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MASTER THESIS
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Design of a market research for vintage/historic race car tyres to create a future strategic positioning which supports the willingess to further develop, industrialize, produce and sell vintage/historic race car tyres

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Freches, Markus ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 4-Sep-2018 • Permalink : http://hdl.handle.net/2268.2/5758
Details
Title : Design of a market research for vintage/historic race car tyres to create a future strategic positioning which supports the willingess to further develop, industrialize, produce and sell vintage/historic race car tyres
Author : Freches, Markus ULiège
Date of defense  : 4-Sep-2018
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Naedenoen, Françoise ULiège
Lisein, Olivier ULiège
KUEHN, Alexandre 
Language : English
Number of pages : 154
Keywords : [en] Market Research
[en] Strategic Market Management
[en] Strategic positioning
[en] Business Strategy
Discipline(s) : Business & economic sciences > Strategy & innovation
Funders : The Goodyear Tire and Rubber Company
Name of the research project : Vintage project
Target public : Professionals of domain
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Intrapreneurship and Management of Innovation Projects
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] The project was managed and executed together with the motorsport deparment of the Goodyear Tire and Rubber Company. The main goal of the project was to create recommendations for a new strategic positioning of the vintage and historic race car tyre business unit by means of a market research. A substantial part of the project was dedicated to understand the internal and external environment of this vintage segment. Beside an in-depth desk research, a survey was launched around Europe to contact and map the main participants of the vintage and historic segment. These findings were building the basis to define the vintage market and to understand the interests and needs of the different participants in terms of tyres. The project will give Dunlop the necessary impulse to increase their activities in the historic and vintage segment to further produce and sell these tyres.


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Description: Master Thesis - Markus Freches
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Author

  • Freches, Markus ULiège Université de Liège > Master sc. gest., à fin.

Promotor(s)

Committee's member(s)

  • Naedenoen, Françoise ULiège Université de Liège - ULiège > Protection et hygiène du travail (SUPHT)
    ORBi View his publications on ORBi
  • Lisein, Olivier ULiège Université de Liège - ULiège > HEC Liège : UER > Gest. du changement, innovation et intrapreneuriat
    ORBi View his publications on ORBi
  • KUEHN, Alexandre
  • Total number of views 38
  • Total number of downloads 1










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