Petit précis de marketing territorial ‘son marketing territo! en 9 étapes Version t (cu ee Dermcpper Fsenomque a aeance (COEF) (Bit te tere oa ce a Oem) ‘uo eats ow ean GOLAN, Pésset COE: ystasenorat Begmaneiptortra ip ine tetini evar tanat Sommaire | te pipe temps pment a 2 2 Segment us |. pe: Pace inition cour eta dma cemieee pie bape: Arma 1 2 peer earn em 2s 2p tr gin apm etme 2 SO LSet nee esr s S44 Loam aeons a 2.3 toe an ote wt enh die 4 Signe? Dinos 4. ape: She ation ahs bjt epi de magn tein ‘e ape Contac graye tera potent 3 Tig tr ahr fae peer a ops 3 aa races pete = Ec poennet at tue = Le feememet eee ese ‘2 segs enero pen in “ {1 Bae: Come cine i ae. “6 SS SSeS $ 512 Dir inamtne pene ec oe‘Sal Rloge punta 52: Cone ect ps esis el rei a 52ers tn pd cb are e222 Introduction générale Spe eee ee ae Site mia bo iate seaman Vee tas SSeS ‘Seana pests pave ramener a" ne elon nanan Seanen Vans ‘Same dees demons eave tinal sch geiera! Set tps icc aga tsar de Serene hoe, amare Sos iacorosie ans n enoment greny xenon debt concur pana ‘Sotatioriapianacr patent pacer een uci de ie ‘ers emacantGe atepec no oo ae rbtcr Or yo ultinwape! gue dora ive gunéeue decd ae ‘Bin tS tos re furore on 8 La ener dappieaton da marin aor et tnt putea 8 diana of ob eh, se si ie ‘imo ianp daptaton ue ct ace oper lu tical Les artless Ie matsg teal est ars 9 eo besa, Cate [Sncbubon fede urn nance peer cee, anne inavese urcomtie qa aucrysto on 9 apes, poma do constr es 6 9) ‘ney 80 marry tora Bo pak Supa’ eee due onomcton| ‘Bin aipgremant ou Gietapen es oxo Se bares Sa use’ ‘Seana es panier soe sora Le pan aut est sent se ase en pte deca aie 6 pines Deditles sete 6 tsa ie lca eu cacao os Us Seo Binpdes, cones on ces, count namaste reese"8 @ respecter pour mener un bon ‘marketing territorial | par do non gine propor parle Marlo, on pt neo (abwestn om trtoes aes aos corcuens go fee ‘rule conearament us ics pat ne te St var peje et leten prs sures Ge veep pure cape as ue ‘Sha i retpenenor Sap + Pin 18 ote mig Cm rng BERS Eaa mares ‘Si ae mace Ge ote. Une eerse cowie ayer sono oe fern re ui ron sot reg bis pbc 0 sesonata Ua eres Soe chste graven eae > ‘sie vere pat eel cee Casa (ico ve es sens owas oe seas ‘Tropic’ On rapa soa mses mpsbons dos romero. + Pincie 2 enifirechle ptgephaue pret: Ia esinston Le, macng ternal se cot ve aso @ teh ofonennioe I ps Sete eta einen ca a rer Dobie oy chy fest top cane su ison valu do acon dele {Sic rr drs son psn esata cererton Ben sere Berea pour meer sex scars doar Tar epg sower pao ‘etoneon 3 Sn meson tu eR cure are operon Ps cnwete ‘Sere sanomane™ is done de trae bacon do ae moses ilsgiane donne nen ego po oe oe "a an cane a MN ence Tener ‘eames Biotenan cicero eae sce Sein rang seb ieee 5 crm 8 med cso gn pero Foyer image de sn ous erommue tnd Pate Rego t's See yet poten et We oan a edt Te toner nec ssn ncas sen oa a ho teu pos motoncucsmesotse seus mates‘iets Enste por thc neesanrene rene neon en ‘ow’ esis dsoameae cabrones maces a pos on ‘Snoce geogamnave osu dun dcenaye aan Ces! Faro fis ‘onamigs Gu tm extfonareins Bots totes ne att We ‘tu ed aan eri ins cron are ae bios eta em ston rl dr suo ate cence ae tr at arom aon eet Gale Sn ‘Stace pr rien Sn wr cigs se fret a omens meocdingie ct cxensnonto est grandee reqie {tose 91 de pate es Gand = eaune frost noel pas te Seca ui ace Sat coco es Pe dss Ata (724) tc FARO tat EASES Ra Tao See ee jt fa ce pln ot ae rrgctaac ea gon te Fates bias cs cr obanron os mos cna Lepage sont isin dir poe bacon defen ete eon strc te fone 28 Arenas ayenanin Seana wat ws Greer etre Ea Serr sch Fur sacs cotta /RAD 9 pbine re ge ot Borns ates orca maces Se acest nnee St oe So are sarstes, Peerasr, cone as eS (Soonavcien acs nn 320) ‘owen a geccn t cage o otrrmoe, S tearm In coroion pari congtentes save Catanes ene ses See SLE at ae eee enn ‘ste opomee amore sssednes ane ecows, wore Gs Nsns ‘eames vio scat tang! Mes es es ‘en i nh testament ‘tx cages es shore anes Coens «Csr om ae» Soe cnn ese Ste murans can ofr Serotate is acer ls etre por ots Ws es do dare: 86 (Seren er stage manetngurqrs neonate lege ia marche cts par moment Soe ceeuar Paes aes. {fry aan i cove Or put hn cre sus oes een ‘amctaton shi does Sonomann pas pes ‘ONLY LYON ww phon nr omen tee ONLYLYON ARR ‘tosses vn opts ant esas Taco evr Sars Saarinen rene a une Tao Sorte enter cu nin Sor waa ee as dy cane un, "etse ben eae pe eat tac pee yen dle ur oreon wats a Cao, ie ee oa ‘Eee’ gana sare “em ora Tos es ss ewes sme sb case dese "ek ns pert ns I gence ane ‘ened came ouaue corpse (Ps ste ores ne pos ens Sareonsimecs ‘ajeus tne Oaniue secant eestor ase covansin 001 ‘he att vapid + Pancge8 Eve arse pwn ta eat ema cnn pe ton dos osc es Dogs, oben Yeoman soca (Vous oween) ‘ner