{"id":20150,"date":"2024-02-22T09:56:31","date_gmt":"2024-02-22T08:56:31","guid":{"rendered":"https:\/\/www.sab.ch\/2-2-definition-des-marches\/"},"modified":"2024-02-22T11:45:48","modified_gmt":"2024-02-22T10:45:48","slug":"2-2-definition-des-marches","status":"publish","type":"page","link":"https:\/\/www.sab.ch\/fr\/2-2-definition-des-marches\/","title":{"rendered":"2.2 D\u00e9finition des march\u00e9s"},"content":{"rendered":"<div  class='flex_column av-st17jb-75910b459f654e8cd2e00f0e02a05075 av_two_third  avia-builder-el-0  avia-builder-el-no-sibling  first flex_column_div  '     ><section  class='av_textblock_section av-lophhrtn-8f0f16dded2a112603d0397907b4724f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4>2.2 D\u00e9finition des march\u00e9s<\/h4>\n<p>Apr\u00e8s avoir d\u00e9termin\u00e9 la maturit\u00e9 num\u00e9rique, il s&rsquo;agit de d\u00e9finir, avec l&rsquo;entreprise, les march\u00e9s possibles, ainsi que les groupes cibles et leurs attentes. Ces questions peuvent \u00eatre abord\u00e9es \u00e0 l&rsquo;aide d&rsquo;une analyse de march\u00e9 associ\u00e9e \u00e0 <a href=\"https:\/\/www.sab.ch\/3-liste-gute-beispiele-digitalisierung-wertschoepfungskette-berglandwirtschaft\/\">une liste de bonnes pratiques<\/a>.<\/p>\n<p><strong><br \/>\nQuestions pour d\u00e9terminer le march\u00e9 cible<\/strong><\/p>\n<ul>\n<li>\u2022 Existe-t-il un march\u00e9 attractif pour l&rsquo;offre ?<\/li>\n<li>Quels sont les march\u00e9s cibles ?<\/li>\n<li>Quelle est la structure de la client\u00e8le, quelles sont ses habitudes d&rsquo;achat, quelles sont ses motivations d&rsquo;achat ?<\/li>\n<li>Un march\u00e9 cible peut-il \u00eatre segment\u00e9, selon des crit\u00e8res g\u00e9ographiques (localit\u00e9s, r\u00e9gions, cantons, pays, exportation, etc.), sociod\u00e9mographiques (\u00e2ge, sexe, formation, profession, revenu, confession), psychographiques (progressistes, adeptes de la mode, attach\u00e9s aux traditions) ou comportementaux (sensibles aux prix, aux marques, \u00e0 l&rsquo;environnement, \u00e0 la sant\u00e9).<\/li>\n<li>Si des segments cibles de clients sont d\u00e9finis, ils doivent \u00eatre suffisamment grands pour que leur traitement individualis\u00e9 se justifie sur le plan \u00e9conomique.<\/li>\n<\/ul>\n<p><strong><br \/>\nOccuper des niches commerciales<\/strong><\/p>\n<p>Les <strong>niches commerciales<\/strong> sont particuli\u00e8rement int\u00e9ressantes. Une niche id\u00e9ale doit pr\u00e9senter les caract\u00e9ristiques suivantes :<\/p>\n<ul>\n<li>Elle est d&rsquo;une taille suffisante et dispose d&rsquo;un pouvoir d&rsquo;achat suffisant pour \u00eatre consid\u00e9r\u00e9e comme rentable.<\/li>\n<li>Elle a un potentiel de croissance (elle est dans la tendance).<\/li>\n<li>Elle a \u00e9t\u00e9 ignor\u00e9e ou n\u00e9glig\u00e9e par des entreprises plus importantes.<\/li>\n<li>Les capacit\u00e9s de l&rsquo;entreprise sont particuli\u00e8rement adapt\u00e9es pour r\u00e9pondre aux besoins sp\u00e9cifiques de la niche.<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n<div  class='avia-buttonrow-wrap av-lozrml51-efb4a35c9a8612a782e8c9073c2b37c7 avia-buttonrow-center  avia-builder-el-2  el_after_av_textblock  avia-builder-el-last '>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lozrkwhp-46e0fb0c8450223c671e0ad472df7963\">\n#top #wrap_all .avia-button.av-lozrkwhp-46e0fb0c8450223c671e0ad472df7963{\nmargin-bottom:5px;\nmargin-right:3px;\nmargin-left:3px;\n}\n<\/style>\n<a href='https:\/\/www.sab.ch\/fr\/2-1-analyse-interne-evaluer-le-degre-de-numerisation\/'  class='avia-button av-lozrkwhp-46e0fb0c8450223c671e0ad472df7963 avia-icon_select-yes-left-icon avia-size-small avia-color-theme-color'   aria-label=\"retour\"><span class='avia_button_icon avia_button_icon_left avia-iconfont avia-font-entypo-fontello' data-av_icon='\ue888' data-av_iconfont='entypo-fontello' ><\/span><span class='avia_iconbox_title' >retour<\/span><\/a>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lozrl6ok-61dd045a573d801fce6dfece41b949c4\">\n#top #wrap_all .avia-button.av-lozrl6ok-61dd045a573d801fce6dfece41b949c4{\nmargin-bottom:5px;\nmargin-right:3px;\nmargin-left:3px;\n}\n<\/style>\n<a href='https:\/\/www.sab.ch\/fr\/2-3-introduction-a-la-chaine-de-creation-de-valeur\/'  class='avia-button av-lozrl6ok-61dd045a573d801fce6dfece41b949c4 avia-icon_select-yes-right-icon avia-size-small avia-color-theme-color'   aria-label=\"continuer\"><span class='avia_iconbox_title' >continuer<\/span><span class='avia_button_icon avia_button_icon_right avia-iconfont avia-font-entypo-fontello' data-av_icon='\ue889' data-av_iconfont='entypo-fontello' ><\/span><\/a>\n<\/div><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-20150","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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