Mémoire-projet

Abstract

"How to implement an e-commerce strategy to develop a new Namur coffee brand?"

In the context of the exponential growth of online commerce, this strategy aims to enable the company to expand its presence, reach a wider audience and provide personalised and convenient shopping experiences, while trying to significantly increase its sales. The Belgian e-commerce market is also growing rapidly, offering benefits to consumers. However, the Belgian coffee market is strictly regulated and requires specific certifications, not to mention changing consumer behaviour. Despite these challenges, the abundance of supplies and the new trends emerging in the market are creating opportunities. In this context, e-commerce has become an essential driver for companies seeking growth and market differentiation.

The global coffee market is experiencing growing demand, with 2.5 billion consumers representing two-thirds of the world's population. Europe, which accounts for almost a third of global coffee consumption, offers opportunities for growth. Belgium, as the hub of the European coffee trade, has a dynamic market with high average per capita coffee consumption. While sustainability is becoming increasingly important to consumers, the importance of traceability and coffee provenance is becoming more and more apparent among online coffee consumers.

Thanks to the various authors mentioned throughout this work, different theories, models and best practices relevant to e-commerce strategy have been highlighted, thus providing a solid theoretical foundation. It is obvious to go through internal and external analyses of "L'Insolent Coffee" to fully understand its environment. This analysis identifies the strengths, weaknesses, opportunities and threats associated with implementing an e-commerce strategy. Analytical tools are used to obtain a complete overview of the company, its competitive environment and consumer expectations. How do users perceive our site? Or how does our target group perceive our coffee? A User Test focusing on the online shopping experience and a multi-criteria confusion matrix were put in place. This matrix takes into account relevant criteria such as quality, price, sustainability and packaging design, weighting them according to their relative importance. A qualitative study is also carried out, focusing on consumers in the target market segment, to understand their online shopping habits, preferences and specific expectations of a Namur coffee brand. The results of this study complement the marketing analysis and serve as a basis for decision-making.

"L'Insolent Coffee" will be guided by recommendations but also in the implementation of a solid e-commerce strategy, while being aligned with its business objectives and taking into account the opportunities offered by the global coffee market, particularly in Wallonia and Belgium. Does digitalization offer interesting opportunities for developing a Namur coffee brand?