as pags eon race act ceva vances ds tna oan tue te aang ‘ue pean pars ganenates cr Cara ep e maatingSotege ‘Src mses Geran Gos vet ae scsst Ta ‘a Suse ces acta san os wloscocas pee sristatige sonoma tao as sewuat de soieperen scott ener Pie te mmepe ‘eg it Sra aeons eb Sn sag onc ls xr tus ox 7 enor (10h) at Ti Lonson ere fovea fe 8a stutana Sememas 3 (nar cane gouge 205 "2016 En et osama gosta les ‘tens ris capia ongose on nator Zoecves scone. En tceFiance_ le Scie Répons do Ononparen Eowremaie (pepe, ei Sisal nape erie Satestort wt tte erties Srneaton on pean Smenon stwnopere’ sear de te aussie ea case 9 ot Sats ou ours Caves en foe rtp si tre Sata te rca so! a Camas © aoa cee, Gn co ese’ son pln Ge céwantaner J onan os compte Soe ‘Seonmyert sub Comte Ceporononl 8 Towra ot Spann beparemere eaca berets Se was meter eis tvs cures er scr Le matcou ool dot aa a ombbon, 3 99:88 corerhersin ate aaa eee ene scar ae Ratko Nast nga oe {peaeeclant» Calacant on cheehr treo srr ce gaan ES SE Rca Ti tear 2, La démarche méthodologique «ensemble La sera ssn open ec aie me ee Se Tos fone soavnens,shosmenes Ssopeaees on © at, covean Ie mci egeee son ce aca chs Eamerer’s sapee Li seconde stance, «i ses ei sine » oes 8 et 7) ances ener re etn econstre ue pramesse> Leaner touren ¢ ser son lan dacton » apes 1 TESS Se Soa ee en ane en Sr eee, Be ane Span cnc * roe cece om e ge 6s comer in ten Eafe? Cenorucsapronoss ev ‘siqunce arsenate Sg 8 cae 58 ston vr ‘Sips ster pourepseLe dt cept ea dematen ropace et pecan aot ic ecunet Cate dence yout pert egies cones ma oe et neste pout ‘oer to possession dap aes apes amare eos) ‘dana ronecton ce a WOR recom ean een ne eet ee ee cece Seon enoa ain “iemianee aaa, Seas ernie eer Summa acs eakscmeiee goresare seas) abn esd teh itecs 3, Séquence 1 :établir son diagnostic tacoma ant a cx rome stance conprons ng aos qi rai los dem oxbre el tg," A Smt os cnr 6 "Shee ayes racis pe 3, Sa enrol ds nach ete 4 ue 9 put creo Eee Syaet ntson a fe 21 Etape 1: Pracer information au conur de Ta démarche: annaissance simp tout ore ttn mera etl on ea atin pe Lseaveton, Ie atimant a Fans de etomston sot des ssvoctare ‘loa te Ps tama ag sa oa + Cotto nor ur cose amare pretest march (conan oman oarecmona + eyes pa ears ais sti van ie 1 Soares ee ger nua ean tentes oo in ur nonogera poten sore ic ernserpeie nse eae ‘st aps sore otra ie rows detour yn Sl So eutensenos Clmmpctousigmsamae teen rome a Se cetienmas gage «ton 2 SRS eee SS sem om PIO, SEE EN CRLCEE PR Ba a Born rating S00 Scr, ESA Trt Pra hese ssnenece morn ri Fone’ RSEE SES ft, SS aa ab ores Eg as ta a once 2 von ki a «oct geton et tiaten 6e See aaa at poet aa ot APN roe rnc tops cure dun sees seca ee ‘hae mae, Le chang amet por bcisvS el Se mete on uments ee a a isso et ‘age ayo sorgecton | wcuat dvsness" ance | 38.2 Etape 2: Analyser es marches fog egies ot n,n mae fe omen ‘Ace it. tsar eg ona. art eit oy ce de hnrche' sin Serna le champ Suen per Tonys ans areas Coe [ines ¢ ares serene ae muons Sakray eer ot ae 90 rae ee Ba De ese Boone gna ats ers en eet ces Sterne ers nina endo om ohn pss Serena marcrar (par trea ot seer oe et Conctter'scs tices et cur aon ley ce bale ase de ‘canons des ets utes Soha ae es ‘toon erases a eer, marc pram foes ronoUe Settecgn once pur ot de aloe tena) Les ranse marches cee mobits ti in tv eros ran a ds chs pst ‘impaniton st coscgparen oneareae’ secre, mes (fect orton aon poet oo rts ob aanFoe de poousons spsonane cone as syns, es ores ov ‘he mune wer tector cara Store gear 80 ee regen cee San pessoa ‘Seeing tees cota ts Instone uses argos cua Foaous, Seeooe) "veld pans ronnie ieusbuns {etd pans ronments tects peace: "ez ge gence soupument recravurs Spachuctéqupemente ‘Strcouene arena unvrsarn pas tome semaopau Se) Les 12 grands marches possible analyser Ineresse 8 reno mocne tes swe fzol ar ods nents Peter ena sr se nano a a Raat Sim ett ews 08 Wines er Imawesttone moma, we coerce cece & amate Is Sst de cohses Sfarrts mas devon apes pura vasa ‘Saree Aso Natal Rapport Chig 2008 geen clos spoare ‘cSine a sour de caronaenen[s aucnte) grees Netcoues menace {Tease Sporn ils unversnats (Senate, Comore, ese er) PS a Paved Geran he en sen ob ror Sod 6 SEasteneyarue ssn tous ce ends Sia we bt on asst a romcn esertore arenas eS aie ee ec nonaaae ‘engttncrtne tm dapat ere tt Ser tite ores uate enusinossawscon a ce Sin Frees 2acla dec 12 gan mache src, on coma nme Se es ems Senge assert ine Se ‘nrc que ate aeen it cate de ug Car. nin deni a Landon Dever Agen LK er mates nzeaste foros apecne sone eae sto ans Pan Ga ‘len cea va‘ ai one an Ct ‘hss’ cn esse on 9 ate rb ur Tce Tee ‘Gite es any crn mar. atx, ‘Se panastnus surement rfrenon re epoca rile Sceeemmaan io" imunte tne ae Garin