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Universite D'antananarivo UNIVERSITE D’ANTANANARIVO ———————— FACULTE DE DROIT, D’ECONOMIE, DE GESTION ET DE SOCIOLOGIE ———————— DEPARTEMENT GESTION MEMOIRE DE MAITRISE EN GESTION OPTION : MARKETING PROPOSITION DE DEVELOPPEMENT D’UN PARTENARIAT AU SEIN DE LA COMPAGNIE AIR MADAGASCAR AVEC UN ORGANISME NON AERIEN (DANS LE CADRE DES PROGRAMMES DE FIDELISATION) Présenté par Sous l’encadrement de : Encadreur pédagogique : Encadreur professionnel : RANDRIAMBOLOLONDRABARY RAZAFIARISON Lova Herilantoniaina Heriniaina Corinne Chef de Service des programmes de Maître de conférences fidélisation de la société Air Madagascar Date de soutenance : 23 Septembre 2011 Année Universitaire : 2010 - 2011 REMERCIEMENTS Nous ne pouvons pas arriver à ce stade sans la volonté de Dieu tout Puissant, nous lui témoignons toute notre gratitude pour sa bonté. Nous tenons également à témoigner nos remerciements et l’expression de notre profonde gratitude à ceux qui ont contribué à l’accomplissement de ce présent mémoire : Monsieur ANDRIATSIMAHAVANDY Abel, Professeur Titulaire, Président de l’Université d’Antananarivo ; Monsieur ANDRIAMARO Ranovona, Maître de conférences, Doyen de la Faculté, de Droit, de Gestion et de Sociologie de l’Université d’Antananarivo ; Monsieur ANDRIAMASIMANANA Origène Olivier, Maître de conférences, Chef de département Gestion; Madame ANDRIANALY Saholiarimanana, Professeur de l’Université, Directeur du Centre d’Etudes et de Recherche en Gestion; Madame RANDRIAMBOLOLONDRABARY Heriniaina Corinne, Maître de conférences, encadreur pédagogique; Tout le corps enseignant du département Gestion de l’Université d’Antananarivo. Nous tenons aussi à vivement remercier la Société Air Madagascar, et l’ensemble de ses collaborateurs pour son accueil chaleureux et son attitude constructive à notre égard. Madame RAZAFIARISON Herilantoniaina Lova, Chef de Service Namako de la compagnie Air Madagascar, encadreur professionnel Madame POTA Nirina, Chef de Section Namako de la compagnie Air Madagascar; Toutes nos reconnaissances à nos parents et à la famille de nous avoir soutenu moralement et financièrement pendant toutes nos années d’études, et qui ont contribué largement à notre réussite. Enfin, à tous ceux qui, de près ou de loin, ont apporté leur participation et contribution à l’élaboration et la finition de cet ouvrage. Merci infiniment à tous ! I SOMMAIRE REMERCIEMENTS ......................................................................................................................... I LISTE DES ABREVIATIONS ...................................................................................................... IV INTRODUCTION GENERALE ................................................................................................. - 1 - PARTIE I : PRESENTATION GENERALE DE LA COMPANGIE .................................... - 4 - CHAPITRE 1 : LA SOCIETE AIR MADAGASCAR ......................................................... - 6 - SECTION 1 : Présentation de la compagnie air madagascar .................................................. - 6 - SECTION 2 : Service développement des programmes de fidelisation ............................... - 14 - CHAPITRE 2 : THEORIE DE LA FIDELISATION ........................................................... - 19 - SECTION 1 : Définition et objectif du marketing ................................................................ - 19 - SECTION 2: Grands principes d’un programme de fidelisation .......................................... - 23 - CHAPITRE 3 : MODE DE FIDELISATION DE LA COMPAGNIE ................................. - 29 - SECTION 1 : Conditions d’adhesion au programme de fidelisation namako ...................... - 29 - SECTION 2 : Tâches quotidiennes au niveau du service namako ....................................... - 31 - PARTIE II : ANALYSE DE LA SITUATION ACTUELLE ................................................ - 35 - CHAPITRE 1 : LES POINTS FORTS ................................................................................... - 37 - SECTION 1 : Les differents avantages de la compagnie Air Madagascar ........................... - 37 - SECTION 2 : Avantages du programme de fidelisation de la compagnie ........................... - 40 - CHAPITRE II : POINTS FAIBLES ....................................................................................... - 42 - SECTION 1: Les failles au sein de la compagnie air madagascar ........................................ - 42 - SECTION 2: Les failles au sein du service du developpement des programmes de fidelisation ou service namako ................................................................................................................. - 44 - CHAPITRE III : ANALYSE CONCURRENCIELLE ......................................................... - 49 - SECTION 1 : Identification de la concurrence ..................................................................... - 49 - SECTION 2 : Analyse des atouts et les menaces .................................................................. - 57 - PARTIE III : PROPOSITION DE SOLUTIONS ET RESULTATS ATTENDUS .............. - 65 - CHAPITRE 1: REMEDES AUX PROBLEMES DE LA COMPAGNIE ET A CEUX DU SERVICE NAMAKO .............................................................................................................. - 67 - SECTION 1 : Remèdes aux problemes du service namako.................................................. - 67 - SECTION 2 : Remèdes aux problemes de la compagnie ..................................................... - 68 - SECTION 3 : Développement d’un partenariat .................................................................... - 75 - II CHAPITRE II: RESULTATS ATTENDUS .......................................................................... - 82 - SECTION 1 : Impacts au niveau du service de developpement des programmes de fidelisation de la compagnie .................................................................................................................... - 82 - SECTION 2 : Impacts du developpement du partenariat ..................................................... - 84 - CONCLUSION GENERALE .................................................................................................... - 87 - BIBLIOGRAPHIE ......................................................................................................................... VII ANNEXES........................................................................................................................................ IX TABLE DES MATIERES ............................................................................................................. XV III LISTE DES ABREVIATIONS REPRESENTATIONS EXTERIEURES MD - BKK : Bangkok - PAR : Paris - RUN : La Réunion AFRIQUE ET OCEAN INDIEN - DZA : Dzaoudzi - HAH : Moroni - JNB : Johannesburg - MRU : Maurice - NBO : Nairobi ASIE - BKK : Bangkok - CAN : Guangzhou - HKG : Hong Kong - SIN : Singapour EUROPE - CDG : Charles De Gaulles - PAR : Paris MADAGASCAR - ANM : Antalaha - DIE : Diégo - FTU : Fort Dauphin - IVT : Ivato - MJN : Majunga - NOS : Nosy-be - SMS : Sainte Marie - SVB : Sambava - TLE : Tuléar - TMM : Tamatave - TNR : Antananarivo - WMN : Maroantsetra IV - AA : Air Austral - AF : Air France - AGV : Agence de Voyage - FFP : Frequent Flyer Program - MD : Air Madagascar - PAX : Passager ACM : Aviation Civile de Madagascar ADEMA : Aéroport de Madagascar AFD : Agence Française de Développement AGV : Agences de Voyages AME : Air Madagascar Excels ANGAP : Association National pour la Gestion des Aires Protégées APMF : Association Portuaire Maritime et Fluvial ASECNA : Agence pour la Sécurité de Navigation Aérienne ASHORT : Association des hôtels et restaurations ATM : Air Trafic Management CADE : Comité d’Appui au Développement de l’écotourisme CCM : Compagnie Corse Méditerannée CIDNA: Compagnie Internationale de Navigation Aérienne CNS : Communication Navigation Surveillance CRM : Customer Relationship Managment (Gestion de la relation client) DCCD: Direction Commerciale DCCV: Département Ventes Passage DCSW: Service Marché International Zone Ouest DEED: Direction des Opération Aériennes DFBD: Direction Financière DIID: Direction Industrielle DPGD: Département Ressources Humaines DSRP : Document Stratégique pour la Réduction de la Pauvreté V DTTD: Direction des Opération au Sol EASA: European Aviation Safety Agency FAA: Federal Aviation Administration FFP: Frequent Flyer Program (Programme de fidélisation aériennne) GECAS : GE Commercial Aviation Services (Société de leasing de Dubai) GSA: General Sales Agency GSAC: Groupement pour la Sécurité de l’Aviation Civile IATA : Association internationale du transport aérien IDH : Indicateur de Développement Humain INTH : Institut National du tourisme et de l’Hôtellerie IOSA: IATA Operation Safety Audit ISO: International Standards Organization KLM : Koninklijke Luchtvaart Maatschappij, (Compagnie royale d'aviation) LOWCOST : Compagnie aérienne à bas coût MD: Air Madagascar NTIC : Nouvelle technologie de l’informatique et de la communication OACI : Organisation Internationale de l'Aviation Civile ONTM : Office National du tourisme de Madagascar PAX : Passagers PGE : Politique Générale d’Etat PNC : Personnel Navigant Commercial PNT : Personnel Navigant Technique SIR : Système Informatisé de Réservation SNCF : Compagnie Ferroviaire Française TO : Tour Opérateur VI INTRODUCTION GENERALE Grâce à la technologie, le secteur de transport a eu une grande évolution. Nous pouvons la constater par le développement des différents moyens de transport. Pour transporter une
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