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Dissertation
Optimisation du système de management de la qualité par l'approche processus dans une logique d'amélioration continue
Authors: --- --- --- ---
Year: 2017 Publisher: Liège Université de Liège (ULiège)

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Abstract

The company Spa Monopole is the main production site of the Spadel group. Spadel is an independent European family group that produces and markets natural mineral water, spring water and natural refreshing beverage brands. Though, Spa Monopole currently achieves great financial results, it seems that internal communication can be improved. The company intends to upgrade the interactions between different departments by having a more fluid flow of communication within the organisation. Aware of the significant benefits of the process approach in performance management, the quality team wonders if the latter could solve its communication issues. 

This master thesis is undertaken to evaluate and analyse the benefits this approach can bring to the functioning and the performance of the site. To achieve this goal, the first step is to understand the organisation and identify its weaknesses, but also to understand in which context the company is positioning. Then, the next objective is to observe how the process approach can improve the weaknesses of the business. Concerning the real implementation, some steps are achieved while identifying the different processes and the existing flows between them or collecting the requirements of each one to be able to make these processes interact. Another important step is the establishment of the identity cards for each process. This make it possible to formalise the content of the process by introducing the importance of the internal client-supplier relationship. Indeed, it is important that everyone knows what is expected of him or her and what he or she expects from others in return. By considering the company as several subsystems, the process approach makes it possible to reorient the efforts of the various actors towards the organisational objectives and to clarify the roles and responsibilities for each of them. Finally, the process approach also helps in the implementation of SMART objectives to effectively evaluate its process and to be able to establish improvement initiatives.
This process approach is the main aspect of the ISO 9001 standard and is in line with the objective that Spa Monopole has set for 2018: namely, the certification of the new version of this standard.


Dissertation
Mise en place d'une stratégie digitale d'inbound marketing en vue de promouvoir un nouveau site internet commercial et d'aider les commerciaux dans leurs méthodes de prospection.
Authors: --- --- --- ---
Year: 2019 Publisher: Liège Université de Liège (ULiège)

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Abstract

Vedia is a local television in the area of Verviers since 1988. In addition of informing people, the company also offers services such as video production, studio rental, broadcast of advertising and communication trainings. However, no one or few people only knows about it. This problem is caused by the lack of online presence. Indeed, Vedia has no website or social network pages to display its services. Vedia is currently developing a commercial website to reach its customers easier but it is not operational yet. As a result, the sales representatives encounter problems in finding new customers and Vedia sees its turnover fall dramatically. It is therefore necessary to improve its online presence as soon as possible. This essay will focus on this problem and will try to develop a solution to help Vedia grow its sales. 

First of all, this document will help Vedia develop an online presence by implementing an Inbound Marketing Strategy. This strategy is based on the publishing of content on the website to increase the visibility of the company and also to attract people. In other words, one section of the website should look like a blog with high-quality articles inside. You will find in this essay all stages to set up this strategy successfully: the Personas, the social networks, the SMART objectives, the main steps of the strategy, the key performance indicators, the workflows and a comparison of marketing automation tools. Moreover, you will find in the appendix of this document some advices to create the new website. 

Finally, the second part of this essay aims to help the sales representatives with the social networks. The goal is to use them in their sales prospection to find new customers easier, to maintain relationship with them and to improve the company’s online awareness. The sales representatives should also integrate a solution of CRM to have a better monitoring of the customers and therefore a better relationship with them.

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