{"id":11711,"date":"2022-03-09T21:31:22","date_gmt":"2022-03-09T20:31:22","guid":{"rendered":"https:\/\/aedic.eu\/?page_id=11711"},"modified":"2022-10-22T11:02:08","modified_gmt":"2022-10-22T09:02:08","slug":"analisi-di-settore","status":"publish","type":"page","link":"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/","title":{"rendered":"Analyse sectorielle"},"content":{"rendered":"<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Introduzione\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L'\u00e9laboration d'une analyse sectorielle consiste \u00e0 pr\u00e9senter le ou les secteurs dans lesquels l'entreprise va op\u00e9rer, en identifiant les concurrents directs, les barri\u00e8res \u00e0 l'entr\u00e9e et \u00e0 la sortie, le pouvoir de n\u00e9gociation des clients et des fournisseurs, les forces et les faiblesses des acteurs les plus importants du secteur, par le biais d'une approche comparative des strat\u00e9gies d'autres acteurs.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #1e73be;color:#1e73be\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #1e73be;color:#1e73be\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Introduzione\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Definizione_di_settore\" >D\u00e9finition du secteur<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Identificazione_dei_settori\" >Identification des secteurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Identificazione_dei_concorrenti\" >Identifier les concurrents<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Lanalisi_di_settore_quantitativa\" >Analyse quantitative du secteur<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#Lanalisi_di_settore_qualitativa\" >Analyse qualitative du secteur<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definizione_di_settore\"><\/span>D\u00e9finition du secteur<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Mais qu'est-ce que la&nbsp;<em>secteur<\/em>? Au sens large, le secteur est un ensemble d'entreprises produisant des produits\/services similaires. Dans un sens plus \u00e9troit, le <a href=\"https:\/\/aedic.eu\/fr\/travailler-en-afrique\/les-femmes-africaines-dans-lagroalimentaire\/\" >est l'environnement au sein de l'Union europ\u00e9enne.<\/a> dans lequel l'entreprise va op\u00e9rer, caract\u00e9ris\u00e9 par un ensemble de facteurs susceptibles d'influencer ses choix et ses r\u00e9sultats.&nbsp;<\/p>\n\n\n\n<p>Par cons\u00e9quent, le<em>analyse sectorielle<\/em>&nbsp;consiste en une compr\u00e9hension analytique et int\u00e9gr\u00e9e de ces facteurs, afin d'\u00e9valuer les possibilit\u00e9s de se distinguer efficacement et d'identifier l'existence d'un avantage concurrentiel pour l'entreprise.<\/p>\n\n\n\n<p>A correct <a href=\"https:\/\/aedic.eu\/fr\/analyse-des-besoins-des-clients\/\" >L'analyse sectorielle doit commencer par une d\u00e9finition pr\u00e9cise de l'activit\u00e9 de l'entreprise.<\/a> les secteurs cibles, afin d'identifier les concurrents les plus importants, puis de mettre en \u0153uvre une analyse&nbsp;<strong>quantitatif<\/strong>&nbsp;et un&nbsp;<strong>qualitatif<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Identificazione_dei_settori\"><\/span>Identification des secteurs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pour pouvoir identifier avec pr\u00e9cision le contexte de r\u00e9f\u00e9rence d'une entreprise, il est essentiel de prendre en compte tous les secteurs caract\u00e9ristiques possibles.