{"id":545,"date":"2019-12-30T16:31:26","date_gmt":"2019-12-30T16:31:26","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=545"},"modified":"2026-06-16T20:15:49","modified_gmt":"2026-06-17T00:15:49","slug":"understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/fr\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/","title":{"rendered":"026\u00a0: Comprendre l\u2019\u00e9quation de la part de march\u00e9 dans le cadre des v\u00e9rifications pr\u00e9alables et des exercices de cr\u00e9ation de valeur"},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >J&#039;ai r\u00e9fl\u00e9chi \u00e0 <a href=\"https:\/\/mattersgraph.com\/fr\/insights\/strength-of-demand-vs-strength-of-brand\/\">Le r\u00e9cent article de Mark sur la fa\u00e7on de mieux tirer profit du capital de marque<\/a> \u2013 et notamment dans les situations o\u00f9 vous pouvez exploiter un capital de marque inexploit\u00e9.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Mark promeut une strat\u00e9gie d&#039;investissement gagnante\u00a0: investir dans les cas o\u00f9 \u201c\u00a0RBE &gt; RMS\u00a0\u201d, c&#039;est-\u00e0-dire une entreprise dont la valeur relative de la marque est sup\u00e9rieure \u00e0 sa part de march\u00e9 relative. Malheureusement, ces situations sont rarement identifi\u00e9es, mais lorsqu&#039;elles le sont, elles repr\u00e9sentent un puissant moteur d&#039;investissement. Une question pertinente, qui est revenue dans plusieurs r\u00e9ponses \u00e0 l&#039;article de Mark, est la suivante\u00a0: \u2018\u00a0Si vous faites partie des investisseurs chanceux (ou talentueux) qui ont une telle opportunit\u00e9, comment tirer profit de cette valeur de marque pour accro\u00eetre votre part de march\u00e9\u00a0?\u00a0\u2019<\/p><\/div>\n\n<hr  class=\"appear-on-scroll wp-block-separator has-alpha-channel-opacity\" \/>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">L&#039;\u00e9valuation des opportunit\u00e9s de gain de parts de march\u00e9 commence par la compr\u00e9hension de l&#039;\u00e9quation du march\u00e9. En th\u00e9orie, les parts de march\u00e9 s&#039;acqui\u00e8rent gr\u00e2ce au produit de trois facteurs\u00a0: la notori\u00e9t\u00e9, la disponibilit\u00e9 et la pr\u00e9f\u00e9rence.<\/p>\n\n<ol start=\"1\"  class=\"appear-on-scroll-children wp-block-list\" >\n<li>La notori\u00e9t\u00e9 est th\u00e9oriquement simple\u00a0: les clients connaissent-ils votre marque\u00a0? En pratique, sa mod\u00e9lisation est complexe car elle exige une compr\u00e9hension approfondie des situations d&#039;achat rencontr\u00e9es par les diff\u00e9rents segments de client\u00e8le. Il est essentiel de r\u00e9pondre \u00e0 des questions telles que\u00a0: les clients effectuent-ils des recherches approfondies avant d&#039;acheter\u00a0? L&#039;achat est-il routinier et rel\u00e8ve-t-il d&#039;une habitude ou d&#039;une pr\u00e9f\u00e9rence pour le remplacement \u00e0 l&#039;identique\u00a0? En fonction des r\u00e9ponses, vous \u00e9valuerez la notori\u00e9t\u00e9, qu&#039;elle soit spontan\u00e9e ou assist\u00e9e, et vous d\u00e9finirez un seuil relatif pour la d\u00e9finir. Au final, vous devriez pouvoir obtenir un chiffre concret\u00a0: un pourcentage de votre client\u00e8le (de pr\u00e9f\u00e9rence pond\u00e9r\u00e9 par le volume d&#039;achats) connaissant vos produits.<\/li>\n\n\n\n<li>La disponibilit\u00e9 est une question simple\u00a0: votre produit est-il disponible et adapt\u00e9 aux sp\u00e9cifications requises par la population concern\u00e9e\u00a0? Quel pourcentage de votre client\u00e8le potentielle couvrez-vous par vos canaux de distribution\u00a0? Ou, en cas de vente directe, \u00e0 quel pourcentage de la client\u00e8le la distribution est-elle \u00e9conomiquement comp\u00e9titive (les produits \u00e0 faible valeur ajout\u00e9e par volume sont g\u00e9n\u00e9ralement moins rentables \u00e0 exp\u00e9dier)\u00a0?<\/li>\n\n\n\n<li>La pr\u00e9f\u00e9rence est pr\u00e9cis\u00e9ment le sujet de l&#039;article de Mark sur l&#039;utilisation du capital de marque pour d\u00e9couvrir le potentiel de croissance d&#039;un capital de marque latent et pr\u00eat \u00e0 \u00eatre exploit\u00e9. Il existe une multitude de fa\u00e7ons d&#039;estimer votre part de pr\u00e9f\u00e9rence\u00a0: des groupes de discussion qualitatifs aux \u00e9tudes conjointes quantitatives, en passant par des estimations synth\u00e9tiques bas\u00e9es sur le capital de marque. La solution optimale d\u00e9pend des donn\u00e9es dont vous disposez et du niveau de pr\u00e9cision requis et r\u00e9aliste \u00e0 attendre de votre client\u00e8le. (Les march\u00e9s plus matures permettent une plus grande pr\u00e9cision.)