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

Abstract

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.