{"id":24000,"date":"2018-02-17T20:35:28","date_gmt":"2018-02-17T20:35:28","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=24000"},"modified":"2026-01-27T15:20:10","modified_gmt":"2026-01-27T20:20:10","slug":"tarification_and_competitive_analysis_in_retail","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/competence\/tarification_and_competitive_analysis_in_retail\/","title":{"rendered":"Prix de d\u00e9tail et analyse concurrentielle"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Analyse des prix et de la concurrence dans le commerce de d\u00e9tail<\/span><\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-e14217f6\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e14217f6\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Retail (7)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">SIS provides comprehensive retail pricing and competitive analysis and strategy to understand the pricing and brand perceptions consumers hold. &nbsp;A core purpose of our retail research projects is to understand where in the minds of consumers do competing brands stand at various price points. \u200b<\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Domaines explor\u00e9s<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quels sont les niveaux de prix des diff\u00e9rentes marques sur les march\u00e9s \u00e9tudi\u00e9s\u00a0?\u200b<\/li>\n\n\n\n<li>O\u00f9 se situent les marques par rapport aux marques concurrentes ?\u200b<\/li>\n\n\n\n<li>Quels sont les attributs de la marque eux-m\u00eames qui doivent \u00eatre pris en compte dans la tarification\u00a0?\u200b<\/li>\n\n\n\n<li>Quelles sont les caract\u00e9ristiques psychod\u00e9mographiques des clients et des non-clients ?\u200b<\/li>\n\n\n\n<li>Quels sont les motivations, comportements et attitudes des clients attribu\u00e9s \u00e0 des profils d\u00e9mographiques sp\u00e9cifiques (par exemple, \u00e2ge, revenu, sexe)\u200b\u00a0?<\/li>\n\n\n\n<li>What is the market and psychological environment of stores (i.e., what other stores exist in close proximity that may impact purchasing decisions by customers?\u200b<\/li>\n\n\n\n<li>Quelles sont les opportunit\u00e9s potentielles en mati\u00e8re de positionnement de marque \u00e0 la fois pour les march\u00e9s \u00e9tudi\u00e9s et pour d\u2019autres march\u00e9s o\u00f9 leurs marques franchis\u00e9es peuvent \u00eatre trouv\u00e9es\u00a0?\u200b<\/li>\n\n\n\n<li>Quelles strat\u00e9gies suppl\u00e9mentaires sont disponibles pour positionner leurs marques\u00a0?\u200b<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">With these and other questions explored, SIS often develops key pricing, positioning, brand-related, and competitive-recommended positions. \u00a0We help our clients to develop a robust and accurate pricing strategy for their brands. \u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\"><strong>Les implications concernent chaque aspect d\u2019une strat\u00e9gie de tarification typique\u00a0:<\/strong> <\/span><\/h3>\n\n\n\n<div class=\"table-1\">\n<table>\n<tbody>\n<tr>\n<td width=\"399\"><strong>Develop <\/strong><a href=\"https:\/\/www.sisinternational.com\/fr\/comment-effectuer-une-analyse-concurrentielle\/\" title=\"Analyse concurrentielle en marketing\"  data-wpil-monitor-id=\"7280\">Marketing Strategy \u200bMarketing Analysis<\/a>, Consumer Segmentation, Consumer Targeting and Brand Positioning. \u200b<\/td>\n<td width=\"399\"><em>SIS effectue une segmentation psychographique des consommateurs et un positionnement des marques sur une gamme de niveaux de prix sp\u00e9cifiques.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Prendre des d\u00e9cisions en mati\u00e8re de mix marketing <\/strong>\u200bD\u00e9finir le produit, la distribution et les tactiques promotionnelles\u200b<\/td>\n<td width=\"399\"><em>SIS donne un aper\u00e7u des attributs de marque sp\u00e9cifiques retenus dans l&#039;\u00e9tat d&#039;esprit des consommateurs, en particulier au sein de <\/em>\u200b<em>un environnement fortement concurrentiel o\u00f9 les marques concurrentes op\u00e8rent en \u00e9troite proximit\u00e9<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Estimate the <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/pricing-and-demand-analysis\/\" title=\"Pricing and Demand Analysis\"  data-wpil-monitor-id=\"977\">Demand Curve\u200bUnderstand how quantity demanded varies with price<\/a><\/td>\n<td width=\"399\"><em>En couplant une strat\u00e9gie de prix plus quantitative avec des profils psychographiques des consommateurs, nous sommes en mesure de d\u00e9velopper une courbe d&#039;\u00e9lasticit\u00e9 de la demande pour ses diff\u00e9rentes marques.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Comprendre les facteurs environnementaux<\/strong>\u200b\u00c9valuez les actions probables des concurrents, comprenez les contraintes juridiques, etc.\u200b<\/td>\n<td width=\"399\"><em>Capture photographique et bas\u00e9e sur un journal des facteurs environnementaux tels que les magasins \u00e0 proximit\u00e9 et recherche ethnographique, y compris le profil des consommateurs dans des magasins sp\u00e9cifiques (par exemple, sexe, \u00e2ge, etc.)]<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>D\u00e9terminer le prix <\/strong>\u200b\u00c0 l&#039;aide des informations collect\u00e9es au cours des \u00e9tapes ci-dessus, s\u00e9lectionnez une m\u00e9thode de tarification, d\u00e9veloppez la structure tarifaire et d\u00e9finissez les remises.\u200b<\/td>\n<td width=\"399\"><em>Gr\u00e2ce \u00e0 ces informations s\u00e9lectionn\u00e9es, SIS vise \u00e0 cr\u00e9er des recommandations de prix pr\u00e9liminaires pour les diff\u00e9rentes marques \u00e9tudi\u00e9es.