PREMIÈRE ÉTAPE : PRÉPARATION DE LA VISITE

FORCES DE L’ENTREPRISE

FAIBLESSES DE L’ENTREPRISE

MON ENTREPRISE

SON SECTEUR

SES PRODUITS

Entreprise :

- présente dans le monde entier

- leader mondial sur son marché

- forte capacité de production, - bonne maîtrise de ses coûts de production

- politique de communication développée : participation à de nombreux salons professionnels et publications dans la presse spécialisée pour chaque nouvelle technologie développée.

Produits :

- large gamme de produits, - produits de qualité, testés (pas sur les animaux),

- produits innovants,

- protection de la technologie (dépôt de brevets) et protection de la marque,

- conformes à la législation CE, - fidélisation par un approvisionnement exclusif TC pour les recharges (incompatibilité avec toute autre recharge : système fermé) ;

- adaptation du produit à la demande du client (pour les OEM – Original Equipment Manufacturers).

Personnel :

- personnel compétent : recrutement très ciblé (connaissance du marché de l’hygiène) et nombreuses formations

Entreprise :

• TC et sa marque sont peu connus des clients des OEM

Produits :

• Contrefaçon chinoise
• Concurrent français
• Concurrence des technologies des pays de l’Est

Personnel :

• Politique de recrutement trop lente
• Force de vente insuffisante

OPPORTUNITES DU MARCHE

MENACES

- Seulement 10 % des sanitaires en Europe bénéficient de systèmes automatisés.

- Sensibilisation croissante des consommateurs aux problèmes d'hygiène

-Concurrence importante

- Crise financière et situation économique difficile

MON CLIENT

– Pieter VAN DER VAAT, responsable du département Marketing de la Sté ARMO MULTICLEANING, BERGUM (Pays-Bas)

– Le marché du client : les restaurants, les hôtels, les collectivités.

– Opportunités et menaces sur son marché :  

• opportunités : consommation en hausse,

• menaces : concurrence importante. Impact de la crise financière et ralentissement de l’augmentation du pouvoir d’achat.

– Position du client sur son marché : Bonne

MES OBJECTIFS

– Obtenir une commande d'essai  

– Signer un contrat de distribution

– Fidéliser

– REMISE DE 20 % MAXIMUM

LES OAV (Outils d’Aide à la Vente)

– Cartes de visite

– Fiches produits, catalogue.

– Tarif (avec les marges de manœuvre).

• Données du cas : remises possibles de 20 % du prix EXW

– Autres conditions de vente :

• Délai et conditions de paiement : paiement par virement SWIFT, en euros.

• Délai et conditions de livraison : 3 à 5 j à partir de la date de la commande.

THE COMPANY

• Technical Concepts LLC.
• Founded in 1987.
• Produce and sells diffusers environment.
• Headquarters near Chicago for the US
• TCI created in London in 1991 for Europe, Africa and the Middle East.

THE CUSTOMER’S PROFILE

• Pieter Van Deer Vaat - Armo Multicleaning company specializing in industrial cleaning (cinemas, theaters, hotels and restaurants).
• He wants to offer its customers innovative and effective products.
• Advises customers to choose the best equipment and products adapted to cleaning.
• Price is important.
• Need reliable products.

THE CONTEXT OF THE NEGOCIATION

• Meeting at 9 at the Interclean Trade mall in Amsterdam ; Holland, planned by phone
• Highly competitive industry ; importance of innovation and quality
• UK is the 2nd supplier of this country after France

SECTOR DATA

GENERAL AND INTERCULTURAL DATA

In the international market for services outside the home, we noticed joins growing demand for better hygiene. Many users are concerned about the risks of microbial contamination and other generator bacteria diseases.

At the same time, companies are under constant pressure to keep costs lower maintenance, giving the proper degree of cleanliness and freshness.

Cleaning and image standard :

- cleaning services is an essential barometer of hygiene.

- Under normal use, services inevitably generate odors.

- These odors can be assimilated to a dirty services (importance of the olfactory aspect)

Public concerns in matters of hygiene and health :

- Users are more and more aware of the health risks linked to the lack of cleanliness of the facilities.

- The officials responsible for the maintenance, playing dirty facilities.

- The bacteria thrive due to lack of maintenance services, which leads to user dissatisfaction.

- Constant maintenance is extremely costly services.

In Netherlands as in any country, the distribution is made by:

- OEMs (Original Equipment Manufacturers)

- Distributors recognized: they buy products Neutrale range of TC reselling directly to cleaning companies or services such as restaurants, hotels and communities.

- Major customers: large hotel and restaurant chains as well as airports, parks exposure.

Potential customers are chosen according to their market power.

- The Netherlands, country of 16.4 million people, representing a market with high purchasing power but has suffered full financial crisis.

- Exports depend on European activity (refined oil , natural gas, ocean freight).

- The banking sector accounts represents 15 % of GDP.

- Slow deterioration of the competitiveness of companies.

- Tight labor market

This country has a mercantile tradition open to the world.

The Dutch trade is very important : 60% of GDP is related to imports and exports.

The household confidence has fallen sharply.

France and the United Kingdom are the leading suppliers in Netherlands.

It is a highly competitive market constantly fretting about innovation and quality.

- a rise in sales in the market of perfumery and cosmetics ;

- The increase in health care costs (the state provides an acceleration of this rise for 2010) ;

- Consumers agree to a growing importance to the world of well -being and health of their environment.

The Netherlands develop a notable cultural identity.

YOUR PROSPECT

His name : Mr Van der Vaat

His function : Marketing Manager

His company : Armo Multicleaning 

His goals : offering innovative and effective products to its customers to respond to a demand for high-end products in the field of hygiene and cleanliness

His personality traits : prudent, wants to avoid difficult situations and expects its partners a high degree of professionalism

Needs yet unknown to the seller : It is open to all suggestions that will enable your company to develop its activity in the market, and wants to test the product and maintenance systems

Needs already identified :

- after-sales service

- presentation of products to customers AMC

- deadlines’ respect