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02 Marketing Environnements

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02 Marketing Environnements

  1. 1. Environnements Marketing Djamchid ASSADI
  2. 2. <ul><li>Chapitre 1 - Présentation et introduction par le formateur (20’) </li></ul><ul><li>Chapitre 2 – Politique d’offre I : produit, service et prix (20’) </li></ul><ul><li>Chapitre 3 – Politique d’offre II : distribution et communication (20’) </li></ul>Agenda
  3. 3. L’entreprise comme un système ouvert <ul><li>Entrée </li></ul><ul><li>Matériels </li></ul><ul><li>Humain </li></ul><ul><li>Informat ion </li></ul><ul><li>Processus </li></ul><ul><li>Production </li></ul><ul><li>Marketing </li></ul><ul><li>Finance </li></ul><ul><li>Ressources humaines </li></ul><ul><li>R et D </li></ul><ul><li>Système d’information </li></ul><ul><li>Sortie </li></ul><ul><li>Produits </li></ul><ul><li>Service </li></ul>NEW Environnement Environnement Environnement Environnement
  4. 4. Environnements interne et externe Concurrents Intermédiaires Fournisseurs Publics Consommateurs cibles Système de planification marketing Système d'information marketing Système de contrôle marketing Système d'organisation et de mise en oeuvre du marketing Promotion (communication) Produit Place Prix Environnement politico-légal Environnement socioculturel Environnement technologique et physique Environnement démographique et économique
  5. 5. Environnements de l'entreprise Organisation Privatisation Dérégulation Technologique Politique Socioculturel Démographique Économique Légal Naturel Société civile Fournisseurs Acheteurs Concurrents potentiels Concurrents actuels Intermédiaires
  6. 6. Introduction au marketing <ul><li>L’environnement démographique </li></ul><ul><li>L’environnement culturel </li></ul><ul><li>L’environnement économique </li></ul><ul><li>L’environnement politico-légal </li></ul><ul><li>L’environnement technologique </li></ul><ul><li>L’environnement international </li></ul><ul><li>L’environnement écologique </li></ul>Les macro-environnements
  7. 7. Dimensions of Environmental analysis Social Economic Political Technological Homogeneity - Heterogeneity stability - change connectedness - split   munificence - scarcity concentration - dispersion
  8. 8. Le diagnostic le choix stratégique Choix de la stratégie
  9. 9. Environnements de la CCI Dijon Technologique Internet Politique Décentralisation Socioculturel Féminisation, Formation Démographique Retraite des dirigeants Économique Croissance des entreprises Infrastructures Légal État, Préfecture Naturel Pollution, énergie Publics, Leaders d’opinions, PQR, Experts Fournisseurs Publics et prives Acheteurs Entreprises + Élus + Créateurs Concurrents Potentiels Partenaires, CCI, CM Entreprises privées + collectivités + Syndicats pros Associations Clubs Chefs d’entreprises, Syndicats pro + branches, CCI CCI Dijon Privatisation Dérégulation Métiers CCI : Création d’entreprises, Formalités d’entreprises, Développement économique (T+E), Information économique
  10. 10. Variables du diagnostic externe ORGANISER Fonctionnement du marché EXPLIQUER OFFRE <ul><li>Structure </li></ul><ul><li>Stratégies </li></ul><ul><li>Caractéristiques </li></ul><ul><li>Offreurs </li></ul>DEMANDE <ul><li>Structure </li></ul><ul><li>Évolution </li></ul><ul><li>Caractéristiques </li></ul>AUTRES ACTEURS <ul><li>Distribution </li></ul><ul><li>Prescripteurs </li></ul><ul><li>Fournisseurs </li></ul>Opportunités Menaces TIRER LES CONSEQUENCES <ul><li>Pour marché </li></ul><ul><li>Pour un des acteurs </li></ul>
  11. 11. <ul><li>CHOIX FONDAM. </li></ul><ul><li>OBJECTIFS </li></ul><ul><li>AXES STRAT. </li></ul><ul><li>RESULTATS </li></ul><ul><li>ELEMENTS DU MKG MIX </li></ul><ul><li>AUTRES </li></ul><ul><li>Ressources </li></ul><ul><li>Compétences </li></ul><ul><li>Valeurs et aspirations </li></ul>Variables du diagnostic interne SITUATION CONTRAINTES FORCES FAIBLESSES
  12. 12. <ul><ul><li>Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. </li></ul></ul>L’environnement politico-légal
  13. 13. Environnement Socioculturel Organisations Nature Soi Société Univers Autres Perception du … Source: Marketing: An Introduction, by Kotler & Armstrong
  14. 14. <ul><li>Institutions et forces sociales </li></ul><ul><li>qui forment les valeurs de base, les </li></ul><ul><li>perceptions du monde, les </li></ul><ul><li>Préférences et les comportement </li></ul><ul><li>dans une société. </li></ul>Environnement culturel Changement Sous-cultures Valeur
  15. 15. <ul><li>Cause-related marketing is one method of demonstrating social responsibility </li></ul>Les Impacts du social sur les entreprises
  16. 16. Cycle de vie de la technologie Introduction Déclin Croissance Maturité Heures investies Efficacité de l'application
  17. 17. substance médicaments Autorisation de mise sur le marché CENTRALE D’ACHAT ET GROSSISTES FABRICANTS D’ALIMENTS GROUPEMENTS D’ELEVEURS PHARMACIENS VETERINAIRES COLPORTAGE ANIMAL 10% 15% 5% 65% 5% Aliment médicamenteux Dont aliments médicamenteux Prémélanges médicamenteux Dont prémélanges médicamenteux INDUSTRIE CHIMIQUE LABORATOIRE 3% 2% 85% 11% 82% 2%
  18. 18. L’impact de l’environnement technologique L'impact concurrentiel des technologies peut être évalué par un ratio coût / efficacité ou un ratio de la valeur ajoutée ou par un indice plus qualitatif de différentiation potentielle. ATM VSAT X25 Moyen Élevé Faible Moyen Élevé Faible Impact Concurrentiel des technologies Degré de contrôle de la technologie
  19. 19. L’impact de l’environnement technologique VSAT (Very Small Aperture Terminal) is a satellite communications system that serves home and business users. A VSAT end user needs a box that interfaces between the user's computer and an outside antenna with a transceiver . x.25 – “Packet Switching Protocol Standard for Data Networks&quot;, is a system which enables computers on different networks to communicate through an intermediary computer.
  20. 20. Source: Le Journal des Finances, Semaine du 22 décembre 2007 Les Impacts du climat sur les entreprises Été Automne Chaud Normal Chaud Froid +++ Boissons, Glaces, Energie, Textile, Restauration Parcs de loisir Boissons Enerigie --- Élevage et alimentation animale Textile pour la collection hiver
  21. 21. Les Impacts du climat sur les entreprises Source: Le Journal des Finances, Semaine du 22 décembre 2007 Hiver Printemps Doux Rude Doux Rude +++ Parcs à thème Énergie, Sport d’hiver, Textile, TV, Radio Textile, Jardinage, Agriculture Sport d’hiver --- Réassurance, Énergie Assurance, Bâtiment, travaux publics Sport d’hiver Semences, Viticulture, Textile
  22. 22. Sondage 1 2 3 4 5 6 7 Je suis perdu(e) Je comprends Je peux l'enseigner

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