Mémoire-projet

Abstract

This master's thesis explores the strategic pricing policy of Les Cours Traiteur, a Belgian SME specialized in high-end catering services for corporate events. Operating primarily in the B2B sector, the company has experienced significant growth in recent years, with over 1,100 events managed in 2024 and a turnover exceeding €7 million. However, this growth has brought new challenges in pricing consistency, client segmentation, and value perception. The main objective of this research is to evaluate the effectiveness and perception of the company’s current pricing practices among its professional clients, and to propose data-driven recommendations for optimization. Drawing on a literature review covering value-based pricing, revenue management, and customer price sensitivity in B2B services, the research formulates hypotheses regarding price comprehension, acceptability, and its impact on commercial relationships. A quantitative methodology was applied through a structured online survey targeting 2024 B2B clients. The responses highlight key areas of concern: lack of transparency in quotations, varied expectations in terms of pricing flexibility, and limited price differentiation between client segments. Despite a high level of customer satisfaction, the results point to a need for more formalized and segmented pricing strategies. Based on these insights, recommendations are made to improve pricing communication, introduce clearer segmentation, and leverage internal sales performance data to support decision-making. Although the recommendations have not yet been implemented at the time of writing, a PDCA approach is proposed to ensure their future deployment and continuous improvement. This study contributes both to the academic understanding of pricing in personalized B2B services and to the practical development of a scalable pricing model adapted to the company’s strategic ambitions.