{"id":18894,"date":"2015-09-21T21:55:32","date_gmt":"2015-09-21T21:55:32","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=18894"},"modified":"2026-01-26T18:08:34","modified_gmt":"2026-01-26T23:08:34","slug":"formation-et-strategie-en-veille-concurrentielle","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/conseil-en-strategie\/formation-et-strategie-en-veille-concurrentielle\/","title":{"rendered":"Formation et strat\u00e9gie en veille concurrentielle"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Formation et strat\u00e9gie en veille concurrentielle<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-6d3fb522\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-6d3fb522\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Pourquoi la veille concurrentielle est-elle importante pour votre entreprise ?<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s2\">Competitive Intelligence (CI) is a method used to gather and analyze information about competitors, which may not always be easily obtained or publicly available.<\/span><\/p>\n\n\n\n<p>Understanding how competitors will act in the marketplace can build profits and new competitive advantages for your company.\u00a0 You can adapt your products faster, achieve cost advantages, and differentiate your market position.\u00a0 CI can help you deter competitive movements and build market share.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Rassemblement&nbsp;<\/span><span class=\"s1\">Intelligence<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">There are several forms of <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/conseil-en-strategie\/connaissance-du-marche\/\" title=\"Connaissance du march\u00e9\"  data-wpil-monitor-id=\"6762\">intelligence<\/a> gathering such as Market Research or Market Intelligence that can be used to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">understand the <a href=\"https:\/\/www.sisinternational.com\/fr\/couverture\/etude-de-marche-en-asie\/etude-sur-la-taille-du-paysage-du-marche-asiatique\/\" title=\"\u00c9tude sur le paysage du march\u00e9 asiatique et le dimensionnement\"  data-wpil-monitor-id=\"10573\">landscape of your market<\/a> (e.g. size, regions, demographics).<\/span><\/li>\n\n\n\n<li><span class=\"s1\">gain feedback from prospects and <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/recherche-de-conseil-en-strategie-fintech\/conseil-en-acquisition-de-clients-dans-le-domaine-des-services-financiers\/\" title=\"Conseil en acquisition de clients dans le domaine des services financiers\"  data-wpil-monitor-id=\"10578\">customers about different products or services<\/a>, e.g. you might learn about alternatives or substitutes being considered by buyers. <\/span><\/li>\n\n\n\n<li><span class=\"s1\">create a list of companies that compete with yours.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Competitive Intelligence is often used as a strategic tool to complement other findings. Having knowledge of the likely plans and efforts of your <a href=\"https:\/\/www.sisinternational.com\/fr\/plan-mondial-de-veille-concurrentielle-par-ruth-stanat-magazine-de-veille-concurrentielle\/\" title=\"Soci\u00e9t\u00e9 mondiale de veille concurrentielle\"  data-wpil-monitor-id=\"2188\">competition allows your company<\/a> to have both offensive and defensive strategies in place to achieve greater success in the marketplace.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">The process of gaining certain information about competitors requires a planned approach, good organizational skills, and analytic experience.<span class=\"Apple-converted-space\">\u00a0 <\/span>It is not simply finding data or statistics, but understanding the implications it has to your business.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Good intelligence that is converted to insights can be used to help <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/etude-de-marche-sur-les-tests-de-produits\/degustation-de-plats-internationaux-de-sis\/\" title=\"Qu&#039;est-ce qui fait de SIS International Research le meilleur cabinet d&#039;\u00e9tudes de march\u00e9 pour les tests de go\u00fbt des aliments \u00e0 New York ?\"  data-wpil-monitor-id=\"10568\">top executives and marketing<\/a> managers to make better informed strategic business decisions \u2013 both short-term as well as long term.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">D\u00e9velopper une strat\u00e9gie \u00e0 partir des r\u00e9sultats de la veille concurrentielle<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Une fois qu\u2019une liste d\u2019\u00ab entreprises cibles \u00bb a \u00e9t\u00e9 identifi\u00e9e gr\u00e2ce \u00e0 diverses autres informations, recherches et discussions, <\/span><span class=\"s2\">un plan<\/span><span class=\"s1\"> doit \u00eatre d\u00e9velopp\u00e9 et le personnel appropri\u00e9 doit \u00eatre recrut\u00e9 pour le mettre en \u0153uvre. <\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Such a plan must set <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/conseil-en-strategie\/objectifs-et-cadres-de-resultats-cles-etude-de-marche\/\" title=\"Objectifs et cadres de r\u00e9sultats cl\u00e9s \u00c9tude de march\u00e9\"  data-wpil-monitor-id=\"10580\">objectives and anticipate how results<\/a> will be used.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\"><strong>\u00c0 quelles questions faut-il r\u00e9pondre ?<\/strong> <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Un concurrent envisage-t-il de lancer un nouveau produit\u00a0? Ou p\u00e9n\u00e9trer un nouveau march\u00e9 ? Ou \u00e9largir sa force de vente ? Modifier son prix ?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Existe-t-il des opportunit\u00e9s de fusion ou de partenariat ?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">(Remarque : il faut du talent pour obtenir des r\u00e9ponses \u00e0 de telles questions, car elles ne peuvent pas simplement \u00eatre pos\u00e9es directement. Comme dans certains sports ou combats, vous devez \u00ab d\u00e9s\u00e9quilibrer \u00bb votre adversaire ou le distraire.)