Master Thesis Online
From Parity to Preference : Strategies to Differentiate KERSIA in Belgium
Matondo Malek Namuisi 
Promoteur(s) : Leroi-Werelds, Sara
Date de soutenance : 22-oct-2024/10-nov-2024 • URL permanente : http://hdl.handle.net/2268.2/22213
Détails
| Titre : | From Parity to Preference : Strategies to Differentiate KERSIA in Belgium |
| Auteur : | Matondo Malek Namuisi
|
| Date de soutenance : | 22-oct-2024/10-nov-2024 |
| Promoteur(s) : | Leroi-Werelds, Sara |
| Membre(s) du jury : | Fredebeul-Krein, Marcus |
| Langue : | Anglais |
| Mots-clés : | [en] Value proposition [en] Competitive analyses [en] Porter five forces [en] PESTEL [en] Strategies |
| Discipline(s) : | Sciences économiques & de gestion > Marketing Sciences économiques & de gestion > Stratégie & innovation |
| Organisme(s) subsidiant(s) : | Kersia Benelux |
| Public cible : | Professionnels du domaine |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Diplôme : | Master en sciences de gestion, à finalité spécialisée en MBA |
| Faculté : | Mémoires de la HEC-Ecole de gestion de l'Université de Liège |
Résumé
[en] This thesis explores how to redefine and enhance Kersia’s value proposition to differentiate the company in the Belgian marketplace. Drawing on Payne et al. (2017), this thesis underscores the strategic importance of a well-crafted value proposition. We conduct a detailed analysis of current customer and competitor insights, aligning with the company's vision, product knowledge, and market dynamics. Utilizing market analysis tools like PESTEL and Porter’s Five Forces, along with a mixed-methods research design, we gain comprehensive market knowledge. We then refine Kersia’s value proposition using the Value Proposition Canvas, ensuring differentiation and strategic alignment. The conclusion of this research is a set of actionable strategies aimed at elevating Kersia from parity to preference in the Belgian food safety market.
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From parity to preference_Final.pdf
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