<\/li>\n<\/ol>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Le produit de ces trois facteurs correspond \u00e0 votre part de march\u00e9 pr\u00e9visionnelle. On est g\u00e9n\u00e9ralement confront\u00e9 \u00e0 ce probl\u00e8me lorsqu&#039;on utilise des simulateurs d&#039;analyse conjointe pour \u00e9tablir un lien entre la part de pr\u00e9f\u00e9rence et la part de march\u00e9, mais j&#039;aimerais que cette approche soit plus fr\u00e9quente.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Tout cas de croissance plus lente que pr\u00e9vu est un bon candidat pour cette analyse. Inutile d&#039;avoir des donn\u00e9es parfaites\u00a0: utilisez celles dont vous disposez, faites des estimations \u00e9clair\u00e9es si n\u00e9cessaire et laissez le mod\u00e8le vous guider. D&#039;apr\u00e8s mon exp\u00e9rience, les meilleures opportunit\u00e9s se trouvent parfois l\u00e0 o\u00f9 on les attend le moins.<\/p>","protected":false},"excerpt":{"rendered":"<p>J&#039;ai r\u00e9fl\u00e9chi au r\u00e9cent article de Mark sur la mani\u00e8re de mieux tirer profit du capital de marque, et plus particuli\u00e8rement aux situations o\u00f9 l&#039;on peut exploiter un capital de marque inexploit\u00e9. Mark pr\u00e9conise\u2026<\/p>","protected":false},"author":[82],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[101,106,85,86,80,55,105,84],"audience":[],"insight-category":[140],"class_list":["post-545","insight","type-insight","status-publish","hentry","topic-brand-equity","topic-customer-behavior","topic-market-share","topic-market-share-capture","topic-organic-growth-tactics","topic-purchasing-process","topic-untapped-value","topic-value-generation","insight-category-value-creation","author-jeff-merkle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - 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\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - Matters Graph\" \/>\n<meta property=\"og:description\" content=\"I\u2019ve been reflecting on Mark&#8217;s recent article about how to better capitalize on brand equity \u2013 and particularly about those situations where you can exploit untapped brand equity. Mark promotes &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mattersgraph.com\/fr\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/\" \/>\n<meta property=\"og:site_name\" content=\"GRAPH Strategy LLC\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-17T00:15:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mattersgraph.com\/wp-content\/uploads\/2026\/04\/MG-DEFAULT-IMAGE.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"1350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\\\/\",\"url\":\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\\\/\",\"name\":\"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - Matters Graph\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#website\"},\"datePublished\":\"2019-12-30T16:31:26+00:00\",\"dateModified\":\"2026-06-17T00:15:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mattersgraph.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Insights\",\"item\":\"https:\\\/\\\/mattersgraph.com\\\/insights\\\/all\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#website\",\"url\":\"https:\\\/\\\/mattersgraph.com\\\/\",\"name\":\"Matters Graph\",\"description\":\"Matters Graph is a specialist buy-side-focused consultancy that provides objective fact-based commercial due diligence and value gen support for private equity and private lender clients.\",\"publisher\":{\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mattersgraph.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#organization\",\"name\":\"Matters Graph\",\"url\":\"https:\\\/\\\/mattersgraph.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mattersgraph.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/MattersGraph_Stacked_Logo_CMYK_Orange-1-scaled.png\",\"contentUrl\":\"https:\\\/\\\/mattersgraph.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/MattersGraph_Stacked_Logo_CMYK_Orange-1-scaled.png\",\"width\":3840,\"height\":1650,\"caption\":\"Matters Graph\"},\"image\":{\"@id\":\"https:\\\/\\\/mattersgraph.