Mémoire-projet

Abstract

This thesis focuses on the entry, penetration and development of Drytec in the French chiller market. The main objective of this work is to define the most effective strategies and approaches to succeed in a new B2B market. The theoretical research highlights the four key aspects that companies generally go through in a similar project: market research, development of a penetration strategy, development of a marketing strategy and prospecting for market development. The most used techniques, strategies and tools in penetration and development projects are also presented. The theoretical research is applied to the specific case of Drytec through an in-depth study. The theoretical results can also be used as a guide for other companies wishing to position themselves and grow in a new B2B market. On one hand, this study aims to evaluate the viability of the French chiller market for Drytec's project and strategy. On the other hand, it provides strategic recommendations to increase the company's chances of success in this new market. This thesis also provides an in-depth view of the activities carried out during the two years of work-study program at Drytec, as well as the skills acquired throughout this experience.