<\/em>\u200b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\"><br>Un cadre possible que nous pouvons utiliser est le suivant\u00a0:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase 1 &nbsp;Secondary Research <\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS conducts secondary research to uncover trends and the reasons behind certain trends. \u00a0The secondary desk research can achieve the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifier et quantifier la taille du march\u00e9<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">\u00c9tablir le taux de croissance annuel\/le potentiel de croissance\u00a0?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifier la segmentation du march\u00e9<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifier les acteurs\/concurrents actuels, le mod\u00e8le de distribution des concurrents,<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Effectuer une analyse SWOT du march\u00e9 total des quincailleries <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Tendance de la demande et description des zones - (mod\u00e8le de demande)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">\u00c9tat de l&#039;approvisionnement \u2013 vente au d\u00e9tail (mod\u00e8le d&#039;approvisionnement)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">\u00c9tablir la demande effective nette (int\u00e9gration du mod\u00e8le d\u2019offre et de demande)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Pr\u00e9visions de la demande (bas\u00e9es sur les tendances futures du march\u00e9)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Mod\u00e8le de distribution au d\u00e9tail \u2013 d\u00e9taillants de mat\u00e9riaux\/produits de construction.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estimer l\u2019\u00e9cart ou l\u2019exc\u00e9dent<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Effectuer une analyse des risques et des mesures d\u2019att\u00e9nuation<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase II &nbsp;Qualitative Research<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Consumer Interviews can be done virtually or in-person. &nbsp;Another popular Qualitative research method is Focus Groups. &nbsp;This phase provides depth of knowledge into unmet customer needs and potential competitive threats. &nbsp;B2B experts can also be interviewed for insights into sales, distribution, expertise and forecasts. &nbsp;We collaborate with our clients during each process, and this can be an iterative process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase III &nbsp;Quantitative Intercepts<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS may develop a questionnaire in collaboration with our clients to understand the perceptions, behaviors and purchase decision-making process of consumers in the local markets. The surveys quantify consumer insights and allow the study to understand the prevalence of these insights. \u00a0\u00a0<\/span><\/p>\n\n\n\n<p><b>Objectifs g\u00e9n\u00e9raux<\/b><span style=\"font-weight: 400;\">\u200b<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Psychographie du consommateur\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Psychographie non-consommatrice\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Perception de la marque \u2013 Profil client\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Non-brand Perception Non-Customer profile\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Perceptions des marques des consommateurs\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer Behaviors and purchase decision making process\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Attributs de marque pr\u00e9f\u00e9r\u00e9s des consommateurs par rapport aux prix\u200b<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong>Cette phase quantitative fournit des donn\u00e9es et des mesures pr\u00e9cieuses sur\u00a0: &nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Niveaux de prix de la marque<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Differences in pricing by malls, shopping centers, and other retail locations<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Comparez les prix des marques par rapport aux marques internes et aux marques concurrentes<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Diff\u00e9rences entre les segments de client\u00e8le<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase IV &nbsp;&nbsp;Pricing &amp; Strategic Analysis<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The last phase synthesizes the data collected from Phase I &#8211; III\u200b. \u00a0The core objective of this phase is to synthesize all research completed (primary and secondary) and position intelligence within a clear metrics-based framework. \u00a0Benchmarks are a key part of SIS\u2019s intelligence gathering and analysis, as this can be further leveraged for additional analysis (e.g., in future years and\/or across other countries).\u200b \u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/fr\/about-sis\/contact-sis-international-market-research\/\">Contactez-nous pour voir comment nous pouvons aider votre entreprise \u00e0 se d\u00e9velopper.<\/a><\/h2>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>SIS fournit des analyses et des strat\u00e9gies compl\u00e8tes en mati\u00e8re de prix de d\u00e9tail, de concurrence et permettant de comprendre les perceptions des consommateurs en mati\u00e8re de prix et de marque. \u00a0<\/p>","protected":false},"author":1,"featured_media":62510,"parent":14514,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-24000","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/24000","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=24000"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/24000\/revisions"}],"predecessor-version":[{"id":80928,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/24000\/revisions\/80928"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62510"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=24000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}