{"id":470,"date":"2016-12-27T21:00:58","date_gmt":"2016-12-27T21:00:58","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&p=470"},"modified":"2026-04-09T01:26:48","modified_gmt":"2026-04-09T01:26:48","slug":"a-quick-follow-up-on-market-definitions","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/fr\/insights\/a-quick-follow-up-on-market-definitions\/","title":{"rendered":"005\u00a0: Un bref compl\u00e9ment sur les d\u00e9finitions du march\u00e9"},"content":{"rendered":"

Dans un de nos articles pr\u00e9c\u00e9dents, nous avons soulign\u00e9 l'importance de d\u00e9finir pr\u00e9cis\u00e9ment le march\u00e9 lorsqu'il s'agit d'en \u00e9valuer la taille. Selon cet article, \u201cIl est essentiel d'avoir des d\u00e9finitions claires sur lesquelles tous les membres de l'\u00e9quipe charg\u00e9e de la transaction s'accordent.<\/em>\u201d<\/p>\n\n

Au-del\u00e0 de l'aide \u00e0 l'\u00e9valuation de la taille du march\u00e9, une d\u00e9finition claire de ce dernier permet \u00e0 l'\u00e9quipe de mieux comprendre l'actif cible et l'opportunit\u00e9 qu'il repr\u00e9sente. Cette d\u00e9finition influencera de nombreux aspects importants de l'op\u00e9ration, tels que la strat\u00e9gie de commercialisation, la composition et la structure de l'\u00e9quipe de direction, les compromis entre croissance et am\u00e9lioration des marges, les choix entre croissance organique et externe, le montant des capitaux suppl\u00e9mentaires \u00e0 investir et le budget fonctionnel.<\/p>\n\n

Compte tenu de l'importance de ce sujet, et des innombrables erreurs de proc\u00e9dure et frustrations inutiles dont j'ai \u00e9t\u00e9 t\u00e9moin en tant que conseiller tiers, je souhaitais envoyer un bref compl\u00e9ment \u00e0 cet article afin de partager quelques conseils suppl\u00e9mentaires sur les meilleures pratiques.<\/p><\/div>\n\n

\n\n

Nos recommandations (tout le processus)<\/span><\/h2>\n\n
    \n
  1. Avant de commencer les travaux, ayez une discussion formelle (et int\u00e9grez-la \u00e0 votre processus de travail standard) afin de d\u00e9terminer si chaque membre de l'\u00e9quipe (et chaque personne influente dans la transaction) d\u00e9finit le march\u00e9 de la m\u00eame mani\u00e8re.<\/li>\n\n\n\n
  2. Ne n\u00e9gligez pas les nuances des diff\u00e9rents points de vue. Ne passez pas sous silence les divergences, petites ou grandes, sous pr\u00e9texte que tout le monde est press\u00e9. Ces nuances et les fa\u00e7ons d'appr\u00e9hender les choses ressurgiront, c'est certain, et elles influenceront tout, de l'\u00e9valuation de l'enjeu \u00e0 l'orientation strat\u00e9gique et tactique de la gestion de cet actif.<\/li>\n\n\n\n
  3. Si tout le monde est d'accord, il suffit de donner le diligence raisonnable commerciale<\/a> Les conseillers, forts de la clart\u00e9 de la d\u00e9finition que vous d\u00e9fendez, peuvent adopter une approche de confirmation simple (et moins co\u00fbteuse) sur la question de la d\u00e9finition et proc\u00e9der \u00e0 l'exercice de dimensionnement avec l'accord de toutes les parties.<\/li>\n\n\n\n
  4. En revanche, si les points de vue divergent, il est imp\u00e9ratif de d\u00e9terminer si ces divergences sont dues soit \u00e0\u00a0:
      \n
    • En clair, il faut davantage de dialogue pour que tout le monde soit sur la m\u00eame longueur d'onde ; ou<\/li>\n\n\n\n
    • La question est l\u00e9gitimement d\u00e9licate et doit \u00eatre r\u00e9solue au cours de la phase de v\u00e9rification pr\u00e9alable (et sa d\u00e9finition devrait formellement faire partie du p\u00e9rim\u00e8tre et constituer une exigence de livrable n\u00e9cessaire).<\/li>\n<\/ul><\/li>\n\n\n\n
    • Informez tous les membres de l'\u00e9quipe charg\u00e9e de la transaction de la direction que vous prenez afin que tout le monde soit sur la m\u00eame longueur d'onde et que les attentes soient d\u00e9finies de mani\u00e8re \u00e9gale.<\/li>\n<\/ol>\n\n

      Ces \u00e9tapes ne prendront que quelques instants \u2013 une heure environ \u2013 et permettront d'\u00e9conomiser des centaines d'heures (et d'innombrables dollars) pendant toute la dur\u00e9e de possession de l'actif (sans parler des frustrations que cela peut engendrer au sein de l'\u00e9quipe avant la transaction). Dans la course contre la montre pour d\u00e9marrer les travaux, cette bonne pratique est bien trop souvent n\u00e9glig\u00e9e.<\/p>","protected":false},"excerpt":{"rendered":"

      Dans un de nos articles pr\u00e9c\u00e9dents, nous avons soulign\u00e9 l'importance de d\u00e9finir pr\u00e9cis\u00e9ment le march\u00e9 pour d\u00e9terminer sa taille. Comme indiqu\u00e9 dans cet article, \u201c\u00a0Avoir des d\u00e9finitions claires\u2026\u00a0\u00bb<\/p>","protected":false},"author":[39],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[63,56],"audience":[],"insight-category":[138],"class_list":["post-470","insight","type-insight","status-publish","hentry","topic-market-definition","topic-market-size","insight-category-market-evaluation","author-mark-stein"],"yoast_head":"\n005: A Quick Follow-up on Market Definitions - Matters Graph<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mattersgraph.com\/fr\/insights\/a-quick-follow-up-on-market-definitions\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"005: A Quick Follow-up on Market Definitions - Matters Graph\" \/>\n<meta property=\"og:description\" content=\"In one of our earlier articles, we referenced how important it is to accurately define the market when it comes to market sizing requirements. 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