Analyse du Marché et Démarche Commerciale
Analyse du Marché et Démarche Commerciale
Données Marché
PDM Cible (de l'entreprise)
Core Business
Forcast 3 yrs (Per product)
Budget Commercial
Wilaya Population en 2020 Homme Femme
Alger 3,770,250 1,892,352 1,877,898
Setif 1,879,960 954,420 925,540
Oran 1,834,662 918,823 915,840
Tizi – Ouzou 1,422,742 712,848 709,894
Batna 1,412,882 713,285 699,597
Djelfa 1,378,048 709,357 668,691
Blida 1,265,442 642,983 622,459
Chlef 1,264,370 633,984 630,386
M'sila 1,249,864 636,778 613,086
Tlemcen 1,197,558 608,616 588,942
Constantine 1,184,108 593,346 590,761
Bejaia 1,151,431 587,479 563,952
Skikda 1,133,897 570,799 563,098
Tiaret 1,068,467 539,213 529,254
Médea 1,034,538 526,849 507,688
Boumerdes 1,012,017 519,394 492,623
Mascara 989,293 503,139 486,154
Mila 967,608 487,776 479,832
Ain-Defla 966,505 490,533 475,972
Mostaganem 930,048 466,865 463,183
Relizane 916,247 462,175 454,072
Biskra 910,162 460,584 449,578
Bouira 877,641 445,639 432,002
Tebessa 818,492 411,434 407,057
El-Oued 817,035 415,873 401,161
Jijel 803,660 404,790 398,870
Bordj Bou Arreridj 792,969 404,747 388,222
Oum El Bouaghi 784,309 396,291 388,018
Annaba 769,027 384,867 384,159
Sidi-Bel-Abbes 763,027 384,993 378,034
Tipaza 745,699 377,114 368,585
Ouargla 704,753 357,562 347,191
Guelma 608,701 305,883 302,818
Laghouat 574,849 293,375 281,474
Souk-Ahras 552,801 276,208 276,593
El-Tarf 515,309 257,310 258,000
Adrar 504,334 257,187 247,146
Khenchela 487,893 246,672 241,221
Temouchent 468,406 236,705 231,700
Ghardaia 458,766 233,685 225,081
Saïda 417,183 210,353 206,830
Tissemsilt 371,551 188,546 183,005
Bechar 340,747 170,884 169,862
El-Bayadh 288,463 145,666 142,797
Naâma 243,378 124,027 119,350
Tamanrasset 222,868 114,591 108,277
Illizi 66,029 35,636 30,393
Tindouf 62,013 31,538 30,475
TOTAL 43,000,000 21,743,176 21,256,824
Taux croissance Contribution Pareto
1.6 8.8% 8.8% Alger
1.3 4.4% 13.1% Setif
Tindouf
1.9 4.3% 17.4% Illizi
Oran
0.2 3.3% 20.7% Tamanrasset
Tizi – Ouzou
1.6 3.3% 24.0% Naâma
Batna
3.3 3.2% 27.2% El-Bayadh
Djelfa
territoire
Souk-Ahras
0.2 2.4% 51.7% Médea
Laghouat
2.2 2.4% 54.1% Boumerdes
Guelma
1.5 2.3% 56.4% Mascara
Ouargla
1.3 2.3% 58.6% Mila
Tipaza
1.5 2.2% 60.9% Ain-Defla
Sidi-Bel-Abbes
