Mémoire-projet

Abstract

This master's thesis focuses on a strategic project conducted within Browning International, a company responsible for distributing FN Herstal firearms to the civilian sports shooting market in Europe. Historically, the FN Herstal brand has been positioned in the military and law enforcement segments. However, since 2022, FN Herstal has entered the European civilian market through Browning International’s distribution network. As of today, three different entities, FN Herstal, FN America, and Browning International, are communicating on the same brand across different markets, creating a risk of inconsistency and brand confusion. The main objective of this research is to define a coherent product range strategy for Browning International that will help sustain the FN Herstal brand in the civilian sports shooting segment and support new product launches over the period 2022-2026. To reach this goal, a mixed-method approach was used, combining a quantitative market analysis and a qualitative study involving interviews with key stakeholders such as retailers, shooters, and industry experts. The findings of the research reveal that FN Herstal enjoys a strong reputation for quality and performance. However, the brand suffers from a lack of visibility and clarity in the civilian market. The study also confirms that customers in this segment expect products that are ergonomic, high-performing, customizable, and competitively priced — areas in which the current product range still needs to improve. In response, the thesis outlines a three-pillar strategy: first, adapt existing models, second, launch innovative products and third, explore new segments. In addition to the product strategy, the study highlights the need for a unified communication approach to strengthen FN Herstal’s brand identity in the civilian market. Differentiating clearly between products distributed by Browning International and those from other FN entities is essential. A strong digital strategy and the use of key communication channels, including shooting ranges, influencers, and specialized retailers, are critical to achieving this. This thesis provides actionable recommendations to help Browning International grow FN Herstal’s presence in the civilian sports shooting market and offers a broader reflection on brand management within complex, multi-entity organizations.