{"id":289724,"date":"2016-05-26T06:38:00","date_gmt":"2016-05-26T05:38:00","guid":{"rendered":"https:\/\/ac-franchise.be\/realiser-une-etude-de-marche-les-principes-essentiels-2994"},"modified":"2016-05-26T06:38:00","modified_gmt":"2016-05-26T05:38:00","slug":"realiser-une-etude-de-marche-les-principes-essentiels-2994","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/realiser-une-etude-de-marche-les-principes-essentiels-2994","title":{"rendered":"R\u00e9aliser une \u00e9tude de march\u00e9, les principes essentiels"},"content":{"rendered":"
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Cet article a \u00e9t\u00e9 \u00e9crit par la soci\u00e9t\u00e9 Polygone, sp\u00e9cialiste des \u00e9tudes de march\u00e9 qui compte de nombreux r\u00e9seaux parmi ses clients <\/div>\n<\/p><\/div>\n
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L\u2019\u00e9tude de march\u00e9 est souvent un sujet vaste et parfois n\u00e9buleux pour les entrepreneurs <\/b>et patrons d\u2019entreprises. Elle reste n\u00e9anmoins un guide indispensable dans la pr\u00e9paration du business plan, un soutien n\u00e9cessaire lors de votre rendez-vous avec le banquier, et une base solide pour \u00e9tablir des plans d\u2019actions commerciales. Une bonne \u00e9tude de march\u00e9 doit vous fournir des \u00e9l\u00e9ments factuels pour prendre des d\u00e9cisions.  Alors comment devez-vous aborder le sujet et quelles sont les r\u00e9ponses que vous \u00eates en droit d\u2019attendre ?<\/p>\n

Nous parlons de l\u2019\u00e9tude de march\u00e9, mais nous devrions employer ce terme au pluriel<\/b>. Il existe une multitude d\u2019\u00e9tudes, les sujets abord\u00e9s sont aussi vari\u00e9s que vos questions, il ne peut y avoir d\u2019\u00e9tude de march\u00e9 standard. Toutefois, certains items restent incontournables et sont \u00e0 l\u2019essence m\u00eame de toute \u00e9tude. Elles ont pour obligation de r\u00e9pondre \u00e0 trois questions que sont :<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les incontournables de l\u2019\u00e9tude de march\u00e9<\/h3>\n
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–\tL\u2019\u00e9volution du contexte dans lequel \u00e9volue le sujet de l\u2019\u00e9tude : la population, les revenus moyens, les niveaux de d\u00e9pense de votre secteur, la concurrence actuelle et son \u00e9ventuelle \u00e9volution (CDAC autoris\u00e9es).<\/div>\n
–\tLe potentiel accessible \u00e0 votre projet : la part de march\u00e9 capt\u00e9e et le chiffre d\u2019affaires accessible. Le niveau int\u00e9r\u00eat exprim\u00e9 par les clients potentiels vis-\u00e0-vis du projet est un plus qui permet d\u2019identifier la zone de chalandise r\u00e9elle du projet.<\/div>\n
–\tLes principaux axes du positionnement commercial du point de vente par rapport aux concurrents et aux attentes des consommateurs  ou au pouvoir d\u2019achat de la zone de chalandise permettent de d\u00e9finir les actions n\u00e9cessaires pour s\u2019assurer que les conditions de succ\u00e8s sont bien mises en \u0153uvre. <\/div>\n
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Il y a donc dans la d\u00e9marche de l\u2019\u00e9tude de march\u00e9 une s\u00e9quence de trois \u00e9tapes chronologiques<\/b> indispensables : le recueil des donn\u00e9es qui doit aboutir \u00e0 une analyse fine chiffr\u00e9e, pour en d\u00e9terminer des actions \u00e0 mettre en application.<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9tudes qualitatives et quantitatives, quelles diff\u00e9rences ?<\/h3>\n
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Les \u00e9tudes de march\u00e9 sont souvent class\u00e9es en deux cat\u00e9gories, les \u00ab quantitatives \u00bb et les \u00ab qualitatives \u00bb. <\/div>\n
Les \u00e9tudes dites quantitatives ont pour principe d\u2019aborder un march\u00e9 de mani\u00e8re purement \u00ab th\u00e9orique \u00bb, bas\u00e9es sur des donn\u00e9es vari\u00e9es (INSEE, Internet, TradeDimension\u2026), permettant d\u2019avoir une approche locale du projet. Les conclusions sont fond\u00e9es sur des crit\u00e8res chiffr\u00e9s factuels issus de sources fiables. Leur r\u00e9sultat est le fruit de diff\u00e9rents calculs et l\u2019application de coefficients propres \u00e0 l\u2019activit\u00e9 ou \u00e0 l\u2019enseigne. De plus, elles s\u2019appuient tr\u00e8s souvent sur l\u2019observation de sites existants, desquels sont extraits des bases de donn\u00e9es ou de calculs qui sont ensuite appliqu\u00e9s \u00e0 la zone de chalandise du projet. Ces mod\u00e8les trouvent rapidement leur limite d\u00e8s lors qu\u2019il s\u2019agit d\u2019estimer le potentiel pour de nouveaux concepts, ou pour des projets localis\u00e9s sur des sites atypiques ou encore confront\u00e9s \u00e0 une concurrence sp\u00e9cifique.<\/div>\n
