{"id":1067,"date":"2020-02-19T12:54:52","date_gmt":"2020-02-19T17:54:52","guid":{"rendered":"https:\/\/pappost.com\/?p=1067"},"modified":"2020-02-19T12:54:57","modified_gmt":"2020-02-19T17:54:57","slug":"comment-fixer-le-prix-de-vente-de-votre-produit-ou-service","status":"publish","type":"post","link":"https:\/\/pappost.com\/index.php\/2020\/02\/19\/comment-fixer-le-prix-de-vente-de-votre-produit-ou-service\/","title":{"rendered":"Comment fixer\u00a0le prix de vente de votre produit ou service\u00a0?"},"content":{"rendered":"\n

Par Fr\u00e9d\u00e9ric Ch\u00e9restal
Sp\u00e9cialiste en Marketing\/ Tourisme
pierrefredericcherestal@gmail.com<\/span><\/p>\n\n\n\n

Dans le contexte socio-\u00e9conomique actuel, avec un taux d\u2019inflation qui d\u00e9passe les 20% et un taux de change de plus de 90 gourdes pour 1 dollar US, la fixation du prix de vente d\u2019un produit ou service reste un facteur d\u00e9cisif pour la r\u00e9ussite de toute entreprise en Ha\u00efti. Dans ce court article, nous vous proposons trois (3) \u00e9l\u00e9ments cl\u00e9s \u00e0 prendre en compte lors de la d\u00e9finition des prix de vos produits\/ services.<\/p>\n\n\n\n

1. Le co\u00fbt de revient<\/strong><\/p>\n\n\n\n

La r\u00e9alisation de profit reste l\u2019id\u00e9e principale \u00e0 la base de la cr\u00e9ation de votre entreprise. C\u2019est\u00a0le point focal m\u00eame de toute activit\u00e9 \u00e9conomique. Ceci \u00e9tant dit, retenons aussi que pour la production d\u2019un service ou d\u2019un produit, votre activit\u00e9 \u00e9conomique entra\u00eene des co\u00fbts. Dans le cas d\u2019une entreprise de production, la d\u00e9termination de votre prix de vente passe par la prise en compte du co\u00fbt de revient. Ce dernier n\u2019est autre que\u00a0l\u2019ensemble des charges (directes et indirectes) support\u00e9es par votre entreprise, afin de produire un bien ou offrir un service. Ils peuvent \u00eatre multiples (achats de mati\u00e8res premi\u00e8res, masse salariale, frais de transport, transport, taxes et imp\u00f4ts, etc.). La prise en compte du co\u00fbt de revient permet de fixer un prix de vente minimal, de ne pas vendre \u00e0 perte. Le prix de vente devient alors\u00a0: Prix de vente= co\u00fbt de revient+ Marge+ Taxes. En plus du co\u00fbt de revient, lors de la fixation de vos prix, vous devez aussi consid\u00e9rer les prix des produits concurrents.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

2. Le prix des produits concurrents sur le march\u00e9<\/strong><\/p>\n\n\n\n

La fixation des prix d\u2019un produit se planifie aussi en fonction du prix des produits concurrents, d\u00e9j\u00e0 en vente sur le march\u00e9. En effet, vous devez aussi analyser les prix de vos concurrents. Pour ces derniers (offrant les avantages similaires, ciblant les m\u00eames clients, r\u00e9pondant \u00e0 des besoins semblables, etc.), les prix tendent \u00e0 varier sensiblement. Pour ce faire, une analyse du march\u00e9 s\u2019impose pour lister les prix des diff\u00e9rents produits comp\u00e9titeurs qui sont d\u00e9j\u00e0 en vente et analyser les avantages distinctifs qui vous diff\u00e9rencient d\u2019eux. La prise en compte de ces \u00e9l\u00e9ments, une fois comprise, vous permettra de choisir quel prix adopter, en fonction d\u2019un ensemble de crit\u00e8res (public cible, strat\u00e9gie marketing, chaine de distribution, etc.). Et si vous souhaitez proposer un prix plus \u00e9lev\u00e9 que vos concurrents, il vous faudra proposer une valeur ajout\u00e9e \u00e0 votre produit\/ service. En plus de ces aspects objectifs du march\u00e9 \u00e0 consid\u00e9rer, des \u00e9l\u00e9ments plus subjectifs et psychosociologiques sont aussi \u00e0 retenir. En effet, pour chaque produit offert, le client est dispos\u00e9 \u00e0 offrir un prix bien sp\u00e9cifique.<\/p>\n\n\n\n

3. Le prix psychologique<\/strong><\/p>\n\n\n\n

Aussi invraisemblable que cela puisse para\u00eetre, chaque produit a un prix dans l\u2019esprit du client. C\u2019est le prix psychologique ou prix d\u2019acceptabilit\u00e9. Que ce soit au march\u00e9 public, dans un supermarch\u00e9, ou un magasin de luxe, le client admet un prix \u00ab id\u00e9al\u00a0\u00bb qu\u2019il est pr\u00eat \u00e0 d\u00e9penser pour l\u2019achat d\u2019un produit ou service. La d\u00e9termination de ce prix psychologique peut \u00eatre obtenu par la conduction d\u2019une s\u00e9rie d\u2019enqu\u00eates et d\u2019entretiens aupr\u00e8s de la client\u00e8le cibl\u00e9e. La r\u00e9alisation de ces recherches vous permettra de voir les possibles r\u00e9actions de la client\u00e8le concernant le prix votre futur du produit\/ service \u00e0 proposer sur le march\u00e9. Elle vous permettra aussi de d\u00e9finir ce \u00ab\u00a0prix moyen\u00a0\u00bb pour lequel un fort pourcentage de votre client\u00e8le est pr\u00eat \u00e0 se procurer votre produit. La d\u00e9termination de ce prix psychologique devra \u00eatre r\u00e9alis\u00e9 sur un \u00e9chantillon repr\u00e9sentatif (pr\u00e9sentant les caract\u00e9ristiques principales de la client\u00e8le concern\u00e9e), id\u00e9alement dans des lieux publics (places publiques, march\u00e9s publics, points de vente, etc.). Une fois ces donn\u00e9es collect\u00e9es, vous aurez un atout, de plus, pour la fixation des prix.<\/p>\n\n\n\n

La fixation des prix est un \u00e9l\u00e9ment essentiel pour toute entreprise visant \u00e0 assurer\u00a0la rentabilit\u00e9 de ses activit\u00e9s \u00e9conomiques. Dans le contexte socio-\u00e9conomique ha\u00eftien actuel, qui est assez difficile, les prix varient grandement aupr\u00e8s du consommateur final, pour de multiples raisons. En effet, tout le long de la chaine de distribution, d\u2019autres co\u00fbts sont ajout\u00e9s et influencent le prix final du produit\/ service (transport, \u00e9lectricit\u00e9, entreposage, etc.). Bref, la d\u00e9termination des prix est un facteur capital pour l\u2019avancement de toute entreprise.<\/p>\n","protected":false},"excerpt":{"rendered":"

Par Fr\u00e9d\u00e9ric Ch\u00e9restal Sp\u00e9cialiste en Marketing\/ Tourisme pierrefredericcherestal@gmail.com Dans le contexte socio-\u00e9conomique actuel, avec un…<\/p>\n","protected":false},"author":1,"featured_media":1068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[2,38],"tags":[36,79,56],"class_list":["post-1067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie","category-marketing","tag-economie","tag-entreprise","tag-prix"],"yoast_head":"\nComment fixer\u00a0le prix de vente 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