Master Thesis Online
Mémoire-projet
Schyns, Ethan 
Promotor(s) :
Pironet, Thierry
Date of defense : 16-Jun-2025/24-Jun-2025 • Permalink : http://hdl.handle.net/2268.2/22735
Details
| Title : | Mémoire-projet |
| Author : | Schyns, Ethan
|
| Date of defense : | 16-Jun-2025/24-Jun-2025 |
| Advisor(s) : | Pironet, Thierry
|
| Committee's member(s) : | Randaxhe, David
Dohmen, Pascal |
| Language : | French |
| Keywords : | [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) : | Business & economic sciences > Strategy & innovation |
| Target public : | Student |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sales management, à finalité spécialisée |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[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.
File(s)
Document(s)
Mémoire_SCHYNS_Ethan_S2307280.pdf
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Size: 5.64 MB
Format: Adobe PDF
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