 Les \u00e9tudes dites qualitatives associent directement les consommateurs au projet en sondant leurs avis  au travers des questionnaires adapt\u00e9s. Ces \u00e9tudes qualitatives permettent d\u2019appr\u00e9cier le comportement des r\u00e9sidents, leurs habitudes de consommation, ou leur taux d\u2019\u00e9quipement s\u2019il s\u2019agit de produits technologiques notamment. Cette m\u00e9thode permet surtout de mesurer l\u2019int\u00e9r\u00eat vis-\u00e0-vis d\u2019un projet aupr\u00e8s des r\u00e9sidents de votre zone afin de d\u00e9terminer pr\u00e9cis\u00e9ment la fr\u00e9quentation potentielle du point de vente, de mesurer la d\u00e9pense d\u00e9clar\u00e9e par les prospects et donc d\u2019en d\u00e9finir les potentiels de chiffres d\u2019affaires avec un niveau de pr\u00e9cision plus \u00e9lev\u00e9, d\u2019autant que les conditions sp\u00e9cifiques sont l\u00e0 bien prises en compte.<\/div>\n
Cette distinction, n\u00e9cessaire, ne doit pas pour autant les isoler les unes des autres. Bien au contraire, la justesse et la finesse des r\u00e9sultats d\u00e9pendent souvent de l\u2019association des deux m\u00e9thodes. La th\u00e9orie ne suffit pas obtenir un int\u00e9r\u00eat, l\u2019int\u00e9r\u00eat ne suffit pas \u00e0 d\u00e9terminer un potentiel.<\/b><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9tudes sont un outil du quotidien:<\/h3>\n
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Les \u00e9tudes de march\u00e9, n\u00e9cessairement utilis\u00e9es en amont d\u2019un projet sont \u00e9galement des leviers d\u2019am\u00e9lioration lors de la phase d\u2019exploitation<\/b>. R\u00e9alis\u00e9es tous les deux ou trois ans, elles apportent alors un positionnement par rapport \u00e0 la concurrence, et mesurent votre notori\u00e9t\u00e9 au sein de votre zone de chalandise. De surcroit les \u00e9tudes identifient les diff\u00e9rents  niveaux de satisfaction de l\u2019offre globale propos\u00e9e, et peuvent  dans cet esprit d\u00e9boucher sur un plan d\u2019actions, d\u2019optimisation et de repositionnement du point de vente. Cela vous permet de vous adapter aux \u00e9volutions de l\u2019environnement et des attentes des consommateurs.<\/div>\n
Dans tous les cas, une \u00e9tude doit \u00eatre un moyen, et non une finalit\u00e9, pour garantir le succ\u00e8s de votre projet. Tous les acteurs de l\u2019\u00e9conomie, qui ont pour objectif de cr\u00e9er, d\u00e9velopper,  faire performer leur activit\u00e9 sont \u00e0 m\u00eame de faire appel \u00e0 un cet outil remarquable. Toute d\u00e9cision  d\u2019entreprise doit r\u00e9pondre par un pay back. L\u2019\u00e9tude de march\u00e9 vous accompagne dans la prise de d\u00e9cision et doit \u00eatre per\u00e7ue comme un investissement avec un retour r\u00e9mun\u00e9rateur, notable dans votre chiffre d\u2019affaires. Les actions correctives, d\u00e8s lors qu\u2019elles sont mises en place, sont des leviers de performances \u00e9conomiques<\/b>.<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9tudes sont une premi\u00e8re \u00e9tape, et apr\u00e8s\u2026<\/h3>\n
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Pour les porteurs de projet dans le secteur de la distribution (alimentaire, non alimentaire), les \u00e9tudes sont une premi\u00e8re \u00e9tape, sur le parcours administratif impos\u00e9 par le l\u00e9gislateur (r\u00e8gles d\u2019urbanisme commerciale). Elles apportent de nombreux arguments factuels utiles \u00e0 la constitution du dossier \u00e0 pr\u00e9senter lors de la Commission D\u00e9partementale d\u2019Am\u00e9nagement Commercial (CDAC). Nous traiterons de ce sujet dans notre prochain article de janvier 2016.   <\/b><\/div>\n
<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Cet article a \u00e9t\u00e9 \u00e9crit par la soci\u00e9t\u00e9 Polygone, sp\u00e9cialiste des \u00e9tudes de march\u00e9 qui compte de nombreux r\u00e9seaux parmi ses clients L\u2019\u00e9tude de march\u00e9 est souvent un sujet vaste et parfois n\u00e9buleux pour les entrepreneurs et patrons d\u2019entreprises. Elle reste n\u00e9anmoins un guide indispensable dans la pr\u00e9paration du business plan, un soutien n\u00e9cessaire lors 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