{"id":382,"date":"2019-05-18T11:00:42","date_gmt":"2019-05-18T09:00:42","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=382"},"modified":"2023-11-13T11:31:50","modified_gmt":"2023-11-13T10:31:50","slug":"les-essentiels-pour-une-bonne-analyse-concurrentielle","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/les-essentiels-pour-une-bonne-analyse-concurrentielle\/","title":{"rendered":"Les essentiels pour une bonne analyse concurrentielle"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Une bonne\u00a0<\/span><b>analyse concurrentielle<\/b><span style=\"font-weight: 400;\">, c\u2019est <\/span><b>identifier<\/b><span style=\"font-weight: 400;\"> et se <\/span><b>positionner<\/b><span style=\"font-weight: 400;\"> par rapport \u00e0 des comp\u00e9titeurs pr\u00e9sents sur votre march\u00e9. Une analyse permet d\u2019<\/span><b>identifier vos forces<\/b><span style=\"font-weight: 400;\">, <\/span><b>vos faiblesses<\/b><span style=\"font-weight: 400;\"> et d\u2019<\/span><b>anticiper<\/b><span style=\"font-weight: 400;\"> des <\/span><b>menaces<\/b><span style=\"font-weight: 400;\"> qui p\u00e8sent sur votre march\u00e9. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une bonne analyse concurrentielle, c\u2019est <\/span><b>comprendre ce qui diff\u00e9rencie vos concurrents de vous-m\u00eame<\/b><span style=\"font-weight: 400;\">, du point de vue du client. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019int\u00e9r\u00eat ? Savoir <\/span><b>comment se positionner<\/b><span style=\"font-weight: 400;\"> pour<\/span><b> \u00eatre premier<\/b><span style=\"font-weight: 400;\"> dans le top 3 des choix possibles dans l\u2019esprit de vos prospects. <\/span><\/p>\n<h2><b>Comment r\u00e9aliser une \u00e9tude concurrentielle ? <\/b><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-386 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/analyse-concurrentielle-300x169.png\" alt=\"\" width=\"385\" height=\"217\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/analyse-concurrentielle-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/analyse-concurrentielle.png 500w\" sizes=\"auto, (max-width: 385px) 100vw, 385px\" \/><\/p>\n<h3><b>Avant de commencer<\/b> <span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<p><i><span style=\"font-weight: 400;\">\u201cConnais-toi toi-m\u00eame\u201d<\/span><\/i><span style=\"font-weight: 400;\">, disait Socrate. Cette citation est on ne peut plus utile dans votre situation. En effet, avant de vouloir analyser la concurrence pr\u00e9sente sur votre march\u00e9, il est essentiel de vous conna\u00eetre, vous, vraiment. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour cela, je vous propose d\u2019utiliser plusieurs outils de marketing strat\u00e9gique, qui vous aideront \u00e0 y voir plus clair : <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La matrice <\/span><b>SWOT<\/b><span style=\"font-weight: 400;\"> : <\/span><span style=\"font-weight: 400;\">outil de strat\u00e9gie d&rsquo;entreprise permettant de d\u00e9terminer les options offertes dans un domaine d&rsquo;activit\u00e9 strat\u00e9gique.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-387 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/SWOT-300x169.png\" alt=\"\" width=\"330\" height=\"186\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/SWOT-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/SWOT.png 500w\" sizes=\"auto, (max-width: 330px) 100vw, 330px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Le <\/span><b>Business Model Canvas<\/b> <i><span style=\"font-weight: 400;\">(matrice d\u2019affaires)<\/span><\/i><span style=\"font-weight: 400;\"> : un outil pour dresser un \u00e9tat des lieux du mod\u00e8le \u00e9conomique d&rsquo;une entreprise.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cette matrice est une repr\u00e9sentation des facettes essentielles d&rsquo;une entreprise ou d&rsquo;un nouveau produit.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-388 aligncenter\" style=\"font-size: 1.25rem;\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/business-model-canvas-300x169.png\" alt=\"\" width=\"367\" height=\"207\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/business-model-canvas-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/business-model-canvas.png 500w\" sizes=\"auto, (max-width: 367px) 100vw, 367px\" \/><\/p>\n<h3><b>Une fois cela fa<\/b><b>it<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Voil\u00e0, vous connaissez maintenant un peu plus votre structure. Voici donc quelques outils pour <\/span><b>analyser votre march\u00e9 et votre concurrence<\/b><span style=\"font-weight: 400;\">, l\u2019objectif \u00e9tant de pouvoir <\/span><b>vous positionner de fa\u00e7on strat\u00e9gique<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Les 5 (+1) forces de Porter<\/b><i><span style=\"font-weight: 400;\"> (\u00e9labor\u00e9 en <\/span><\/i><a href=\"https:\/\/fr.wikipedia.org\/wiki\/1979\" target=\"_blank\" rel=\"nofollow noopener\"><i><span style=\"font-weight: 400;\">1979<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> par le professeur de strat\u00e9gie <\/span><\/i><a href=\"https:\/\/fr.wikipedia.org\/wiki\/Michael_Porter\" target=\"_blank\" rel=\"nofollow noopener\"><i><span style=\"font-weight: 400;\">Michael Porter<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">)<\/span><\/i> <span style=\"font-weight: 400;\">: le mod\u00e8le des <\/span><b>cinq forces de Porter<\/b><span style=\"font-weight: 400;\">. C&rsquo;est une technique d&rsquo;analyse de march\u00e9 qui prend en compte les cinq dimensions sur lesquelles l&rsquo;entreprise peut agir afin d&rsquo;optimiser <\/span><b>son avantage concurrentiel<\/b><span style=\"font-weight: 400;\"> : <\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">la rivalit\u00e9 des concurrents<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">la menace des nouveaux entrants<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">la menace des produits de substitution<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">le pouvoir de n\u00e9gociation des clients<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">le pouvoir de n\u00e9gociation des fournisseurs.