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Plan marketing: Definir la strategie marketing

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Il y a 2 choses à faire pour élaborer sa stratégie marketing: une bonne analyse du marché et une excellente définition des objectifs. Plus d'infos sur PlanMarketing.ivoire-blog.com

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Plan marketing: Definir la strategie marketing

  1. 1. Définir la Stratégie Marketing<br />Par Vincent KADIO<br />http://PlanMarketing.Ivoire-Blog.com<br />
  2. 2. Beaucoup de personnes sont dans la confusion quand il s'agit d'élaborer la stratégie marketing de leur entreprise.<br />C’est pourquoi dans cette vidéo nous allons voir …<br />Intro<br />
  3. 3. Les 2 actions à réaliser afin de choisir sa stratégie marketing<br />Les différentes objectifs assignés à une actions Marketing <br />5 exemples de stratégies Marketing<br />SOMMAIRE<br />
  4. 4. I. Les 2 actions à réaliser afin de choisir sa stratégie marketing<br />
  5. 5. Faire l’analyse du marché<br />Définir les objectifs à atteindre<br />Les 2 actions à réaliser afin de choisir sa stratégie marketing<br />
  6. 6. 1. a - Faire l’analyse du marché<br />
  7. 7. Généralement les gens sont face à une situation d'urgence, et il faut agir vite, au risque de perdre du terrain ou des parts de marché. <br />La pire des choses à faire est d'agir dans la précipitation. <br />Ce que je recommande au contraire, c'est de prendre le temps de faire l'analyse de la situation. Pourquoi ?<br />1.a – Faire l’analyse du marché<br />
  8. 8. 1. S'il la situation est "devenue" urgente, c'est bien parce qu'elle n'a pas été adressée lorsqu'elle n'était pas encore urgente.<br />2. Il est plus important de passer du temps à analyser d'où vient ce problème (la cause profonde) et évaluer/estimer avec précision vers quelle situation on risque d'aboutir (la pire des conséquences) que des chercher des solutions de "colmatage" rapide.<br />1.a – Faire l’analyse du marché<br />
  9. 9. 3. Il est préférable de réfléchir 2 heures et poser une action qui peut durer 2 mois que de réfléchir 10 min et d'en poser une qu'il faudra ajuster dans 2 semaines.<br />L'analyse de l'environnement est donc la base/le fondement de toute stratégie marketing durable. <br />1.a – Faire l’analyse du marché<br />
  10. 10. Juste pour rappel, l'analyse de l'environnement comporte 2 aspects: <br />l'aspect externe (la concurrence, l'environnement socio-politique, économique, la législation...) et <br />l'aspect interne (les moyens humains, financiers, technologiques, les forces et faiblesses...)<br />1.a – Faire l’analyse du marché<br />
  11. 11. 1. b – Définir les objectifs<br />
  12. 12. Beaucoup se contentent juste de fixer des objectifs financiers. Mais il y a une large gamme d'objectifs via une seule réaction:- gagner X FCFA - attirer de nouveaux clients- fidéliser les clients actuels- récompenser les bons clients- apparaître comme la seule source fiable lorsqu'il y a pénurie - développer le bouche à oreille- faire la promotion d'un autre produit- etc.<br />1.b – Définir les objectifs<br />
  13. 13. III. 5 exemples de stratégie marketing<br />
  14. 14. La Cote d'ivoire a connu une guerre civile pendant une dizaine de jours. <br />Tout à fermer, et il y a désormais une pénurie de carburant. <br />Tu disposes d'un stock assez important de carburant. <br />L’accalmie semble être revenue et les gens cherchent désespérément du carburant! <br />Quelle stratégie adopter ?<br />Prenons un cas pratique, pour voir si tu es un stratège en marketing:<br />
  15. 15. Stratégie n° 1<br />Tu annonces que tu as du carburant, les gens accourent, tu augmentes le tarif et tu vends tout ton stock en quelques heures !<br />
  16. 16. Stratégie n° 2<br />Tu annonces que tu as du carburant, les gens accourent, tu sers en priorité les habitués, et quelques nouveaux. <br />Tu dis aux autres de prendre un carte de fidélité pour pouvoir être servis<br />
  17. 17. Stratégie n° 3<br />Tu annonces que tu as du carburant, tu sers 1/4 chaque jour, et tu dis aux autres de repasser le lendemain pour en avoir, mais le prix sera légèrement plus élevé. Tu as une affluence pendant 4 jours, et tu as aussi augmenté ton prix<br />
  18. 18. Stratégie n° 4<br />Tu ne vends pas, tu spécules sur une hausse probable du prix du carburant, et <br />si au bout de 3 jours toutes les autres stations sont vides, tu vends au prix fort<br />
  19. 19. Stratégie n° 5<br />Tu annonces que tu as du carburant, mais pour que tout le monde en ait, tu ne sers que 5000 F par personne. Si quelqu'un veut plus que 5.000F, il devra acheter ta superbe huile de freins qui ne coute que 1.500 F (tout compte fait il aura un jour besoin d'huile)<br />
  20. 20. Pour avoir la réponse et télécharger gratuitement un exemple de plan Marketing, visite maintenant le site<br />http://PlanMarketing.ivoire-blog.com<br />Quelle stratégie choisis-tu ??<br />

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