{"id":6302,"date":"2022-11-15T14:52:01","date_gmt":"2022-11-15T19:52:01","guid":{"rendered":"https:\/\/cdialumni.ecademydj.com\/?p=6302"},"modified":"2022-11-15T14:52:01","modified_gmt":"2022-11-15T19:52:01","slug":"inflation-et-marques","status":"publish","type":"post","link":"https:\/\/cdialumni.ecademydj.com\/fr\/2022\/11\/15\/inflation-et-marques\/","title":{"rendered":"Inflation et marques"},"content":{"rendered":"

By Dominique Jacquet<\/strong><\/h3>\n

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Apr\u00e8s 30 ann\u00e9es d\u2019absence, l\u2019inflation est de retour en Am\u00e9rique du Nord et en Europe de l\u2019Ouest. Bon nombre de managers n\u2019ont jamais connu une hausse de prix \u00e0 deux chiffres et croyaient que les taux d\u2019int\u00e9r\u00eat (le loyer de l\u2019argent\u00a0!) ne pouvaient pas s\u2018\u00e9loigner de z\u00e9ro. Dure r\u00e9alit\u00e9 que de comprendre que le Besoin en Fonds de Roulement augmente nominalement sous l\u2019effet de l\u2019inflation et consomme une partie du profit sans constituer un investissement, que la volatilit\u00e9 des taux de change va \u00eatre amplifi\u00e9e si la th\u00e9orie de la Parit\u00e9 des Pouvoirs d\u2019Achat (PPP) fonctionne encore et que le co\u00fbt du capital va \u00eatre propuls\u00e9 \u00e0 la hausse par le retour \u00e0 des taux d\u2019int\u00e9r\u00eat r\u00e9els positifs (\u00e7a, par contre, c\u2019est mieux pour les futurs retrait\u00e9s\u2026).<\/p>\n

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Mon opinion est que le d\u00e9fi majeur affront\u00e9 par les entreprises est de transf\u00e9rer \u00e0 leurs clients l\u2019inflation observ\u00e9e sur les co\u00fbts de revient (mati\u00e8res, services et salaires) en augmentant les prix de ventes. Les \u00e9quipementiers du secteur automobile se rappellent avec amertume la difficult\u00e9 de convaincre leurs clients d\u2019accepter de supporter au moins une partie de l\u2019augmentation du co\u00fbt de certaines mati\u00e8res premi\u00e8res sensibles observ\u00e9e sur le London Metal Exchange\u2026<\/p>\n

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De fait, il n\u2019existe pas un, mais plusieurs taux d\u2019inflation\u00a0: l\u2019augmentation de votre loyer, l\u2019\u00e9volution de votre panier alimentaire, l\u2019ajustement de votre salaire. Comment persuader votre patron qu\u2019une augmentation de salaire est in\u00e9vitable pour couvrir la hausse du co\u00fbt de vos consommations\u00a0? En lui d\u00e9montrant que vous \u00eates unique et indispensable\u00a0! M\u00eame raisonnement pour la vente de produits et services.<\/p>\n

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La force d\u2019une marque est de se rendre indispensable pour la client\u00e8le. Je suis pr\u00eat \u00e0 payer plus cher et \u00e0 sacrifier une partie de mon pouvoir d\u2019achat, car ce produit ne peut pas dispara\u00eetre de mon univers.<\/p>\n

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Certaines entreprises ont \u00e9t\u00e9 particuli\u00e8rement efficaces dans l\u2019augmentation des prix de ventes afin de maintenir ce qu\u2019elles appellent leur \u00ab\u00a0growth <\/em>momentum<\/em>\u00a0\u00bb.<\/p>\n

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Publiant ses r\u00e9sultats financiers pour le premier semestre 2022, Unilever (pr\u00e9sentation de cette firme prestigieuse dans les films p\u00e9dagogiques de janvier et f\u00e9vrier 2022) annonce une croissance des ventes de 9% pour le deuxi\u00e8me trimestre qui est la r\u00e9sultante d\u2019une augmentation des prix de 11% combin\u00e9e \u00e0 une baisse des volumes de 2%, sachant que la marge brute a \u00e9t\u00e9, en d\u00e9finitive, amput\u00e9e de 2%. Au m\u00eame moment, Nestl\u00e9 annonce une croissance organique de ses ventes de\u2026 8%, une baisse de sa marge op\u00e9rationnelle de 0,5%, une augmentation tout \u00e0 la fois des prix de 6,5% et des volumes de 1,7%. \u00c9volution contrast\u00e9e de ces deux groupes dont la performance commerciale suscite des commentaires. Nous avons tous appris que la sensibilit\u00e9 prix – volume \u00e9tait n\u00e9gative pour les biens de consommation. C\u2019est bien confirm\u00e9 par Unilever qui annonce poursuivre sa strat\u00e9gie de \u00ab\u00a0croissance\u00a0\u00bb qui consiste \u00e0 vendre moins\u2026\u00a0? Mais plus cher\u2026\u00a0!<\/p>\n

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Cela me rappelle l\u2019exemple exactement inverse du \u00ab\u00a0Marlboro Friday\u00a0\u00bb. En 1993, la firme constate qu\u2019en vendant trop cher \u00e0 ses clients en p\u00e9riode de crise, elle voit sa part de march\u00e9 fondre progressivement au d\u00e9triment des producteurs \u00ab\u00a0low cost<\/em>\u00a0\u00bb. Alors, le 2 avril de cette ann\u00e9e, elle va r\u00e9duire significativement ses prix de vente dans le but de reconqu\u00e9rir sa base de clients, ce qui adviendra. Wall Street va, dans un premier temps, faire chuter le cours de bourse de Philip Morris de 26%, pour le faire revenir au m\u00eame niveau 18 mois plus tard. C\u2019est le temps n\u00e9cessaire \u00e0 certains financiers professionnels pour comprendre que le portefeuille de clients d\u2019une firme contribue davantage \u00e0 sa valeur que le profit du prochain trimestre.<\/p>\n

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Il est clair qu\u2019une entreprise doit r\u00e9mun\u00e9rer ses actionnaires dans le long terme. Mais, dans des circonstances un peu exceptionnelles (et, esp\u00e9rons-le pas trop durables\u2026), il faut investir<\/u> dans la relation durable avec les parties prenantes, que ce soient les clients, fournisseurs et salari\u00e9s, et ceci pour le plus grand bien des actionnaires. Dans le cas des prix de ventes, alors que les consommateurs sont inquiets, entre autres, quant \u00e0 l\u2019\u00e9volution de leur pouvoir d\u2019achat, capturer les ressources des uns et exclure les autres n\u2019est ni un comportement \u00e9thique, ni une bonne politique commerciale et financi\u00e8re.<\/p>\n

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By Dominique Jacquet     Apr\u00e8s 30 ann\u00e9es d\u2019absence, l\u2019inflation est de retour en Am\u00e9rique du…<\/p>\n","protected":false},"author":2,"featured_media":6299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"acf":[],"yoast_head":"\nInflation et marques - CDI Alumni E-Cademy<\/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:\/\/cdialumni.ecademydj.com\/fr\/2022\/11\/15\/inflation-et-marques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inflation et marques - 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