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00c0 cela s\u2019ajoute g\u00e9n\u00e9ralement le r\u00f4le de l\u2019\u00e9tat (normes, lois\u2026)<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-389 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/51-forces-de-porter-300x169.png\" alt=\"\" width=\"344\" height=\"194\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/51-forces-de-porter-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/51-forces-de-porter.png 500w\" sizes=\"auto, (max-width: 344px) 100vw, 344px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">L\u2019analyse <\/span><b>PESTEL <\/b><span style=\"font-weight: 400;\">: l&rsquo;analyse <\/span><b>PESTEL <\/b><span style=\"font-weight: 400;\">(Politique, \u00c9conomique, Sociologique, Technologique, \u00c9cologique, L\u00e9gal) est un mod\u00e8le permettant d&rsquo;<\/span><b>identifier l&rsquo;influence<\/b><span style=\"font-weight: 400;\"> (positive ou n\u00e9gative) que peuvent exercer, sur une organisation, les facteurs macro-environnementaux. <\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">(L&rsquo;analyse PESTEL n&rsquo;est cependant pas un outil mais bien une aide <\/span><\/i><a href=\"https:\/\/fr.wikipedia.org\/wiki\/Mn%C3%A9motechnique\" target=\"_blank\" rel=\"nofollow noopener\"><i><span style=\"font-weight: 400;\">mn\u00e9motechnique<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> qui permet d&rsquo;effectuer une analyse externe plus simplement et ainsi de r\u00e9aliser une matrice SWOT)<\/span><\/i><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-390 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/Pestel-300x169.png\" alt=\"\" width=\"343\" height=\"193\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/Pestel-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/Pestel.png 500w\" sizes=\"auto, (max-width: 343px) 100vw, 343px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La<\/span><b> carte perceptuelle<\/b><span style=\"font-weight: 400;\"> : C&rsquo;est une repr\u00e9sentation graphique en deux dimensions qui permet de <\/span><b>visualiser le positionnement de diff\u00e9rentes marques<\/b><span style=\"font-weight: 400;\">, produits ou soci\u00e9t\u00e9s en fonction de 2 crit\u00e8res qui peuvent \u00eatre de natures variables (prix, qualit\u00e9 per\u00e7ue, modernit\u00e9, etc.).<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-391 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/carte-perceptuelle-300x169.png\" alt=\"\" width=\"350\" height=\"197\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/carte-perceptuelle-300x169.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/05\/carte-perceptuelle.png 500w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/p>\n<h2><b>Fa\u00eetes le point<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Une fois ces outils mis en application, vous avez un ensemble d\u2019\u00e9l\u00e9ments \u00e0 votre disposition pour en tirer des conclusions. N\u2019h\u00e9sitez cependant pas \u00e0 <\/span><a href=\"https:\/\/comeup.com\/categorie\/creation?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art180519analyseconcurrentielle\" target=\"_blank\" rel=\"noopener\"><b>faire appel \u00e0 un professionnel<\/b><\/a><span style=\"font-weight: 400;\"> pour vous accompagner dans ce <\/span><b>processus d\u2019audit<\/b><span style=\"font-weight: 400;\">.<\/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\/veille-concurrentielle?utm_source=blog&#038;utm_medium=article&#038;utm_campaign=art18052019analyse-concurrentielle\"><span class='mb-text'>Trouver un professionnel pour mon analyse concurrentielle<\/span><\/a><\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art18052019analyse-concurrentielle\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3086 aligncenter\" 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=\"936\" height=\"209\" 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: 936px) 100vw, 936px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une bonne\u00a0analyse concurrentielle, c\u2019est identifier et se positionner par rapport \u00e0 des comp\u00e9titeurs pr\u00e9sents sur votre march\u00e9. Une analyse permet&hellip;<\/p>\n","protected":false},"author":8,"featured_media":3025,"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":[857,6],"tags":[50],"class_list":["post-382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-marketing-et-communication","tag-astuces"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nos tips pour une bonne analyse concurrentielle | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"L&#039;astuce pour savoir comment vous positionner sur votre march\u00e9 ? 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