drs Caoge Cath Agence oe cooper anomie Sa, i'n nw aC i Sain se acs de ner oo sparonres) + tes eases te mar ‘os anayoos do ard. Nous no es divlonoron done pas @ ont Tost ‘mcr cts ce Snes ean sre aver Sea elee ‘Ntcor aren Fane, AF an seen sr sen eberaore Wet sent Aigoston des aces do utes su cerns meee svete tevin de come Cunsqienet pura roe de nee [Sn sera dale tone Sop nn eat anes Ye mame e Stan canes des tyes Oates Scot un saws {Tose sacle ot ues Geno aus So state Ls Moree put {ease eon esbmanen os Gvoone possboe Cee waon pane! Be Sesheeta mes nao sn soar wea oe Seger "Temps nanan rani Aen Zee eae eeiene seta tera auts SeTemepce ran oe bresercs» Tetrge tau 9 FA ou UD rans ar emo, ‘sea eon maton pesoip rm, oes ‘chu neo" 3.3 Etape 3 : Etuder environnement des marchés 02s gromamons paar jouer 1 rapaue pour stub oy tone e Cetra ico {Sturomenen scurtg,ctengaga cutee {Giuromened pita hatter egret ‘Ws rlppenen ev rg eau a ape ec ee ates Sima uel gece mae ae fee oe ee deen oar seers fu ae eS es eo von cab | Srabrcceeenn career Fehe'dine stse sosenas to ensig ro 3.4 Etape 4: Evalerla position concurrentille de ore teritoviale SSeS err apis ites ee to 24.1 Uttude de rote tetra ‘Semen ganna ae oe ee cane enacts. emir oan a olan ‘See ea eoroain oat ce oe © Ge qu cnnoorttot sas torte nn eee, Renee Gere etme ease ccre e «SEB aecee Sa ee as re oeLs bats ato otal ort souet tes ca. tuaton afore Seats ein ih pene epee ta erent sca ‘cau prot tara de ics un vantage comowet oie specs rate lems Ip rae on Woon plese. ee ce ES a he Sa atc kms ts ec ee te a a cn Scan dt esto: fo unto ss msn cat Laaeeneeeccenes oe Se See Ee ee Resin Men eye Meare Seg Spare, see eee Ee ae ey nena a| Ses patie ences nee tee | feehheae mn ares neo PERI temnantycnas | Is msttao CERISE REVAIT# mse eu pe pa Toul epaement dans eae Set vay de Yeonon du tab ces Davscpoous Economy StedsFa Ee eee scepter mn tn cto) Seaees ° acres natyots ot pysines ‘arvoruo dune tagon dv earinant Ss fn spgamaraios Paar chase “sedan aude Gone ces mesa Dect es Ass ot rayne sateen cones preps ete) Paseo aay ‘seden ba at ele Gu love, caeae OP | Eee eae terre ce any sue Oe ‘son covet mur a vin Sateen 1 hse nance Reto Sarthe na ore ae ey re Ss ‘Seo ben ama oman noe Segue ovror gests nnesieet pte les sem Ses as ns tin at acai a ec i de ch ae a is compete aps ease ‘epee Seater ae pee ses fBsfou vente ets eta Cute et es seat apere ‘Siesomicanin mer relnguSepeetert ie etomance pig: dr sain el «agg lisbon i ye AB ‘Str WRENN 27S Nar TORE 20.9 "teats striate Cpe aaron age de Seman’ care Sere ‘he tous unre grr ere ds ses st obs Lene set ‘Tht past omg es enLevan onsen a See eS eees releases coe es nm mere oma ener roe ot CPS ESS SIS soe toon wet seearmws nc cama ecm nee Lays pcaerte oie toe dot enone simulans! eee we ‘rouaor Ge consutenc esrore On conta sos Nabors Cos oven cn do pecan es oes toutes concoenes. mons su fag eapome ‘ie snnay su eg onaes aur do arcs, ab Sao su bs La econ eigenen prominin. Sine autor. tee cece. eget anes sues» ue tt rine Cae S43 Le compe quattative de rote tetoie Geass tome cuetare eee erosion Secncarenad ou nua grt ma ear ote ec cv ses 8 ponent tere. Ce fant of pura aes i ar cron Sot ‘SE de terre ue rate danse ae congsu en tas erat ote sults 8s worore face chasm ae Se coe et ‘aon Tnlenu2: Pre eye le compittts gutted ote etoile a + pause 3.44 La competi prix ersitore “tlie Se sonore sien sanre ropes) ayant ‘Sst ane retoneanetal ae oo fap tneestasreat oes 0 ctereren cate aae gers tnd ner ms crowns, eat cise tsa oe de Leanne ce ote eeinaton une entre son KPMG ‘igs enon[oem eee SSoeremaacnstge crwe eoe + cosasns poet svrapes soca par remo. Ransatconeooapeuce moe ‘ie neon sb re tearerer inet) = “on srt ter Figo sone) ntsc ccs rots pts Crees KONG ag sre comgenee bine pinaster ¢ Wave lapel bats reno crs ston toe mse u ot et Gwe de tones echonnes a9 6 camo Soo sere omout ace su des Pane 8 ‘die Sn eon a near ak otcooees pares contests scat Centerae Ov ID, fare {bin iw sn snc tran sO ci es Los anass prcsonas porto over, seaman de nah par soynent ert compat mene sae cnc 25 Etape 5 : SynthéiserIévaluation de fre teritoriole au regard ie In demande e des conditions ce marche Sure nase aos 4 tapes ecco. per ensue Seamat domaine ed Gn pours constr tn ens su symece pura oe coaace ut ace ‘ofan rr tases appre oem ogee it tos 3) yao Smetana, ete het ent oe 2 aot 8 or a a rh rt os enone pe)ono do te Wert 8 par do Free CERISE REVAT (ep np pectartare (eae 8) ‘Tablea ie analyse compte des sepments emacs] ‘nates Powered ometonoad “a | teas a 2 2 wo se Para 7 | 4. Sequence 2: Définir sos choix stratagiquos: Les vrs se Go ree cos ae sa 0» sot hance pts econ ina cron Se omer yo rote en densa es ejects sttagaus de moyen Cee setrazat on psonneman 87 “44 