Mémoire-projet

Abstract

In an era where digital transformation is reshaping industries, the automotive sector is no exception. This thesis explores the strategic adaptation of Louyet Group, a prominent player in the Belgian automotive market, in response to the digitalization initiatives of its primary importer, BMW Belux. By investigating the interplay between digital advancements and traditional business operations, this study provides insightful analyses and actionable recommendations aimed at enhancing the group's competitiveness and market position. The main objective of this research is to evaluate how the group can leverage digitalization to optimize its sales models and customer engagement practices effectively. Employing a qualitative research approach, the study gathered data through interviews with various stakeholders within Louyet Group and BMW Belux. This study focuses on areas such as sales, marketing, customer service and internal processes. The analysis aimed to uncover both the opportunities and challenges presented by the digital transformation efforts of BMW Belux. The findings reveal that while digital tools like Salesforce are enhancing customer interactions and operational efficiencies, all processes within the company are going to develop. For example, the transition to a digital-first approach requires not only technological adoption but also a cultural shift within the organization to embrace these changes. Based on the insights gained, the thesis recommends a series of strategic actions for the Louyet Group. These include intensifying training programs to improve digital skills among employees, adopting a more aggressive digital marketing strategy to attract and retain customers, and refining online customer touchpoints to offer a smooth omnichannel experience. This thesis underscores the critical need for traditional automotive dealerships like Louyet Group to adapt to digital transformations proactively. By doing so, they can not only enhance their operational efficiencies but also provide superior customer experiences, ensuring sustained growth in an increasingly digital marketplace.