Méthodes de recherche pour les managers : analyse de l'entreprise Sephora et de ses consommateurs masculins

Étude de cas Marketing & marques Marketing distribution

Date de publication :

13/08/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

10 pages

Niveau :

expert

Consulté :

4 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Sephora
1. Company description
2. Business related issue
Background
Research from Secondary sources
Purpose of the research
Focus group interview
Questionnaire design
Data collection
Data analysis procedure
General results

Résumé :

Nowadays, work is a burning condition. Indeed, the business world keeps on getting more and more competitive and difficult to deal with, because of globalization and multi cultural thinking's, but also because of the development of the entrepreneurial spirit and the fact that monopolies are now very rare, as costs and competition allow the development of wide ranges of products in different countries. Reactivity is thus needed in today's world, in order to create more and more original products or services but also in order to be able to face that competition.
In order to differentiate themselves from their competitors, companies use quantitative and qualitative researches, so that they can know exactly their consumer's needs, wills and expectations but also to see why they are interested in that product, why they would be faithful to it and what they would like to change on it.

In this report we are going to focus on the company sephora, (a cosmetics and beauty products retailer) and especially about its men consumers, in order to see if proposing a wider range of products for men would be interesting or not for the company, and highlighting what kinds of products are the most successful and appealing to them.