Élaboration d'une stratégie marketing pour la mise sur le marché de fonctionnalités avancées de modélisation numérique des effets aéro-optiques

Abstract

Open Engineering is a company active in computer-assisted engineering. Recently, the company has developed new digital simulation capabilities related to optics. In order to evaluate the potential and the possible opportunities that this new know-how can bring to the company, this thesis has been the subject of strategic marketing analysis. The goal was to answer the following managerial questions: Should the prototype be further developed? if so, which developments are the most profitable to achieve? To do so, it was first necessary to identify the market. By consulting research publications for the field of aero-optical effects, we have identified the actors potentially interested in the technology developed by the company. As these players expressed different needs, we divided the market into three homogeneous segments, under the criterion of the desired benefits. This segmentation was made possible thanks to a market research that was conducted via an online questionnaire, sent to all the identified population. Two of the segments are from the aerospace and the defense sectors, the third is from the aerospace and astronomy sectors. In order to determine the most interesting offer to develop to meet the needs of the market, we then analyzed the attractiveness of the segments and the competitiveness of the company. We therefore quantified the financial potentials of the segments, determined the macroeconomic factors that could attest to the health of the segments in the long term. Finally, we determined the possible politico-legal barriers to entry into the segments. Then we broke down the company's production line to determine its strengths. Based on the results of these analyses, it was determined that the best strategy for the company was to meet the demand of the third segment, positioning itself as substitutes, with a cheaper product. To ensure the sustainability of the project, it is recommended that the company gradually target the second and then the first segment. The company could then benefit from a competitive advantage through attribute differentiation