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Mode de diagnostic de marchés concurrentiels

Author

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  • Alain Bultez

    (CREER FUCaM - BELGIQUE)

Abstract

Cet article expose un modèle simple de la dynamique déterminant l'évolution des parts de marché. Leurs variations résultent du jeu d'attractions uniformément exercées par les divers concurrents sur les segments de consommateurs potentiels inconstants, aux rythmes d'achat distincts. Le diagnostic s'établit par comparaison des positions actuelles à celles dégagées d'un exercice de prévision conservatoire: l'extrapolation des tendances observées qui définit la redistribution du marché à laquelle on aboutirait à long terme, en cas de marchéage stationnaire. Dans un prochain article (Bultez, 1997), nous présenterons une généralisation de notre approche intégrant les effets des actions de marketing précisément entreprises pour amplifier ou contrecarrer les courants du moment. Du mode descriptif nous passerons alors à l'explicatif: de l'évaluation au contrôle.

Suggested Citation

  • Alain Bultez, 1996. "Mode de diagnostic de marchés concurrentiels," Post-Print hal-02016818, HAL.
    • Handle: RePEc:hal:journl:hal-02016818
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