{"id":286155,"date":"2017-04-02T11:51:00","date_gmt":"2017-04-02T10:51:00","guid":{"rendered":"https:\/\/ac-franchise.be\/realiser-le-diagnostic-de-son-magasin-3473"},"modified":"2017-04-02T11:51:00","modified_gmt":"2019-03-07T16:01:18","slug":"realiser-le-diagnostic-de-son-magasin-3473","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/realiser-le-diagnostic-de-son-magasin-3473","title":{"rendered":"R\u00e9aliser le diagnostic de son magasin"},"content":{"rendered":"
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Votre activit\u00e9 commerciale est lanc\u00e9e et le volume des ventes a atteint son rythme de croisi\u00e8re<\/b>. Vos clients sont d\u00e9sormais r\u00e9guliers et vous appr\u00e9hendez leurs attentes. Afin de renforcer les points forts de votre entreprise, conqu\u00e9rir des parts de march\u00e9, identifier des axes d\u2019am\u00e9lioration, et saisir les opportunit\u00e9s du march\u00e9, le temps du diagnostic devient n\u00e9cessaire. Il s\u2019agit de mesurer la perception de votre magasin\/entreprise par clients,<\/b> il est \u00e9galement essentiel de comprendre pourquoi des certains r\u00e9sidents de votre zone de chalandise ne fr\u00e9quentent toujours pas votre point de vente. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Plusieurs m\u00e9canismes et m\u00e9thodes sont \u00e0 disposition des chefs d\u2019entreprise, permettant de r\u00e9aliser un diagnostic complet de leur outil commercial et accroitre leurs performances.<\/b>
Le SWOT<\/b> (Strengths, Weaknesses, Opportunites, Threats = Forces, Faiblesses, Opportunit\u00e9s, Menaces) tr\u00e8s largement utilis\u00e9, reste une excellente base de travail. Cet outil a fait ses preuves et permet d\u2019avoir une vision factuelle des facteurs internes et externes composant l\u2019activit\u00e9. Le SWOT permet de s\u2019appuyer sur des faits, et non sur des intuitions, en donnant des chiffres pr\u00e9cis (exemple : la population de la zone cro\u00eet de +12% quand la France est \u00e0 7,8%). Il priorise et hi\u00e9rarchise les faits ayant un impact sur votre activit\u00e9 et vos d\u00e9cisions. Cet outil est tr\u00e8s synth\u00e9tique et permet en une page de disposer une vision claire de la situation dans sa globalit\u00e9.
Le SWOT permet de comprendre les tenants et aboutissants d\u2019une situation donn\u00e9e<\/b>, sur la base de facteurs \u00e9conomiques d\u00e9finis. Mais il\u00a0 atteint ses limites lorsqu\u2019il s\u2019agit d\u2019inventorier les attentes des consommateurs. Un diagnostic complet doit analyser le comportement d\u2019achat des clients et des non clients afin de fournir au chef d\u2019entreprise la perception et les attentes des consommateurs.
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Cette perception ne peut se r\u00e9v\u00e9ler qu\u2019au travers d\u2019un sondage aupr\u00e8s des r\u00e9sidents de la zone de chalandise<\/b>. Le sondage, quelque soit sa forme (t\u00e9l\u00e9phonique, Internet, enqu\u00eate terrain\u2026) permet d\u2019interviewer des clients sans oublier les non clients. La finalit\u00e9 \u00e9tant de donner deux leviers de chiffre d\u2019affaires :
–\u00a0\u00a0 \u00a0Celui g\u00e9n\u00e9r\u00e9 par les clients, en augmentant la fr\u00e9quentation des visites et en augmentant le panier moyen
–\u00a0\u00a0 \u00a0Celui g\u00e9n\u00e9r\u00e9 par la conqu\u00eate de nouveaux clients.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Voici une liste non exhaustives de points qu\u2019il est possible d\u2019aborder lors d\u2019un sondage :<\/h3>\n
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–\u00a0\u00a0\u00a0 La notori\u00e9t\u00e9 du magasin\/entreprise et des principaux concurrents<\/b>,
–\u00a0\u00a0\u00a0 La fr\u00e9quentation et rythme de visites du magasin\/entreprise et des principaux concurrents,
–\u00a0\u00a0\u00a0 La perception du magasin\/entreprise,
–\u00a0\u00a0\u00a0 Les points forts et points faibles du magasin\/entreprise et des principaux concurrents,
–\u00a0\u00a0\u00a0 Le volume de non-clients, motifs de non-fr\u00e9quentation et encours de chiffre d\u2019affaires r\u00e9cup\u00e9rable,
–\u00a0\u00a0\u00a0 La satisfaction des clients sur les rayons\/services propos\u00e9s,
–\u00a0\u00a0\u00a0 Les attentes des consommateurs en termes d\u2019am\u00e9nagement et d\u2019am\u00e9lioration,
–\u00a0\u00a0\u00a0 L\u2019image prix (perception) de votre magasin\/entreprise et celle des concurrents.
–\u00a0\u00a0\u00a0 Le taux de r\u00e9ception des prospectus.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il est n\u00e9cessaire de faire ressortir des \u00e9l\u00e9ments factuels permettant de prendre rapidement des mesures correctives,<\/b> en parfaite ad\u00e9quation avec les attentes des consommateurs proches.
Cette phase de diagnostic, issue du terrain est un incontournable de la r\u00e9ussite et de la p\u00e9rennit\u00e9 de votre activit\u00e9.<\/p>\n

Le diagnostic d\u2019une activit\u00e9 commerciale quelque quelle soit permet de r\u00e9aliser une v\u00e9ritable introspective,<\/b> d\u2019appr\u00e9hender le march\u00e9, et d\u2019\u00e9couter les attentes du consommateur. La mission d\u2019un diagnostic est d\u2019assurer la continuit\u00e9 de l\u2019activit\u00e9, de satisfaire ses clients et de gagner des parts de march\u00e9.
La fiabilit\u00e9 statistique d\u2019une telle analyse d\u00e9pend du volume de r\u00e9sidents interrog\u00e9s. Ce point fera l\u2019objet d\u2019un prochain article. <\/p>\n

SUZINEAU St\u00e9phane, Polygone<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Il s\u2019agit de mesurer la perception de votre magasin\/entreprise par clients, il est \u00e9galement essentiel de comprendre pourquoi des certains r\u00e9sidents de votre zone de chalandise ne fr\u00e9quentent toujours pas votre point de vente.
\nPlusieurs m\u00e9canismes et m\u00e9thodes sont \u00e0 disposition des chefs d\u2019entreprise, permettant de r\u00e9aliser un diagnostic complet de leur outil commercial et accroitre leurs performances.<\/p>\n","protected":false},"author":48,"featured_media":286156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[9],"tags":[],"class_list":["post-286155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-experts","entry","has-media"],"acf":[],"yoast_head":"\nR\u00e9aliser le diagnostic de son magasin<\/title>\n<meta name=\"description\" content=\"Il s\u2019agit de mesurer la perception de votre magasin\/entreprise par clients, il est \u00e9galement essentiel de comprendre pourquoi des certains r\u00e9sidents de votre zone de chalandise ne fr\u00e9quentent toujours pas votre point de vente. 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