Le marché allemand de la sécurisation de fenêtres automatiques. Etude de marché en lien avec le lancemement du LZR®-FLATSCAN W, un détecteur complétant la gamme de sécurisation de personnes proposée par la société B.E.A.

Abstract

The Belgian company B.E.A. is an international player, which develops and sells detection solutions for opening and securing automatic doors. Currently, the company strives for expansion through business diversification on key markets. The success of the LZR®-FLATSCAN SW, a safety sensor for swing doors based on laser technology, led customers to also use this sensor for other applications. To respond to the growing demand, B.E.A. decided to adapt the sensor to automatic windows and launched a spin-off version in March 2018, the LZR®-FLATSCAN W. Based on the experience of the automatic door market and the hypothesis that the automatic window market shows high similarity, this master thesis focusses on the sales potential of the LZR®-FLATSCAN W in Germany. After a thorough analysis of the global environment and the market trends, the next steps consisted in identifying the major target partners, their sales structure as well as their needs and getting an overview of the field competition. Furthermore, an introspective view of B.E.A. helped defining the strengths and weaknesses of the company on this specific market. The results enabled us to target the right partners, to position the product, to choose the distribution channels, to develop a consistent price strategy as well as to forecast sales volumes and consequently to formulate recommendations to the sales and marketing departments, who need to team up to guarantee the best possible communication and promotion of the new product.