{"id":53335,"date":"2020-05-26T17:49:20","date_gmt":"2020-05-26T15:49:20","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=53335"},"modified":"2023-05-26T07:59:01","modified_gmt":"2023-05-26T05:59:01","slug":"part-de-marche","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/fr\/glossaire\/part-de-marche\/","title":{"rendered":"D\u00e9finition de la part de march\u00e9"},"content":{"rendered":"<p><em>Pour arriver \u00e0 une d\u00e9finition de la part de march\u00e9 en marketing et en <a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/plan-marketing-b2b\/\">marketing B2B<\/a> en particulier, il faut se souvenir que l\u2019offre r\u00e9sulte de l\u2019intervention de deux acteurs principaux : les producteurs qui produisent le bien ou le service offert et \u00a0les distributeurs\u00a0qui vont assurer la commercialisation du produit. \u00a0<\/em><\/p>\n<h1>Les concepts cl\u00e9s d\u2019analyse de l\u2019offre\u202f: la part de march\u00e9 (PDM) et\u00a0la disponibilit\u00e9 \/ distribution<\/h1>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-55375 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20200820-133851-scaled-e1606481483453.jpg\" alt=\"Les concepts cl\u00e9s d\u2019analyse de l\u2019offre\u202f: la part de march\u00e9 (PDM) et\u00a0la disponibilit\u00e9 \/ distribution\" width=\"750\" height=\"498\" \/><\/p>\n<p><b><span data-contrast=\"auto\">La part de march\u00e9<\/span><\/b><span data-contrast=\"auto\"> (PDM) peut \u00eatre d\u00e9finie comme un pourcentage exprim<\/span><span data-contrast=\"auto\">ant<\/span><span data-contrast=\"auto\">\u00a0la place qu\u2019occupe un producteur ou une marque donn\u00e9e sur\u00a0<\/span><span data-contrast=\"auto\">son<\/span><span data-contrast=\"auto\">\u00a0march\u00e9.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>Part de march\u00e9 =\u00a0March\u00e9 actuel du producteur ou de la marque \/ March\u00e9 actuel du produit toutes marques<\/p><\/blockquote>\n<p><!--more--><\/p>\n<h2>Deux modes de calcul de la PDM<\/h2>\n<p><span data-contrast=\"auto\">Il existe deux mani\u00e8res de la calculer :<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">La part de march\u00e9 en volume<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">: c\u2019est le\u00a0<\/span><span data-contrast=\"auto\">rapport entre le volume des ventes du producteur ou de la marque sur le volume des ventes tous producteurs ou marques confondus ;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">La part de march\u00e9 en valeur<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">: c\u2019est le\u00a0<\/span><span data-contrast=\"auto\">rapport entre la valeur des ventes ou chiffre d\u2019affaires du producteur ou de la marque sur la valeur des ventes ou chiffre d\u2019affaires tous producteurs ou marques confondus ;<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">La disponibilit\u00e9\u00a0<\/span><\/b><b><span data-contrast=\"auto\">(<\/span><\/b><b><span data-contrast=\"auto\">ou distribution<\/span><\/b><b><span data-contrast=\"auto\">)<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">es<\/span><span data-contrast=\"auto\">t\u00a0<\/span><span data-contrast=\"auto\">un<\/span><span data-contrast=\"auto\">\u00a0indicateur permettant d\u2019\u00e9valuer la mani\u00e8re dont un produit ou une marque est pr\u00e9sent dans les points de vente.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">On distingue :<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">La disponibilit\u00e9 num\u00e9rique<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">: c\u2019est\u00a0<\/span><span data-contrast=\"auto\">le rapport entre le nombre de points de vente d\u2019un type donn\u00e9 commercialisant une marque sur le nombre total de points de vente du m\u00eame type ;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">La disponibilit\u00e9 valeur<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">:<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">c\u2019est\u00a0<\/span><span data-contrast=\"auto\">le rapport entre le chiffre d\u2019affaires r\u00e9alis\u00e9 dans la cat\u00e9gorie produit par les points de vente d\u2019un type donn\u00e9 commercialisant une marque sur le chiffre d\u2019affaires r\u00e9alis\u00e9 dans la cat\u00e9gorie produit par tous les points de vente du m\u00eame type.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:360,&quot;335559740&quot;:259,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">On dit d\u2019une marque qu\u2019elle a une demande efficace quand DV &gt; DN, une demande co\u00fbteuse lorsque DV &lt; DN et une demande id\u00e9ale quand DV = DN.