Mémoire-projet

Abstract

The Belgian logistics market is currently highly competitive. Many providers offer similar services such as warehousing, transport and co-packing, which makes brand awareness and positioning important for gaining access to supplier selection processes. Weerts Supply Chain (WSC), a Belgian logistics company belonging to the Weerts Group, has made significant investments in new sites and offers a complete logistics service offering. However, WSC still suffers from a lack of visibility: prospects often do not know the company before the first contact, and its external communication does not yet fully reflect the full scope of its capabilities. This gap between operational reality and market perception is the central issue of this thesis.

To answer the research question, an empirical approach was adopted, combining a qualitative study based on nine semi-structured interviews with logistics decision-makers, an NPS survey conducted among sixteen WSC clients, and a competitive benchmark covering five key market players. These three methods were triangulated to test eight research hypotheses derived from the literature review, which covered B2B brand awareness, positioning, digital marketing, omnichannel consistency and reputation.

The results confirm that brand awareness is a condition for market access rather than an optional advantage. The NPS score of +31 reveals solid customer satisfaction, but also an underused recommendation potential, with 56% of clients classified as passives. The benchmark places WSC last in terms of digital visibility, with only 17 indexed keywords compared with 574 for its main competitor. WSC’s real strengths, including its complete service offering, in-house WMS and flexibility, are valued by existing clients but remain largely unknown to prospects.

The recommended strategy is based on two complementary dimensions: visibility, so that WSC is present in the minds of decision-makers before a need arises, and clarity, so that its offering appears clear and credible when a prospect discovers the company. The key priorities identified are a website redesign combined with SEO investment, a structured LinkedIn content strategy, an ambassador programme based on NPS promoters, and the development of sector-specific case studies. Several of these actions were already initiated during the internship. This thesis shows that WSC’s challenge is not operational, but communicational.