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HEC-Ecole de gestion de l'Université de Liège
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MASTER THESIS
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MARKET POSITIONING AND BUSINESS GROWTH STRATEGY FOR THE BPOST SCANNING OUTSOURCING SERVICE

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Li, Zhizhen ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 3-Sep-2019 • Permalink : http://hdl.handle.net/2268.2/7855
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Title : MARKET POSITIONING AND BUSINESS GROWTH STRATEGY FOR THE BPOST SCANNING OUTSOURCING SERVICE
Author : Li, Zhizhen ULiège
Date of defense  : 3-Sep-2019
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Pays, Isabelle ULiège
Ghilissen, Michael ULiège
Clabots, Xavier 
Language : English
Number of pages : 76
Keywords : [en] B2B
[en] digitization
[en] document management
[en] positioning
[en] market demand
[en] digitalization trend
[en] digital marketing
[en] artificial intelligence
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
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] This dissertation is devoted to discovering a sustainable development strategy for bpost scanning
department in order to improve its industry ranking, find its uniqueness which could be turned
into selling proposition, and finally expand its market territory.
Data referred in the dissertation includes both primary data – provided by the interviewees who
are insiders of the industry – and secondary data – researched and discovered from companies’
annual reports and public commercial surveys.
The framework follows the traditional marketing analysis methods which could be described as
“recommendation based on the in-depth understanding of the internal and external industry
environment of digitization”. The author defined the tools for analyzing bpost scanning
department itself and competitors which include the cores: SWOT analysis, benchmarking the
three key factors, directional policy matrix and marketing mix. The recommendation comes out
based on the revealed industry facts by the application of tools mentioned.
As a result, the author integrated the new technology and digital marketing tools into the final
recommendation.


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  • Li, Zhizhen ULiège Université de Liège > Master sc. gest., à fin.

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