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HEC-Ecole de gestion de l'Université de Liège
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Development of Carmeuse digital marketing strategies to support the company's expansion

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Kevers, Florence ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink : http://hdl.handle.net/2268.2/6485
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Title : Development of Carmeuse digital marketing strategies to support the company's expansion
Translated title : [fr] Le développement de stratégies de marketing digital de Carmeuse pour soutenir sa croissance
Author : Kevers, Florence ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : Beretta, Alessandro ULiège
Leruth, Sophie ULiège
Lennerts, Frédéric 
Language : English
Number of pages : 108
Keywords : [en] Keywords: lime, limestone, growth, marketing, digital marketing, customer journey, inbound marketing, content marketing, value proposition, communication channels, differentiation
[fr] chaux, croissance, marketing, marketing digital, parcours client, marketing entrant (inbound), marketing de contenu, proposition de valeur, canaux de communication, différenciation
Discipline(s) : Business & economic sciences > Marketing
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] The lime and limestone industry is dealing with many opportunities and challenges. The development of urbanization and the new technologies have been springboards for businesses’ growth. Yet, for some of them, it can be complicated to position themselves towards this growth.
This project thesis has been developed to support Carmeuse’s growth. Carmeuse, despite its continuous growth and expansion, faces some difficulties in promoting efficiently its value proposition and as a result in having a clear positioning. The reasons for the latter are a lack of differentiation, of customers’ understanding and of comprehension of communication channels, which could alter the company’s smooth growth.
A strategic audit was carried out, which enabled to determine and analyze the position of Carmeuse compared to its competitors, the strategy followed by the company, the competitive advantage, and the current value proposition. Based on this audit, digital strategies appeared as solutions to solve and tackle the company’s challenges while supporting growth.
After elaborating the company’s customer journey, which aims at mapping the buying process, the channels used by and interactions of a customer with a brand/company, inbound marketing strategies were suggested. Inbound strategies allow more customization regarding communication tools, as more targeting is possible. Inbound marketing includes content marketing. This type of marketing aims at increasing the level of engagement and experience thanks to appealing and compelling content matching the audience needs. These strategies enable a company to send the right message, at the right time to the right person and, therefore, impact customers’ experience.


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  • Kevers, Florence ULiège Université de Liège > Master sc. gest., à fin.

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