{"id":19597,"date":"2016-01-07T21:38:47","date_gmt":"2016-01-07T21:38:47","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=19597"},"modified":"2026-01-27T16:52:17","modified_gmt":"2026-01-27T21:52:17","slug":"entrer-sur-le-marche-de-leurope-de-lest","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/entrer-sur-le-marche-de-leurope-de-lest\/","title":{"rendered":"Recherche sur l\u2019entr\u00e9e sur le march\u00e9 de l\u2019Europe de l\u2019Est"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Warsaw, Pologne<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-40b9b56d\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-40b9b56d\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Poland (1)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-1-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><span class=\"s1\">Il existe souvent une confusion quant \u00e0 ce qui constitue l\u2019Europe de l\u2019Est par rapport \u00e0 l\u2019Europe centrale et occidentale.<span class=\"Apple-converted-space\">\u00a0 <\/span>The definitions and borders may not be as important as determining which one(s) are more likely to help you meet your expansion goals. Before going any further, a listing and map may be helpful if you are just beginning to explore this market and its opportunities.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">La carte ci-dessus montre les 22 pays qui composent ce march\u00e9.&nbsp;<\/span><span class=\"s1\">Et ici, pour plus de commodit\u00e9, ils sont pr\u00e9sent\u00e9s par ordre alphab\u00e9tique :<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s2\"><span class=\"s3\">Albanie, Kosovo et Mac\u00e9doine<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Bulgarie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Croatie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">R\u00e9publique tch\u00e8que<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Hongrie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Lituanie, Lettonie et Estonie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Mont\u00e9n\u00e9gro, Bosnie-Herz\u00e9govine<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Pologne<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Roumanie et Moldavie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Russie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Serbie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Slovaquie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Slov\u00e9nie<\/span><\/span><\/li>\n\n\n\n<li><span class=\"s2\"><span class=\"s3\">Ukraine et Bi\u00e9lorussie<\/span><\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Much political, cultural, economic, social and religious history helps to explain some of the groupings and borders of the countries in Eastern Europe; as such, it is useful to spend some time becoming familiar with the background of this <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/conseil-en-strategie\/recherche-dopportunites-dentree-sur-le-marche\/etude-dentree-sur-le-marche-de-new-york\/\" title=\"\u00c9tude d&#039;entr\u00e9e sur le march\u00e9 de New York\"  data-wpil-monitor-id=\"958\">market prior to any entry<\/a>. As an example, the region contains a few former states of the USSR and some that are now members of the EU. In many ways the countries of Eastern Europe have become westernized in terms of their current politics and economies. <\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Bien qu&#039;aujourd&#039;hui la Lituanie, la Lettonie et l&#039;Estonie utilisent l&#039;euro, il existe un certain nombre d&#039;autres devises dont il faut tenir compte lors de l&#039;\u00e9tablissement du prix de vos produits et du calcul des co\u00fbts et des b\u00e9n\u00e9fices nets (par exemple le dinar serbe, le forint hongrois et le polonais). zloty).<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Avoir un plan<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">M\u00eame si vous en savez beaucoup sur l\u2019Europe de l\u2019Est, vous aurez tr\u00e8s probablement besoin de l\u2019aide d\u2019un professionnel pour r\u00e9ussir \u00e0 entrer et \u00e0 faire des affaires sur ce march\u00e9.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading p1\"><span class=\"s1\">Un bon point de d\u00e9part consiste \u00e0 identifier les facteurs\/questions cl\u00e9s que votre entreprise consid\u00e8re comme les plus importants, puis \u00e0 \u00e9valuer le classement de chaque pays en fonction de ceux-ci.<span class=\"Apple-converted-space\">&nbsp; <\/span>Par exemple:<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Population totale \u2013 Quelles donn\u00e9es d\u00e9mographiques de base s&#039;appliquent \u00e0 votre march\u00e9 cible\u00a0?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">March\u00e9 cible \u2013 Quel sous-ensemble de la population pourrait acheter vos produits (ou services)\u00a0?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Revenu par habitant \u2013 pour estimer les ventes potentielles, quel est le revenu disponible d\u2019une personne ou d\u2019une famille et peuvent-elles se permettre d\u2019acheter ce que vous souhaitez vendre ?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Niveau de besoin pour votre produit \u2013 Dans quelle mesure quelqu\u2019un d\u00e9sire-t-il r\u00e9ellement votre produit et comment se compare-t-il aux alternatives\/offres concurrentes ? <\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading p1\"><span class=\"s1\">Voici quelques consid\u00e9rations suppl\u00e9mentaires avant d\u2019entrer sur le march\u00e9 de l\u2019Europe de l\u2019Est\u00a0:<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\"><strong>Langues<\/strong> \u2013 There are many related, but different written alphabets<\/span> and dialects spoken, across <span class=\"s1\">Eastern European countries.<span class=\"Apple-converted-space\">\u00a0 <\/span>Do you know them well enough to conduct any form of <a href=\"https:\/\/www.sisinternational.com\/fr\/tendances-du-marche-du-bien-etre-et-de-la-sante-en-europe\/\" title=\"\u00c9tude de march\u00e9 sur la sant\u00e9 et le bien-\u00eatre en Europe\"  data-wpil-monitor-id=\"7649\">\u00e9tude de march\u00e9<\/a> and ultimately create local marketing messages?