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Strategic analysis of the development in the United Kingdom by ActiveMe, a Belgian high-tech start-up

Mercier, Thibaut
(2016)

Files

MercierThibaut_63211000_2016pdf.pdf
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MercierThibaut_63211000_2016_Annexe1.pdf
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Details

Supervisors
Jacquemin, Amélie
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
ActiveMe is a Belgian high-tech start-up company that creates, produces and sells technologies such as the virtual reality, the augmented reality for promoting brands by offering interactive experiences to users. With the eagerness to generate more growth, I was sent for a mission of three months on the United Kingdom (UK) market in order to prospect and define the responsiveness of this market. The purpose of this thesis is to establish what would be the ways for ActiveMe to grow up and develop itself in new geographic markets by generating new growth. This thesis is divided into two main parts. First, a theoretical part, where I focus on definitions, concepts and theoretical researches. In this part, I will begin with the simple question: What is growth? Given some definitions and examples, we will then explore two main types of growth generally used by companies: organic growth and external growth. International growth, part of the organic growth, will also be detailed. The second part of this thesis is devoted to the application of the theoretical part on a practical case study. The objective is to determine ActiveMe’s key factors to compete on the UK market. To do so, I focus on two research questions: - Among the two previous growth strategies detailed, which one seems the most suited regarding ActiveMe? - How is the responsiveness of the UK market regarding ActiveMe’s capacities? The answer of the first research question will determine the analyse of the second one. Indeed, each type of growth has its own particular way to be analysed. Through all the elaboration of this thesis, I will support my affirmation with theoretical research, research fields, management tools, interviews. My experience of my three months’ mission experience will also serve to justify statements that are made. From what stand out of this thesis, a discussion will be drafted including some recommendations that may be useful for ActiveMe for achieving its objective to generate new growth in the UK. Finally, I will conclude this thesis by resuming the main points and by defining the limits of it.