Mémoire-projet

Abstract

Mertens Plastique is a Belgian industrial SME active in the transformation of made-to-measure plastics, mainly for sectors such as industry, construction, water and the environment. Despite continuous growth and solid technical expertise, the company operates on a mainly reactive commercial basis, with no formalized policy or structuring tools such as a CRM. Faced with increasing customer expectations in terms of responsiveness and digitalization, the company's management wanted to structure its sales function to improve overall efficiency and support the company's competitiveness in an increasingly demanding environment. This thesis, produced as part of a work-study internship, is part of this drive for transformation. It takes stock of the current sales organization, analyses the practices of similar industrial companies, and explores the relevant levers for strengthening customer relationship management, prospecting, segmentation and the customer experience. The aim is to propose concrete and realistic ways of moving from a traditional sales approach to a more structured and proactive one, considering the constraints and specific characteristics of Mertens Plastique.