Gestion et intégration d'outils marketing digitaux à la stratégie de l'entreprise

Abstract

Méca-Fluid is a company providing equipment such as industrial valves and pneumatic components. In a more and more digitalized environment and a world ruled by new technologies, the company realized the importance of an active online presence. By wishing to launch an e-commerce, the company pursues three main goals: first, the company wants to offer a brand new sales channel and quality services to its consumers, then it wishes to increase its visibility and develop this new prospecting and sales channel and finally to develop and strengthen its brand awareness and brand image as a specialist. In order to suggest a strategy to fulfill these goals, I carried out a business model of the company. It allowed me to discover how important the quality of the relationships the company maintains with its consumers is. Then, I conducted a benchmark analysis which showed me that only one competitor of Méca-Fluid actually sells its products online. This brought me to the realization that an ecommerce represents a real growth opportunity for the company. After that, I carried out a customer survey which, among others, made me realize how customers are attached to the quality of services provided by Méca-Fluid, that only a few of them spend time on social medias during business hours whereas lots of them use search engines and some of them show interest in an industrial blog and newsletters. Since the company has a limited budget, it can’t afford to implement all the digital marketing tools I suggested. This is why I ranked the tools to implement first to offer a great service quality for consumers on the website, to increase company’s visibility on search engines and to develop the company’s brand awareness and brand image. Finally, after launching its website, I advise the company to carry out a user testing and implement websites analytics tools in order to get precious information about its audience and its behavior.