{"id":3503,"date":"2022-12-31T11:00:14","date_gmt":"2022-12-31T10:00:14","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=3503"},"modified":"2023-11-10T15:52:56","modified_gmt":"2023-11-10T14:52:56","slug":"mettre-en-place-etude-de-marche","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/mettre-en-place-etude-de-marche\/","title":{"rendered":"\u00c9tude de march\u00e9 : comment la mettre en place ?"},"content":{"rendered":"<p>Une \u00e9tude de march\u00e9 est une recherche approfondie concernant un secteur d\u2019activit\u00e9, un produit ou un service. Le but est de collecter des informations sur un march\u00e9 cible. Le tout permet de comprendre les besoins et les attentes des consommateurs, les tendances du march\u00e9, le positionnement de la concurrence, etc.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h2><b>Pourquoi proc\u00e9der \u00e0 une \u00e9tude de march\u00e9 ?<span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/h2>\n<p>Plusieurs raisons peuvent pousser une entreprise \u00e0 r\u00e9aliser une \u00e9tude de march\u00e9 :<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ul>\n<li><strong>Comprendre les enjeux de son march\u00e9 cible.<\/strong><br \/>\nUne \u00e9tude de march\u00e9 permet de mieux comprendre le march\u00e9 sur lequel on veut se positionner. Vous y arriverez en recueillant des informations sur vos clients potentiels, leurs habitudes de consommation, besoin et attentes. Pensez aussi \u00e0 chercher des informations sur vos concurrents et leur propre positionnement. Les entreprises peuvent utiliser ces informations pour d\u00e9velopper des produits et des services qui r\u00e9pondent aux besoins des clients et pour am\u00e9liorer leurs performances commerciales.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>\u00c9valuer la viabilit\u00e9 de son projet.<\/strong><br \/>\nAvant de lancer son projet, il faut s\u2019assurer qu\u2019il y a une demande pour ce dernier. Votre \u00e9tude de march\u00e9 vous permettra d\u2019\u00e9valuer la viabilit\u00e9 de votre projet et de d\u00e9terminer s\u2019il peut \u00eatre rentable.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Optimiser sa strat\u00e9gie marketing.<\/strong><br \/>\nGr\u00e2ce \u00e0 votre \u00e9tude de march\u00e9, vous pourrez mieux cibler votre strat\u00e9gie marketing. Cela vous permettra de comprendre comment atteindre vos clients cibles, de quoi d\u00e9terminer les meilleures fa\u00e7ons de promouvoir votre produit ou service. C\u2019est aussi la base pour mettre en place une strat\u00e9gie de prix efficace pour votre projet.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Se diff\u00e9rencier de la concurrence.<\/strong><br \/>\nUne \u00e9tude de march\u00e9 peut vous aider \u00e0 vous diff\u00e9rencier de la concurrence en identifiant les opportunit\u00e9s de diff\u00e9renciation possibles.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ul>\n<p>En r\u00e9sum\u00e9, une \u00e9tude de march\u00e9 est une \u00e9tape cruciale pour comprendre le march\u00e9 cible et pour prendre les bonnes d\u00e9cisions strat\u00e9giques pour votre entreprise.<\/p>\n<h2><b>Quel type d\u2019entreprise doit cr\u00e9er son \u00e9tude de march\u00e9 ?<\/b><\/h2>\n<p>L&rsquo;\u00e9tude de march\u00e9 s&rsquo;adresse principalement aux entreprises qui souhaitent se lancer sur un nouveau march\u00e9 ou qui cherchent \u00e0 optimiser leur strat\u00e9gie de marketing. Elle peut \u00e9galement \u00eatre men\u00e9e par des organisations, des associations ou des gouvernements qui souhaitent \u00e9valuer la viabilit\u00e9 d&rsquo;un projet ou comprendre les besoins et les attentes des consommateurs dans un secteur donn\u00e9. Ainsi, toute entreprise peut avoir besoin de r\u00e9aliser une \u00e9tude de march\u00e9, quelle que soit sa taille ou son secteur d&rsquo;activit\u00e9.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Il est important de noter que l&rsquo;\u00e9tude de march\u00e9 n&rsquo;est pas obligatoire et que son co\u00fbt peut varier en fonction de la complexit\u00e9 de l&rsquo;\u00e9tude et de la quantit\u00e9 de donn\u00e9es \u00e0 recueillir. Cependant, elle est tr\u00e8s utile pour prendre les bonnes d\u00e9cisions strat\u00e9giques et pour s&rsquo;assurer que l&rsquo;entreprise dispose de toutes les informations n\u00e9cessaires pour r\u00e9ussir son lancement sur le march\u00e9.<\/p>\n<h2><b>Comment mettre en place son \u00e9tude de march\u00e9 ?<\/b><\/h2>\n<p>En g\u00e9n\u00e9ral, l&rsquo;\u00e9tude de march\u00e9 est r\u00e9alis\u00e9e par des professionnels du marketing ou de la recherche. Ces derniers utilisent diff\u00e9rentes m\u00e9thodes pour recueillir et analyser les donn\u00e9es n\u00e9cessaires. Ils peuvent \u00eatre internes \u00e0 l&rsquo;entreprise ou \u00eatre employ\u00e9s par une entreprise de conseil en marketing.