Etape 6: Se donner une ambition en cholsissant les objectts ‘Stategiques de moyen et Tong termes ‘anata main spon ae nant cn a + twcttnion ce oct susgieves Stereos ax poses eee oy toe ies es ov anaes {ine rene sues oo natece popeseie ‘ara Scie due egaue Se prot tet Se come es ae Sot ‘eeaton a rnuvcnrie sue toes eed, he pa pee os ‘Sowpmar nr ae pureszunne eco eas sromages compare (Sope®) mas unstcapeciedatare te copter mee Beanies gelat ‘eh cones ye ano micas @ progr uo soronstor ser Bot Dosvonnecsv eve at ter so amb ue ng aa 20 near dicts on asnairs tos catiores Suc pour sete mang ‘OS(erate ooan aceon ere ane oer~ Losec par gands sopra svstgawes = Seeger par foweagnos garner teneas ee ‘agape cone ee te ee Ls cs de Seana en mae cota Sr tom ng eter ian inesssanents ec ores | tae ae ng Got mt’ ape prac Texaco +o a | (Far duce Ste Coys Lass Seton mo ot Sco & ve tsar ge aged. wanes Sea we ego sae cee ee | Sresoyon er soca rarer Spe + Leram rune satel a devloppament économie sotto des one's marsing es ate strove aspose en avert See iain Sha Se Tos Bae te acne ut econ aren ove olen eng ee esse dvccoert ce rawela tacee ewes ae eeron scotia ey Sune tment Flstecowaiet Fogetenam,"wdecast maar cet cured [Bests routes cme stressor hae tnt cote AD tutor russ Eve So tere aia ‘Sic gps Sra a se us Op osu rus pes ‘Stn ee eger apere ow Son bee ter ‘Sanna Wouniag, mes eras ong Ts iran asso etait ies Sgamantane mae na vi fate ot oer ts Smee ae Reco PRI er spe A ESNTIODEE ‘Sito avson duro tn terasde ea pourate ec Ces aon Ses pees on anne se Stamos re kama So T0| ‘Siemon os aotee actus asic SF CET T HORST BBE (CATRY Ww TIT + mor ou pas te_miasion oes agences ce otveoppenent ‘Soren cote sparen {SRS Seeger emer npn es eee sa cgeenicl mance” | vagh ceweaesenere: pgs, coducat | ome eS wie tt Ss42 tape 7: Constuire <2 promesse en défiissant son pesitionnement «Le poaarvamert es un paeque youre a erate a corte 4 once ‘fn esto son mr ose as creams ov goo opoon Ie sage dons cao septame cape, sur base 6 Tanbton pictden ceo hata moje 8 ha ee 412: Le cblage des marchésfnaux.prescriteurs et las opinion Sagmenee mulch anne no pa seater un cont meen me ‘semis pons ators cons tae rie naa incon ot pc ra conta dese appear toa ge Cousot Sa sens li scr mrs ae se SShaleehapmomecnen cr snerau pe ate gehen Dacimenmenns reese Eee eee cenmn cate ne eras Cee moon eer $Setbriee erate cee ae Be Cees Scere cereeiaracoeas aan oe Pera mercee, on oes Siete eae See | SRY Sop a emacs Free] pase Jeter] ae | “trae (ses eo TE ae 7 ‘Sous ee BaF Fe, FT 2 tue de Instn onde prctconent, fp «mafnngs»tertnat ‘epost soma Guo la pede os spot co mach ie vert chon,+ Latin cee procter trae pinion ‘stn cnn fet ne res san ee ot porue, 1 ogo ss mercts thas ot Szxenpugnr Ee sree Setar oon hasnt us San ais Dae ascent pg dee sooner’ Gn meer ctttlaert Ss ti a ace ere ea (om rmaton commerce esis 8 Taco resoeton ges rs (ulsntes pesrptr ree Sep? a pm sess covey ere aero ges aces ‘Suan are a erties wronbacee we es Sone Flog rvastiemeto sors eps eto ge sor Sn, teins ces toes Goatees amano Sots Ses he set ‘hanbes comers tnbuke dears + Lnetlecion ae acter dh mande économie grande + exe Lemos savant done be diusraton. ste une stale ose pun Scie es ees une age 8 mee, ena alte amen ot dat ee stmt En ran onsann ioc “Taoeau 5: Example une sate oe clage posse pour untae ‘Songs | suai tape sane ba 7 eon Sees, ‘e_ Genms ao” gh ow 8 Eine aera Scie cre m8 one ponte ‘ass bg a erin cho Foe geoynurs at es Seog eat File lange au cae epee | eitepeeaes dine geseinin Fs, tel cromne Pemens eae Soins ‘wesous — Fil —osins P ecco ssl st Soca” mtiee Enforcttarepou cwtns Sao Seat ae Sores sine" Parana ae ‘merece fhagegrynan Pane inane at mete econ Suto Seige 2 sige ds marcia mensssmpotanent ‘Gog pusears oes On ot soe ue co ge pet seve une Saepe Eee omens oem cone ew emp Se4.220 grands pinlpes du postonnament Smolen uo Se pscacs A rviceg pent Hoeniten ts ; coer sm eres» ae ce Soca sone Suaeameen certs Examplet Teo ene w Saas + [Bum ornare cates panies rte ete ie SE GS Se be Sera 4 Siena ie cent tsi sue «tie es aaa Berea shar sare arte on pnt a Pena oH ST ot ae ota entice cle ag eae a devo | ‘oe comant G's 305) ¢ Geme be ar wos cae 113 peetmere nee sae an Seto Semen | rae a ene ee” aie ese Bees arcanerssesyratar ene "Soot crap rns mans sostain qe pnt exces mas Lee 3 emenaons du peatonnemant => il Sostonmemert oso eres 9 rss pean poder423.Lepoatonnement global tetoie ‘re pssar To treore ups do ius los pubes cbs Cost uw aston otic desoe 8 vane Tesentie, ee ester terra 00 SEE ares eS ghee s arn oer Ce mossge dansemow se uetvt géneionet pt un segon resume Seen aw Cs res ee oe ‘Siow ou eto Omne cate perspec streets We os JOC ‘esote (esre sous nono rotcing (once). ‘Unoumpl de