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Development of a strategy for supporting the growth of an SME : the case of Gramme S.A. (Photovoltaic industry)

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Prévot, Geoffrey ULiège
Promotor(s) : Motullo, Marco ; Pauwels, Piet
Date of defense : 20-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8883
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Title : Development of a strategy for supporting the growth of an SME : the case of Gramme S.A. (Photovoltaic industry)
Translated title : [fr] Développement d'une stratégie pour soutenir la croissance d'une PME : le cas de GRAMME S.A. (Industrie photovoltaïque)
Author : Prévot, Geoffrey ULiège
Date of defense  : 20-Jun-2020
Advisor(s) : Motullo, Marco 
Pauwels, Piet 
Language : English
Number of pages : 91
Keywords : [en] Strategy, growth, SME, strategic management
Discipline(s) : Business & economic sciences > Strategy & innovation
Target public : Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en MBA (Horaire décalé)
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This study focuses on the stages of a strategic management model for enabling small- to medium-sized enterprises to define and formulate their growth strategies. The model is initially described in the theoretical part to immerse the reader in the basic concepts and necessary steps to strategy formulation. The second part of this study includes the application of the said model through a practical case of GRAMME S.A., an SME that is active in the photovoltaic sector.
The preliminary stage involves an external diagnosis of the pertinent sector to identify potential opportunities and threats. An internal diagnosis is then performed to highlight the strengths and weaknesses of GRAMME S.A. as well as its resources and skills. This exhaustive diagnosis is concluded by SWOT and TOWS analyses that aim to synthesize the strengths, weaknesses, opportunities and threats identified for GRAMME as well as to generate initial strategic axes. From this diagnosis, the company can define its direction through the establishment of a mission, vision and set of values that underlie the conduct of its business. Finally, growth strategies are formulated on the basis of the previously developed steps and through the Ansoff matrix that targets four potential development axes.
The practical part of this study concludes that the subject of analysis, GRAMME S.A., should initially focus on market penetration to increase its footprint in its current market. The development of complementary products in the short term is suggested to meet the needs of its customers while maintaining its specialization in photovoltaics. In the second step, the cultivation of new markets is suggested, specifically in the Brussels and Flemish territories as well as in the industrial segment. Although diversification is not on the agenda, the recommendation is for GRAMME to maintain a technology watch and keep up with market trends that consider the growth of and potential opportunities in the sector.


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  • Prévot, Geoffrey ULiège Université de Liège > Master sc. gestion, à fin. (H.D.)

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