Dddd

In: Business and Management

Submitted By charlot75
Words 356
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Méthodologie de l’action marketing * Synthèse des informations :
Sous la forme de tableau (SWOT) mettant en lumière les forces et les faiblesses dégagées par l’analyse interne ainsi que les opportunités et menaces dégagées par l’analyse externe. * Diagnostic
La problématique : Elle doit sous forme de question, identifier le problème majeure auquel est confronté l’entreprise
Exemple : Comment permettre à Dop de rajeunir son image de marque et de profiter de la forte croissance des après shampoing. * Les objectifs
Ils ont pour mission d’exprimer les buts au l’entreprise doit atteindre
Objectif qualitatif (renforce l’image de la marque) ou quantitatif (augmentation des ventes/CA) * La stratégie
A ne pas confondre avec les moyens. A ne pas confondre avec les moyens : * La cible (consommateurs visés) * Le positionnement (différenciation avec la concurrence), personnalité du produit par rapport à d’autres marques concernant des produits de même nature * Les sources de volume (ou trouver des parts de marchés)

* Le mix marketing : Ensemble d’outils à utiliser pour atteindre les objectifs fixés.
Le produit, le prix, la distribution, la communication.
Analyse et diagnostic
On ne peut prendre aucune décision efficace sans une analyse complète : * de l’entreprise * du marché * de la concurrence * de l’environnement
L’analyse SWOT :
C’est l’outil d’analyse le plus employé, il repose sur quatre variables : * En interne, les faiblesses et force de l’entreprise (Strenghs / Weaknesses) * En externe : les opportunités et menaces du marché et de la concurrence (Opportunities/Threats)
Elle se présente toujours sous forme d’un tableau :
Les informations dans la matrice doivent être organisées et hiérarchisées. Forces« S » | Faiblesses« W » | Opportunités« O » | Menaces« T » |

L’analyse SWOT : L’interne…...

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