&nbsp;<\/p>\n\n\n\n<p>Pour identifier ces secteurs, nous disposons d'un certain nombre de classifications qui peuvent repr\u00e9senter les activit\u00e9s \u00e9conomiques d'un pays et d\u00e9finir ainsi sa macro-structure sectorielle. En Italie, la classification&nbsp;<strong>ATECO<\/strong>&nbsp;(Activit\u00e9s \u00e9conomiques). Il s'agit d'une classification alphanum\u00e9rique de type hi\u00e9rarchique : les lettres indiquent le macro-secteur d'activit\u00e9 \u00e9conomique, tandis que les chiffres (de deux \u00e0 six) repr\u00e9sentent, avec plus ou moins de pr\u00e9cision, les articulations et les ventilations des secteurs eux-m\u00eames.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine7.png\" alt=\"\" class=\"wp-image-11717\" width=\"945\" height=\"368\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine7.png 642w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine7-300x117.png 300w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Identificazione_dei_concorrenti\"><\/span>Identifier les concurrents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La premi\u00e8re \u00e9tape d'une analyse sectorielle consiste \u00e0 identifier les concurrents de l'entreprise. Mais quels concurrents s\u00e9lectionner et combien ? Le risque principal est soit de trop \u00e9largir le champ, au point d'inclure des r\u00e9alit\u00e9s qui ne sont pas r\u00e9ellement en concurrence avec l'entreprise, soit de trop le restreindre, en oubliant d'analyser des acteurs qui ne proposent pas une offre comparable \u00e0 la leur mais qui pourraient n\u00e9anmoins repr\u00e9senter une menace.&nbsp;<\/p>\n\n\n\n<p>Intuitivement, une grande partie des informations sur les concurrents peut \u00eatre trouv\u00e9e par le biais du site web de la Commission europ\u00e9enne.&nbsp;<strong>connaissances personnelles<\/strong>&nbsp;l'industrie ou par l'interm\u00e9diaire de&nbsp;<strong>moteurs de recherche<\/strong>. Toutefois, pour obtenir une vue d'ensemble compl\u00e8te, il peut \u00eatre utile de s'appuyer sur les codes ATECO (ou similaires) pour identifier, \u00e0 partir de bases de donn\u00e9es sp\u00e9cialis\u00e9es (AIDA, AMADEUS, OSIRIS), toutes les entreprises qui appartiennent au m\u00eame groupe de codes. Apr\u00e8s une analyse minutieuse des entreprises collect\u00e9es, il sera possible de d\u00e9finir l'ensemble des entreprises qui repr\u00e9sentent le mieux leur secteur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lanalisi_di_settore_quantitativa\"><\/span>Analyse quantitative du secteur<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Cette partie de l'analyse vise \u00e0 fournir des valeurs (mon\u00e9taires) concr\u00e8tes du secteur afin d'en comprendre le fonctionnement.<strong>attractivit\u00e9<\/strong>&nbsp;et le&nbsp;<strong>structure<\/strong>et en d\u00e9duire des implications importantes pour la strat\u00e9gie de l'entreprise.&nbsp;<\/p>\n\n\n\n<p><strong>Attractivit\u00e9<br><\/strong>L'attractivit\u00e9 peut \u00eatre mesur\u00e9e en termes de taille et d'intensit\u00e9. <a href=\"https:\/\/aedic.eu\/fr\/invest-in-africa\/market-cemac-growth-rate-2019-exceeds-25\/\" >taux de croissance<\/a>.<br>La&nbsp;<strong>taille<\/strong>&nbsp;fournit un instantan\u00e9 statique de l'attractivit\u00e9 \u00e9conomique du secteur. Ces donn\u00e9es doivent \u00eatre combin\u00e9es avec des mesures qui donnent une vision dynamique et saisissent les tendances du secteur sur un horizon de 3 \u00e0 5 ans. L'indice&nbsp;<strong>CAGR&nbsp;<\/strong>(taux de croissance annuel compos\u00e9) permet de repr\u00e9senter l'\u00e9volution de l'indice des prix \u00e0 la consommation (IPC).&nbsp;<strong>taux de croissance<\/strong>&nbsp;moyenne d'une certaine valeur initiale (taille du secteur) pour une p\u00e9riode donn\u00e9e.