{"id":295647,"date":"2010-03-06T01:00:00","date_gmt":"2010-03-06T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-suisse-permet-de-tester-les-marches"},"modified":"2010-03-06T01:00:00","modified_gmt":"2010-03-06T00:00:00","slug":"la-suisse-permet-de-tester-les-marches","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-suisse-permet-de-tester-les-marches","title":{"rendered":"La Suisse permet de tester les march\u00e9s"},"content":{"rendered":"
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Les diff\u00e9rentes r\u00e9gions de la Suisse peuvent repr\u00e9senter un frein au d\u00e9veloppement, mais au contraire cela peut permettre de passer d’un territoire \u00e0 l’autre facilement et de tester des march\u00e9s avant de d\u00e9velopper une marque dans les pays limitrophes. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En voulant se lancer sur un nouveau march\u00e9, un franchiseur devra se demander si la marque et le concept sont d\u00e9j\u00e0 connus dans une r\u00e9gion dont la langue est diff\u00e9rente<\/em><\/strong>. Une forte pr\u00e9sence publicitaire sera d’ailleurs un atout fort. Il est conseill\u00e9 de se d\u00e9velopper de mani\u00e8re contr\u00f4l\u00e9e en investissant dans des zones limitrophes, o\u00f9 les consommateurs ma\u00eetrisent les langues voisines. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ainsi des enseignes fran\u00e7aises sont souvent connues du public romand sans m\u00eame avoir engag\u00e9 de frais de communication. Les chances de succ\u00e8s sont alors plus \u00e9videntes et les charges publicitaires moins importantes. Il en est de m\u00eame si l’on consid\u00e8re les r\u00e9seaux allemands en suisse al\u00e9manique. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La recherche d’un master-franchis\u00e9 et de candidats \u00e0 la franchise sera facilit\u00e9e en suivant la m\u00eame logique. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De grands r\u00e9seaux consid\u00e8rent le march\u00e9 suisse comme un territoire test et font ici leurs premiers pas sur le march\u00e9 europ\u00e9en<\/em><\/strong>. De plus la Suisse offre un pouvoir d’achat moyen assez \u00e9lev\u00e9 qui compense souvent la petitesse du territoire. Les investissements sont limit\u00e9s et rapidement rentabilis\u00e9s. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La langue joue un r\u00f4le pr\u00e9pond\u00e9rant, avec les modes de consommation associ\u00e9s<\/em><\/strong>. Le franchiseur devra passer par l’\u00e9tape de la traduction syst\u00e9matique de tous les documents, avant de s’\u00e9tablir sur un nouveau march\u00e9. Cela lui donne l’exp\u00e9rience du d\u00e9veloppement international \u00e0 moindre \u00e9chelle. Ici des documents en anglais, comme ceux utilis\u00e9s par les grands r\u00e9seaux internationaux, sont plus souvent sources d’ambigu\u00eft\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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D’apr\u00e8s un article tir\u00e9 de Marketing & Kommunikation <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Les diff\u00e9rentes r\u00e9gions de la Suisse peuvent repr\u00e9senter un frein au d\u00e9veloppement, mais au contraire cela peut permettre de passer d’un territoire \u00e0 l’autre facilement et de tester des march\u00e9s avant de d\u00e9velopper une marque dans les pays limitrophes. En voulant se lancer sur un nouveau march\u00e9, un franchiseur devra se demander si la marque 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