Mustad & Britte: analyse the potential sectors and propose communication strategy for better penetration in Germany
Nguyen, Hoai Nhi
Promotor(s) : Delcourt, Cécile
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink : http://hdl.handle.net/2268.2/6487
Details
Title : | Mustad & Britte: analyse the potential sectors and propose communication strategy for better penetration in Germany |
Translated title : | [en] Mustad & Britte: Analyse the potential sectors and propose communication strategy for better penetration in Germany |
Author : | Nguyen, Hoai Nhi |
Date of defense : | 18-Jun-2019/20-Jun-2019 |
Advisor(s) : | Delcourt, Cécile |
Committee's member(s) : | Crama, Yves
Hubin, Madeleine-Marie Defechereux, Pierre |
Language : | English |
Number of pages : | 80 |
Keywords : | [en] turning industry [en] precision components [en] competitor analysis [en] segment attractiveness [en] attractiveness map [en] positioning [en] trade show [en] communication |
Discipline(s) : | Business & economic sciences > Marketing |
Target public : | Professionals of domain Student General public |
Institution(s) : | Université de Liège, Liège, Belgique |
Degree: | Master en sciences de gestion, à finalité spécialisée en Marketing |
Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] The purpose of this project-dissertation is to identify major investment-worthy industrial sectors for Mustad & Britte to better penetrate in Germany. To pin down the controllable and uncontrollable factors influencing the business, the project analyses all environmental elements. Both internal and external factors are taken into careful consideration with SWOT analysis to discover the Strengths, Weaknesses, Opportunities and Threats posed to the company. The project is devoted to analysing the attractiveness of each potential sectors to determine which sector will be worth investing. In conclusion, there are five sectors as such: aeronautics, space, defence, medical technology and wind energy. This project also looks at the competition in Germany. A total of the top 25 competitors with a turnover of fewer than 50 million euros have been pinpointed. Some recommendations regarding the communication strategy to attract more prospects as well as to enhance the company’s visibility are given. Some online marketing tools can be considered to increase visibility at trade shows, such as using the available communication touch points.
File(s)
Document(s)
Description:
Size: 1.42 MB
Format: Adobe PDF
Annexe(s)
Description:
Size: 411.05 kB
Format: Microsoft Excel XML
Description: Response from competitors
Size: 7.97 MB
Format: Adobe PDF
Cite this master thesis
The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.