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Étude de marché sur le Running

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Étude de marché réalisée par 3 étudiants de l'École de Management de Normandie. Cette présentation est le fruit d'une mission de 5 semaines effectuée dans le cadre de la pédagogie HEC Entrepreneur. Le prescripteur, Décathlon de Montivilliers, désirait s'appuyer sur ces résultats pour augmenter son chiffre d'affaires de 20%.

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Étude de marché sur le Running

  1. 1. Etude de Marché : Le Running au Havre Daou Ibrahim Cousin Simon Varnier Domitien Prescripteur : Delorme Alexis, responsable univers running Décathlon de Montivilliers
  2. 2. Sommaire <ul><li>Le Contexte </li></ul><ul><li>La recherche documentaire </li></ul><ul><li>L’étude qualitative </li></ul><ul><li>L’étude quantitative </li></ul><ul><li>Suggestions </li></ul>
  3. 3. <ul><li>Le Contexte </li></ul><ul><li>Le Running </li></ul><ul><li>Le Décathlon de Montivilliers </li></ul>Course à pied Sur piste, cross, Trail Superficie : Univers Running : 64 m linéaires Progression : +9,1% Part de marché : 9,2 % du CA
  4. 4. <ul><li>Le Contexte </li></ul><ul><li>Le problème de Gestion </li></ul><ul><li>Les objectifs </li></ul>Un marché local différent du marché national Nécessité de cerner le marché local pour adapter l’offre à la demande Localiser les informations qui permettront de rédiger une politique commerciale Fournir les outils permettant d’atteindre 20% de progression de CA supplémentaire
  5. 5. <ul><li>La recherche documentaire </li></ul><ul><li>L’environnement </li></ul>10 ( 30 kms ) Course à pieds > 350 Associations sportives 190 000 habitants Population
  6. 6. <ul><li>La recherche documentaire </li></ul><ul><li>L’offre </li></ul>Benchmarking
  7. 7. <ul><li>La recherche documentaire </li></ul><ul><li>La demande </li></ul>Le budget des ménages : <ul><li>En France : </li></ul><ul><li>Au Havre : </li></ul>La féminisation du Running :
  8. 8. <ul><li>L’étude qualitative </li></ul><ul><li>Les clubs et associations </li></ul>Le HAC, Montivilliers Jogging, ESMGO, CO Harfleur, GA Saint Romain, Port Autonome
  9. 9. <ul><li>L’étude qualitative </li></ul><ul><li>Les entretiens </li></ul><ul><li>Le questionnaire </li></ul><ul><li>Durée de 20 à 30 min </li></ul><ul><li>Sur le lieu d’entrainement (stades, forêt de Montgeon) </li></ul><ul><li>1 entretien avec le président ou responsable des coureurs </li></ul><ul><li>1 entretien avec 5 coureurs </li></ul><ul><li>Semi-directifs </li></ul><ul><li>15 questions </li></ul><ul><li>1 étudiant posant les questions </li></ul><ul><li>2 étudiants en prise de notes </li></ul><ul><li>Méthode de l’entonnoir </li></ul>
  10. 10. <ul><li>L’étude qualitative </li></ul><ul><li>Le questionnaire </li></ul>Vision et valeurs de la course à pied Les marques répondent-elles à ces valeurs Ce qu’attendent les coureurs des ces marques Leurs préférences en marques Ce que pensent les coureurs des enseignes qui les distribuent Ce qui leur plait dans les magasins Partenariats établis avec eux Critères d’achats Achats groupés Budget Utilisation d’ accessoires Sources d’informations Produits Matériel spécifique à la compétition
  11. 11. <ul><li>L’étude qualitative </li></ul><ul><li>Les résultats </li></ul><ul><li>Développement du Trail </li></ul><ul><li>Vieillissement de la population </li></ul><ul><li>Esprit de convivialité </li></ul><ul><li>Manque de partenariats </li></ul><ul><li>Vision des marques et enseignes </li></ul>Après rédaction et analyse des synthèses S2 1 2 3 Espace Running
  12. 12. <ul><li>L’étude quantitative </li></ul>0% 5% 10% 15% 20% 25% 30% la qualité le prix le confort le design la technicité autre Critères d'achat
  13. 13. <ul><li>L’étude quantitative </li></ul>0% 5% 10% 15% 20% 25% 30% Asics nike adidas New balance pas de préference Mizuno Puma kalenji reebok autre les marques de chaussures
  14. 14. <ul><li>L’étude quantitative </li></ul>Notoriété des magasins de sport 34% 39% 11% 5% 8% 3% Go Sport Décathlon Sport 2000 Intersport espace running Autre
  15. 15. <ul><li>L’étude quantitative </li></ul>Prix moyen d’une paire de chaussures 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Go Sport Décathlon Sport 2000 Intersport espace running > 100 60-100 40-60 15-40
  16. 16. <ul><li>L’étude quantitative </li></ul>0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Go Sport Décathlon Sport 2000 Intersport espace running les vendeurs votre expérience vos amis la publicité internet
  17. 17. <ul><li>L’étude quantitative </li></ul>0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Go Sport Décathlon Sport 2000 Intersport espace running Masculin Féminin
  18. 18. <ul><li>L’étude quantitative </li></ul>Nombre de chaussures par an 0% 10% 20% 30% 40% 50% 60% 15-40 40-60 60-100 > 100 1 2 3 ou +
  19. 19. <ul><li>L’étude quantitative </li></ul>
  20. 20. <ul><li>Recommandations </li></ul><ul><li>Des Partenariats avec les clubs </li></ul><ul><li>Positionnement des marques </li></ul><ul><li>Image de l’enseigne </li></ul>

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