HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Business plan d'un nouveau dispositif d'optique adaptative

Lambert, Wendie ULiège
Promotor(s) : Van Caillie, Didier ULiège
Date of defense : 1-Sep-2017 • Permalink :
Title : Business plan d'un nouveau dispositif d'optique adaptative
Author : Lambert, Wendie ULiège
Date of defense  : 1-Sep-2017
Advisor(s) : Van Caillie, Didier ULiège
Committee's member(s) : Deneye, Pierre ULiège
GILSON, Philippe 
Language : French
Number of pages : 102
Keywords : [en] adaptive optics, professional astronomy, strategic marketing, business model canvas, financial plan
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


[en] For some years now a new technology was being developed: adaptive optics. It helps overcoming the drawbacks of atmospheric turbulence on observations obtained by professional ground-based telescopes. Not only will astronomers be able to gaze more distant objects, but they will also see more specific details of closer objects.
For the time being, adaptive optics is a technology only reserved for telescopes having a primary mirror diameter above six meters. Systems are relatively expensive and there is still a strong culture for the Do-It-Yourself.
This suggests that there is a role for some integrating activities. Therefore, upgrading its current offer might be a good opportunity for AMOS to get a sustainable competitive advantage. The company could have attempted to penetrate two new markets: optical communications or space surveillance. However, after having examined their attractiveness according to the business strengths, it has proven more suitable to focus our efforts on the astronomy market segment. In this case, we are going to try to convince Scientific Institutes, Universities, and Observatories that they can rely on AMOS for a brand-new telescope with AO or for upgrading their existing facilities with this device. It provides a cost-effective solution, innovative, and personalized according to customers’ requirements.
AMOS’ expertise in telescopes is internationally recognized. The company masters all the vertical integration: from the design to the on-site installation and verification, but we have no experience with regard to the manufacturing of AO components. Consequently, it will position itself as the systems integrator and will benefit from the know-how of actors who are already established.
Even if this new business model requires significant investments in research and development and marketing during the first years, it has been proven to be very profitable. With a net present value equals to more than €4 million and an internal rate of return of 52%, our model is definitely worth it.
Moreover it is part of a truly ethical and sustainable development approach.



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  • Lambert, Wendie ULiège Université de Liège > Master sc. gest., à fin.


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