Nature Et Decouverte Essay

1024 words - 5 pages

1. Analyse des documents, SWOT PEST diagnostic interne/externe, PORTER ccl : axe d’amélioration, replacer nature et découverte dans son contexte

Diagnostic de l’enseigne
Le concept de nature et découverte
Nature et découverte a été fondé en 1990 par François Lemarchand. Le concept est simple le magasin doit rapprocher l’homme de la nature. La compagnie a éditée une charte qui prend parfaitement en compte des valeurs du magasin et ses implications pour satisfaire ses consommateurs. Si l’on passe en revue cette charte on peut remarquer que la satisfaction vient de l’originalité et de la qualité des produits, de nature et découverte. De plus, l’enseigne cherche à faire à éveiller la ...view middle of the document...

Ecologique
Une entreprise citoyenne
Partenariat avec le WWF, édition d’un rapport de développement durable
Mise en place de réseaux verts
Véhicules hybride pour les employés

5 forces de PORTER
Barriere à l’entrée : l’entreprise limite son approvisionnement dans des pays ou par exemple les conditions de travail et les droits de l’homme ne sont pas respecté. Notoriété de la marque : long et dur travail pour acquérir la crédibilité de tous.

SWOT
Forces
Image claire et cohérente de la marque
Personnel : ce sont des « guides » et non pas des vendeurs + centre de formation interne
L’enseigne est à proximité du public cible
Peu de concurrents niche
Les valeurs de l’entreprise constituent leur principales forces : le client sait que les promesses faites seront tenues
Le positionnement avec sa stratégie de différenciation vient du fait que cela correspond à un véritable besoin des consommateurs (sensibilité à la nature, pollution, espèce en voie de disparition) les employé qui sont appelées guides ont comme mission d’informer le client sans effectuer une vente forcément. Ils sont en général eux même des passionnés de la nature

Faiblesse
Cible assez étroite 
Les produits ne couvrent que les besoins de base pour l’initiation par exemple
La communication se fait uniquement à travers le magasin
Le concept de l’initiation empêchera à long terme la fidélisation ?

Opportunité
Package de voyage avec agence de voyage
Développer le E-commerce
Le concept pourrait être applicable à des villes plus petites que celles déjà exploitée (mais pas des villes de campagnes car le marché serait trop incertain)
La collaboration et le partenariat avec des associations ou encore des écoles
Possibilité a terme de se créer une clientèle potentielle

Menace
La banalisation du concept de la protection et de la découverte de la nature
Saturation de la clientèle
Un Club fermé  qui a suscité...

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