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Il y a plusieurs \u00e9tapes cl\u00e9s \u00e0 suivre pour cr\u00e9er son \u00e9tude de march\u00e9.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ul>\n<li>\n<h3>D\u00e9finir l\u2019objectif de l\u2019\u00e9tude<\/h3>\n<\/li>\n<\/ul>\n<p>D\u00e9terminer ce que l\u2019on souhaite apprendre permet de poser les bonnes questions et de cibler les donn\u00e9es \u00e0 recueillir lors de son \u00e9tude de march\u00e9.<br \/>\nPar exemple, proc\u00e9der-t-on \u00e0 cette \u00e9tude pour \u00e9valuer la viabilit\u00e9 de son projet, comprendre les besoins des consommateurs ou plut\u00f4t conna\u00eetre la concurrence et sa strat\u00e9gie marketing ?<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ul>\n<li>\n<h3>Identifier son march\u00e9 cible<\/h3>\n<\/li>\n<\/ul>\n<p>Qui sont les clients potentiels et o\u00f9 se trouvent-ils ? Pour cela, utilisez des donn\u00e9es socio-d\u00e9mographiques (\u00e2ge, sexe, cat\u00e9gorie socio-professionnelle, niveau d\u2019\u00e9tudes, localisation, etc.). Vous pouvez aussi chercher des informations sur les habitudes de consommation et les pr\u00e9f\u00e9rences des consommateurs. N\u2019h\u00e9sitez pas pour cela \u00e0 chercher des informations dans d\u2019autres \u00e9tudes de march\u00e9 qui concerne votre secteur d\u2019activit\u00e9.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ul>\n<li>\n<h3>Recueillir les donn\u00e9es pour votre \u00e9tude<\/h3>\n<\/li>\n<\/ul>\n<p>Il y a diff\u00e9rentes mani\u00e8res de recueillir des donn\u00e9es pour une \u00e9tude de march\u00e9. On peut utiliser des sources dites \u00ab\u00a0primaires\u00a0\u00bb (entretiens avec des professionnels du secteur, enqu\u00eates aupr\u00e8s de consommateurs, interview de vos clients, etc.) ou des sources secondaires (\u00e9tudes de march\u00e9 existantes, donn\u00e9es statistiques, \u00e9tudes documentaires, etc.). Il est essentiel de s\u2019assurer que les donn\u00e9es sont fiables et repr\u00e9sentatives de la r\u00e9alit\u00e9 du march\u00e9. Pour cela, n\u2019h\u00e9sitez pas \u00e0 confronter plusieurs sources de donn\u00e9es.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ul>\n<li>\n<h3>Analyser les donn\u00e9es<\/h3>\n<\/li>\n<\/ul>\n<p>Une fois que vous avez recueilli les donn\u00e9es n\u00e9cessaires \u00e0 votre \u00e9tude, il faut les analyser. Cela prend du temps et doit \u00eatre fait avec soin car c&rsquo;est ce qui vous permettra de tirer des conclusions et des recommandations. C\u2019est de cela que vos strat\u00e9gies marketing vont d\u00e9couler.<\/p>\n<ul>\n<li>\n<h3>Pr\u00e9senter les r\u00e9sultats<\/h3>\n<\/li>\n<\/ul>\n<p>Les r\u00e9sultats sont g\u00e9n\u00e9ralement pr\u00e9sent\u00e9s sous la forme d\u2019un rapport destin\u00e9 aux dirigeants et aux d\u00e9cideurs de l\u2019entreprise. Il doit \u00eatre clair car il permettra de prendre des d\u00e9cisions strat\u00e9giques concr\u00e8tes.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"maxbutton-2 maxbutton maxbutton-bouton-noir\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/comeup.com\/categorie\/etude-de-marche?utm_source=blog&#038;utm_medium=article&#038;utm_campaign=art31122022etude-marche\"><span class='mb-text'>Votre \u00e9tude de march\u00e9<\/span><\/a><\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art31122022etude-marche\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3086\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-300x67.png\" alt=\"Faites votre choix parmi des milliers de services sur ComeUp\" width=\"864\" height=\"193\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1.png 1340w\" sizes=\"auto, (max-width: 864px) 100vw, 864px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude de march\u00e9 est une recherche approfondie concernant un secteur d\u2019activit\u00e9, un produit ou un service. Le but est&hellip;<\/p>\n","protected":false},"author":4,"featured_media":3504,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,3],"tags":[838,14,823],"class_list":["post-3503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-business","tag-business-plan","tag-outils","tag-strategie-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00c9tude de march\u00e9 : comment proc\u00e9der ? | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"L&#039;\u00e9tude de march\u00e9 permet de comprendre les besoins et les attentes des consommateurs, les tendances du march\u00e9, la concurrence, etc.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/comeup.com\/experts\/mettre-en-place-etude-de-marche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude de march\u00e9 : comment proc\u00e9der ? 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