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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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Développer une stratégie marketing d'e-commerce en complément d'une démarche commerciale classique.

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Delacauw, Fanny ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 19-Jun-2018/21-Jun-2018 • Permalink : http://hdl.handle.net/2268.2/4764
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Title : Développer une stratégie marketing d'e-commerce en complément d'une démarche commerciale classique.
Author : Delacauw, Fanny ULiège
Date of defense  : 19-Jun-2018/21-Jun-2018
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Heins, Eddy ULiège
Peiffer, Véronique ULiège
HAENEN, Patrick 
Language : French
Number of pages : 335
Keywords : [en] E-commerce
[en] Digital marketing
[en] Digital strategy
[en] B2B
[en] Web-To-Print
[en] Search Engine Optimization
[en] Search Engine Advertising
[en] Social Media Optimization
[en] Emailing
Discipline(s) : Business & economic sciences > Marketing
Complementary URL : www.esnel.be
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] Snel Grafics is a B2B belgian company operating in the field of offset and digital printing technology. In 1995, the firm was taken over by two new owners, former CEOs of photo-engraving companies. Along the years, they have been able to make the right decisions to ensure the development of their new acquisition.
However, new challenges have recently emerged. On one side, Snel has been confronted to an internal problem: the productivity of its printing press cannot be optimized because of a bottleneck that takes place at the order stage and delays the production phase. Those delays are caused by customers who fail to respect the deadlines given to them to send their printing files, and whose files are often of poor quality. On another side, it is known that the boundaries between the physical and digital worlds are disappearing, which leads to the fragmentation of media and to globalization. This digital shift is followed by the printing sector: companies tend to diversify their offer by selling their products online through Web-To-Print platforms.
This is why, in December 2017, Snel decided to rise up to this challenge by introducing their own e-commerce website: www.esnel.be. In order to launch that platform, they partnered with an external firm. The aim of esnel.be is to provide the internet user with standardized products that could easily fit in the production schedule. They target offline customers who buy standardized products from Snel while those products could be produced by eSnel, offline customers who already place orders on another online printing platform, as well as new professional prospects that exclusively order their printed products online. As an intern within the company, my job was to ‘develop a digital marketing strategy as a complement to an offline commercial approach’ for the new platform. To do so, I conducted a market study in order to learn about the audience’s needs and buying journey as well as about the competitors’ offers. Thanks to this market survey, I was able to segment the target audience based on their profile and expectations, and to suggest SMART objectives for the digital strategy. Only then was I able to start developing a digital marketing strategy that would reach the prospects at every step of their buying journey.


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  • Delacauw, Fanny ULiège Université de Liège > Master sc. gest., à fin.

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