Copie - Harmony Higher Education Thesis

Geoffrey LAMY

BTS Management Commercial Operationnel

Session 2023-2025

Epreuve E41 : Développement de la relation client et la vente conseil

Contexte professionnel

Fiche 1 : La veille informationelle de Décathlon

Objectifs poursuivis

Connaître le nombre de concurrents placé sur le même marché que mon entreprise. Comparer les prix sur des produits similaires avec mes concurrents.

Comprendre mon offre par rapport à celle de mes concurrents.

Connects with your audience...

IObjectif quantitatif :

Vaincre sa timidité

Methodologie

IJ'utilise Google Alerts pour récupérer des informations

J'identifie les concurents à comparer

Je réalise un Pestel pour le macro-environnement

Je crée une carte d'identité de mon entreprise

Je crée un SWOT pour souligner les forces, faiblesses

Je crée ma zone de chalandise

Résultats

Objectif quantitatif Seul Intersport me concurrence sur tout mon offre

Objectif qualificatif Développement de ma connaissance en peu de temps sur notre offre .

Objectif personnel Amélioration importante en entreprise, c'était une des raisons pourquoi j'ai choisi cette branche

Fiche 2 : Réaliser et analyser des études commerciales

Objectifs poursuivis

: - Analyser et comparer mon chiffre d’affaires - Analyser et comparer le chiffre d’affaires de mes concurrents

Connects with your audience...

Identifier et évaluer la zone de chalandise

IObjectif quantitatif :

Être plus conscient de la place de mes concurrents sur le marché

Methodologie

Je réalise ma zone de chalandise pour constater quels sont mes concurrents les plus proches.

Je crée un résumé principal pour chacun de mes concurrents présents dans ma zone de chalandise.

Je détermine le besoin ou la catégorie de produits que je choisi pour ma TG

: Je fais un scénario mystère en comparant l’échange entre le client et le conseiller, la relation client établi.

e constate la différence de tarifs pour mes produits sélectionnés entre mes prix et ceux de mes concurrents

Résultats

Objectif qualificatif J’ai tracé plusieurs rayons de ma zone de chalandise, j’ai déterminer quels concurrents s’y trouvent, leurs distances avec moi.

Objectif quantitatifCA de Décathlon 2023 : 9 Millions CA d’Intersport (Saint-Louis) 2023 : 5,95 Millions CA De PrivateSportShop (CA total ; Uniquement en ligne) 2023 : 100,16 Millions

Objectif personnel Découverte de mes concurrents que ce soit leur enseigne, leur localisation, ou encore quel est leur impact sur mon entreprise.

Opportunities

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is liked, but it only engages when it's interactive. Capture your audience's attention with an interactive photograph or illustration.

Threats

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

Your content is liked, but only engages if it's interactive. Capture your audience's attention with an interactive photograph or illustration.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is liked, but only engages if it's interactive. Capture your audience's attention with an interactive photograph or illustration.

Threats

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

Your content is liked, but only engages if it is interactive. Capture your audience's attention with an interactive photograph or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is liked, but only engages if it's interactive. Capture your audience's attention with an interactive photograph or illustration.

Strengths

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is likable, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Opportunities

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

Strengths

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.