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dc.contributor.authorBen Salem, Farah
dc.contributor.authorDaiki, Meryem
dc.date.accessioned2022-04-28T07:16:49Z
dc.date.available2022-04-28T07:16:49Z
dc.date.issued2021
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7040
dc.description.abstractSustainability in the chemical industry: designing a value proposition and international marketing strategy for an energy management system. This report provides an analysis of Condugo, a SaaS company specialised in Energy management for large scale industries located in both in Brussels and Antwerp. The aim is to assist to the company in developing the best strategies to adopt in order to expand their energy management system (also known as the Energy Hub software) in the (Petro)chemical industry across Europe. As a first step towards this expansion, Condugo partnered up with big names such as Borealis for their pilot project awarded from the Flemish Agency for Innovation and Entrepreneurship (VLAIO) to support companies operating in the (Petro)chemical sector meet their climate target in line with the new regulations imposed by the EU green deal. Although this initiative was a strong stepping stone, further efforts must be deployed to successfully market the Energy Hub. With the Energy hub, Condugo has truly succeeded in developing a software that is performant enough to handle the complexity of the (Petro)chemical environment. However, there seems to be a discrepancy between the interest shown by those companies in the Energy hub and the quality of the offering. By conducting both an internal and an external analysis and a qualitative research to acquire a better understanding of Condugo’s current situation, were able to come to the conclusion that Condugo’s sales and marketing strategy were at the root of the problem. As a result of applying different frameworks, conducting a full digital audit and a market analysis of the (Petro)chemical companies operating in the geographical are of interest, a new sales and marketing strategy were proposed help the company reach its objectives. The developed strategies would enable the company to communicate its value proposition in a clear way towards the target costumer segment, thus increasing its leads and conversions. The added value of this project lies getting an external perspective of the organization as well as the opportunity to provide unique insights from the research that could help the company capitalize on its potential.
dc.description.sponsorshipCondugo
dc.language.isoen
dc.titleSustainability in the chemical industry: designing a value proposition and international marketing strategy for an energy management system.
dc.source.numberofpages116
vlerick.knowledgedomainMarketing & Sales
vlerick.supervisorMuylle, Steve
dc.identifier.vperid51471
vlerick.companynameCondugo
vlerick.companysupervisorDe Moor, Xavier
vlerick.companysupervisorde Kayser, Quentin
vlerick.programmeMDT
vlerick.typebusresprojectIn-Company Project


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