HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Master thesis : "Value proposition design for YPTF-Engineering."

Neven, Ingrid ULiège
Promotor(s) : Fredebeul-Krein, Markus
Date of defense : 30-Aug-2023/9-Sep-2023 • Permalink :
Title : Master thesis : "Value proposition design for YPTF-Engineering."
Author : Neven, Ingrid ULiège
Date of defense  : 30-Aug-2023/9-Sep-2023
Advisor(s) : Fredebeul-Krein, Markus 
Committee's member(s) : Niessen, Wilfried ULiège
Language : English
Number of pages : 58
Keywords : [en] Value propostition
[en] Engineering market
[en] Customer profiles
Discipline(s) : Business & economic sciences > Strategy & innovation
Business & economic sciences > General management & organizational theory
Target public : Other
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en MBA
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] This thesis presents a thorough investigation into YPTF-Engineering, an engineering services company operating in a dynamic and competitive landscape. The central objective of this research is to facilitate YPTF-Engineering's growth trajectory and long-term viability by critically assessing and refining its value proposition, based on comprehensive analysis of customer profiles, competitive positioning, and expansion opportunities.
The study commences by exploring the intricate web of engineering regulations, unveiling the multifaceted challenges they pose to companies. The significance of innovation-friendly regulations is emphasized, particularly in the realm of Artificial Intelligence. The regulatory landscape is dissected, highlighting economic, social, and administrative dimensions, while regulatory reforms are identified as a crucial enabler of innovation.
Shifting the focus to YPTF-Engineering's commitment to sustainability, the study navigates the complexities of stringent environmental regulations in Belgium and the Netherlands. While sustainability is a cornerstone, the study unearths potential challenges tied to compliance and adaptation, shedding light on potential cost implications. The importance of embracing these regulations and their impact on competitiveness is underscored.
The core of the research centres around customer profiles, with insights drawn from comprehensive interviews. The analysis validates YPTF-Engineering's hypotheses, confirming alignment with the distinct needs of industrial and commercial segments. The critical role of high-quality work, flexibility, and cost-effectiveness in customer decisions is unveiled, shaping the contours of successful engineering service provision.
Delving into YPTF-Engineering's competitive strengths and limitations, the study unveils the pivotal role of industry knowledge, efficient networks, and founder involvement. The benefits of a smaller size and flexibility are balanced with the need for enhanced communication. The study highlights the power of long-term partnerships and project complexity as assets, while also exposing potential risks of dependency and limited industry exposure.
Looking ahead, the thesis navigates potential expansion avenues. Diversification into environmental engineering, consulting services, and turnkey solutions are explored, each assessed for advantages, challenges, and strategies to manage associated risks.
In summary, this thesis encapsulates an interesting journey, unveiling invaluable insights to bolster YPTF-Engineering's value proposition. It positions the company to align with customer needs and market trends, setting the stage for sustained growth and innovation. The findings resonate as a comprehensive roadmap to elevate YPTF-Engineering's position within the engineering services sector, ensuring its continued prominence and success.



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  • Neven, Ingrid ULiège Université de Liège > C.U.- Open Borders MBA


Committee's member(s)

  • Niessen, Wilfried ULiège Université de Liège - ULiège > HEC Liège : UER > UER Finance et Droit : Comptabilité et finance d'entreprise
    ORBi View his publications on ORBi
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