Mémoire-projet

Abstract

The launch of a new Business Unit is a major strategic operation for a company wishing to strengthen its presence in its industry. The radiopharmaceutical industry, representing a highly specialized niche within the global pharmaceutical industry (1/100), has specific characteristics. This thesis analyses how to support the prospection of a recently created Business Unit, in the Contract Development & Manufacturing Organizations (CDMO) sector, by applying it to the case of Trasis, expert and world leader in synthetic modules for this industry. This research takes the form of a case study on the sustainability of the prospection of a new sales team. Five semi-structured interviews were conducted with the members of this unit, to understand their practices and to confront them with the literature relating to the commercial context of the sector. Given Trasis' expertise and recognized positioning, the exploitation of this advantage was also examined. The results show that some good practices are indeed implemented within the Business Unit. However, research reveals that the sustainability of prospecting can be improved, by strengthening its ability to transform into concrete opportunities and sales conversions, and that it does not depend solely on direct sales forces.