{"id":291000,"date":"2015-07-29T08:43:00","date_gmt":"2015-07-29T07:43:00","guid":{"rendered":"https:\/\/ac-franchise.be\/fixer-ses-prix-lanalyse-de-la-concurrence-2-5633"},"modified":"2015-07-29T08:43:00","modified_gmt":"2015-07-29T07:43:00","slug":"fixer-ses-prix-lanalyse-de-la-concurrence-2-5633","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/fixer-ses-prix-lanalyse-de-la-concurrence-2-5633","title":{"rendered":"Fixer ses prix : l’analyse de la concurrence (2)"},"content":{"rendered":"
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Une analyse de la client\u00e8le est un pr\u00e9alable mais elle ne suffit pas pour d\u00e9finir le juste prix.<\/strong> Il est \u00e9galement n\u00e9cessaire d’analyser les prix pratiqu\u00e9s par la concurrence<\/strong> et de conna\u00eetre les co\u00fbts engag\u00e9s avant la vente.<\/p>\n

Cette \u00e9tude peut prendre la forme d’un relev\u00e9 de prix sur le terrain. Ainsi la grille de relev\u00e9 de prix pour chaque concurrent\u00a0<\/strong><\/em> <\/em><\/strong>reprend par exemple la date du relev\u00e9, le nom du produit, le prix public, l’op\u00e9ration promotionnelle en cours, la pr\u00e9sence d’un vendeur, la mise en valeur du produit par la vitrine, la mise en place d’un bon \u00e9clairage…et la r\u00e9action des clients pr\u00e9sents dans le magasin. Il faut \u00e9galement prendre en compte le contexte de ces relev\u00e9s, car si l’un des concurrents a lanc\u00e9 une op\u00e9ration de communication, il aura mis en avant certains produits ce que l’on d\u00e9nomme l’effet d’appel. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Faire une bonne analyse des co\u00fbts<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De telles op\u00e9rations promotionnelles sont limit\u00e9es dans le temps et leur impact aussi. Un conseil donc : si votre prix est sup\u00e9rieur \u00e0 la concurrence, il faut proposer au client le plus concurrentiel qui l’explique<\/strong>. Il peut s’agir d’un service, d’un avantage perceptible de la client\u00e8le, qui justifie la diff\u00e9rence de prix. Et il faut bien sur que ce prix corresponde aux attentes du client comme nous l’avons vu pr\u00e9c\u00e9demment (Cf article 1 sur le sujet)… <\/p>\n

Enfin ajoutons la d\u00e9termination du prix par l’analyse des co\u00fbts<\/strong>. Il est primordial de conna\u00eetre pr\u00e9cis\u00e9ment le prix de revient car, dans le cas contraire, l’entreprise risque de vendre \u00e0 perte. Le prix de revient correspond \u00e0 la somme des co\u00fbts que supporte l’entreprise pour mettre sur le march\u00e9 le bien ou le service consid\u00e9r\u00e9, \u00e0 tous les niveaux depuis sa fabrication jusqu’\u00e0 la distribution et la promotion. Ces co\u00fbts comprennent : des co\u00fbts directs (fixes ou variables) comme l’achat de marchandises et\/ou de mati\u00e8res premi\u00e8res, les r\u00e9mun\u00e9rations (salari\u00e9s, entrepreneur), le recours \u00e0 des sous-traitants, l’entretien du mat\u00e9riel et l’outillage, l’amortissement des machines, etc. Puis les co\u00fbts indirects (fixes ou variables) comme l’\u00e9tude de march\u00e9, la publicit\u00e9, les commissions… Les frais g\u00e9n\u00e9raux et financiers (loyer, \u00e9lectricit\u00e9, assurances…), les frais de recherche et d\u00e9veloppement, etc. <\/p>\n

Dans le cas d’une cr\u00e9ation d’entreprise, le prix de revient exact ne pourra \u00eatre calcul\u00e9 qu’apr\u00e8s avoir \u00e9tabli toutes les pr\u00e9visions financi\u00e8res (compte de r\u00e9sultat pr\u00e9visionnel). Il faudra y revenir apr\u00e8s quelques mois d’activit\u00e9 pour v\u00e9rifier la r\u00e9alit\u00e9 des co\u00fbts et contr\u00f4ler qu’il n’y a pas de d\u00e9calage avec les pr\u00e9visions. <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La r\u00e9daction vous recommande aussi cet article : <\/i>Fixer ses prix<\/a><\/i> <\/a><\/i><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Une analyse de la client\u00e8le est un pr\u00e9alable mais elle ne suffit pas pour d\u00e9finir le juste prix. Il est \u00e9galement n\u00e9cessaire d’analyser les prix pratiqu\u00e9s par la concurrence et de conna\u00eetre les co\u00fbts engag\u00e9s avant la vente. Cette \u00e9tude peut prendre la forme d’un relev\u00e9 de prix sur le terrain. Ainsi la grille de […]<\/p>\n","protected":false},"author":52,"featured_media":291001,"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":[132,141],"class_list":["post-291000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-creation-gestion-financement","tag-reglementation-des-affaires","entry","has-media"],"acf":[],"yoast_head":"\nFixer ses prix : l'analyse de la concurrence (2)<\/title>\n<meta name=\"description\" content=\"Une analyse de la client\u00e8le est un pr\u00e9alable mais elle ne suffit pas pour d\u00e9finir le juste prix. 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