<\/p>\n\n\n\n<p>CAGR(t0,tn)=(V(tn)\/V(t0))(1\/(tn-t0))-1CAGR(t0,tn)=(V(tn)\/V(t0))(1\/(tn-t0))-1<\/p>\n\n\n\n<p>V(t0)V(t0) est la valeur initiale, V(tn)V(tn) la valeur finale et (tn-t0)(tn-t0) le nombre d'ann\u00e9es de la p\u00e9riode consid\u00e9r\u00e9e.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Calcul du TCAC<\/pre>\n\n\n\n<p><strong>La structure<\/strong>&nbsp;<br>La structure peut \u00eatre analys\u00e9e avec&nbsp;<strong>indices de concentration&nbsp;<\/strong>qui mesurent la part de march\u00e9 contr\u00f4l\u00e9e par les plus grandes entreprises op\u00e9rant dans un secteur, afin de d\u00e9terminer s'il s'agit d'un secteur compos\u00e9 de quelques g\u00e9ants (concentr\u00e9) ou de nombreuses petites entreprises similaires (fragment\u00e9), ou encore de valeurs interm\u00e9diaires. Il existe plusieurs formules, dont la&nbsp;<strong>Coefficient de Gini<\/strong>&nbsp;ou le<strong>Indice Herfindal - Hirschman<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"yui_3_17_2_1_1646857677513_30\"><span class=\"ez-toc-section\" id=\"Lanalisi_di_settore_qualitativa\"><\/span>Analyse qualitative du secteur <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Les \u00e9tudes strat\u00e9giques fournissent un certain nombre d'outils qualitatifs permettant de d\u00e9crire le secteur sous plusieurs angles.&nbsp;<\/p>\n\n\n\n<p><strong>Les 5 forces concurrentielles de Porter<br><\/strong>Selon Michael Porter, l'un des noms les plus connus dans le monde de l'analyse strat\u00e9gique, ces acteurs peuvent \u00eatre identifi\u00e9s au mieux dans cinq forces concurrentielles, dont trois sont horizontales et deux verticales le long de la cha\u00eene de valeur de l'entreprise.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine9.gif\" alt=\"\" class=\"wp-image-11718\" width=\"798\" height=\"468\" title=\"\"><\/figure>\n\n\n\n<p>Le&nbsp;<strong>les forces horizontales<\/strong>&nbsp;lier des acteurs comp\u00e9titifs op\u00e9rant au m\u00eame niveau de la cha\u00eene de valeur. La concurrence est repr\u00e9sent\u00e9e par le&nbsp;<strong>entreprises actuellement en activit\u00e9<\/strong>&nbsp;dans le secteur (identifiables par les m\u00e9thodes d\u00e9crites dans la section sur la d\u00e9finition du secteur). La pr\u00e9sence de&nbsp;<strong>produits de substitution&nbsp;<\/strong>d\u00e9signe la propension des acheteurs \u00e0 remplacer un produit par d'autres produits alternatifs. I&nbsp;<strong>les entrants potentiels<\/strong>&nbsp;repr\u00e9sentent les nouveaux entrants dans le secteur (\u00e0 la fois les entreprises nouvellement cr\u00e9\u00e9es et les entreprises existantes mais op\u00e9rant dans des secteurs diff\u00e9rents). L'arriv\u00e9e de nouveaux entrants potentiels est li\u00e9e \u00e0 l'existence de&nbsp;<strong>barri\u00e8res \u00e0 l'entr\u00e9e<\/strong>Plus ces barri\u00e8res sont faibles, plus le taux de rentabilit\u00e9 du secteur est faible et plus le secteur est contestable.&nbsp;<\/p>\n\n\n\n<p>Passons plut\u00f4t \u00e0 la<strong>&nbsp;les forces verticales<\/strong>sont analys\u00e9s tout au long de la cha\u00eene de valeur de l'entreprise. En amont, on trouve les&nbsp;<strong>fournisseurs<\/strong>dont le pouvoir de n\u00e9gociation d\u00e9pend g\u00e9n\u00e9ralement du caract\u00e8re unique du produit\/service offert. En aval, les&nbsp;<strong>acheteurs<\/strong>&nbsp;qui peuvent exercer un certain pouvoir de n\u00e9gociation (en raison de leur sensibilit\u00e9 aux prix). Ces facteurs n'ont pas d'impact sur la concurrence au sens strict, mais sur la rentabilit\u00e9 du secteur.