Développement d'une stratégie dans le cadre de l'internationalisation du comparateur-energie.be en Espagne

Abstract

Wikipower is a young and growing SME which is active in the electricity and gas sector, especially as a middleman between the providers and the consumers though a comparison-tool of electricity and gas offers. The company is planning to expense its activities on the Spanish market. The subject of this innovative project is firstly, to analyse, understand and evaluate the attractiveness of the Spanish market of electricity and gas offers comparison tools. And secondly, to implement a strategy to enter this market. We have divided our work in three parts that we have described here under. The first part allowed us to understand the internal context of Wikipower and its comparison-tool department, through an audit of its strategy, its organisational system and its information systems as well. The second part was dedicated to the project itself. After having described the market as attractive, we suggested a way of integrate it. We provided a marketing positon through the value proposition. Afterward, we looked in the different types of entry modes and select direct investments. Subsequently, a Marketing mix was built in order to be able to deliver the services of the comparison-tool to the consumers and measure the profitability of the project. Moreover, it is through this mix that we decided that Madrid was the most suitable city for the offices of the Spanish comparison-tool and that we made a set of requirements with the aim of creating the comparison website. The third part was focused on the change management challenges that were raised through this project. After having highlighted how the project was conducted in order to be supported by the internal key actors of the company, we pointed out some challenges and ways to solve it, and did some recommendations to ensure the continuity of the project.