Analyse stratégique des services en B2B de l'ASBL GoodPlanet Belgium: Comment se positionner sur le marche¿ et proposer une offre adaptée aux besoins de ses clients?

Abstract

Ocean plastic pollution, global warming, circular economy, social diversity, soft mobility, renewable energy, ... All are central issues in this period of global transition towards a more sustainable way of life that our society is currently experiencing. One of the fundamental pillars of this society is the economy, which is created by business activity. It is in this context that GoodPlanet, non-profit organization active for more than 20 years in raising awareness of sustainable development and implementing positive actions in schools and with the general public, has developed its services by building an offer to companies wishing to take a (further) step towards this global trend. The sale of these services is very important for GoodPlanet, not only for the direct impact it generates among employees and customers, but also as a potential source of funding for the educational projects developed by the non-profit organization. GoodPlanet has therefore developed in 2014 the Sustainable Solutions, business-to-business services consisting of awareness raising activities, teambuilding and CSR coaching. However, a lack of structure and internal professionalization, particularly in terms of monitoring processes, as well as a lack of external analysis, did not allow these services to develop as GoodPlanet would have liked. This project therefore aimed to make up for these shortcomings. First of all, a market analysis was carried out in order to better identify current trends in the CSR support sector, describe its size, its evolution, as well as its degree of competitiveness. This was followed by an identification of the target customer segment and an analysis of the customer base. Finally, an adapted marketing strategy and its operationalization were detailed. This implementation of the marketing strategy took the form of a “persona segmentation”; segmentation elaborated by the creation of standard profiles of customers. Finally, to each of these standard profiles were allocated a specific commercial approach and an appropriate offer proposal according to the customer's profile and needs. Thanks to this marketing strategy, GoodPlanet will be able to better identify its customers, provide them a more suitable offer, in a quicker and more efficient way, and thus increase the volume of its sales as well as the loyalty of his satisfied customers.