1.6 2.2% 63.1% Mostaganem
Annaba
1.3 2.1% 65.2% Relizane
Oum El Bouaghi
2.3 2.1% 67.3% Biskra
Bordj Bou Arreridj
1 2.0% 69.3% Bouira
Jijel
1.7 1.9% 71.2% Tebessa
El-Oued
2.6 1.9% 73.1% El-Oued
Tebessa
1.1 1.9% 75.0% Jijel
Bouira
1.3 1.8% 76.9% Bordj
BiskraBou Arre
1.9 1.8% 78.7% Oum El Bouag
Relizane
0.9 1.8% 80.5% Annaba
Mostaganem
1.4 1.8% 82.2% Sidi-Bel-Abbe
Ain-Defla
1.6 1.7% 84.0% Tipaza
Mila
2.3 1.6% 85.6% Ouargla
Mascara
1.2 1.4% 87.0% Guelma
Boumerdes
3.8 1.3% 88.4% Laghouat
Médea
1.8 1.3% 89.7% Souk-Ahras
Tiaret
1.5 1.2% 90.9% El-Tarf
Skikda
2.6 1.2% 92.0% Adrar
Bejaia
Constantine
Tlemcen
M'sila
Tiaret
Skikda
Bejaia
1.7 1.1% 93.2% Khenchela
Constantine
1.3 1.1% 94.3% Tlemcen
Temouchent
2 1.1% 95.3% M'sila
Ghardaia
1.7 1.0% 96.3% Chlef
Saïda
1.1 0.9% 97.2% Blida
Tissemsilt
1.9 0.8% 97.9% Djelfa
Bechar
3.1 0.7% 98.6% Batna
El-Bayadh
Tizi – Ouzou
4.3 0.6% 99.2% Naâma
Oran
2.6 0.5% 99.7% Tamanrasset
Setif
4.5 0.2% 99.9% Illizi
Alger
6.3 0.1% 100.0% Tindouf
- 1000 000
1.91 100.0%
3,770,250
uf 1,879,960
zi 1,834,662
et 1,422,742
ma 1,412,882
dh 1,378,048
ar 1,265,442
lt 1,264,370
da
1,249,864
ia
1,197,558
nt
1,184,108
la
1,151,431
ar
1,133,897
rf
1,068,467
as
1,034,538
at
1,012,017
ma
989,293
la
967,608
za
966,505
es
930,048
ba
916,247
hi
910,162
dj
877,641
el
818,492
ed
sa
817,035
ra
803,660
ra 792,969
ne 784,309
m 769,027
fla 763,027
la 745,699
ra 704,753
es 608,701
ea 574,849
et 552,801
da 515,309
ia 504,334
ne
en
la
et
da
ia
ne 487,893
en 468,406
la 458,766
ef 417,183
da 371,551
fa 340,747
na 288,463
ou
243,378
an
222,868
if
66,029
er
62,013
- 1000 000 2000 000 3000 000 4000 000
Masculin Féminin Masculin Féminin
0 – 4 ans 2,038,595 1,927,613 8.7% 9.8%
5 – 9 ans 1,718,934 1,645,581 7.4% 8.4%
10–14ans 1,936,278 1,859,693 8.3% 9.5%
15–19ans 2,151,834 2,082,582 9.2% 10.6%
20–24ans 2,208,204 2,175,703 9.4% 11.1%
25 – 29 ans 2,015,661 1,970,883 8.6% 10.0%
30–34ans 1,606,423 1,586,416 6.9% 8.1%
35–39ans 1,359,666 1,369,311 5.8% 7.0%
40–44ans 1,173,796 1,177,245 5.0% 6.0%
45–49ans 951,684 946,359 4.1% 4.8%
50–54ans 794,841 773,851 3.4% 3.9%
55–59ans 637,382 600,360 2.7% 3.1%
60–64ans 413,164 415,603 1.8% 2.1%
65–69ans 3,668,869 368,493 15.7% 1.9%
70–74ans 289,665 298,497 1.2% 1.5%
75–79ans 211,394 212,426 0.9% 1.1%