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<h3><span class=\"TextRun MacChromeBold SCXW182150356 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW182150356 BCX0\">Les limites des approches th\u00e9oriques<\/span><\/span><span class=\"EOP SCXW182150356 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\"> de la part de march\u00e9 (PDM)<\/span><\/h3>\n<p><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">La limite de la distribution num\u00e9rique\u00a0<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">(DN)\u00a0<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">est qu\u2019elle ne prend pas en compte\u00a0<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">la taille et le chiffre d\u2019affaires des magasins dans\u00a0<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">lesquel<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">s<\/span><\/span><span class=\"TextRun SCXW96290503 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW96290503 BCX0\">\u00a0le produit est distribu\u00e9.<\/span><\/span><span class=\"EOP SCXW96290503 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"EOP SCXW182150356 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\"><span class=\"TextRun MacChromeBold SCXW254301674 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW254301674 BCX0\">Les tendances et innovations<\/span><\/span><span class=\"EOP SCXW254301674 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\"> en PDM<\/span><\/span><\/h3>\n<p><span data-contrast=\"auto\">La part de march\u00e9 en volume peut s\u2019exprimer en fonction de 3 indicateurs diff\u00e9rents<\/span><span data-contrast=\"auto\">\u00a0selon la formule\u00a0<\/span><span data-contrast=\"auto\">suivante\u00a0<\/span><span data-contrast=\"auto\">:<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>Part de march\u00e9 en volume =\u00a0coefficient\u00a0d\u2019occupation x taux d\u2019exclusivit\u00e9 x taux d\u2019intensit\u00e9<\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Avec :<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Le coefficient d\u2019occupation<\/span><\/b><span data-contrast=\"auto\">\u00a0: il s\u2019agit ici du rapport entre le nombre d<\/span><span data-contrast=\"auto\">e consommateurs\u00a0<\/span><span data-contrast=\"auto\">d\u2019une marque donn\u00e9e et le\u00a0<\/span><span data-contrast=\"auto\">nomb<\/span><span data-contrast=\"auto\">re<\/span><span data-contrast=\"auto\">\u00a0d<\/span><span data-contrast=\"auto\">e consommateurs\u00a0<\/span><span data-contrast=\"auto\">du produit de r\u00e9f\u00e9rence<\/span><span data-contrast=\"auto\">. Par exemple : nombre\u00a0<\/span><span data-contrast=\"auto\">d\u2019acheteurs\u00a0<\/span><span data-contrast=\"auto\">de voiture<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">d\u2019une marque\u00a0<\/span><span data-contrast=\"auto\">donn\u00e9<\/span><span data-contrast=\"auto\">e<\/span><span data-contrast=\"auto\">\u00a0par rapport au nombre\u00a0<\/span><span data-contrast=\"auto\">total\u00a0<\/span><span data-contrast=\"auto\">d\u2019acheteurs de\u00a0<\/span><span data-contrast=\"auto\">voiture<\/span><span data-contrast=\"auto\">s.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Le taux d\u2019exclusivit\u00e9<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">:\u00a0<\/span><span data-contrast=\"auto\">il s\u2019agit du rapport entre la c<\/span><span data-contrast=\"auto\">onso<\/span><span data-contrast=\"auto\">mmation<\/span><span data-contrast=\"auto\">\u00a0moyenne\u00a0<\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">es acheteurs d<\/span><span data-contrast=\"auto\">\u2019une<\/span><span data-contrast=\"auto\">\u00a0marque\u00a0<\/span><span data-contrast=\"auto\">donn\u00e9e\u00a0<\/span><span data-contrast=\"auto\">et<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">la c<\/span><span data-contrast=\"auto\">onso<\/span><span data-contrast=\"auto\">mmation<\/span><span data-contrast=\"auto\">\u00a0moyenne toutes marques confondues\u00a0<\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">es acheteurs de\u00a0<\/span><span data-contrast=\"auto\">cette marque<\/span><span data-contrast=\"auto\">. Exemple :\u00a0<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">ombre<\/span><span data-contrast=\"auto\">\u00a0moyen de\u00a0<\/span><span data-contrast=\"auto\">pots\u00a0<\/span><span data-contrast=\"auto\">de\u00a0<\/span><span data-contrast=\"auto\">Nutella<\/span><span data-contrast=\"auto\">\u00a0consomm\u00e9s pas les acheteurs de\u00a0<\/span><span data-contrast=\"auto\">la marque Nutella<\/span><span data-contrast=\"auto\">\u00a0par rapport au nombre moyen de\u00a0<\/span><span data-contrast=\"auto\">pots de\u00a0<\/span><span data-contrast=\"auto\">p\u00e2te<\/span><span data-contrast=\"auto\">\u00a0\u00e0 tartiner\u00a0<\/span><span data-contrast=\"auto\">achet\u00e9s par les consommateurs de\u00a0<\/span><span data-contrast=\"auto\">Nutella<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Le taux d\u2019intensit\u00e9<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">:\u00a0<\/span><span data-contrast=\"auto\">il s\u2019agit du rapport entre la c<\/span><span data-contrast=\"auto\">onso<\/span><span data-contrast=\"auto\">mmation<\/span><span data-contrast=\"auto\">\u00a0moyenne toutes marques des acheteurs