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/matters-graph\\\/about\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - Matters Graph","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mattersgraph.com\/fr\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/","og_locale":"fr_FR","og_type":"article","og_title":"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - Matters Graph","og_description":"I\u2019ve been reflecting on Mark&#8217;s recent article about how to better capitalize on brand equity \u2013 and particularly about those situations where you can exploit untapped brand equity. Mark promotes &hellip;","og_url":"https:\/\/mattersgraph.com\/fr\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/","og_site_name":"GRAPH Strategy LLC","article_modified_time":"2026-06-17T00:15:49+00:00","og_image":[{"width":2400,"height":1350,"url":"https:\/\/mattersgraph.com\/wp-content\/uploads\/2026\/04\/MG-DEFAULT-IMAGE.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Dur\u00e9e de lecture estim\u00e9e":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/mattersgraph.com\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/","url":"https:\/\/mattersgraph.com\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/","name":"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises - Matters Graph","isPartOf":{"@id":"https:\/\/mattersgraph.com\/#website"},"datePublished":"2019-12-30T16:31:26+00:00","dateModified":"2026-06-17T00:15:49+00:00","breadcrumb":{"@id":"https:\/\/mattersgraph.com\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mattersgraph.com\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mattersgraph.com\/insights\/understanding-the-market-share-equation-in-diligence-and-in-value-gen-exercises\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mattersgraph.com\/"},{"@type":"ListItem","position":2,"name":"Insights","item":"https:\/\/mattersgraph.com\/insights\/all\/"},{"@type":"ListItem","position":3,"name":"026: Understanding the Market Share Equation in Diligence and in Value Gen. Exercises"}]},{"@type":"WebSite","@id":"https:\/\/mattersgraph.com\/#website","url":"https:\/\/mattersgraph.com\/","name":"Graphique des mati\u00e8res","description":"Matters Graph est un cabinet de conseil sp\u00e9cialis\u00e9, ax\u00e9 sur les acheteurs, qui fournit des services de v\u00e9rification pr\u00e9alable commerciale objective et factuelle ainsi qu&#039;un soutien \u00e0 la cr\u00e9ation de valeur pour les clients de capital-investissement et de pr\u00eateurs priv\u00e9s.","publisher":{"@id":"https:\/\/mattersgraph.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mattersgraph.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/mattersgraph.com\/#organization","name":"Graphique des mati\u00e8res","url":"https:\/\/mattersgraph.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/mattersgraph.com\/#\/schema\/logo\/image\/","url":"https:\/\/mattersgraph.com\/wp-content\/uploads\/2026\/07\/MattersGraph_Stacked_Logo_CMYK_Orange-1-scaled.png","contentUrl":"https:\/\/mattersgraph.com\/wp-content\/uploads\/2026\/07\/MattersGraph_Stacked_Logo_CMYK_Orange-1-scaled.png","width":3840,"height":1650,"caption":"Matters Graph"},"image":{"@id":"https:\/\/mattersgraph.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/matters-graph\/about\/"]}]}},"_links":{"self":[{"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/insight\/545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/types\/insight"}],"version-history":[{"count":5,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/insight\/545\/revisions"}],"predecessor-version":[{"id":2156,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/insight\/545\/revisions\/2156"}],"wp:attachment":[{"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/media?parent=545"}],"wp:term":[{"taxonomy":"sector","embeddable":true,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/sector?post=545"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/topic?post=545"},{"taxonomy":"audience","embeddable":true,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/audience?post=545"},{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/insight-category?post=545"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/mattersgraph.com\/fr\/wp-json\/wp\/v2\/author?post=545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}