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Analyse du marché de la défense en Europe et du positionnement de GDTECH sur celui-ci afin d'effectuer des recommandations pour développer sa croissance

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Simon, Thomas ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 19-Jun-2020/23-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8957
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Title : Analyse du marché de la défense en Europe et du positionnement de GDTECH sur celui-ci afin d'effectuer des recommandations pour développer sa croissance
Author : Simon, Thomas ULiège
Date of defense  : 19-Jun-2020/23-Jun-2020
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Bertrand, Christine ULiège
Deneye, Pierre ULiège
Marra, Joseph 
Language : French
Number of pages : 106
Keywords : [fr] Market research
[fr] Desk Research
[fr] Finite element method
[fr] Segmentation
[fr] Targeting
[fr] Diversification
[fr] PESTEL Analysis
[fr] Porter's 5 forces
[fr] Product life cycle
[fr] SWOT analysis
Discipline(s) : Business & economic sciences > Marketing
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

Abstract

[fr] GDTech is an SME specialized in finite element modelling. Thanks to its expertise in this field, the company has acquired a strong position on the market. To stay competitive, the firm must develop its service portfolio to better fit the demand. Therefore, it considers adapting its services to the needs of defence industry.

However, the risk of this diversification strategy is high. To avoid mistakes and be sure to make the best move possible, GDTech must research the market to identify the best possible target. After a first evaluation of the Belgian defence market, the firm took it a step further and decided to research the European market. While at first, the purpose of this research was to identify the most attractive segments of this industry, the Covid-19 crisis redefined its goal. Faced to the difficulty of contacting companies, this thesis rather attempts to give a strong basis for the future exploration of the market.

First, a description of the characteristics and context of the European Defence market was performed in order to identify opportunities and threats in the environment. The market was segmented and classified to ease the collect of information. Tools were also given to identify the standards used on the market, and an analysis of the norms relating to transparent protection was carried out.

Then, an attempt of field study was conducted. Although the results were not conclusive due to a lack of responses, a deep explanation of the procedure was given to provide an approach to the company for its future research.

Eventually, the data gathered was analysed using a marketing method. The attractiveness of the defence industry was evaluated as well as the competitiveness of GDTech on the market. Finally, this thesis provides recommendations to the company to help to adapt its methodology in the research to come.


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Access s152535Simon2020.pdf
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Access Etude de marché - TFE.xlsx
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Format: Microsoft Excel XML

Author

  • Simon, Thomas ULiège Université de Liège > Master ingé. gest., à fin.

Promotor(s)

Committee's member(s)

  • Bertrand, Christine ULiège Université de Liège - ULiège > HEC Liège : UER > UER Opérations
    ORBi View his publications on ORBi
  • 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
  • Total number of views 50
  • Total number of downloads 0










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