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Ce cours vous propose une méthodologie simple et pragmatique pour conduire vous-même votre étude de marché (recueil des informations sur l’offre, la demande et l’environnement,…), illustré par des exemples et des point de repère pratiques pour mettre en place vos premières actions de commercialisation et de communications.

Une étude de marché permet d’évaluer le future chiffre d’affaires et de lancer ou non l’activité d’une entreprise, elle est donc cruciale pour la réussite des projets et d’affaires.

Course Curriculum


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Section 1: Une étude de marché, pour quoi faire?
Vous avez dit marché? 00:00:00
Les objectifs d’une étude de marché 00:00:00
Section 2: Etude de marché? mode d'emploi
Quand réaliser une étude de marché? 00:00:00
Une étude de marché, qu’est-ce que c’est? 00:00:00
Qui peut réaliser cette étude? 00:00:00
Qui peut vous conseiller? 00:00:00
Les aides financières pour votre étude 00:00:00
Adoptez une méthode? 00:00:00
Quelques conseils avant de démarrer! 00:00:00
Séance 1 : Résumé 00:00:00
Section 3: L'étude macroéconomique de votre projet
L’idée de départ 00:00:00
Informations sur l’offre 00:00:00
Informations sur la demande 00:00:00
L’environnement de votre profession 00:00:00
Section 4: Une étude de terrain
Une étude documentaire sur le terrain 00:00:00
Des interviews d’experts 00:00:00
Le repérage des clients 00:00:00
Le repérage des concurrents sur le terrain 00:00:00
Des études qualitatives et quantitatives 00:00:00
Le questionnaire 00:00:00
Test et prospection commerciale 00:00:00
Section 5: Des exemples d'étude de terrain
Clientèle identifiable en nombre limité 00:00:00
Clientèle locale 00:00:00
Marché diffus 00:00:00
Produits ou services de grande consommation 00:00:00
Section 6: Les conclusions de votre étude de marché
Les choix stratégiques: quel produit, quel service, à quel prix 00:00:00
Évaluation du chiffre d’affaires 00:00:00
La décision de lancer ou non l’activité 00:00:00
Section 7: Votre politique commerciale
Le marketing mix 00:00:00
Politique de distribution 00:00:00
La force de vente 00:00:00
La politique de communication 00:00:00
Bilan: le choix des actions 00:00:00
Récapitulatif des actions commerciales par type de clientèle 00:00:00
Section 8: Check-list pour une étude de marché
L’étude macroéconomique 00:00:00
L’enquête micro ou de terrain 00:00:00
Les leçons de l’étude de marché: quoi vendre précisément, à qui, ou, combien, comment? 00:00:00
Section 9: Les sources d'information
Les informations diffusées par l’APCE 00:00:00
Les métiers et les formations par activité 00:00:00
La réglementation des activités 00:00:00
La presse professionnelle 00:00:00
Les organisations professionnelles 00:00:00
Les annuaires professionnels 00:00:00
Les manifestations professionnelles 00:00:00
Les revues, bases de données et ouvrages 00:00:00
Les organismes spécialisés: centres de documentation, centres techniques,… 00:00:00
Les fichiers d’entreprises 00:00:00
Les statistiques officielles 00:00:00
Les cabinets proposant des études de marché 00:00:00
Les instituts de sondage et d’opinion 00:00:00
Une étude de marché à l’étranger 00:00:00
Une étude des marchés innovants 00:00:00
CONCLUSION

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