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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Evolution de la stratégie digitale via la mise en place d'outils digitaux performants dans la gestion commerciale des ventes d'une entreprise de distribution. Cas d'étude : Trendy Foods

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Dawance, Charlotte ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 20-Jun-2017 • Permalink : http://hdl.handle.net/2268.2/2809
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Title : Evolution de la stratégie digitale via la mise en place d'outils digitaux performants dans la gestion commerciale des ventes d'une entreprise de distribution. Cas d'étude : Trendy Foods
Author : Dawance, Charlotte ULiège
Date of defense  : 20-Jun-2017
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : Deneye, Pierre ULiège
Hazee, Simon ULiège
Hardy, Fabian 
Language : French
Keywords : [en] digital marketing
[en] digital strategy
[en] b2b
[en] wholesale sector
[en] abc method
[en] sales strategy
[en] business management
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This thesis concerns the digital strategy of a Belgian company, Trendy Foods, a wholesaler which sales various products such as drinks, sweets, convenience foods, fresh and frozen products, tobacco products, telecom products and other non-food articles in Belgium and Luxembourg. The company has already used few digital tools used by the clients and the sales representatives. These tools are going to evolve in the near future as they are currently reviewed for improvement.
Through the development of ABC method, the clients of Trendy Foods have been analyzed. It permitted to classify the clients into three classes: class A which corresponds to the biggest customers, class B is the average customers and class C with the customers which spend less money. This classification allows to concentrate the effort on customers who spend the most, class A and a part of class B, in order to increase the sales by implementing digital tools. The implementation of digital tools will straighten the company’s digital strategy. Three main objectives have been identified. The first one intends to promote the digital tools to the clients who are using mostly the telesales channel. The second objective aims to increase the sales of Trendy Foods clients by implementing pull marketing strategies, which will directly impact Trendy Foods sales. The last objective concerns the redefinition of the sales representatives’ mission while visiting a client.
Discover inside this thesis how digital could help a B2B company to make its sales strategy evolve. Indeed, many suggestions are provided, allowing to Trendy Foods to satisfy even more its clients and its own employees thanks to digital tools.


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  • Dawance, Charlotte ULiège Université de Liège > Master sc. gest., à fin.

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