1. This programme has been funded with
support from the European Commission
Session 1 - Environnement
MODULE 1 Market
study
"The support provided by the European Commission for the production of this publication does not constitute an endorsement of its
contents, which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be
made of the information contained therein.

2. 1
This programme has been funded with support from the
European Commission. The author is solely responsible for this
publication (communication) and the Commission accepts no responsibility for
any use that may be made of the information contained therein.
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WHAT’S THE POINT ?
HOW TO ACHIEVE IT?
THE MARKET SURVEY STEP BY
STEP
YOUR ENVIRONNEMENT
Session 1
Market environment
Contents

3. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
1 - WHAT’S THE POINT ?
Market research helps:
- to reduce the risks by getting you to better know your environment.
- to have a global overview about all the actors in your environment: customers,
competitors and prescribers.
It will also help you to build your business strategy in order to distinguish yourself
from your competitors.

4. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
2 - HOW TO ACHIEVE IT?
This market study will be performed in the fieldwork (planned
catchment area) by directly surveying your future customers and
collecting the informations you need for your project.
The market study is not limited on time and is updated throughout the
lifetime of your company thanks to the information that you will have
to gather during your field work.

5. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
3 -THE MARKET SURVEY STEP BY STEP
Market Discovery
And of all these actors
Observation, Interviews with:
the experts
customers
competitors
The segmentation and choice of
Target positioning
Macroeconomic study:
Literature Review
Microeconomic study:
Field Survey
Analysis of studies and final
decision-making

6. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
4 - YOUR ENVIRONNEMENT
You must be able to set your business project up in a socioeconomic-political context.
Consider the following:
l New lifestyles
l What are the consumption habits? (Fresh, seasonal products, ...)
l What are the new trends?
l What are the regulations regarding take away sales, to be consumed on the spot,
(Hygiene, No waste, ...)
l How to get supplies? Who are the local producers?
l What does this market entail? In volume, in turnover, and how is it evolving?
Design your PESTEL

7. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
The trends in the french catering market
Extract of a study made by the newspaper : Les Echos
Press report by BFM business : Ethnic catering

8. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
N.A. regional studies on the catering market
Pizza place Pizza place market study
Pancake shop Pancake shop market study
Fast-food fast-food market study
Food truck Food-truck market study
Restaurant Restaurant market study

9. Competition: It is defined by the existence of rivalry between
companies competing in the same market: for example, Burger King
and Mac Donald compete for the sale of fast food in Europe.
Glossary[i]
[i] Source : https://dictionnaire.lerobert.com/definition