{"id":4569,"date":"2023-09-21T16:36:54","date_gmt":"2023-09-21T16:36:54","guid":{"rendered":"https:\/\/hamilton.global\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/"},"modified":"2025-11-03T11:54:33","modified_gmt":"2025-11-03T11:54:33","slug":"investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/","title":{"rendered":"\u00c9tude de march\u00e9 qualitative \u2013 Analyse de l\u2019image de marque et du panorama du march\u00e9"},"content":{"rendered":"

Une entreprise d\u2019ing\u00e9nierie et de construction ax\u00e9e sur les sciences de la vie et de la sant\u00e9 nous a approch\u00e9 avec les objectifs de recherche suivants :<\/p>\n

    \n
  1. Comprendre et analyser les avis des clients sur le march\u00e9.<\/li>\n
  2. Cartographiez 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. Renseignez-vous sur l'image de l'entreprise, ses attributs et ses valeurs.<\/li>\n<\/ol>\n

    Compte tenu de ce profil de recherche, nous avons men\u00e9 une recherche qualitative avec des entretiens approfondis aux \u00c9tats-Unis, en Espagne, au Mexique, en Allemagne, en France, en Irlande et en Inde afin d'obtenir un contexte g\u00e9n\u00e9ral aussi complet que possible sur l'entreprise.<\/p>\n

     <\/p>\n

    R\u00e9sultats de la recherche sur l\u2019aper\u00e7u du march\u00e9\u00a0:<\/h2>\n
      \n
    • \u00c9tant donn\u00e9 que c\u2019\u00e9tait pendant la pand\u00e9mie de Covid-19, de nombreuses entreprises \u00e9taient directement ou indirectement impliqu\u00e9es dans la production de vaccins.<\/li>\n
    • L\u2019approvisionnement de base en mati\u00e8res premi\u00e8res a \u00e9t\u00e9 affect\u00e9.<\/li>\n
    • Les routines sur le lieu de travail ont \u00e9t\u00e9 affect\u00e9es en cons\u00e9quence directe des nouvelles restrictions et du travail \u00e0 domicile.<\/li>\n
    • Le principal crit\u00e8re de segmentation du march\u00e9 est la sp\u00e9cialisation des produits.<\/li>\n
    • La situation g\u00e9ographique et le \u00ab p\u00e9rim\u00e8tre de l\u2019entreprise \u00bb (taille et capacit\u00e9 \u00e0 proposer des solutions globales) sont \u00e9galement \u00e9voqu\u00e9s comme crit\u00e8res secondaires de segmentation du march\u00e9.<\/li>\n<\/ul>\n

       <\/p>\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 moyens pour apporter une r\u00e9ponse de premier ordre.<\/li>\n<\/ul>\n

        Compte tenu des r\u00e9sultats expliqu\u00e9s pr\u00e9c\u00e9demment, l'entreprise a acquis une perspective claire sur ses faiblesses en termes de paysage, d'image et de parcours client, en tenant compte des parties prenantes et des entreprises pertinentes de 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 l'opinion des clients sur le march\u00e9\u00a0; cartographier le parcours client et le processus d\u00e9cisionnel lors de la s\u00e9lection des fournisseurs\u00a0; d\u00e9finir le paysage client [\u2026]<\/p>","protected":false},"author":4,"featured_media":4375,"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":[198,1],"tags":[],"yoast_head":"\nCase Study - Panorama del Mercado e Imagen de Marca<\/title>\n<meta name=\"description\" content=\"Estudio de Caso sobre el Panorama del Mercado e Imagen de Marca con entrevistas en l\u00ednea en profundidad en 7 pa\u00edses de 3 continentes: Am\u00e9rica, Europa y Asia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study - 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