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Marketing - Chapitre 2 "L'analyse Globale Du Marché"
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Ce fichier contient le 2ème Chapitre du cours de Marketing.
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PARTIE 1 : ANALYSE GLOBALE DU MARCHÉ :Partie 1 : le CA (volume / valeur)
Les indicateurs servent de comparaison.
Exemple Renault : 3 761 634 véhicules vendus et 1 véhicule = 15 623€.
Le CA est donc nb de véhicules * Pm = 58 768 000€
Ce résultat on va pouvoir le mettre en concurrence avec d’autres firmes, mais aussi calculer
le CA selon de périodes. On le calcule en faisant : ((CAt - CAt-1) / CAt-1) *100.
Exemple :
Montrer la variation du CA permet notamment de calculer le retour sur investissement. Et
donc comprendre l’impact des actions commerciales de l’entreprise. Et donc de
percevoir son évolution (récession…). Mais aussi pour rassurer les investisseurs,
actionnaires. Mais aussi pour se situer dans le marché, par rapport aux concurrents.
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