{"id":287450,"date":"2016-09-16T06:57:00","date_gmt":"2016-09-16T05:57:00","guid":{"rendered":"https:\/\/ac-franchise.be\/letude-de-marche-un-outil-indissociable-a-la-creation-dune-franchise-3219"},"modified":"2016-09-16T06:57:00","modified_gmt":"2019-03-07T16:01:38","slug":"letude-de-marche-un-outil-indissociable-a-la-creation-dune-franchise-3219","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/letude-de-marche-un-outil-indissociable-a-la-creation-dune-franchise-3219","title":{"rendered":"L’\u00e9tude de march\u00e9 : un outil indissociable \u00e0 la cr\u00e9ation d’une franchise"},"content":{"rendered":"
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Vous avez choisi une franchise ?<\/b> Vous \u00eates s\u00e9duit par le concept qu’elle met en avant et qu’elle a d\u00e9j\u00e0 test\u00e9 dans des unit\u00e9s pilotes ? Avant de vous lancer t\u00eate baiss\u00e9e dans l’aventure passionnante de la franchise, savez-vous vraiment o\u00f9 vous allez ? Connaissez-vous v\u00e9ritablement le potentiel qui s’offre \u00e0 vous ?<\/p>\n

Pour vous y aider,\u00a0l’\u00e9tude de march\u00e9\u00a0<\/b>est, en franchise comme pour toute cr\u00e9ation d’entreprise,<\/b> un passage oblig\u00e9 ! Voici une m\u00e9thodologie qui vous permettra de r\u00e9aliser votre rapport d’\u00e9tude de march\u00e9 dans les meilleures conditions.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Une \u00e9tude en quatre points pour estimer un chiffre d’affaires pr\u00e9visionnel<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’\u00e9tude de march\u00e9, qu’elle soit locale ou plus globale, doit vous permettre de comprendre le fonctionnement du march\u00e9, de vous comparer \u00e0 la concurrence et d’\u00e9valuer les points forts du r\u00e9seau de franchise que vous pensez rejoindre. Cette \u00e9tude de march\u00e9 doit porter sur quatre aspects : le march\u00e9, la demande, la concurrence et l’environnement du projet.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Pour chaque aspect de l’\u00e9tude il vous faudra r\u00e9colter les informations (documentations, r\u00e9alisations de questionnaires…), en faire la synth\u00e8se et l’analyse, r\u00e9diger vos conclusions. C’est \u00e0 partir de l\u00e0 que vous pourrez estimer votre chiffre d’affaires pr\u00e9visionnel.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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D\u00e9finissez le march\u00e9 et la demande sur le cr\u00e9neau qui est le v\u00f4tre<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il s’agit pour le candidat \u00e0 la franchise de r\u00e9aliser une photographie g\u00e9n\u00e9rale du march\u00e9. Celle-ci prendra en compte son identification et ses \u00e9volutions, les produits ou services directement ou indirectement concurrents et les acteurs qui le composent (concurrents, clients, prescripteurs, producteurs, etc.).<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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En mati\u00e8re de demande, vous devrez analyser l’\u00e9volution globale de la demande (taille du march\u00e9 ?\u00a0Quantit\u00e9s vendues ? Nombre de consommateurs sur le march\u00e9 ?), les comportements des consommateurs, les m\u00e9canismes de choix et les crit\u00e8res d’achat. L’objectif ? Etablir des typologies de clients avec des crit\u00e8res distinctifs tels que l’\u00e2ge, le sexe, les modes et styles de consommation.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Analysez l’offre de la concurrence et l’environnement qui p\u00e8se sur votre activit\u00e9<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Analyser la concurrence, c’est se poser des questions en termes d’\u00e9volution globale de l’offre (quels sont les produits, entreprises et marques pr\u00e9sents sur le march\u00e9 ? Qui est leader ?) et des caract\u00e9ristiques de l’offre des soci\u00e9t\u00e9s concurrentes (que proposent-elles ? A quels prix ? Comment vendent-elles ? Comment communiquent-elles ? Quels sont leurs r\u00e9sultats financiers ? A qui vendent-elles ? Quel est le niveau de satisfaction de la client\u00e8le ?).<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Enfin, dans votre rapport\u00a0d’\u00e9tude de march\u00e9\u00a0devra figurer l’analyse de l’environnement. En clair, ce qui peut avoir de l’influence sur votre march\u00e9 et votre franchise elle-m\u00eame : quelles sont les grandes innovations dans ce domaine d’activit\u00e9s ? Le secteur est-il r\u00e9gi par une r\u00e9glementation\/l\u00e9gislation particuli\u00e8re ? Existe-t-il des groupes et organismes professionnels influents sur ce secteur ?<\/p>\n

Pour en savoir plus sur l’\u00e9tude de march\u00e9, lisez ces articles :<\/i>\u00a0
L’\u00e9tude de march\u00e9 : le passage oblig\u00e9 en franchise aussi <\/i><\/a>
La m\u00e9thodologie d’une \u00e9tude de march\u00e9 r\u00e9ussie<\/i><\/a><\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Audrey, r\u00e9dactrice AC Franchise<\/a><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Vous avez choisi une franchise ? Vous \u00eates s\u00e9duit par le concept qu’elle met en avant et qu’elle a d\u00e9j\u00e0 test\u00e9 dans des unit\u00e9s pilotes ? Avant de vous lancer t\u00eate baiss\u00e9e dans l’aventure passionnante de la franchise, savez-vous vraiment o\u00f9 vous allez ? Connaissez-vous v\u00e9ritablement le potentiel qui s’offre \u00e0 vous ? Pour vous […]<\/p>\n","protected":false},"author":1,"featured_media":287451,"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":[3],"tags":[137],"class_list":["post-287450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nL'\u00e9tude de march\u00e9 : un outil indissociable \u00e0 la cr\u00e9ation d'une franchise<\/title>\n<meta name=\"description\" content=\"Vous avez choisi une franchise ? 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