poetlnnemet: Terns Unites Ep set mari «aro td >, mats Tao ‘Sei raat sienna serio Wate bt pcp =r Shp (Cc, 8) FenessYomces rege hana dmor en omen i Scie a amp ae ‘Shee eve aed Toe oe etre es aes 3 Sst vine 00 evar pip a ps aac ‘Non Gamine miu ane en nbn Sb eonanes oss es eset ou qui os Teoma vce tnaprann Urcwactiscs Ose, ‘at ia. Aaa co sesh ore at apna: fos ek uae 8 sat o's pan ante pst Card mas. we bref ots Oe ‘ser, erie rss unbes elurcoee ‘saree das ho. wn ironed OY HN 1424.8 portonnements tetoire par segment a marené ar te ontomanat 9s! toon vo te o0 Sie arene or tela ce poncho prspcion etn raze sume pina ba segment marcne ow mae sagt ot march ren Sapo Fa sate Eur 5 er mares eno rogers 9 machen 26 ico sce arrapes tampa sore sot ee mance ‘quae asfome (attaenanbn spsoaate) sot straws de ‘Sree ee pars mac sor ‘osecoment| “Taboa fri rat tigi price rte concn cee | sane+ Pele Fare gsgrapige be von poionnarant fo cham dt srr ro I om obi ne Setentanet ia coms oats Ic tga tema oon. leche as evo an gunn LENA, Ce ASEAN + exes © wan rel Oc estan nee vn Aen ‘esontio ou doparomon:Tsalabon se noun orveperows & dgearts (cote serous deren eau tes En ave farsa Sears, ‘pschquan sn nonor is Str conn «bu Cae Carr a ‘aires owen de desnaton foursave pee ar uno Meus 3b ‘Send et geared oe ade ce set oor esas ache ‘pie it eet a seid rane pe ene srimagve” nonstate ona a Hoe ato ‘5 poatonnanete Gun tore au sanate cbs Traces ate Barn I “Talon 7: amped ostenrament emcee dae aceite crave one Sie ti ut et seat rig asa ‘rong ders ‘henpcion ae Sneonnae BE WD” Liga pace mi ee Moree Secgonons meer See ae ign ace hear ara ce are serie Sores See omar cies 42:50 postionnemente of teitorile sete te ne a st mn rots obos lo va cnr & poston ore cups 5 precocs Siete dtm 2 Set ue oman donresonmarie ios eln rope aut ements ‘Sts satis oe root fc epee i are at Deaton eau cai aren Ors Cxte dinate vanswsae cet Fava pus mgotate que monte de ‘Stamos cbs ot gatapep 420 Le choix dune marque tertile Smads raves deeepart cs wo ron pura ser Bos cs em ouscy wens Cops bream, ao orn rr. tn cue mar net tan, ns La ete cat mee an ete aren apes net cin cle geen les us oa | ntmeaine a mereseque i roast cu ban se subs ele Ele te Fran ose sprigs acorn em crema Scene Fanase de manny mas 208 {ine campeon” co ptngn ce marie ua dine are on sinber © Sligo poenenarent Parse ce a pores er epaae etn: 36 pac eats Sect otc, odor det dn aime Sonma Le i os congette ‘thu ner ne spdema coe ce gnSomrse Soe geeeaipge stone doe nes om pee teeters “Witt gs art ncbeg wean 3 rae wrt 20 mutt dane monger ale Fane. 0 ‘Rene am nt htvOR Gani Toe Sa Coane onus fo-do franca} sane are ‘Oms, pce Seldelceeeanen Geena SeresareOsns) Taaly (anton (arene Tones Reva ie nui, Cen es SSOP Sieve es pus Smt ch ckace ar Se mr aes ce cas ee Po vcngeonen Sameraye frag Serawsta Qu pease te gone Je ‘sora potenomensscfnue au bere ee)revi a gee Sn a Ee Beas rece vant via Greer Se ‘itae Sezoersub poe coisa cect coro xmas ystus, yw 8 unt cays cnn ‘eit as Aen see St ‘Shanes iemas pac fodaon acy nee COE Sn ‘Groots ems Le se ce esr Soho fehus pr ne {on 250 votre ron 00) esa et es Toure ‘Sern a Be gr na oo mn foo Danan atid ont Gone cis, spats de ran wen on ase Gee Seeds ao poshonmemertgu a dees. 5, Séquance 3 : dresser son plan d'actions ‘Lesions ne so en, cet plantation aw caro » ‘Dug Dana somone Une ts sage tos ces dai, esostonaent 8 atone rat {st Si sas ars pee Sa tn mara» planner nema ero pan cae eape) 18 Se oe canteen un ah Sates pana aut Doris eeotcrnent Stes Ce canst aoa & somite sore Stopmnsionamete on aac 5: Etape 8: Construre« 9 partion » parle mix marketing at ain ag aie otra pa a care nates. on tan 5.17 a ites a nartairg ri n Pa aut, sneer a str es ert de ovat mo actos © ‘Scar sch dapsone ears cape (et een te) iting roc rhc hn 81). a9. ng fe iG crmon sr deLa arate de mating me 514 Les variables mix marketing tertoia tintin se tt int ns mars psa pa amen en are Ftongurers ie matey’ eptenna reat saeooner decane Seniesa Poa Pacem orci ages «Py ae ‘ie Sassi wrt a Gaur aon + Las Svaranes mie maesing ear ‘Stae w pan Gach aioe sere ces ches ans ce Pt Trane ian um pre econ oe ues tra ve areas ces La potnque ou couple «Produ terri Servers» sn so ‘ote Cet cpa esa Oe utd ona ufone var ence ‘oat (Sages 5 sagt, atten ences {28 ants enemas do ase a. gots dinar dem re aroee ‘came fo ee \ertcenos cess drole ecwsche ce suite sant ‘piste et) ras ews ous es eso Soe hs FipuecoSe“eocoramer emo. eur gurl’ conas Press ote pa dor ste pes dra roe eaos Sune rpenatcn rote pr sem) Le Sot pe ‘epi xt cqnaret paras singer et mort ent ‘gevTon ve sesesse pear el cule fe tonne Sct ct pot ce a he Exes evn vee popes miso ere ech sc sto cee ee seeee meen steerer nian eer ot suetntes ptr tanooe snare progenies Fac ona