Mise en place d'une nouvelle stratégie de marketing chez Saint-Gobain Pam Belgium

Abstract

Saint-Gobain PAM Belgium is a commercial division of Saint-Gobain PAM. The company mainly offers a complete ductile waterpipe system. The customers of Saint-Gobain PAM Belgium are composed of water companies, entrepreneurs, industries and resellers. The company is active in the B2B market. In this specific market, sales are mainly governed by projects and specifications imposing technologies to use. To better understand the internal and external environment, we analysed the position and context of the company Saint-Gobain PAM Belgium with the help of Porter's 5 Forces, a SWOT analysis and an ABC analysis, according to Pareto. We concluded that, challenged by an unfavourable economic context and the digital evolution of the market, the company is currently experiencing customer instability due to the past decline in the company's marketing activity. The mission of this project-thesis will be to set up a marketing strategy within Saint-Gobain PAM Belgium. In a first step, to determine the strengths and weaknesses of the company, we analysed the marketing value of the company using IBM's operations strategy matrix, SWOT analysis. In addition, we determined the marketing needs of clients using a market study conducted as part of this project. In a second step, we designed the Customer Journey of Saint-Gobain PAM Belgium, to detect marketing deficiencies and the level of satisfaction of customers for each stage of purchase. In a fourth step, we developed the communication plan of Saint-Gobain PAM Belgium, included in the marketing strategy. First, we defined the objectives of the communication plan by analysing the needs of each category A, B and C, according to the ABC client’s analysis carried out. Then, we imagined and determined the marketing actions to set up to satisfy each category of customers. Finally, we synthesized these marketing actions. In a fifth step, for each marketing action, we defined its cost and key performance indicators to be implemented by the marketing team of Saint-Gobain PAM Belgium in the near future to optimize the marketing strategy over time. In conclusion, based on these comparative elements, we have drawn up a marketing plan for Saint-Gobain PAM Belgium. This marketing plan illustrates the marketing strategy of Saint-Gobain PAM Belgium.