<\/p>\n\n\n\n<p><strong>Analyse SWOT<br><\/strong>L'analyse SWOT permet de combiner une analyse externe du secteur avec les facteurs de succ\u00e8s internes critiques de l'entreprise. Les facteurs internes comprennent les forces (<em>Points forts<\/em>) et la faiblesse (<em>Faiblesses<\/em>) qui placent l'entreprise dans une position concurrentielle avantageuse\/d\u00e9savantageuse par rapport \u00e0 ses concurrents. Les facteurs externes peuvent \u00eatre favorables (<em>Opportunit\u00e9<\/em>) ou le frein (<em>Menaces<\/em>) \u00e0 la mise en \u0153uvre de strat\u00e9gies rentables pour l'entreprise. L'analyse de ces facteurs permet de r\u00e9pondre \u00e0 des questions telles que :<\/p>\n\n\n\n<ul><li>Les points forts ouvrent-ils de nouvelles perspectives ?<\/li><li>Les points forts permettent-ils de g\u00e9rer les opportunit\u00e9s ?<\/li><li>Comment transformer les faiblesses en forces ?<\/li><li>Comment neutraliser les menaces ?<\/li><\/ul>\n\n\n\n<p><strong>L'analyse PEST(EL)<br><\/strong>Un dernier type d'analyse sectorielle, entendu dans un sens plus large que ce qui a \u00e9t\u00e9 analys\u00e9 jusqu'\u00e0 pr\u00e9sent, est l'analyse&nbsp;<strong>PEST<\/strong>&nbsp;(acronyme pour facteurs politiques, \u00e9conomiques, sociaux et technologiques) o&nbsp;<strong>PESTEL<\/strong>&nbsp;(avec des facteurs \u00e9cologiques et juridiques suppl\u00e9mentaires) afin d'analyser l'impact du projet sur l'environnement.&nbsp;<strong>les facteurs macro-environnementaux<\/strong>&nbsp;influencer (directement ou indirectement) l'activit\u00e9 de l'entreprise.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"316\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine12.png\" alt=\"\" class=\"wp-image-11720\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine12.png 506w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine12-300x187.png 300w\" sizes=\"(max-width: 506px) 100vw, 506px\" \/><\/figure>\n\n\n\n<p>Les outils propos\u00e9s,&nbsp;<strong>int\u00e9gr\u00e9&nbsp;<\/strong>Entre eux, ils fournissent une vue d'ensemble des probl\u00e8mes critiques qui pourraient \u00eatre rencontr\u00e9s lors de la structuration de l'entreprise.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/Immagine13.png\" alt=\"\" class=\"wp-image-11719\" width=\"556\" height=\"448\" title=\"\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Introduction D\u00e9velopper une analyse sectorielle, c'est pr\u00e9senter le ou les secteurs dans lesquels l'entreprise va op\u00e9rer, en identifiant les concurrents directs, les barri\u00e8res \u00e0 l'entr\u00e9e et \u00e0 la sortie, le pouvoir de n\u00e9gociation des clients et des fournisseurs, les forces et les faiblesses des acteurs les plus pertinents du secteur, ... <\/p>\n<p class=\"read-more-container\"><a title=\"Analyse sectorielle\" class=\"read-more button\" href=\"https:\/\/aedic.eu\/fr\/analyse-du-secteur\/#more-11711\" aria-label=\"Plus sur Analyse sectorielle\">Lire plus<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"iawp_total_views":55,"footnotes":""},"acf":[],"rankMath":{"parentDomain":"aedic.eu","noFollowDomains":[],"noFollowExcludeDomains":[],"noFollowExternalLinks":true,"featuredImageNotice":"L\u2019image en vedette devrait \u00eatre au moins 200 par 200 pixels pour \u00eatre utilis\u00e9 par Facebook et d\u2019autres sites de m\u00e9dias sociaux.","pluginReviewed":false,"postSettings":{"linkSuggestions":true,"useFocusKeyword":false},"frontEndScore":false,"postName":"analisi-di-settore","permalinkFormat":"https:\/\/aedic.eu\/fr\/%pagename%\/","showLockModifiedDate":true,"assessor":{"focusKeywordLink":"https:\/\/aedic.eu\/wp-admin\/edit.php?focus_keyword=%focus_keyword%&post_type=%post_type%","hasTOCPlugin":{"easy-table-of-contents\/easy-table-of-contents.php":"Easy Table of 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