eee ees earn meteen ee ee aerasiiesiestes srhssonas uae b ink oD abeman Sacccwimpcionees See ‘tor ers ee Cestasent eau vor sce Se ‘Grenson ts panes co px pur caine nn 9" on tera toe ger ine eneptse. Ie anc croc pt a it es ses to esas ‘Potro otis are tem pe Senso pe ‘i Svea” sirmobion pee potent de Sobetons ‘oceaes Se oats dmps, catcoos ronoowsatiee 8 estone EES ROE IP SEeee fol pcan ae ee (ere secon. pa ue So peop on ropcowes, mene ses feos seeps Inetsrg ne ecerters as oars ayer neat des «as» A Shae tts ean i Laconcurnee pale i np ae sary core Earn ot ingen ean nate rue tr ecco ome ey secs feat great eo ve ancy eos tbat oe sacs ae (oveu cova oo pene tere whores seve Sssaes on clouds ser tonnes reopen, leprae bes 6 See mse es ‘rcs gover rm most at does PAT ZU | aeracote a moyen ole step we Tae a ron inpanise pmeseages WV pose, ano" bec pasts xr, at at. atin dl acne nt ‘Samsara puns fissers ce pea, cana towns Snes) emanating Sect soy mags, ences anata, ei} sn mc ae Lespise ven ae rch eerie lec gees 8 vc o ponstin Genome Seren aah ine fins Moware care 9 joy de tule saver go someon rapsres emetic. sus in sat sei, Sr vena teres Pee SE aut tn Net dain sce Ear Sv it rte egies sl anon soso Fee ren age de TARE eh ou once gs ‘es een Boas fee ocr FR ac so acon ‘kin pestis sn fe tert oven ct ‘emmete cea cat nt on uso un ode onion 2 "Snuoes “clawses eee Dunotunspecer Wades Sums, eaten du ge samme stan tes SERS Bertin, Stn Fn et ro ag oS ‘eet parenare Ei Regon pelo tompnces dos charges Sole! trees pee cn ues pe re ‘Fretocd on sens connor see eaten svalapes Pere Fronmcon cmv eange Se aoe rae See hat Fetemar mon ps pr ie menae eae, Fae sjorar ‘Stace orcs, Ge develogpune een rca oa ets ess a enc a ce rs pos ‘Santee Igo ctv cons is a pave de Een ten Sse te e pron ane Set Ore parame»{sun cane 6 Yost a pe do cern [Ser que pur aan atau ae fn ce carer mee ‘tite atte cn state ne gprs sporverr st aeee ‘is ae prt, es rn (ot se) (eta gue non Senna evrepne uP tare ‘espa porior cu gy warren omar fun ae poe ‘Sits ite Ragone, cose Imevonacs oes pee etme ei tas cneton {Fain sons Et et es ine set er, ‘Gans te commanosten stu Oe Buz mu tenia det La poteguesagpayant sr Opin Puiu csr es tone ce ‘Bee ited eee Our ‘estes rar, epson do caraes pep Poe ‘ora sanes es ees oe tcaron oe eer vt Leen ome su tine oa eriaesar reece ta mer enreen a ae cea eel rwems Sacer Sea eons Bitmcriancvame amie iacee Sraetaonsaane deaeeenase saat Se Seles far eae ae 1a aetnion cs ares satigiuee a1 mix raretng Das loge sttige manatng. es 8 wees ores 0 me marion Deore So pesos wow acu un ‘Sve boos ‘graaneCetones Jerbe ls Jere re coon ce ane nt fs to rege fd ‘otis gta 9 proneua ins coe 0 oan taro ate do ‘srr scissors Sale meg ine ‘oro rofl este sacs seco o esinaSune ies ese aia ou na en Lapottque nate wre lis cu Cnt cose 8 ce 8 te» sere is Sets sn dnt lar ‘Balt rns i er cen pent, gm dep cos pam hat er de ge © Lemsetng mu an se te duc een v9 mete et ‘Samiedfactna oa rates eryooe anos 8 ‘lowe cos fon ve acai sn e sete manteate mse ‘oo ce crea "eves sy open cots Enpamner perbntemertTcswnns, danupamerts pate {se'ge ds pions neonates rece enok aot Suton retatmae cq tian a St reno cos iMiecwrena” tan sures iter detonator st pet {SAGE na tea cn ao net fre ce gr a ee ceeLe mmetng mix eb sort ects do obs vet egpiye (Govt cpt es oars acs percent coats ies rape oy es bs ents So hnbrcses nes © Lectura nau usta. daca 0 on So vr v8 “rau Er capa a ca sateen mabirws oe? aor eee a st ie Sara Stage corer Lesayatna nu an sa. asi ete de comncaton pepe © Lemksing ma mses sls aaltepet Soy gun panne Wes Stee veto athe polons oes a ereeernes ‘Ge satane esas Hos Barc Fu eet cn ase pts oc © Sedinenoncs acne dor traove 3 wo pation fest ee te eonms nate Sep & ee eo 9 ne ‘Suna ane panos nse ume oar © Le matcong mide sion v8 cine & motes une sat © Le makeing mx dintmnce 30 cami peru sige ai Plage ie Sts &cesnaon ces pene oat depen Eis Seana ves on Goch rs ‘mse ty roe tt lt rat at Se a cana commncton mde ene nant 8 ct de ners ea: Ls suppor 6 conenunaton Meas a oa eee 3 ema * omeiowee | fates tes ute a Gy LaLa wT ister tn ee a see learners ies arco ds Cone general ~ st dw noveme sonar“ Lat See are caine ara cee Ere ss ser ng 8 Seanaignetietenora cone fon pest wren conga on vitae son dy MPM Los ‘SSstepeeeio poco erocasren cy snegener pene ahs) seme seen a a ree mas i abigais pco ae Taare feta “poxee ETT =, tag Tose a eats me ower in Soule ——[ ea a dar aT OF roe pst nin See Ses, ee vamp Ia prance 6 tea Frarce a WP os pears, perme ree Sia namearawameeamcore tenes Sieiarigie yout hanna ESE aan terete tne ig Sania ee 5.1.2 Détn a stratége mix par segment de marché ‘A cago satin do x mata actors towers segs de Move sepa esau co actors salagas overt So anes ‘eppoureovrsions