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The project thesis discussed here aims to evaluate the potential of the market linked to wastewater treatment plants targeting pharmaceuticals.
Indeed, questions around the effects of pharmaceuticals on the environment have been raised in the recent years. With this idea in mind, CMI decided to develop a wastewater treatment plant dedicated to hospitals, who are responsible for 20% of this drug pollution. A special attention has been dedicated to hospitals from Belgium, Luxemburg, France, Germany, Netherlands, Switzerland and Denmark.
In order to know better hospitals, some research and analysis have been conducted. It turned out that there were a huge disparity, regarding hospitals’ organization, within the different countries studied. We could find some differences regarding the size of the markets, with Germany the biggest and Luxemburg the smallest, but also regarding the organization of the hospitals systems. These analysis have always showed that purchase motivations are regulations related and that at the moment the market is completely unregulated regarding pharmaceuticals in wastewater.
Regarding the competition, this innovative project is well positioned. Its process and its main characteristics are not yet present on the market. Indeed, the technological aspects of the products guarantee smaller prices and less maintenance requirements than the competition.
When taking into considerations all the characteristics of the market, two different elements stand out. First, CMI must confirm the efficiency of its product. Without this credibility, CMI will have strong difficulties to establish itself on different markets. Second, it seems that without a strong legislative canvas, potential of markets remains very limited. In order to tackle this problem, lobbying strategies at a regional level have been imagined. It is a combination of technology efficiency and strong lobbying that could lead CMI to success on this particular market.

market study --- wastewater --- Pharmaceuticals --- Hospitals --- Environment --- Europe --- attractiveness --- competitiveness --- Cockerill Maintenance & Ingiénerie --- Sciences économiques & de gestion > Marketing

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Cette recherche est un instantané sur le musée de La Boverie, situé à Liège dans un parc, un écrin de verdure et de biodiversité au cœur de la Cité ardente. Ce musée naissant ou renaissant, selon les points de vue, construit sur le site historique de l’Exposition universelle de 1905 et de l’Exposition internationale de 1930, accueille désormais les collections permanentes des Beaux-Arts de la Ville de Liège, l’Espace jeunes Artistes et des expositions temporaires d’envergure internationale. 

La Boverie, forte de son partenariat avec Le Louvre, s’inscrit dans le plan stratégique de redéploiement et de positionnement de Liège et participe à son offre territoriale, culturelle et touristique. Suite notamment à la fermeture de la phase à chaud d’Arcelor, Liège a mis en place des outils et des stratégies pour construire et communiquer son positionnement. Après avoir largement développé son offre touristique et culturelle, redéployé des infrastructures autour des grands projets, métropolitains et urbains, Liège est une ville « ouverte sur le monde, créative et connectée ». 

Cette étude vise à questionner le concept polymorphe d’attractivité, interne ou externe, globale ou sectorielle(s), objectivable ou ressentie, d’un territoire pour ses populations et les touristes. L’objectif est de déterminer dans quelle mesure le musée de La Boverie participe à cette attractivité dans ses différentes acceptions. Afin de nourrir la réflexion, différentes conceptions du marketing sont mobilisées, des apports classiques par une matrice SWOT, des apports spécifiques au marketing du tourisme, des services, des arts et de la culture et les concepts de « destination », de « shift urbain », de « flagship » et de « city branding ».

L’analyse de ces dimensions et l’interrogation de l’attractivité du territoire liégeois repose sur une revue de littérature, une recherche documentaire et deux séries d’entretiens qualitatifs semi-directifs. Ces quatorze entretiens ont été réalisés entre avril à mai 2017. L’échantillon est constitué de dix parties prenantes, internes et externes, au projet de La Boverie et de quatre visiteurs du musée. This research is a snapshot on the museum of La Boverie, located in a park, a green box rich in biodiversity, in the heart of the Fiery City. This museum, nascent or renascent depending on the perspectives, built on the historic site of the Universal Exhibition of 1905 and of the International Exhibition of 1930, now hosts the permanent collections of Fine Arts of the City of Liège, the Young Artists Space, and temporary exhibitions with an international scope.

La Boverie, with her strong partnership with Le Louvre, fits in the strategic plan of deployment and positioning of Liège and contributes to the territorial, cultural, and touristic offer of the city. Following the closure of the hot phase of Arcelor, Liège has implemented tools and strategies aimed at building and communicating its positioning. After having largely developed its touristic and cultural offer, deployed its infrastructures around major metropolitan and urban projects, Liège is a city “open to the world, creative, and connected”. 

This study aims at questioning the polymorphic concept of attractiveness, whether internal or external, global or by sector, objectified or felt, of a territory for its inhabitants or for its visitors. The objective is to determine to which extent the museum of La Boverie contributes to this attractiveness, in its various meanings. To support the analysis, several marketing concepts are mobilised: classical inputs by a SWOT analysis, specific inputs to the tourism marketing, services, arts and culture, and finally the concepts of destination, urban shift, flagship, and city branding.

The analysis of these dimensions and the question of attractiveness of the Liège territory are based on a literature search, a documentary research and two series of qualitative and semi-directive interviews. These fourteen interviews were conducted in April and May 2017. The sample is made of ten internal and external stakeholders of the project of La Boverie and of four visitors of the museum.

marketing --- marketing de ville --- Louvre --- Le Louvre --- Lens --- Metz --- Le Louvre Lens --- Centre Pompidou-Metz --- Pompidou --- destination --- tourisme --- marketing culturel --- marketing du tourisme --- attractivité --- attractivité interne --- attractivité externe --- qualité de vie --- offre touristique en Wallonie --- positionnement --- Boverie --- parc de la Boverie --- ouverte --- créative --- connectée --- Liege Together --- LiègeTogether --- shift --- Wallonie --- offre culturelle --- offre touristique --- SWOT --- flaghsip --- projet-phare --- projets urbains --- projets métropolitains --- grands projets --- FEDER --- Ricciotti --- MAMAC --- CIAC --- citybranding --- territoire --- marketing territorial --- parties prenantes --- utilisateurs --- visiteurs --- ambassadeurs --- culture --- Beaux-Arts --- Art contemporain --- Art --- Metropole --- Metropole culture --- Liège Expo 2017 --- Exposition universelle --- Exposition Internationale --- 1905 --- 1930 --- plan stratégic --- shift urbain --- plan stratégique --- TGV --- Arcelor --- Cité ardente --- instantané --- marketing --- city --- city branding --- Louvre --- Le Louvre --- Lens --- Metz --- Le Louvre Lens --- Centre Pompidou-Metz --- Pompidou --- destination --- tourism --- cultural marketing --- tourism marketing --- attractiveness --- internal attractiveness --- external attractiveness --- SWOT --- tourism offer in Wallonia --- tourism offer --- Wallonia --- Boverie --- museum --- La Boverie --- park --- open --- creativ --- connected --- LiegeTogether --- Liège Togheter --- shift --- urbain shift --- metropolitan projects --- urban projects --- FEDER --- Ricciotti --- MAMAC --- CIAC --- territory --- stakeholders --- Fine Arts --- Contemporary Arts --- Art --- Metropolitan --- Liege Expo 2017 --- International Exhibition --- Universal Exhibition --- 1905 --- 1930 --- strategic plan --- TGV --- Arcelor --- Fiery City --- snapshot --- Sciences économiques & de gestion > Marketing