80–84ans 108,881 109,096 0.5% 0.6%
85ans & plus 72,385 81,893 0.3% 0.4%
Non déclaré 17,842 22,897 0.1% 0.1%
23,375,497 19,624,503 100.0% 100.0%
43,000,000
Masculin
65–69ans 15.7% 20–24ans
20–24ans 9.4% 15–19ans
15–19ans 9.2% 25 – 29 ans
0 – 4 ans 8.7% 0 – 4 ans
25 – 29 ans 8.6% 10–14ans
10–14ans 8.3% 5 – 9 ans
5 – 9 ans 7.4% 30–34ans
30–34ans 6.9% 35–39ans
35–39ans 5.8% 40–44ans
40–44ans 5.0% 45–49ans
45–49ans 4.1% 50–54ans
50–54ans 3.4% 55–59ans
55–59ans 2.7% 60–64ans
60–64ans 1.8% 65–69ans
70–74ans 1.2% 70–74ans
75–79ans 0.9% 75–79ans
80–84ans 0.5% 80–84ans
85ans & plus 0.3% 85ans & plus
Non déclaré 0.1% Non déclaré
100.0%
H sur F
9.8% -1.1%
8.4% -1.0%
9.5% -1.2%
10.6% -1.4%
11.1% -1.6%
10.0% -1.4%
8.1% -1.2%
7.0% -1.2%
6.0% 9.7%
M F Total
0/4 ans 2,038,595 1,927,613 3,966,207 20%
5/9 ans 1,718,934 1,645,581 3,364,515 58%
10/14 ans 1,936,278 1,859,693 3,795,971 78%
15/19 ans 2,151,834 2,082,582 4,234,416 82%
20/24 ans 2,208,204 2,175,703 4,383,907 70%
25/29 ans 2,015,661 1,970,883 3,986,544 60%
30/34 ans 1,606,423 1,586,416 3,192,839 44%
35/39 ans 1,359,666 1,369,311 2,728,977 23%
40/44 ans 1,173,796 1,177,245 2,351,041 17%
45/49 ans 951,684 946,359 1,898,043 10%
43%
43%
41%
28%
19%
18%
17%
14%
10%
8%
4%
3%
0%
43%
35%
28%
24%
21%
19%
13%
8%
6%
3%
3%
2%
0%
0%
0%
Cookies Wafer
3% 10%
21% 21%
35% 21%
43% 2%
49% 1%
49%
43%
35%
de 0 - 10
de 10 - 20
de 20 - 30
21%
21%
21%
de 30 - 40
de 40 - 50
10%
3%
2%
1%
C ookies Wafer
e 0 - 10
e 10 - 20
e 20 - 30
e 30 - 40
e 40 - 50
FORCAST Budget
2024 Vol (Cts) Janvier Février
Biscuit Sec 1,266,667 13.4% 92,361 100,278
Biscuit Sandwich 1,801,215 19.1% 131,339 142,596
Biscuit Nappés 1,927,083 20.4% 140,516 152,561
Biscuit Fourés 131,250 1.4% 9,570 10,391
Cookies 3,093,750 32.8% 225,586 244,922
Wafer 1,207,465 12.8% 88,044 95,591
687,417 746,338
forme ou l’enregistrement de ce classeur dans un autre format de fichier endommagera le graphique de façon irréparable.
Septembre Octobre Novembre Décembre
118,750 118,750 118,750 105,556 1,266,667
168,864 168,864 168,864 150,101 1,801,215
180,664 180,664 180,664 160,590 1,927,083
12,305 12,305 12,305 10,938 131,250
290,039 290,039 290,039 257,813 3,093,750
113,200 113,200 113,200 100,622 1,207,465
883,822 883,822 883,822 785,619 9,427,431
éparable.
