HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Etude de marché et positionnement d'une offre de services en vue du développement du département défense de GDTech

Rebelo, Sébastien ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink :
Title : Etude de marché et positionnement d'une offre de services en vue du développement du département défense de GDTech
Author : Rebelo, Sébastien ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : Deneye, Pierre ULiège
Marra, Joseph 
Language : French
Number of pages : 148
Keywords : [fr] Diversification
[fr] Business Model Canvas
[fr] Innovation
[fr] Etude de marché
[fr] Matrice McKinsey
[fr] Positionnement
[fr] Segmentation
[fr] Ciblage
[fr] Stratégie
[fr] Chaîne de valeur
[fr] Analyse SWOT
[fr] Gestion de projet
[fr] Simulation numérique
[fr] Défense
Discipline(s) : Business & economic sciences > Marketing
Business & economic sciences > Strategy & innovation
Target public : Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en ingénieur de gestion, à finalité spécialisée en sciences et technologies
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Nowadays, traditional markets are evolving ever faster. The role of technology is now taking a prominent place in the industry. In order to survive in an increasingly competitive market, companies must innovate, invest and explore new markets.
With the aim of maintaining a high level of competitiveness in the engineering market, GDTech differentiated itself from its competitors before specializing in the field of numerical simulation. Today, it is necessary to explore new possibilities, given the saturation of current markets.
To this end, GDTech would like to know more about the defense market. The company, through its current skills, wishes to evaluate the opportunities that exist on this market in Belgium and abroad.
The objective of this thesis is therefore to provide GDTech with a set of tools and analyses that will enable it to fully understand the market and how to position itself on it.
First, a desk research was conducted to analyze GDTech's internal and external environment. Then, stakeholders were identified and segmented. The level of competition around the services that GDTech could offer was measured.
Secondly, a field study was carried out to better understand how the market is structured, and to identify possible needs for digital simulation through the companies interviewed.
Finally, the results obtained on the market were analyzed using different tools. A targeting of the most interesting segments was carried out, followed by the development of GDTech's positioning on the targeted segments. A value proposition corresponding to the expectations of potential customers has been defined to best guide GDTech. In addition, a set of recommendations have been proposed to help GDTech enter this new market.



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  • Rebelo, Sébastien ULiège Université de Liège > Master ingé. gest., à fin.


Committee's member(s)

  • Deneye, Pierre ULiège Université de Liège - ULiège > HEC Liège : UER > UER Opérations
    ORBi View his publications on ORBi
  • Marra, Joseph GDTech, rue de l'Expansion, 7, 4432 ALLEUR
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