Abstract | Keywords | Export | Availability | Bookmark

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

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.

digital marketing, --- omnichannel, --- business model, --- benchmark, --- website --- user survey --- Search Engine Optimization --- Search Engine Advertising --- chat marketing --- mobile users --- native apps --- web apps --- responsive design --- content marketing --- blog --- webinar --- curation --- email marketing --- social networks --- user testing --- Sciences économiques & de gestion > Marketing