatel wants to create, through its research potential, technological breakthroughs to develop a competitive advantage. It also wants to play through innovation on rapid modernization of its portfolio to anticipate emerging needs of customers and markets.

Tags: Alcatel, strategy adopted by Alcatel, Alcatel's spheres of activities

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