LOCCITANEFINAL
2013/2014
L’OCCITANE EN PROVENCE
Nasser AKALAI
Alexandre LAUSTRIAT
Camille POURQUET
Stéphane SIGNIE-DIRIBERRY
Sommaire
Introduction............................................................................................................................... 3
I /. Analyse........................................................................................................................................ 4
1) Diagnostic Interne….................................................................................................................. 4
2) Diagnostic Externe…………………............................................................................................. 7
3) SWOT ....................................................................................................................................... 10
4) Orientation Stratégique……………………………………………………………………………………………. 11
II /. Tryptique…………………................................................................................................................. 14
1) Segmentation................................................................................................................... 14
2) Ciblage ...................................................................................................................... 14
4) Positionnement................................................................................................................. 14
III / Le Marketing-Mix………………………………………………………………………………………………………………..
1) Produit………………………………………………………………………………………………………………………. 15
2) Prix…………………………………………………………………………………………………………………………… 16
3) Distribution………………………………………………………………………………………………………………
4) Communication…………………………………………………………………………………………………………
IV / Conclusion................................................................................................................................ 13