ctlopans ou Toreon opoyonnton ‘irr soe poaching gravee ‘tr lt a et ee lope oneta ecole steps maneig vests 8st rr x Sa Be hs on 5121 Rapper lon ecotatone statigiques at dtr rhorzon peermmaon + Ponaris boone aes trapper onatone natives fete “an commence tr Tbe ito ues stn ems" Ie Denia (a ‘Renigee one oe Soave ct 428)[be] eens | cannes | maueas | vareene | ome pt eins tn a cc ‘con ab sofanmar essen Gus tan (3 or) nat on Seu trois Sausteners ep acbors dos tomo av ouroe,cetares ses amr hrs oe ae ane: pn eee Se 51.2204 zones gtographigues pares cotpnaie& pacer puree ets Aso ay Snipe ropa are ‘tative os oes gocsonoss sor ho aos on cates insteha” ston marca po te, atime 2308 (gatas eure gar eum indie ena 9 Uae Segue) eot paces vnc oman ourapenat Sreptes ae Indendcge:Saussemans denacononon sips St Nobel Se eich nem ou egraus ces up mache este eee {ipo ver cn dtpareret dun me tos tbo vemos ps as nt espns fore {etme naar ae os cactestqos propos ctaa poy ‘Sauer a a muoes roses ate put Me’ os eens tassios Gh euchos ns ve de nae poe SRS eat ce ae ec oe a Tee mgctas "Subseamnaws covsponsre out ganees zoe ‘Sores oo 10.88 ENR ae uronic’ Se eos oogapnasme Ein Mush aaa cg vo ctetigo wtonatorae nsronice ihe Fe Set i tae a ‘oben 1 Gale oye cee zene ataraniques tetenes ae RE ms mage | ae favo or | enimox | cre | one, | a sant er En romps e tony pice pare oe cerns asain eo Tabs echt ries yen oe 5.123 Ain ue ein pou ehucue dn zon ghowapniaune ‘soma on pecan ie eles Per oem un erste sa oe Gar tinge one pa pine I osbain Ge conse on Aare slesnioerenersen cone“tn 12: Ge ye de in dan ze teri hiiee = report | moter | eameen | pane | seo a ET RE [ST ET Pam le ougle race or France de cate atine co sage cu se {vse expansion a poreabronaristese ene cs specs inane bare Conse tegoral Lr uncle rene mu teonoaae im Seats pote setae poranne APOGEE qa congrens tes ‘Sv eos urs re ore een as te atepac cons armrmar et arconpagnee ot 0 lence coy ‘ompoucs actors pow suo aosPoteus ce yop ste dare Ja ‘eer tangas Farm ae opoee cone dos eos 0 papecton cuts se ostes de caer pins eee doe doer egos arenes Speen Tamers see cameo rae abr son rena pce pr cle sn rt i fe ana ae sere occ La amiomton come ot ae sara La mote APE Gets ‘Pode ates ext a ocean eee. eta rans cops oe re ae So" fane Ws ears 0 Pee od pee ns arts gts eme eqn at meter, Suge Fe espero ends peccanedt on ote eno de symise yee ce farguentaion construe pout Ie cles TE ET | GSAT | EE RTGET oO 5.12.5 conertser es bjs satlgues parenting ix ou makati Gower Coser are satiggve de mir marketing ave epostonnement ou Sexi ce mantra cosa tic“Toon 16: Crier ane stig ot 7° | Conse ane ate cactons posses cast par nhens de roe cg HOE omc on ea eae ean Tso eS HE Soins binds are ai ac a cs eoieigee | ete Stine tobe mot eons ae | ono {ee ne ar pai cer pe i ad Sie ceca root —| Stree | “Bae ates — oe | ‘Sige | “Seew Tieton ee ose Listed Saucee | “oe” | coca reno itn in gon occa ile ce me ee | iia ae Seen eeweecceeeenes” a = Ee conta ee a ee al g,____| Sper ossaovasenaer oro eho Storer enorermer wer ~— mae Chote ie actone pour chacun des marches a see age Sei tn eb a 5128 Poursuive a stile mateting mit caraque ces marcns par Frdentreaton es atone rates Dane cate sou ape cv ern, pau chasun ds saga tru, or fo atone pornres Cats sancon sf ouce sen’ nau oetie 552 Scena! mac ons ov sno Soret tan ave acon Gs manos po beer ss fete Source“Talon 18 Empl de ea de erie pour un eegment TERS DRIFTER | — Te DRONE a ‘Cams en sa evaiee on neon de ence ao pe score ate ae eee ames Sree + beerte chacune des acton precetanses come rn tn are = Eee ceeen ere mnn + Contant i prot abl des atone préreenues ax oetatons Scetgiaoee ‘cx sta ep es ners pets pore re contort le sete de ‘racing twee 8) te cosas eee ee SESS bape nied ity ne ene ‘sro de pt lSakmine ete Se ole fu sdecon dee sea do Injtes sec eles noi, Sree mae pt rons Cat pean ‘Sto coe yop enaue ms oss po cola docs Cat eprom stem te dard main do hci dea ne ects conan nop ors aptiaen ete Sue Se st ‘naar cabs on uaa es tons pou sou See actcomne | ‘Sez gesgapn (seas) ‘Talon 17 Exemple depot ations ani el —dd 512. besemplepourunseoment de more Pu ve dos tere de esr do tare mopatane fee Nereune on pert coo ay Sensor estes 8)etn 18: Since a pote mata nbenaonal Mare ‘Bamanesae mcmareing | oncn et actons | Renate ee whe aseee Somes Exnesrenncals. " ‘sles. eo [Scone et 0 wanes| semen mnie z es Bee al ees 5.1.8 Denne a stratége mx oe rote tertonaie ti nn tern retin own ‘Segre rwsrcade Gn pork neges Ces ore seememnneces eee eee nor Sua RT ER naam emenns ‘able 19: Manstn de presrpnars tlt oinion dane es zones “Gesraphsnsseectonrees STII | RTT Ta bern 5.14 Dé a state mx gobale Le sate ma gota ot ssertatnt une stage do comancsion vant ‘ies we bis areas