RETOUR Janvier Février Mars Avril
DD 0.95000 0.90000 0.75000 1.10000
DI 0.95000 0.90000 0.75000 1.10000
DP 0.60000 1.00000 0.50000 1.20000
Export 1.00000 1.00000 1.00000 1.00000
0.87500 0.95000 0.75000 1.10000
Mai Juin Juillet Août Septembre Octobre
1.15000 0.90000 0.90000 0.80000 1.15000 1.15000
1.15000 0.90000 0.90000 0.80000 1.15000 1.15000
1.20000 1.10000 1.00000 1.00000 1.20000 1.20000
1.00000 1.00000 1.00000 1.00000 1.00000 1.00000
1.12500 0.97500 0.95000 0.90000 1.12500 1.12500
Novembre Décembre
1.15000 1.10000 12.00000
1.15000 1.10000 12.00000
1.20000 0.80000 12.00000
1.00000 1.00000 12.00000
1.12500 1.00000 12.00000
Budget Com
OBJECTIF
CROISSANC
E
Contrôler Vs
P&L
Analyse Vs
fiche client
et Commercial
Per D.A.S
Per famille
Per sous
famille
Per article
Per distributeur
Per vendeur Per canal
article Per mois Coefficient de Lissage
Per Region
Per manager
de 0 - 10 de 10 - 20
Biscuit Sec 1,400 4,000
Biscuit Sandwich 8,750 7,000
Biscuit Nappés 8,500 5,700
Biscuit Fourés 720 180
Cookies 500 4,100
Wafer 2,600 5,460
FORCAST 3 Yrs
La croissance Naturelle : 5% 8%
2024 2025 2026
Biscuit Sec 45,600 47,880 49,248
Biscuit Sandwich 20,750 21,788 22,410
Biscuit Nappés 22,200 23,310 23,976
Biscuit Fourés 945 992 1,021
Cookies 29,700 31,185 32,076
Wafer 13,910 14,606 15,023
MARKETING
de 20 - 30 de 30 - 40 de 40 - 50
17% 41% 43%
8% 3% 0%
PLAN
19% 13% 8%
2% 0% 0%
&
35% 43% 49%
21% 2% 1%
de 20 - 30 de 30 - 40 de 40 - 50
6,800
3,750
3,800
16,200
1,250
2,600
17,200
-
1,600
COMMUNICAT
45 - -
6,900 8,500 9,700
5,330 390 130
FORCAST Budget
2024
PDM Cible : 25%
Vol (tn) Vol (Uts) Vol (Cts)
Biscuit Sec 11,400 38,000,000 1,266,667
Biscuit Sandwich 5,188 43,229,167 1,801,215
Biscuit Nappés 5,550 46,250,000 1,927,083
Biscuit Fourés 236 3,150,000 131,250
Cookies 7,425 37,125,000 3,093,750
Wafer 3,478 28,979,167 1,207,465
KETING
LAN
&
UNICATION
RETOUR Market Weight (tn) de 0 - 10 de 10 - 20
Biscuit Sec 40,000 4% 10%
Biscuit Sandwich 50,000 18% 14%
Biscuit Nappés 20,000 43% 28%
Biscuit Fourés 3,000 24% 6%
Cookies 20,000 3% 21%
Wafer 26,000 10% 21%
de 0 - 10 de 10 - 20
Biscuit Sec 1,400 4,000
Biscuit Sandwich 8,750 7,000
Biscuit Nappés 8,500 5,700
Biscuit Fourés 720 180
Cookies 500 4,100
Wafer 2,600 5,460
FORCAST 3 Yrs
La croissance Naturelle : 5% 8%
2024 2025 2026
Biscuit Sec 45,600 47,880 49,248
Biscuit Sandwich 20,750 21,788 22,410
Biscuit Nappés 22,200 23,310 23,976
Biscuit Fourés 945 992 1,021
Cookies 29,700 31,185 32,076
Wafer 13,910 14,606 15,023
MARKETING
de 20 - 30 de 30 - 40 de 40 - 50
17% 41% 43%
8% 3% 0%
PLAN
19% 13% 8%
2% 0% 0%
&
35% 43% 49%
21% 2% 1%
de 20 - 30 de 30 - 40 de 40 - 50
6,800
3,750
3,800
16,200
1,250
2,600
17,200
-
1,600
COMMUNICAT
45 - -
6,900 8,500 9,700
5,330 390 130
FORCAST Budget
2024
PDM Cible : 25%
Vol (tn) Vol (Uts) Vol (Cts)
