Politique de diversification de Raidillon : pilotage de la performance et pistes d'amélioration

Abstract

Nowadays, groups essentially dominate the luxury market and have an increasing influence on the customers. Simultaneously, mono-brand companies are struggling to become famous and to develop their activities. In the current complex geopolitical, economical and social climate, the company Raidillon is suffering from insufficient turnover and is considering extending its product portfolio to survive. This thesis aims to help this Belgian SME to structure its diversification policy and to evaluate its benefits after six months of implementation.

To reach this objective, a four-step approach has been used. Firstly, we investigated the market into which Raidillon is active in order to understand the circumstances surrounding the diversification policy. Then, we developed a business model and structured it with the use of the Business Model Canvas that is presented by Osterwalder, Pigneur & Borgeaud, (2011) in their book: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Thanks to this tool, we have been able to define the needs for this new activity and to establish the company’s expectations. Our third step consisted in implementing this model on the market in order to test its viability. We did it by selling the new products in the official shop of Raidillon, in Brussels, and in a fashion boutique, Vincent Verlaine in Liège. Finally, during our last step, we compared the obtained results to the defined objectives trough the use of performance measurement dashboards. We were then able to assess the model relevance and to formulate ways for improvement.

Thanks to this project, Raidillon is now convinced by the potential of this new business activity and is currently working on several key factors that could help to maximise its return on investment: improving the quality, developing new products and getting some return from the customer’s point of view.