Plan de marketing

!
!
D.3$ÉLÉMENTS$COMMUNS$D’UN$PLAN$DE$MARKETING$
!
"#!$%&#!'(!)&*+(,-#.!/(*,!0!1*-(#,(*!%(/!&2,-3-,4/!'56#(!(#,*($*-/(!3(*/!%&!/&,-/7&2,-1#!'(/!
8(/1-#/!'6!2%-(#,9!0!'42163*-*!/(/!/16:&-,/9!0!4%&81*(*!6#!$*1'6-,!16!6#!/(*3-2(!*4$1#'&#,!0!
/(/!8(/1-#/9!0!&2:()-#(*!2(!$*1'6-,!16!2(!/(*3-2(!3(*/!%56,-%-/&,(6*!7-#&%!(,!0!21))6#-;6(*!
&3(2!%(!2%-(#,9!(,!2(9!,16,!(#!*4&%-/&#,!6#!$*17-,<!=(!$%&#!(>$%-;6(!%&!7&?1#!'1#,!%5(>$%1-,&,-1#!
&.*-21%(!7&-,!%&!)-/(!(#!)&*2:4!'(!/(/!$*1'6-,/!(#!/(!21#2(#,*&#,!/6*!%(/!2-#;!@!A!B!C!$*1'6-,9!
$1/-,-1#9!$*->9!$*1)1,-1#!(,!$(*/1##(/D!
Aperçu$de$l’entreprise$
=(,,(!$&*,-(!'1-,!7-.6*(*!'&#/!,16,!$%&#!'(!)&*+(,-#.D!E(/!*(#/(-.#()(#,/!;65(%%(!21#,-(#,!
/1#,!(//(#,-(%/!$16*!;6(!%(!%(2,(6*!/&-/-//(!8-(#!%(!21#,(>,(!216*&#,!'(!%5(>$%1-,&,-1#!.*F2(!0!
6#(!'(/2*-$,-1#!'(!%5(#,*($*-/(!(,!'(!/&!.(/,-1#9!%(!*4/6)4!177*&#,9!;6&#,!0!%6-9!6#(!/G#,:H/(!
'6!$%&#!'&#/!/1#!(#/()8%(!&7-#!'5(#!21)$*(#'*(!%(/!$*-#2-$&6>!(#I(6>D!
A&.(!'(!2163(*,6*(!
J&8%(!'(/!)&,-H*(/!
K4/6)4!
L8I(2,-7!'6!$%&#!
M(/2*-$,-1#!'(!%5(#,*($*-/(!
M(/2*-$,-1#!'(!%&!.(/,-1#!
$
Plan$stratégique$
=(,,(!$&*,-(!'6!$%&#!'4,&-%%(!%(/!18I(2,-7/!(,!'42*-,9!4,&$(!$&*!4,&$(9!%&!7&?1#!'1#,!%5(#,*($*-/(!
21)$,(!%(/!&,,(-#'*(D!
!
Analyse$du$secteur$et$du$marché$
=(,,(!$&*,-(!716*#-,!'(/!*(#/(-.#()(#,/!/6*!%54,&,!&2,6(%!'6!)&*2:4!(,!&81*'(!%54,&,!'6!
/(2,(6*D!N%%(!431;6(!%(/!*4$(*26//-1#/!'(/!2:&#.()(#,/!421#1)-;6(/9!/12-&6>!(,!$1%-,-;6(/!
/6/2($,-8%(/!'5-#7%6(*!/6*!%&!2&$&2-,4!'(!$*1'62,-1#!'(!%5(>$%1-,&,-1#!16!/6*!%5(#,*($*-/(!&6!
/(-#!'(!2(!/(2,(6*D!
!
Marketing$
=(,,(!$&*,-(!21#,-(#,!%5(//(#,-(%!'6!$%&#!'(!)&*+(,-#.9!/1-,!O/&#/!/5G!%-)-,(*P!'(/!'1##4(/!/6*!
%(!$*1'6-,!177(*,9!%(!)&*2:4!2-8%49!%&!21#26**(#2(!16!%54,&8%-//()(#,!'(/!$*->D!E5(>$%1-,&,-1#!
&.*-21%(!/5&,,(#'!0!(#!*(,-*(*!8(&6216$!'5-#71*)&,-1#D!N%%(!&81*'(!4.&%()(#,!%(/!Q!@!A!B!