cee, ser ae Sep) ah Toms! ‘Rieti rr er tne genome terme psn en moe a ptr coe fr me ‘Suga nla opense canta autem 312‘cena ata pra sob os es ‘5.2 Etape 9: Planer pour optimise: le plan actions gasses setae fy. inte, ta, Runotessaanane Concteement cote neue ot date aps congrer suseus pacar ‘cs Gamers capes aor esta ebro sw dpa coco ‘terns demers Seraton de cor elses 52:4 Reaige te plan marketing I ape ge an marc terete sue ve plano gt ‘epeles in comera pear scans reece feet a eis eee cee sae ee ate SEEEMESSO momen Ser atomon eons Sars eo esse (Catoosa rere iS'iae. er symone icons tec ie ones gtogaphanse. ete rs actrees Laas dee coos te ott par sbetrs Seco pan matosng Sreiiee monomer sana obec sonaaiece | eozape | etwace Somer) feseae | hema | "SN | te feonmtt | AES tet ‘oot. “staee_ | "Seat “Sat ‘roars dekons cn deer un parton ee de ene succes ocne "asen 2 ram oun ce cons marian: sorta par myers Ser |'Fee poe | Stn [a [Sm 4 cmt ema ror ee Sr en 5.2.2 construe e calender précis oes acon dea premre année Leena dee atone mone sont rmuie plies int un coer Dreveore sn ce cosine fon seen ep cacne maser [Ese S ee kn ex snore oens so on ees“Tinea 21 Cerrone! dn acon panties 152: Ansurer le uivien contin du pan actions plan meio pete va de oi dans tre ide see iste Wee ete tC ca pos 8 oe let don ntazee de pate on ae report mayen ttt ie dct caus grab: leSyoape mane, ‘Sesser ant erin ess ats enon ls ‘52. Provlr une ealuton a plan actions de Fann Sou ‘eri va Sengoge doe we rc daulen oars 38 eres bs ‘Soran ent stent cv an pears dena Se nareng eta 8 otic tout aes ees Sourene Conclusion Cte msnodo conpats une nase oo oxen orate cote do aston an ‘Stare ches Sts ouroprce moynsconsecs ‘ian de dcincalchesowesseneiss \geers ree orermare man Chon er 9 ons tree on et meen, ie ‘Shomer seeconsor tear ube eases mare su or pane Seman ‘mutant dex asaics aux codons clea Ose ta Cone ‘trae oe dro ectreae nstsare 6 toe our eit Te Dios de nme’ ave ous wes pan nea ena ete de sehcaseet een en he tn cant Sipe ce ‘tir capa ste cast ‘San an ara ate no rane es seca omnes momma ‘tana taco neti pot ovate kerbs team ‘bio ras see vos ress aes Stn Sas TO6 Sete maratng wnens ccloboct sIGeat ot otto do nonboue Sesige seer mame" pun aatente stl Nesmare See Sine ee cn ne tu Se ime poo eA pa a diem te ot rut riot aetna ae estoy at 8 ‘Suse once srs fe Soe pe pes Se Vows asi regio irae ‘ch sarctsecsest mae sue stmase comma {feng at orctnones Ce tocar nest ue a amese Note ps cnt apt at mes ops emacs Annexes Pages ‘i 1, Rownon eee, cstsarert abo pr gon Teas 2 Prise synise comps quae de etetartose 28 Teen 3 Ge erase compte des segs 2” Tela Glee stein nl de eats de nr vase 2» Toba Hemp cure Satie oe cag pest pour un tore 3 Tans ine tle pine » Toba 19: Gated sya au dscous matey sr Sogmet Tea 1: Ged sya es nes pgrgnes oes o Tens 12 Gra spine cee tie ne ee anes shares Team 12. lee erties oe ragumetabn crate gor Ws is ‘nite dns lv snes goons Secon Teas 14 Crane ae sage a7 P « Ten 15, ite os an pote our tie ep ee cae TSpred emesis Ten 17 Exe rte Sactans © Tony 10 ieateson cs prosrteus t 86 Soph des les 25008 opeonies Sans raTalons 20 Parana compet es acne ander e Tete 21 Pot tae ears mara: azo Sa me Tb. 22: Catone esos ds actos panes . Fron Los ene de nro 2008 2000 AD, Pate, ny te inn isp LARK, 2008, «iy Metting and Ezonenic Bewlonment noncancer cm ‘Séghane CONTE, Mine IMemie et Franck 2a, 207, «Des per de ‘ros poe an, Rp 728 CNER pe ‘ox DEFFNER Cvsos LOURS, 205 "Cy mang 2 scant ling {Goer ucon ceva ne gobaiot expr” ERSA Conor Poet 12 umeans cpanete oneness oo cen eiprtTor a Moraes ute "une argc de"mansing svaepee? Le mete CERSE Fevers, COs i wn citer ‘Veco GOLAN 2008 “tion cela carte corm i de matkaing ‘iron ésemomace, Tomer voren ssa eae Fans» ts Nee ase Bry, habe ite Gs Fans ‘Putte! ale aes lamas co mchow pet Reve fae viata ne AUS ee rere rete fs 2000», KPMG, Hibs a os Caner de AUR, 202, + a8 perbenaneesEconmges ee ros opcemer 8 ae ‘is eNO en LE, os UNDE 28 EREATORDo™ UStrenfos ler?» De bose nto raactanc! earn fama) Jon EDA, 207, «Oe snp», Ppt Pas ate Pnjase) Moro THEBALLT, 2000, te atttg tra, ib bene 0 ours pa iat VAN LAETHEM, 208 «Tso retin rag», Dan, Par Sep WARD, 108, “Satng Pacae The Maateg ans Prartan ot Tenn ‘cee 02a, ecgrosea 0 te. Frone p.m asec eg oe four conow uv matey arta: tp narsia ‘em oe Elan ep de Fae Hien is it ho ef ONER naan nen Econo, cae économie ache: np somos ca ama: eda Stotmunet dunes havent ANNEXE 4 Le Club es developpeurs éconcmiques dlesde-France (COEF) Le cv aventura tenant parage cone=nees ‘SvgperttSconomous reso Hleae Fence davopoonen ‘Saronic ot tt et pote eons {antnnes aca pecans Ser snes oa fre aye propane on ote. ss he ac econ etahenbns gears Steering ep: na etarien cans Nine Pati AUROY, Obie gal,