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong><span class=\"s1\">Qui sera interview\u00e9 ?<\/span><\/strong>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">What people are likely to have the answers &#8212; or part of the answers &#8212; to your questions? It could be the competitor\u2019s sales force, engineers, their ad agency, public relations firm, present customers, or members of their supply chain.<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\"><strong>Que sera observ\u00e9 ?<\/strong> <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">La combinaison du contenu de sites Web, de newsletters, de publications sp\u00e9cialis\u00e9es, de d\u00e9p\u00f4ts de brevet ou m\u00eame d&#039;offres d&#039;emploi peut fournir des informations informatives.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">De plus en plus, une surveillance s\u00e9lective des r\u00e9seaux sociaux, des blogs ou des forums de discussion peut r\u00e9v\u00e9ler des \u00e9l\u00e9ments utiles sur les \u00e9volutions au sein d&#039;entreprises comp\u00e9titives.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Les salons professionnels et les conf\u00e9rences offrent de nombreuses opportunit\u00e9s de recueillir des informations qui peuvent \u00eatre combin\u00e9es pour obtenir des informations. Par exemple, la taille du stand, le montant des garanties et le nombre d&#039;employ\u00e9s pr\u00e9sents sugg\u00e8rent un budget marketing approximatif pour un tel \u00e9v\u00e9nement. De plus, vous pourrez peut-\u00eatre \u00e9couter une pr\u00e9sentation ou un argumentaire de vente, d\u00e9couvrant ainsi une nouvelle fonctionnalit\u00e9 ou un nouveau service.<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong><span class=\"s1\">Comment les informations seront-elles int\u00e9gr\u00e9es et pr\u00e9sent\u00e9es\u00a0?<\/span><\/strong>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Un seul point de donn\u00e9es n\u2019est g\u00e9n\u00e9ralement pas suffisant pour tirer une conclusion, c\u2019est pourquoi plusieurs sources, entretiens ou observations sont recommand\u00e9s.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Les conclusions doivent \u00eatre r\u00e9alistes et cr\u00e9dibles, et toutes les hypoth\u00e8ses doivent donc \u00eatre clairement pr\u00e9sent\u00e9es.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">C&#039;est une bonne pratique d&#039;indiquer le niveau de confiance que l&#039;on a dans les conseils fournis aux parties prenantes.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">CI fournit un syst\u00e8me d&#039;alerte pr\u00e9coce (EWS) qui d\u00e9tecte les signaux pouvant vous alerter qu&#039;un concurrent envisage probablement de faire quelque chose qui aura un impact sur votre entreprise.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Formation en veille concurrentielle<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">A good CI professional may have experience with journalism, interviewing, reporting, and writing skills. Alternatively, a <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/recherche-de-conseil-en-strategie-fintech\/etude-de-marche-sur-lanalyse-des-donnees-bancaires\/\" title=\"\u00c9tude de march\u00e9 sur l\u2019analyse des donn\u00e9es bancaires\"  data-wpil-monitor-id=\"10565\">market researcher or statistician with strong analytic<\/a> abilities can often be trained for this role. There are many other backgrounds that at times can lead to successful performance in the CI function.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">It is important to understand that CI is focused on gaining insights into what your competition is doing or planning to do while <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-les-groupes-de-discussion-automobiles\/\" title=\"\u00c9tude de march\u00e9 sur les groupes de discussion automobiles\"  data-wpil-monitor-id=\"10567\">\u00c9tude de march\u00e9<\/a> is customer-focused.<span class=\"Apple-converted-space\">&nbsp; As such, even if customers are surveyed and tell you about their attitudes about your competitors and their usage of their products, they are not a source of knowledge about future <a href=\"https:\/\/www.sisinternational.com\/fr\/entreprise-de-premier-plan-en-matiere-de-strategie-de-mise-sur-le-marche-b2b\/\" title=\"Entreprise de premier plan en mati\u00e8re de strat\u00e9gie de mise sur le march\u00e9 B2B\"  data-wpil-monitor-id=\"10575\">strategies of those companies<\/a>.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/carrieres-chez-sis-international\/\" title=\"Carri\u00e8res chez SIS International\"  data-wpil-monitor-id=\"10570\">SIS trains companies to build internal<\/a> CI functions.&nbsp; Founded over 40+ years ago as &#8220;Strategic Intelligence Systems&#8221;, we helped build CI departments that can rapidly receive and analyze information from around the world.&nbsp; We continue this legacy in training companies to be agile CI organizations.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Nous formons les entreprises \u00e0 collecter et analyser des informations sur les concurrents et les march\u00e9s.<\/p>","protected":false},"author":1,"featured_media":62562,"parent":14567,"menu_order":9,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-18894","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/18894","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=18894"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/18894\/revisions"}],"predecessor-version":[{"id":81735,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/18894\/revisions\/81735"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14567"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62562"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=18894"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}