<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><strong>Population\/taille du march\u00e9<\/strong> \u2013 Envisagez-vous de commencer par les plus grands march\u00e9s (Ukraine et Pologne), par les plus petits ou par l\u2019ensemble de la r\u00e9gion ? (Il convient de noter que la population de la Pologne est presque \u00e9gale \u00e0 celle de la R\u00e9publique tch\u00e8que, de la Hongrie et de la Roumanie r\u00e9unies.)<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><strong>Infrastructure<\/strong> \u2013 La quantit\u00e9 et la qualit\u00e9 des alternatives de transport sont essentielles au co\u00fbt et au temps n\u00e9cessaires \u00e0 la distribution de vos produits. Certains pays sont enclav\u00e9s tandis que d\u2019autres bordent une mer.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Qu\u2019est-ce qu\u2019une bonne strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 ?<\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-0fc071eb\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-0fc071eb\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Poland (4)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Poland-4-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"p1\">Clearly, the <a href=\"https:\/\/www.sisinternational.com\/fr\/couverture\/leurope-%ef%83%97\/etude-de-marche-en-europe-de-lest\/\" title=\"\u00c9tude de march\u00e9 en Europe de l\u2019Est\"  data-wpil-monitor-id=\"6422\">Eastern European market<\/a> offers large opportunities as well as risks. <span class=\"s1\">It is important to address and answer the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\"><strong>Quels sont exactement vos objectifs g\u00e9n\u00e9raux ?<\/strong><span class=\"Apple-converted-space\">&nbsp; <\/span>\u2013 par exemple, p\u00e9n\u00e9tration du march\u00e9, ventes, am\u00e9lioration des marges ?<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><strong>Qui sont vos clients id\u00e9aux ?<\/strong> \u2013 par exemple, o\u00f9 sont-ils, quels sont leurs profils et combien d&#039;entre eux existent\u00a0?<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><strong>Comment vos objectifs seront-ils atteints ?<\/strong> \u2014 c&#039;est-\u00e0-dire, quel est votre plan ? \u2013 que ferez-vous et comment le ferez-vous ?<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><strong>Will you require third-party help?<\/strong> \u2014 par exemple, avez-vous besoin d&#039;un partenaire local, d&#039;un cabinet de conseil, d&#039;une banque ou d&#039;une soci\u00e9t\u00e9 d&#039;\u00e9tudes de march\u00e9 qui conna\u00eet ce march\u00e9 ?<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Faire votre recherche<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Though you can readily gather much factual data about a new market you are considering entering, there are still many unknowns that can best be addressed by doing market research and thereby gaining insights directly from potential customers.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Une soci\u00e9t\u00e9 d\u2019\u00e9tudes de march\u00e9 exp\u00e9riment\u00e9e, famili\u00e8re avec les march\u00e9s internationaux et connaissant la langue, les coutumes, les politiques et les attitudes \u00e0 l\u2019\u00e9gard de la recherche, peut \u00eatre embauch\u00e9e et aider \u00e0\u00a0:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">\u00c9valuez le march\u00e9 en utilisant des recherches secondaires\/en rassemblant des informations de base qui peuvent aider votre personnel interne, ou faites tout cela si vos ressources sont limit\u00e9es.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">identifier les concurrents, leurs messages et leurs prix<\/span><\/li>\n\n\n\n<li><span class=\"s1\">mener des \u00e9tudes qualitatives telles que des groupes de discussion ou des entretiens personnels<\/span><\/li>\n\n\n\n<li><span class=\"s1\">mener des recherches quantitatives, y compris des enqu\u00eates en ligne ou par t\u00e9l\u00e9phone<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Findings from such research efforts can aid your decision-making by<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">d\u00e9terminer l\u2019\u00e9tendue des besoins de votre produit <\/span><\/li>\n\n\n\n<li><span class=\"s1\">tester vos messages et leurs significations dans chaque langue<\/span><\/li>\n\n\n\n<li><span class=\"s1\">estimer l&#039;intention d&#039;acceptation\/d&#039;achat potentielle<\/span><\/li>\n\n\n\n<li><span class=\"s1\">identifying any concerns or obstacles before a full launch <\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">SIS International Research peut offrir des conseils bas\u00e9s sur des projets similaires \u00e0 nos clients des m\u00eames secteurs qui avaient des objectifs et des besoins d&#039;expansion communs.<\/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 votre projet de recherche d\u2019entr\u00e9e sur le march\u00e9 de l\u2019Europe de l\u2019Est.<\/a><\/h2>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Apprenez-en davantage sur l\u2019entr\u00e9e sur le march\u00e9 en Europe de l\u2019Est et d\u00e9couvrez les opportunit\u00e9s de croissance.<\/p>","protected":false},"author":1,"featured_media":65957,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[283,300],"tags":[],"class_list":["post-19597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-europe","category-journals","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\/19597","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=19597"}],"version-history":[{"count":10,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/19597\/revisions"}],"predecessor-version":[{"id":81271,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/19597\/revisions\/81271"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/65957"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=19597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=19597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=19597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}