Mémoire-projet

Abstract

The aim of this dissertation is to highlight the importance of understanding customer satisfaction factors in the agricultural sector, with a view to activating marketing and sales levers in order to acquire and retain a company's customers in existing and new geographical sectors. The agricultural sector is one that has been little studied and is highly specific in terms of the interactions between companies that supply equipment and related services and their customers. The study of the environment in which the company operates, the competitors it faces and an analysis of its internal operations. The work carried out includes the definitions of satisfaction at a commercial level as well as the various theoretical tools used in the development of the marketing, sales and communication strategy which are intended to be put into practice by a company in the agricultural sector. When a company needs to grow, it has to study the needs of its customers and prospects and implement a strategy based on theoretical tools, regardless of the company's size or sector of activity. In my opinion, this dissertation is a concrete example of the importance of understanding customer satisfaction and developing a strategy for an SME in the agricultural sector.