<map version="0.9.0">
<!--To view this file, download free mind mapping software Freeplane from http://freeplane.sourceforge.net -->
<node TEXT="Leadership" ID="ID_976919373" CREATED="1352129470818" MODIFIED="1352129470818">
<hook NAME="MapStyle" zoom="1.5" max_node_width="600"/>
<node TEXT="rester Leader" POSITION="right" ID="ID_108903600" CREATED="1352129470818" MODIFIED="1352129470818">
<cloud WIDTH="0"/>
<node TEXT="d&#xe9;fense pr&#xe9;ventive /consommateur" ID="ID_152141126" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="Fid&#xe9;lisation" ID="ID_1493769057" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="messagebox_warning"/>
</node>
<node TEXT="couverture du march&#xe9;" ID="ID_1806413642" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="faire &#xe9;voluer le design dominant -annuler av conc" ID="ID_1575555159" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
</node>
<node TEXT="Investissement techno substitution -fuite en avant" ID="ID_1499700594" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
<node TEXT="Riposte" ID="ID_1524369445" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="blocage /concurrence" ID="ID_777138921" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="contentieux juridique" ID="ID_1389629505" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="effet d&apos;annonce" ID="ID_1852872756" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
</node>
<node TEXT="rumeur &amp; manipulation info" ID="ID_2684106" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="lobby" ID="ID_1068189158" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
<node TEXT="attaque " ID="ID_1731586687" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="via la guerre des prix" ID="ID_1717433595" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="clanbomber"/>
</node>
<node TEXT="via attaque frontale" ID="ID_704524132" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="rachat" ID="ID_205466886" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="encerclement" ID="ID_275380048" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="saturation march&#xe9; par l&apos;offre" ID="ID_1273841932" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
</node>
</node>
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</node>
<node TEXT="augmenter la masse critique" ID="ID_1515050386" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="alliances" ID="ID_36772698" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="croissance externe" ID="ID_390714419" CREATED="1352129470834" MODIFIED="1352129470834"/>
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</node>
<node TEXT="devenir leader" POSITION="left" ID="ID_1282792605" CREATED="1352129470834" MODIFIED="1352129470834">
<cloud WIDTH="0"/>
<node TEXT="verrouiller marche" ID="ID_1712759583" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="entrer par les produits typiques" ID="ID_1571583193" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
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<node TEXT="ma&#xee;trise march&#xe9; support" ID="ID_34773925" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="messagebox_warning"/>
</node>
<node TEXT="march&#xe9; captif" ID="ID_701744904" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="help"/>
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<node TEXT="cr&#xe9;er des barrieres &#xe0; l&apos;entr&#xe9;e" ID="ID_846280006" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="messagebox_warning"/>
<node TEXT="marque" ID="ID_406459809" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="brevet" ID="ID_1118828607" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="capital" ID="ID_807755621" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="communication" ID="ID_1263303711" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
<node TEXT="strat&#xe9;gie de pression par l&apos;aval" ID="ID_1067662391" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
</node>
<node TEXT="circuits de distribution" ID="ID_697016199" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="button_cancel"/>
</node>
<node TEXT="anticiper chronologiquement la cible" ID="ID_1168104757" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
</node>
</node>
<node TEXT="strat&#xe9;gie de puissance" ID="ID_1782425892" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="messagebox_warning"/>
<node TEXT="domination par les co&#xfb;ts" ID="ID_441509194" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="prix de p&#xe9;n&#xe9;tration" ID="ID_982485014" CREATED="1352129470834" MODIFIED="1352129470834"/>
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<node TEXT="strat&#xe9;gie de pr&#xe9;sence" ID="ID_458166535" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="distribution" ID="ID_193385007" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="communication" ID="ID_1892879851" CREATED="1352129470834" MODIFIED="1352129470834"/>
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<node TEXT="couverture du march&#xe9;" ID="ID_380228271" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="segmentation" ID="ID_332284515" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="generaliste" ID="ID_1111651337" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="diff&#xe9;renciation" ID="ID_825954228" CREATED="1352129470834" MODIFIED="1352129470834"/>
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</node>
</node>
<node TEXT="exploiter son leadership" POSITION="right" ID="ID_210126366" CREATED="1352129470834" MODIFIED="1352129470834">
<cloud WIDTH="0"/>
<node TEXT="recherche de nouveaux d&#xe9;bouch&#xe9;s" ID="ID_1435471374" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="applications /march&#xe9;" ID="ID_1793125066" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="international" ID="ID_165268291" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="circuits de distribution" ID="ID_460364434" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="cibles" ID="ID_1270281775" CREATED="1381908373621" MODIFIED="1381908379424"/>
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<node TEXT="exploiter le capital marque " ID="ID_1886976296" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="marque forte" ID="ID_1630487839" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="univers de marque" ID="ID_1792208247" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="idea"/>
<node TEXT="produits associ&#xe9;s" ID="ID_1824022661" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="services associ&#xe9;s" ID="ID_1681505624" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
</node>
<node TEXT="stimulation de la demande primaire" ID="ID_116916459" CREATED="1352129470834" MODIFIED="1352129470834">
<icon BUILTIN="messagebox_warning"/>
<node TEXT="fr&#xe9;quence" ID="ID_1673960398" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="niveau consommation /quantit&#xe9;" ID="ID_928482036" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="occasions de consommer" ID="ID_822958513" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
<node TEXT="exploiter son pouvoir de n&#xe9;gociation" ID="ID_1511891019" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
<node TEXT="caract&#xe9;ristiques" POSITION="left" ID="ID_925465500" CREATED="1352129470834" MODIFIED="1352129470834">
<node TEXT="generaliste" ID="ID_238010111" CREATED="1352129470834" MODIFIED="1352129831180"/>
<node TEXT="pr&#xe9;sent sur tous les segments du march&#xe9;  = couverture" ID="ID_145025303" CREATED="1352129470834" MODIFIED="1352129470834"/>
<node TEXT="en phase de croissance" ID="ID_1125495154" CREATED="1352130496256" MODIFIED="1352130502324">
<node TEXT="pm de 25 &#xe0; 35% au min" ID="ID_983865366" CREATED="1352129470834" MODIFIED="1352129470834"/>
</node>
</node>
</node>
</map>
