{"id":6710,"date":"2012-09-18T06:49:55","date_gmt":"2012-09-18T11:49:55","guid":{"rendered":"https:\/\/www.insta-pro.com\/fr\/2012\/09\/18\/strategic-focus-needs-of-market-versus-company-strengths\/"},"modified":"2017-11-14T12:48:11","modified_gmt":"2017-11-14T18:48:11","slug":"strategic-focus-needs-of-market-versus-company-strengths","status":"publish","type":"post","link":"https:\/\/instapro.spinuhost.com\/fr\/blog\/strategie-commerciale-et-financement\/strategic-focus-needs-of-market-versus-company-strengths\/","title":{"rendered":"Axe strat\u00e9gique : les besoins du march\u00e9 compar\u00e9s aux atouts de l\u2019entreprise"},"content":{"rendered":"

Dans mon dernier blogue<\/a>, j\u2019ai parl\u00e9 de l\u2019importance de d\u00e9finir \u00ab O\u00f9 nous allons jouer \u00bb et \u00ab Comment nous allons gagner \u00bb lorsqu\u2019on d\u00e9finit son axe strat\u00e9gique. En approfondissant davantage selon cette approche maintenant, comment d\u00e9finit-on le \u00ab terrain de jeu et comment gagner \u00bb ? La d\u00e9finition du \u00ab terrain de jeu \u00bb \u00e9tait la premi\u00e8re – et si importante – \u00e9tape, qui fait qu\u2019au lieu de s\u2019int\u00e9resser \u00e0 tous les march\u00e9s, vous allez vous concentrer seulement sur ceux o\u00f9 vous \u00eates le plus en position de \u00ab gagner \u00bb. La cl\u00e9, c\u2019est de faire votre travail d\u2019\u00e9tude des besoins du march\u00e9 compar\u00e9s aux atouts de votre entreprise et\/ou vos avantages concurrentiels.<\/p>\n

\"MarketvsCompanyStrengths\"<\/a><\/p>\n

\n

 Dans le tableau ci-dessus, vous faites le point sur le march\u00e9 sp\u00e9cifique sur lequel vous pensez vous lancer en d\u00e9finissant ses besoins particuliers. Ces march\u00e9s devraient d\u00e9j\u00e0 \u00eatre class\u00e9s suivant leur taille et leur taux de croissance. Pourquoi en arriver \u00e0 cette \u00e9tape avec un march\u00e9 qui a peu de potentiel pour vous et\/ou ne progresse pas ? Donc ces march\u00e9s pr\u00e9sentent de grandes opportunit\u00e9s pour vous ou progressent \u00e0 un rythme rapide, faisant que vous pr\u00e9voyez une grande opportunit\u00e9 dans un futur proche.<\/p>\n

Chacun de ces march\u00e9s class\u00e9s par ordre de priorit\u00e9 aura ses propres besoins, qui guideront les achats qui y sont effectu\u00e9s. Il est important d\u2019\u00e9viter de g\u00e9n\u00e9raliser les besoins de chaque march\u00e9. Par exemple, pour nos clients, les besoins d\u2019un producteur d\u2019aliments compos\u00e9s enrichis dans un pays en d\u00e9veloppement risquent d\u2019\u00eatre tr\u00e8s diff\u00e9rents de ceux d\u2019un client qui transforme les sous-produits.<\/p>\n

Ensuite vous comparez ceci aux atouts de votre entreprise, ce qui devrait \u00eatre l\u2019une des premi\u00e8res choses \u00e0 faire lorsque vous \u00e9tablissez votre plan strat\u00e9gique, tout en ayant ce \u00ab regard sinc\u00e8re dans le miroir \u00bb en r\u00e9alisant votre analyse SWOT (Strengths, Weaknesses, Opportunities and Threats – forces, faiblesses, menaces et opportunit\u00e9s). Ces atouts peuvent \u00eatre des atouts g\u00e9n\u00e9raux de votre entreprise ou des avantages concurrentiels sp\u00e9cifiques que vous aurez sur certains march\u00e9s.<\/p>\n

Vous pouvez faire ceci pour chaque march\u00e9 sur lequel vous envisagez de vous lancer. Apr\u00e8s avoir r\u00e9alis\u00e9 tous les graphiques, vous \u00e9valuez quels sont les march\u00e9s dont un maximum de besoins concorde avec vos atouts. Avec ces informations, vous pouvez maintenant vous CONCENTRER sur le crit\u00e8re \u00ab O\u00f9 nous allons jouer \u00bb, c\u2019est-\u00e0-dire les march\u00e9s que vous allez cibler. Et vous pouvez clairement d\u00e9finir sur quels atouts\/avantages concurrentiels vous allez vous focaliser pour continuer \u00e0 d\u00e9velopper ces avantages qui r\u00e9pondent \u00e0 \u00ab Comment nous allons gagner \u00bb. Ces atouts\/avantages concurrentiels seront les \u00ab piliers \u00bb essentiels de votre entreprise ou les points de diff\u00e9renciation que tous les membres de votre \u00e9quipe soutiendront, et sur lesquels ils concentreront leurs efforts.<\/p>\n

Ce processus vous garantit d\u2019\u00eatre focalis\u00e9 sur les domaines qui ont de l\u2019importance pour vos march\u00e9s, vous apportant des avantages concurrentiels qui permettront de \u00ab soutenir \u00bb vos avantages concurrentiels pour l\u2019avenir.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans mon dernier blogue, j\u2019ai parl\u00e9 de l\u2019importance de d\u00e9finir \u00ab O\u00f9 nous allons jouer \u00bb et \u00ab Comment nous allons gagner \u00bb lorsqu\u2019on d\u00e9finit son axe strat\u00e9gique. En approfondissant davantage selon cette approche maintenant, comment d\u00e9finit-on le \u00ab terrain de jeu et comment gagner \u00bb ? La d\u00e9finition du \u00ab terrain de jeu \u00bb \u00e9tait la premi\u00e8re – et si importante – \u00e9tape, […]<\/p>\n","protected":false},"author":5,"featured_media":10749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8203],"tags":[1009,1036,1224,573],"class_list":["post-6710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-commerciale-et-financement","tag-aliments-composes-enrichis","tag-analyse-swot-fr","tag-besoins-du-marche-cible","tag-transformation-de-sous-produits"],"acf":[],"yoast_head":"\nStrategic Focus: Needs of Market versus Company Strengths<\/title>\n<meta name=\"description\" content=\"When determining a strategic focus for your business, you must weigh the market needs against your company's strengths. 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