{"id":4248,"date":"2023-08-09T10:23:39","date_gmt":"2023-08-09T10:23:39","guid":{"rendered":"https:\/\/hamilton.global\/?p=4248"},"modified":"2025-12-02T09:44:48","modified_gmt":"2025-12-02T09:44:48","slug":"case-study-market-landscape-and-brand-image","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/case-study-market-landscape-and-brand-image\/","title":{"rendered":"\u00c9tude de march\u00e9 qualitative \u2013 Analyse de l\u2019image de marque et du paysage du march\u00e9"},"content":{"rendered":"

Une entreprise d\u2019ing\u00e9nierie et de construction pour les sciences de la vie et de la sant\u00e9 nous est venue avec les objectifs de recherche suivants\u00a0:<\/p>\n

    \n
  1. Comprendre et analyser les points de vue et opinions des clients sur le march\u00e9.<\/li>\n
  2. Cartographier le parcours client et le processus de prise de d\u00e9cision lors de la s\u00e9lection des fournisseurs<\/li>\n
  3. D\u00e9finir le paysage concurrentiel et la perception des acteurs du march\u00e9.<\/li>\n
  4. Sonder l'image de l'entreprise, ses attributs et ses valeurs<\/li>\n<\/ol>\n

    Compte tenu de ce profil de recherche, nous nous sommes lanc\u00e9s dans une recherche qualitative avec des entretiens approfondis aux \u00c9tats-Unis, en Espagne, au Mexique, en Allemagne, en France, en Irlande et en Inde pour appr\u00e9hender le meilleur contexte global possible concernant l'entreprise.<\/p>\n

    R\u00e9sultats de l\u2019\u00e9tude sur le paysage du march\u00e9\u00a0:<\/h2>\n
      \n
    • Consid\u00e9rant que c\u2019\u00e9tait pendant la pand\u00e9mie de Covid-19. De nombreuses entreprises ont \u00e9t\u00e9 directement ou indirectement impliqu\u00e9es dans la production de vaccins.<\/li>\n
    • L'approvisionnement de base en mati\u00e8res premi\u00e8res a \u00e9t\u00e9 affect\u00e9.<\/li>\n
    • La routine sur les chantiers a \u00e9t\u00e9 affect\u00e9e en cons\u00e9quence directe des nouvelles restrictions et du travail \u00e0 domicile.<\/li>\n
    • Le principal crit\u00e8re pour segmenter le march\u00e9 est
      \nsp\u00e9cialisation des produits.<\/li>\n
    • La situation g\u00e9ographique et la \u00ab port\u00e9e de l'entreprise \u00bb (taille et capacit\u00e9 \u00e0 fournir des solutions compl\u00e8tes) sont \u00e9galement mentionn\u00e9es comme crit\u00e8res secondaires pour segmenter le march\u00e9.<\/li>\n<\/ul>\n

      R\u00e9sultats de la recherche sur l\u2019image de marque\u00a0:<\/h2>\n
        \n
      • Communication\u00a0: attitude et approche positives<\/li>\n
      • Portefeuille inconnu : L'image des produits et services n'est pas claire.<\/li>\n
      • Per\u00e7u comme manquant de ressources pour apporter une r\u00e9ponse de qualit\u00e9.<\/li>\n<\/ul>\n

        Compte tenu des r\u00e9sultats expliqu\u00e9s pr\u00e9c\u00e9demment, l\u2019entreprise avait une vision claire de ses faiblesses en termes de paysage, d\u2019image et de parcours client, compte tenu des parties prenantes et des entreprises pertinentes pour son secteur.<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

        Une entreprise d'ing\u00e9nierie et de construction sp\u00e9cialis\u00e9e dans les sciences de la vie et la sant\u00e9 nous a contact\u00e9s avec les objectifs de recherche suivants\u00a0: comprendre et analyser les points de vue et les opinions des clients sur le march\u00e9\u00a0; cartographier le parcours client et le processus d\u00e9cisionnel lors du choix des fournisseurs\u00a0; d\u00e9finir le paysage concurrentiel et la perception des acteurs du march\u00e9\u00a0; explorer [\u2026]<\/p>","protected":false},"author":4,"featured_media":4374,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,192],"tags":[],"yoast_head":"\nCase Study \u2013 Market Landscape and Brand Image<\/title>\n<meta name=\"description\" content=\"Market Landscape and Brand Image Case Study with online in-depth interviews within 7 countries on 3 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