Biscuit Sec 11,400 38,000,000 1,266,667
Biscuit Sandwich 5,188 43,229,167 1,801,215
Biscuit Nappés 5,550 46,250,000 1,927,083
Biscuit Fourés 236 3,150,000 131,250
Cookies 7,425 37,125,000 3,093,750
Wafer 3,478 28,979,167 1,207,465
KETING
LAN
&
UNICATION
RETOUR
HYPOTHESES 2024
D.D D.I
Split Canal de distribution : 30% 50%
Tarif / produits :
150.00 DZD
75.00 DZD
35.00 DZD
120.00 DZD
90.00 DZD
200.00 DZD
OBJ
Septembre Octobre Novembre Décembre
35,625 35,625 35,625 31,667 380,000
50,659 50,659 50,659 45,030 540,365
54,199 54,199 54,199 48,177 578,125
3,691 3,691 3,691 3,281 39,375
87,012 87,012 87,012 77,344 928,125
33,960 33,960 33,960 30,187 362,240
265,146 265,146 265,146 235,686 2,828,229
Novembre Décembre
8,906,250 7,916,667 95,000,000
6,332,397 5,628,798 67,545,573
3,161,621 2,810,330 33,723,958
738,281 656,250 7,875,000
13,051,758 11,601,563 139,218,750
11,319,987 10,062,211 120,746,528
43,510,295 38,675,817 464,109,809
Novembre Décembre
1,781,250 1,583,333 19,000,000
1,266,479 1,125,760 13,509,115
632,324 562,066 6,744,792
147,656 131,250 1,575,000
2,610,352 2,320,313 27,843,750
2,263,997 2,012,442 24,149,306
8,702,059 7,735,163 92,821,962
Novembre Décembre
1,781,250 1,583,333 19,000,000
1,266,479 1,125,760 13,509,115
632,324 562,066 6,744,792
147,656 131,250 1,575,000
2,610,352 2,320,313 27,843,750
2,263,997 2,012,442 24,149,306
8,702,059 7,735,163 92,821,962
RETOUR
Algérie _ East Janvier Février Mars
Biscuit Sec 36,944 40,111 31,667
Biscuit Sandwich 52,535 57,038 45,030
Biscuit Nappés 56,207 61,024 48,177
Biscuit Fourés 3,828 4,156 3,281
Cookies 90,234 97,969 77,344
Wafer 35,218 38,236 30,187
274,967 298,535 235,686
Algérie _ Center
Biscuit Sec 32,326 35,097 27,708
Biscuit Sandwich 45,969 49,909 39,402
Biscuit Nappés 49,181 53,396 42,155
Biscuit Fourés 3,350 3,637 2,871
Cookies 78,955 85,723 67,676
Wafer 30,816 33,457 26,413
240,596 261,218 206,225
Algérie _ West
Biscuit Sec 23,090 25,069 19,792
Biscuit Sandwich 32,835 35,649 28,144
Biscuit Nappés 35,129 38,140 30,111
Biscuit Fourés 2,393 2,598 2,051
Cookies 56,396 61,230 48,340
Wafer 22,011 23,898 18,867
171,854 186,585 147,304
1 1 1
1 1 1
1 1 1
1 1 1
1 1 1
1 1 1
Avril Mai Juin Juillet Août Septembre
46,444 47,500 41,167 40,111 38,000 47,500
66,045 67,546 58,539 57,038 54,036 67,546
70,660 72,266 62,630 61,024 57,813 72,266
4,813 4,922 4,266 4,156 3,938 4,922
113,438 116,016 100,547 97,969 92,813 116,016
44,274 45,280 39,243 38,236 36,224 45,280
345,672 353,529 306,391 298,535 282,823 353,529
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
Octobre Novembre Décembre
47,500 47,500 42,222
67,546 67,546 60,041
72,266 72,266 64,236
4,922 4,922 4,375
116,016 116,016 103,125
45,280 45,280 40,249
353,529 353,529 314,248
1 1 1
1 1 1
1 1 1
1 1 1
1 1 1
1 1 1
RETOUR