{"id":291917,"date":"2014-05-23T06:37:00","date_gmt":"2014-05-23T05:37:00","guid":{"rendered":"https:\/\/ac-franchise.be\/comment-elaborer-une-strategie-dentreprise"},"modified":"2014-05-23T06:37:00","modified_gmt":"2014-05-23T05:37:00","slug":"comment-elaborer-une-strategie-dentreprise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/comment-elaborer-une-strategie-dentreprise","title":{"rendered":"Comment \u00e9laborer une strat\u00e9gie d’entreprise ?"},"content":{"rendered":"
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Lorsque vous cr\u00e9ez votre entreprise, en franchise ou en isol\u00e9, vous devez d’abord penser \u00e0 sa rentabilit\u00e9 et mettre tout en oeuvre pour conqu\u00e9rir vos parts de march\u00e9. Bien entendu, il faut se centrer sur un positionnement qui permette une bonne p\u00e9n\u00e9tration et un mix-marketing adapt\u00e9 \u00e0 une client\u00e8le bien cibl\u00e9e. 
D\u00e9codons.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Premi\u00e8re \u00e9tape : d\u00e9terminer sa cible<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Commencez par d\u00e9terminer votre coeur de cible. A qui s’adresse en priorit\u00e9 le produit ou le service que vous apportez sur le march\u00e9. Attention \u00e0 bien diff\u00e9rencier le consommateur, c’est-\u00e0-dire le b\u00e9n\u00e9ficiaire direct, de l’acheteur, celui qui finance, du prescripteur, celui qui entra\u00eene l’achat <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vous ciblez en identifiant tant au niveau quantitatif que qualitatif vos futurs clients, le plus souvent en proc\u00e9dant \u00e0 des segmentations, c’est-\u00e0-dire en cr\u00e9ant des sous-cat\u00e9gories dans votre cible. Vous pouvez ainsi retenir des crit\u00e8res d’\u00e2ge lorsqu’il s’agit d’une client\u00e8le large de particuliers ou des crit\u00e8res de secteurs d’activit\u00e9s lorsqu’il s’agit de professionnels. Vous pouvez y associer des notions de localisation g\u00e9ographique : urbains ou non, en zone touristique ou en zone industrielle. Il peut \u00e9galement \u00eatre tenu compte des habitudes comportementales : ainsi un senior actif sera diff\u00e9renci\u00e9 d’un senior ayant cess\u00e9 de travailler. La CSP (cat\u00e9gorie socio professionnelle) peut aussi avoir son importance. La  segmentation se r\u00e9alise en m\u00eame temps que l’\u00e9tude de march\u00e9. Les crit\u00e8res de segmentation n’ont pas de limites. Il faut les personnaliser. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A ce stade vous  pouvez remarquer si le volume de clients identifi\u00e9s est suffisant pour faire vivre votre entreprise et quel chiffre d’affaires il pourra vous apporter rapidement. V\u00e9rifiez si votre produit ou votre service repr\u00e9sente pour cette cible un r\u00e9el besoin ou se situe plut\u00f4t du c\u00f4t\u00e9 de l’achat irraisonn\u00e9. Avez-vous tous les moyens, en termes de qualit\u00e9 ou de performance, pour r\u00e9pondre au besoin \u00e9ventuel ? Le march\u00e9 sur lequel vous voulez vous imposer est-il m\u00fbr ou encore naissant et, dans ce cas,  repr\u00e9sente-t-il un r\u00e9el potentiel de d\u00e9veloppement ? <\/p>\n

Pour en savoir plus, lisez cet article : <\/i>La m\u00e9thodologie d’une \u00e9tude de march\u00e9 r\u00e9ussie<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Ensuite, d\u00e9finir son positionnement<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vous devrez ensuite situer votre offre sur le march\u00e9, il s’agit du positionnement, la deuxi\u00e8me \u00e9tape dans l’\u00e9laboration de la strat\u00e9gie. Le positionnement est relativement simple si la gamme de produits ou de services est r\u00e9duite sur un march\u00e9 clair et peu concurrenc\u00e9 : c’est rare ! La situation est souvent plus d\u00e9licate car les march\u00e9s sont mouvants, la concurrence forte et la client\u00e8le morcel\u00e9e en segments multiples.  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Toute entreprise est porteuse de messages et de valeurs qui doivent la diff\u00e9rencier des autres pour \u00eatre efficaces. Le positionnement repr\u00e9sente l’image qu’une entreprise veut donner d’elle-m\u00eame \u00e0 ses clients et \u00e0 ses concurrents. Si vous ne faites pas le travail en amont, le march\u00e9 se chargera rapidement de positionner votre entreprise et vous n’aurez plus la ma\u00eetrise de votre image et donc de votre attraction sur la client\u00e8le potentielle. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vous aurez donc \u00e0 tenir compte de la place de vos concurrents et des avantages concurrentiels que vous apportez sur le march\u00e9. Pour le consommateur cela doit appara\u00eetre clairement, \u00eatre facilement compr\u00e9hensible et, en m\u00eame temps,  \u00eatre suffisamment original pour l’attirer vers vous.<\/p>\n

Se positionner c’est d\u00e9finir son offre en la r\u00e9sumant en quelques mots permettant de comprendre ce que vous apportez \u00e0 une client\u00e8le cibl\u00e9e par rapport \u00e0 vos concurents.<\/p>\n

Consultez aussi cet article : <\/i>Bien identifier ses concurrents avant d’implanter une franchise<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Lorsque vous cr\u00e9ez votre entreprise, en franchise ou en isol\u00e9, vous devez d’abord penser \u00e0 sa rentabilit\u00e9 et mettre tout en oeuvre pour conqu\u00e9rir vos parts de march\u00e9. Bien entendu, il faut se centrer sur un positionnement qui permette une bonne p\u00e9n\u00e9tration et un mix-marketing adapt\u00e9 \u00e0 une client\u00e8le bien cibl\u00e9e. D\u00e9codons. Premi\u00e8re \u00e9tape : d\u00e9terminer sa […]<\/p>\n","protected":false},"author":1,"featured_media":291918,"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-291917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nComment 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