d<\/span><span data-contrast=\"auto\">\u2019une<\/span><span data-contrast=\"auto\">\u00a0marque\u00a0<\/span><span data-contrast=\"auto\">donn\u00e9e et la c<\/span><span data-contrast=\"auto\">onso<\/span><span data-contrast=\"auto\">mmation<\/span><span data-contrast=\"auto\">\u00a0moyenne des acheteurs du produit de r\u00e9f\u00e9rence<\/span><span data-contrast=\"auto\">. Exemple :\u00a0<\/span><span data-contrast=\"auto\">consommation moyenne de\u00a0<\/span><span data-contrast=\"auto\">savon\u00a0<\/span><span data-contrast=\"auto\">des acheteurs de<\/span><span data-contrast=\"auto\">\u00a0la marque Y<\/span><span data-contrast=\"auto\">\u00a0par rapport \u00e0 la consommation moyenne des acheteurs de\u00a0<\/span><span data-contrast=\"auto\">savon<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<h3>Outils et m\u00e9thodes<\/h3>\n<p><span data-contrast=\"auto\">Outre le calcul de la part de march\u00e9 standard, o<\/span><span data-contrast=\"auto\">n calcule souvent\u00a0<\/span><span data-contrast=\"auto\">aussi\u00a0<\/span><span data-contrast=\"auto\">la<\/span><b><span data-contrast=\"auto\">\u00a0part de march\u00e9 relative<\/span><\/b><span data-contrast=\"auto\">\u00a0qui est le rapport entre les ventes du producteur ou de la marque sur les ventes du produit principal concurrent.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">On peut approfondir l\u2019analyse en d\u00e9composant la\u00a0<\/span><b><span data-contrast=\"auto\">PDM en volume<\/span><\/b><span data-contrast=\"auto\">\u00a0selon la formule suivante :<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><b><span data-contrast=\"auto\">Part de march\u00e9 en volume = taux d\u2019occupation x taux d\u2019exclusivit\u00e9 x taux d\u2019intensit\u00e9<\/span><\/b><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559731&quot;:567,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">O\u00f9 :<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Le taux d\u2019occupation est le rapport entre le nombre d\u2019acheteurs de la marque sur le nombre d\u2019acheteurs du produit toutes marques confondues.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559737&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Le taux d\u2019exclusivit\u00e9 est le rapport entre la consommation moyenne de la marque par ses acheteurs sur la consommation moyenne de toutes les marques par les acheteurs de la marque<\/span><\/li>\n<li><span data-contrast=\"auto\">Le taux d\u2019intensit\u00e9 est le rapport entre la consommation moyenne toutes marques confondues par les acheteurs de la marque sur la consommation moyenne toutes marques confondues par les acheteurs du produit.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559737&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<h3>Les liens sur la part de march\u00e9<\/h3>\n<ul>\n<li><a href=\"https:\/\/le-marche-eclectique.com\/les-ventes-et-la-part-de-marche\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Les ventes et la part de march\u00e9<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/fr.wikihow.com\/calculer-la-part-de-march%C3%A9\"><span data-contrast=\"none\">Comment calculer la part de march\u00e9<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"http:\/\/www.reportingbusiness.fr\/marketing-mix\/dn-dv-et-vmh.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">DN, DV et VMH : les KPIs du marketing grande consommation expliqu\u00e9s<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/fr.wikipedia.org\/wiki\/Disponibilit%C3%A9_en_valeur\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Disponibilit\u00e9 en valeur<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.e-marketing.fr\/Definitions-Glossaire\/distribution-numerique-308576.htm\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">DN (distribution num\u00e9rique)<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"http:\/\/ressources.aunege.fr\/nuxeo\/site\/esupversions\/83e876d5-3c45-45cb-a888-2af03045ca8e\/co\/conclusion1.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Quelques notions de\u00a0<\/span><span data-contrast=\"none\">merchanding<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La part de march\u00e9 (PDM) peut \u00eatre d\u00e9finie comme un pourcentage exprimant la place qu\u2019occupe un producteur ou une marque donn\u00e9e sur son march\u00e9<\/p>\n","protected":false},"author":101,"featured_media":55375,"parent":0,"template":"","glossary-cat":[],"class_list":["post-53335","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Part de march\u00e9 - D\u00e9finition par Marketing and Innovation<\/title>\n<meta name=\"description\" content=\"La part de march\u00e9 (PDM) peut \u00eatre d\u00e9finie comme un pourcentage exprimant la place qu\u2019occupe un producteur ou une marque donn\u00e9e sur son march\u00e9\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/part-de-marche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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