Proposition d'une stratégie marketing pour les espaces mixtes densifiés à partir du cas du site du Val Benoit

Abstract

SPI is a public company acting for the economic development of the province of Liège. Their main mission, and thus their main revenue stream, is to provide business properties to companies that want to run their businesses in the province. In the last months, SPI has been suffering from competition on the market due to a multiplication of operators. Therefore, this project-thesis aims to suggest a marketing strategy for one of their promising products: the Val Benoit site. The particularity of this site is that it is densified, and it combines different functionalities (residential, economic and services) within the same place. The first part of this project was to understand the legal framework and the constraints of the company given its public status. SPI has a lot of information about the market, thus the second part was to define and understand the market using external analysis. Environmental information was compiled, customer behaviors were decrypted with internal information and a quantitative research conducted to try to confirm these data. Coupled with an internal analysis in the third part, a SWOT analysis was completed. The fourth part describes the strategy involving branding and makes also some suggestions for the marketing mix. Finally, some ideas about future projects of densified spaces are explored and discussed.