{"id":12005,"date":"2008-12-01T23:51:00","date_gmt":"2008-12-01T23:51:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/large-scale-research-for-small-companies\/"},"modified":"2025-09-15T23:03:48","modified_gmt":"2025-09-16T03:03:48","slug":"recherche-a-grande-echelle-pour-les-petites-entreprises","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/recherche-a-grande-echelle-pour-les-petites-entreprises\/","title":{"rendered":"Recherche \u00e0 grande \u00e9chelle pour les petites entreprises"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n
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Par Dmitry Shimanov, directeur g\u00e9n\u00e9ral de MAR <\/a>Consulter l'agence de recherche
\u00c9galement accessible sur SIS Worldwide Intelligence Library<\/p>\n

L\u2019une des erreurs courantes dans les milieux d\u2019affaires est que la recherche marketing n\u2019est n\u00e9cessaire que pour les grandes entreprises. En fait, les petites entreprises en ont autant besoin que les soci\u00e9t\u00e9s transnationales.
Pourquoi? Voici quatre raisons.<\/em><\/p>\n

First, in order to expand market share, small companies need to find a suitable niche. This is why market analysis and SWOT analysis of competitors will be required. Second, small companies deal with the extreme pressure of competition. They have to keep hold of every client, and to do so, complete information on consumers is necessary (from social and demographic features to psychographic portrait). Third, small companies also have to develop their brand<\/a>. To this end, it is required to design an optimum combination of its attributes and evaluate its perception by the target audience. Fourth, small business means a limited advertising budget, so advertising must be as effective as possible. This is why it is vital to test advertising concepts<\/a> so as to evaluate their attractiveness. These four criteria are the necessary amount of marketing research for a startup company<\/a>. Of course, the list of recommended issues may be extended, but this information will be enough to make timely and well-grounded decisions regarding small business development.<\/p>\n

Most first-time entrepreneurs try to settle the listed problems by intuition. This approach often turns out to be ineffective because opinions from different people are highly subjective and likely to be incorrect. Why not confidently invest money in a marketing research<\/a> in the very beginning and be sure that you are moving in the right direction or make timely updates to your business plan?<\/p>\n

L'un des principaux obstacles auxquels se heurtent les entrepreneurs est la r\u00e9ticence des banques commerciales \u00e0 accorder des pr\u00eats aux petites entreprises. Ce probl\u00e8me peut \u00eatre r\u00e9solu si l'entreprise est en mesure de fournir un plan d'affaires complet englobant la performance financi\u00e8re et la strat\u00e9gie marketing, \u00e9tay\u00e9 par des recherches. Ce type de donn\u00e9es pourrait constituer un argument de poids en faveur de la prolongation d\u2019un pr\u00eat.<\/p>\n

One more aspect the company should consider, if it is seeking to obtain maximum profit, is what price formation strategy should be chosen to ensure maximum demand. If the price is optimum, investments will pay back in minimum time, which is highly important to ensure regular loan payments. On the whole, price formation issues are so closely related with risk management, that it becomes clear: calculation of price should be based on marketing<\/a> data. Such examples may be provided: price range for analyzed products and services on the market<\/a>, competitors\u2019 price policy, price elasticity of demand, expected consumption depending on the price, consumer behavior patterns and buying situations, consumption patterns and structure, and range of substitute products.<\/p>\n

One more issue to be studied is forecasting market development. It is necessary to develop long-term strategies helping to promptly react to the changing market conditions. A forecast will help to build a strategy so as to take into consideration possible risks related to the entry of new market players, competitors\u2019 development plans, market indicator dynamics<\/a>, factors influencing market and segment development, and other risks.<\/p>\n

Thus, if a first-time entrepreneur considers all possible problems well in advance and tries to settle them before company registration, he or she will be evade numerous risks connected with a lack of information on competitive environment. This powerfully increases the likelihood that all investments in marketing research<\/a> will pay back soon.<\/p>\n

Entreprise contributrice\u00a0: <\/strong><\/em>
MAR Consulter<\/a> Agence de recherche. Moscou, Russie.
Contact : Dmitri Shimanov. info@marconsult.ru<\/a> +7 (495) 660-82-20.<\/p>\n

Avertissement : les points de vue et opinions sont uniquement ceux des contributeurs et ne refl\u00e8tent pas n\u00e9cessairement les opinions, points de vue et m\u00e9thodologies de SIS International Inc. En aucun cas SIS, ses soci\u00e9t\u00e9s affili\u00e9es, successeurs ou ayants droit ne pourront \u00eatre tenus responsables de toute perte ou dommage caus\u00e9 par la confiance accord\u00e9e par quiconque aux informations contenues dans ce site Web.<\/p>","protected":false},"excerpt":{"rendered":"

Par Dmitry Shimanov, directeur g\u00e9n\u00e9ral de MAR <\/a>Consulter l'agence de recherche
\u00c9galement accessible sur SIS Worldwide Intelligence Library. L\u2019une des erreurs courantes dans les milieux d\u2019affaires est que la recherche marketing n\u2019est n\u00e9cessaire que pour les grandes entreprises. En fait, les petites entreprises en ont autant besoin que les soci\u00e9t\u00e9s transnationales.
Pourquoi? Voici quatre raisons.<\/em><\/p>\n

Premi\u00e8rement, pour accro\u00eetre leur part de march\u00e9, les petites entreprises doivent trouver un cr\u00e9neau appropri\u00e9. C\u2019est pourquoi une analyse de march\u00e9 et une analyse SWOT des concurrents seront n\u00e9cessaires. Deuxi\u00e8mement, les petites entreprises sont confront\u00e9es \u00e0 une pression concurrentielle extr\u00eame. Ils doivent garder la main sur chaque client et pour ce faire, une information compl\u00e8te sur les consommateurs est n\u00e9cessaire (des caract\u00e9ristiques sociales et d\u00e9mographiques au portrait psychographique).<\/p>","protected":false},"author":1,"featured_media":66135,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-12005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"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=12005"}],"version-history":[{"count":6,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12005\/revisions"}],"predecessor-version":[{"id":81453,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12005\/revisions\/81453"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/66135"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}