{"id":291709,"date":"2014-09-13T02:28:00","date_gmt":"2014-09-13T01:28:00","guid":{"rendered":"https:\/\/ac-franchise.be\/une-etude-de-marche-en-beton-3453"},"modified":"2014-09-13T02:28:00","modified_gmt":"2014-09-13T01:28:00","slug":"une-etude-de-marche-en-beton-3453","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/une-etude-de-marche-en-beton-3453","title":{"rendered":"Une \u00e9tude de march\u00e9 en b\u00e9ton"},"content":{"rendered":"
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Lorsque vous vous installez, vous ne devez pas chercher \u00e0 \u00e9chapper \u00e0 la r\u00e9alisation d’une bonne \u00e9tude qui vous permette de bien comprendre le march\u00e9 que vous convoitez.<\/p>\n

M\u00eame si un r\u00e9seau de franchise donne de l’assurance, une recette pour le succ\u00e8s, l’assistance de votre franchiseur, etc… vous ne devez pas consid\u00e9rer que l’\u00e9tude de march\u00e9 est superflue. Elle a un r\u00f4le cl\u00e9 : vous fournir une mine de renseignements pr\u00e9cis sur la demande et l’offre en r\u00e9ponse \u00e0 des questions simples sur l’importance et sur le fonctionnement du march\u00e9, des clients et des concurrents. Esp\u00e9rons que vous d\u00e9couvrirez aussi des informations qui ne vous feront pas toujours plaisir et qui seront votre meilleur atout pour identifier les obstacles, les erreurs \u00e0 ne pas commettre et vos illusions sur certains sujets. Un franchis\u00e9 averti en vaut deux. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Faites votre \u00e9tude vous-m\u00eame<\/h3>\n
Si vous n’avez pas la capacit\u00e9 financi\u00e8re de vous payer un cabinet sp\u00e9cialis\u00e9 dans les \u00e9tudes<\/b>, ce qui est le cas g\u00e9n\u00e9ral (ou l’impression g\u00e9n\u00e9rale que c’est trop cher, \u00e0 tort, souvent), vous pouvez l’effectuer vous m\u00eame. (Nous ne redonnons pas dans cet article les conseils que vous trouverez dans des articles d\u00e9j\u00e0 parus sur les sources (Insee, syndicats pro, Internet, etc…))<\/p>\n

Vous aurez ensuite tout int\u00e9r\u00eat \u00e0 la soumettre \u00e0 la critique d’un conseiller, d’un ami qualifi\u00e9, du franchiseur, de franchis\u00e9s existants, d’un organisme d’aide \u00e0 la cr\u00e9ation d’entreprise, etc… M\u00eame pour un sp\u00e9cialiste des \u00e9tudes de march\u00e9, il est n\u00e9cessaire de soumettre votre \u00e9tude \u00e0 une critique, impartiale si possible. Quelquefois les remarques d’une personne peu sp\u00e9cialis\u00e9e en la mati\u00e8re peuvent s’av\u00e9rer utiles si elle a simplement du bon sens et de la curiosit\u00e9 critique.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La collecte d’informations<\/h3>\n
La collecte d’informations sur le secteur d’activit\u00e9 que vous avez choisi<\/b>, ainsi que ses \u00e9volutions probables, repr\u00e9sente la premi\u00e8re \u00e9tape. outre les recherches documentaires et statistiques d\u00e9j\u00e0 expliqu\u00e9es dans des articles pr\u00e9c\u00e9dents, vous pourrez recueillir des t\u00e9moignages dans la profession. Attention toutefois de garder une certaine distance afin de respecter l’objectivit\u00e9 des informations. Il vaut mieux se baser sur ces donn\u00e9es pour avoir des pistes de recherche et des points de rep\u00e8re sur le secteur susceptible devenir le v\u00f4tre, tout en restant critique et en prenant soin de recouper les diff\u00e9rentes sources d’information. Vous compilerez les informations \u00e9conomiques de la presse sp\u00e9cialis\u00e9e ou non afin d’avoir un \u00e9clairage actualis\u00e9 sur le march\u00e9 dont il s’agit. Des organismes sp\u00e9cialis\u00e9s peuvent vous donner des renseignements avec des \u00e9tudes sectorielles parfois disponibles gratuitement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Analyse des concurrents<\/h3>\n
Ensuite \u00e0 vous d’analyser qui sont vos concurrents. Certains d’entre eux proposent des produits et services identiques et sont donc vos concurrents directs. D’autres, un peu plus \u00e9loign\u00e9s, peuvent satisfaire des besoins similaires de vos clients potentiels. Autant tout conna\u00eetre pour mieux vous diff\u00e9rencier. Il est bon de savoir comment capter votre client\u00e8le, en ayant conscience de vos points forts et de vos points faibles. En les observant vous saurez comment les clients arrivent jusqu’\u00e0 eux. De nombreuses informations sont reprises dans les plaquettes de pr\u00e9sentation, la publicit\u00e9 et la communication institutionnelle des entreprises. <\/p>\n

En fr\u00e9quentant les salons professionnels et les salons du commerce organis\u00e9, vous recueillerez \u00e9galement des \u00e9l\u00e9ments tangibles sur vos concurrents et votre positionnement probable. <\/p>\n

Pour en savoir plus sur le sujet, <\/i>la r\u00e9daction vous recommande ces articles : <\/i>
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>
L’\u00e9tude de march\u00e9 : un outil indissociable \u00e0 la cr\u00e9ation d’une franchise<\/i><\/a> <\/i><\/p>\n

<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Lorsque vous vous installez, vous ne devez pas chercher \u00e0 \u00e9chapper \u00e0 la r\u00e9alisation d’une bonne \u00e9tude qui vous permette de bien comprendre le march\u00e9 que vous convoitez. M\u00eame si un r\u00e9seau de franchise donne de l’assurance, une recette pour le succ\u00e8s, l’assistance de votre franchiseur, etc… vous ne devez pas consid\u00e9rer que l’\u00e9tude de march\u00e9 […]<\/p>\n","protected":false},"author":1,"featured_media":291710,"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":[135],"class_list":["post-291709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nUne 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