STRATEGIC OPTION OF MOBILE PHONE OPERATOR ORANGE UNDER CRISIS CONDITIONS

The current financial and economic crisis has affected many sectors, but companies have tried to implement marketing strategies adapted to the context. Telecommunication field was affected to a lesser extent, given the customers’ need for communication, need that doesn’t go away, but that can be achieved through orientation to other service providers. As a research methodology, we used qualitative methods and empirical data on the evolution of Orange mobile operator under crisis conditions, and compared with other operators. The main advantage of these methods is the adaptation to existing resources and external identifying limitations. The objective of this study is to understand how to manage effectively a crisis by applying different marketing strategies adapted to the changing customer needs.