Developing a strategy for integrating a new digital and intelligent solution in the product range to Teconex

Abstract

Teconex is a company which works on B2B basis. The company manufactures and distributes its own products as well as products from international brands. Its activity is oriented on low voltage electric products and for less than 10 years on LED lighting products. This branch is enjoying a great and profitable growth but also faces a hard competition on the market. A growing demand appears on this market for new systems of lighting management. The company wants to keep a profitable growth for the coming years for the lighting range and wonders if it should be a good idea to acquire or develop a new trendy, smart and connected lighting management system. If we analyse the demand on the Belgian market, Teconex can still enter this market but it should do this quickly, because it is likely to explode in a very close future.

To carry out this mission the best as possible, it was decided to divide the project in different parts. The ultimate purpose being to survey the Belgian market and in particular the customer’s portfolio of the company, to understand their requirement for a smart and connected lighting system as well as the way they perceive the new technology. First, a desk research on the global market was conducted to understand the expected growth, trends and stakeholders on the market. In a second time, a qualitative research was made under the form of depth interviews to understand the vision of Teconex’s customers about a smart and connected lighting system and compare the gap with the global market.

Thanks to the 2 previous analyses, some products were recommended, from which Teconex should find the inspiration to develop its own one.

Finally, some recommendations were emitted about the way to communicate about this kind of system and how to promote them, because during the interviews an issue about communication towards the customers has emerged. This project has revealed that it is a necessity for Teconex to continue modernising its range of products with a smart and connected lighting system, and it seems to be the best moment to start working on it, thanks to all the data gathered.

KEYWORDS: B2B, IOT, lighting systems, LED, Marketing, Communication, Qualitative reseach.