Master Thesis Online
Mémoire-projet
Schyns, Ethan 
Promoteur(s) :
Pironet, Thierry
Date de soutenance : 16-jui-2025/24-jui-2025 • URL permanente : http://hdl.handle.net/2268.2/22735
Détails
| Titre : | Mémoire-projet |
| Auteur : | Schyns, Ethan
|
| Date de soutenance : | 16-jui-2025/24-jui-2025 |
| Promoteur(s) : | Pironet, Thierry
|
| Membre(s) du jury : | Randaxhe, David
Dohmen, Pascal |
| Langue : | Français |
| Mots-clés : | [en] Cross-selling [en] aluminum machining [en] customer segmentation [en] external obstacles [en] internal obstacles [en] customer retention [en] sales optimization [en] B2B buying decisions [en] competitive differentiation |
| Discipline(s) : | Sciences économiques & de gestion > Stratégie & innovation |
| Public cible : | Etudiants |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Diplôme : | Master en sales management, à finalité spécialisée |
| Faculté : | Mémoires de la HEC-Ecole de gestion de l'Université de Liège |
Résumé
[en] This thesis focuses on developing a cross-selling strategy to increase the share of orders that include mechanical processing at Hydro Extrusion Raeren, a company specializing in aluminum profile extrusion. Currently, most profiles are delivered in raw form, without machining, despite the added value potential of these services.
The study is based on a qualitative analysis conducted with sales teams in Belgium, Germany, and the Netherlands to identify internal and external barriers to the adoption of mechanical treatments. It examines B2B decision-making processes, customer selection criteria, and best practices observed in other entities of the group.
Based on the findings, the thesis proposes a structured commercial strategy centered on cross-selling, with concrete recommendations to optimize the quotation process, improve the visibility of AVA services, and strengthen collaboration between sales and technical teams. The goal is to position mechanical processing as a strategic lever for differentiation and growth at Hydro Extrusion Raeren.
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Mémoire_SCHYNS_Ethan_S2307280.pdf
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