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

Analyse du marché des glissières de sécurité: positionnement de GDTECH, adaptation de son offre de services en fonction des besoins du marché

Massart, Thomas ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink :
Title : Analyse du marché des glissières de sécurité: positionnement de GDTECH, adaptation de son offre de services en fonction des besoins du marché
Author : Massart, Thomas 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 : 147
Keywords : [fr] Crash-test
[fr] Simulation numérique
[fr] Segmentation
[fr] ciblage
[fr] positionnement
[fr] EN1317
[fr] étude de marché
[fr] glissière de sécurité
[fr] dispositifs de retenue
[fr] analyse SWOT
[en] Project Management
[en] Road Restraint System
Discipline(s) : Business & economic sciences > Strategy & innovation
Business & economic sciences > Marketing
Funders : AWEX
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] Today, the field of guardrails is governed by constantly evolving standards. In some cases, the standards require the various actors to use digital simulation, for example to certify a modification of a product. While GDTech is familiar with the requirements of the European standard, the national requirements are less known. The purpose of this work is to analyse the Belgian and French requirements, the actors of the sector, the competitors, in order to advise GDTech on the actions to be implemented. This work also proposes specifications for specific requirements, intended to facilitate the work of road managers.
This analysis is carried out through qualitative market research. In Belgium and France, face-to-face and telephone interviews are conducted. They target road managers, restraint manufacturers and installers, general contractors. The purpose of these interviews is to measure GDTech's image, to make the company known, to identify the most promising segments of the market, and to position GDTech on each of them.
On the basis of more than twenty interviews in Belgium and France, different segments and positioning prove to be interesting: first, the most promising product for the coming years seems to be the transition between two slides. The French market is currently working on the certification, by simulations, of these elements, and the Belgian market has recently adopted the same standard. Secondly, more and more studies are and will be outsourced to installers. If today they are not an interesting segment for GDTech, they can quickly become so. Indeed, the French and Belgian authorities, for lack of resources, are forced to outsource these studies.
Finally, road managers are interested in GDTech's expertise in road safety, which must therefore position itself as a technical support that can provide solutions in various specific situations.



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  • Massart, Thomas 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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