!
!
O$*1'6-,9!$1/-,-1#9!$*->9!$*1)1,-1#!(,!$(*/1##(/P!'6!)&*+(,-#.9!2&*!(%%(!$1*,(!/6*!'(/!
$*1'6-,/!(,!/(*3-2(/!#163(&6>!16!'-3(*/-7-4/D!
!
Aspects$financiers$
R)4%-1*(*!%&!$%&#-7-2&,-1#!'(/!&77&-*(/!(,!84#47-2-(*!'56#(!21)$1/&#,(!7-#&#2-H*(!/1#,!'(6>!
$*-#2-$(/!;6-!/16/S,(#'(#,!%(/!$%&#/!'5&77&-*(/!&##6(%/D!E(!$%&#!'(!)&*+(,-#.!(/,!6#!$%&#!
'5&77&-*(/!&>4!/6*!%&!21))(*2-&%-/&,-1#D!T%!*($1/(!'1#2!/6*!'(/!'1##4(/!7-#&#2-H*(/!'(!
21)$&*&-/1#!;6-!/(*3(#,!0!)(/6*(*!(,!0!&#&%G/(*!%&!$(*71*)&#2(!*4(%%(!'(!%5(#,*($*-/(D!T%!
#5(/,!$&/!#42(//&-*(!'(!716*#-*!'(/!'1##4(/!7-#&#2-H*(/!/6*!%&!,1,&%-,4!'(!%5(>$%1-,&,-1#!
&.*-21%(U!-%!/5&.-,!$%6,V,!'(!)(/6*(*!%(/!*4$(*26//-1#/!7-#&#2-H*(/!'6!$%&#!'(!)&*+(,-#.!/6*!
2(%%(S2-D!
$
Gestion$des$risques$
E(/!*-/;6(/!/6*!%(!$%&#!'6!)&*+(,-#.!1#,!,*&-,!&6>!7%62,6&,-1#/!'(/!$*->!'(/!8-(#/!(,!/(*3-2(/!
$*1'6-,/!/6/2($,-8%(/!'(!/6*3(#-*!&$*H/!%(!'4)&**&.(!'(!%&!$*1'62,-1#D!E&!$*1'62,-1#!
&.*-21%(!(/,!6#!$*12(//6/!$&*71-/!,*H/!%1#.!;6-!$(6,!#(!$&/!*&$$1*,(*!'(!$*17-,/!&3&#,!
$%6/-(6*/!)1-/9!31-*(!$%6/-(6*/!&##4(/!'&#/!%(!2&/!'(!%54%(3&.(D!T%!21#3-(#,!'5(>$%1*(*!%(/!
/,*&,4.-(/!3-/&#,!0!*4'6-*(!%(!*-/;6(!&//12-4!&6>!$*->9!#1,&))(#,!%(/!21#,*&,/!0!,(*)(!(,!%(/!
1$4*&,-1#/!'(!2163(*,6*(D!
!
Plan$d’action$
E(!$%&#!'5&2,-1#!(/,!18%-.&,1-*(!0!,-,*(!'(!/2:4)&!1$4*&,-1##(%!3&%&8%(!$16*!%5(#/()8%(!'6!
$%&#D!E&!/(2,-1#!Plan%d’action!'42*-,!%(/!&2,-3-,4/!0!&221)$%-*!(,!716*#-,!%542:4&#2-(*!/5G!
*&$$1*,&#,D!
!
Opérations$
=(,,(!/(2,-1#!-#'-;6(!%&!2&$&2-,4!'(!$*1'62,-1#!'(!%5(>$%1-,&,-1#!&.*-21%(!(,!%(!)1'(!'(!
.(/,-1#!'(/!&2,-3-,4/!;61,-'-(##(/D!N%%(!#5(/,!$&/!6#!4%4)(#,!(//(#,-(%!'6!$%&#!'(!)&*+(,-#.D!
E5(>$%1-,&,-1#!&.*-21%(!$1//H'(!$(6,SW,*(!'4I0!2(/!'1##4(/D!=(%%(/S2-!$16**&-(#,!&6//-!W,*(!
-#2%6/(/!'&#/!%(!$%&#!'5&2,-1#!16!'&#/!%&!'(/2*-$,-1#!'(!%5(#,*($*-/(D!
!
Ressources$humaines$
M(!#1)8*(6/(/!(>$%1-,&,-1#/!&.*-21%(/!;6-!71#,!%&!'()&#'(!'56#!$%&#!'(!)&*+(,-#.!/1#,!'(/!
(#,*($*-/(/!7&)-%-&%(/!*(%&,-3()(#,!$(,-,(/!(,!'1#,!%(!$%&#!'(!)&*+(,-#.!#5&!$&/!0!W,*(!2(#,*4!

!
!
/6*!%(/!*(//16*2(/!:6)&-#(/D!M&#/!%(!2&/!'56#(!(>$%1-,&,-1#!&.*-21%(!$%6/!3&/,(9!25(/,!&6!
21#/(-%%(*!(,!&6>!*(/$1#/&8%(/!'(!%5(#,*($*-/(!'(!'42-'(*!/-!2(,,(!/(2,-1#!(/,!$(*,-#(#,(D!
!
Environnement$
E(/!$*41226$&,-1#/!'51*'*(!(#3-*1##()(#,&%!21#2(*#(#,!'&3&#,&.(!%&!$*1'62,-1#!;6(!%(!
)&*+(,-#.D!
!
Documents$à$l’appui$
E(!21#/(-%%(*!(,!%(/!*(/$1#/&8%(/!'(!%5(>$%1-,&,-1#!&.*-21%(!'1-3(#,!/5(#,(#'*(!/6*!%(/!
'126)(#,/!0!%5&$$6-!0!-#2%6*(D!
!
!
Mis%à%jour%le%6%septembre%2013!
!