{"id":26870,"date":"2025-04-09T12:11:12","date_gmt":"2025-04-09T12:11:12","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26870"},"modified":"2025-04-09T12:11:13","modified_gmt":"2025-04-09T12:11:13","slug":"transformer-les-contraintes-en-opportunite-par-philippe-rondeau-sodebo","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/transformer-les-contraintes-en-opportunite-par-philippe-rondeau-sodebo\/","title":{"rendered":"Transformer les contraintes en opportunit\u00e9, par Philippe Rondeau – Sodebo"},"content":{"rendered":"\n
\"\"<\/a><\/figure><\/div>\n\n\n\n

Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n’est plus vraiment un long fleuve tranquille ! Sans doute est-il temps de revenir aux sources m\u00eames du marketing et de transformer autant de faiblesses potentielles en opportunit\u00e9s.<\/p>\n\n\n\n

C’est ce dont viendront t\u00e9moigner les experts invit\u00e9s par le P\u00f4le Prospective de l’Adetem le 14 Mai lors d’une matin\u00e9e intitul\u00e9e : \u00ab Transformer les contraintes en opportunit\u00e9 \u00bb ; pour plus de renseignements et s\u2019inscrire, c\u2019est ici :<\/p>\n\n\n\n

En avant-premi\u00e8re, Philippe Rondeau, Directeur D\u00e9veloppement Durable de Sodebo, r\u00e9pond \u00e0 nos questions.<\/p>\n\n\n\n

Question :<\/strong> Rapidement, tu peux nous faire part des principales contraintes qui touchent \u00e0 ton activit\u00e9 ?<\/em><\/p>\n\n\n\n

Philippe Rondeau :<\/strong> Dans le secteur agro-alimentaire, les contraintes r\u00e9glementaires sont importantes (surtout li\u00e9es \u00e0 la s\u00e9curit\u00e9 sanitaire et aux questions de sant\u00e9) et \u00e9voluent r\u00e9guli\u00e8rement : utilisation des additifs, mentions sur les emballages (Nutriscore, Origine Info\u2026). A cela s’ajoutent depuis quelques ann\u00e9es des contraintes r\u00e9glementaires environnementales, comme la loi AGEC sur les emballages qui vise \u00e0 la disparition d’emballage plastique \u00e0 usage unique.<\/p>\n\n\n\n

Les contraintes sont aussi celles qui nous viennent de nos parties prenantes (fournisseurs, clients, consommateurs, associations\u2026) et qui, parfois, peuvent \u00eatre contradictoires !<\/p>\n\n\n\n

Il n’est plus possible aujourd’hui de d\u00e9velopper son activit\u00e9 sans prendre en compte toutes ces contraintes mais il ne s’agit pas non plus de laisser toutes ces contraintes guider l’entreprise. L’entreprise doit garder son cap mais orienter ses voiles en fonction de ces vents tournants ! C’est de cette fa\u00e7on que les contraintes peuvent devenir opportunit\u00e9s et permettre \u00e0 l’entreprise d’aller plus loin et plus vite.<\/p>\n\n\n\n

Enfin les contraintes li\u00e9es \u00e0 l’enjeu de d\u00e9carbonation s’imposent de plus en plus dans la strat\u00e9gie des entreprises qui risquent de perdre des march\u00e9s si la d\u00e9carbonation de leurs activit\u00e9s n’est pas au c\u0153ur de sa strat\u00e9gie globale. Mais une politique environnementale volontaire et ambitieuse peut aussi \u00eatre un bon moyen de conqu\u00e9rir de nouveaux march\u00e9s ! De plus, ces nouvelles contraintes permettent \u00e9galement de repenser des pratiques, process\u2026 <\/a>pour les rendre plus efficients, permettent de r\u00e9duire des gaspillages (d\u00e9chets, \u00e9nergie, eau\u2026) et de d\u00e9velopper son autonomie (autoproduction d’\u00e9nergie, recyclage de l’eau\u2026) qui sont autant d’opportunit\u00e9 pour faire face aux al\u00e9as du monde actuel et \u00e0 venir.<\/p>\n\n\n\n

Question :<\/strong> Parfois, plut\u00f4t que de subir, on peut transformer autant de faiblesses potentielles en opportunit\u00e9s : tu as un ou deux exemples concrets de r\u00e9ussite pour Sodebo ?<\/em><\/p>\n\n\n\n

Philippe Rondeau : <\/strong>Le meilleur exemple chez Sodebo de la transformation d’une contrainte en opportunit\u00e9, c’est le sujet de la fourchette : comment l’obligation de suppression de la fourchette plastique dans nos salades nous a permis de d\u00e9velopper une innovation majeure avec une fourchette comestible et de cr\u00e9er ainsi, un avantage concurrentiel important !<\/p>\n","protected":false},"excerpt":{"rendered":"

Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n’est plus vraiment un long fleuve tranquille ! Sans doute est-il temps de revenir aux sources m\u00eames du marketing et de transformer autant de faiblesses potentielles en opportunit\u00e9s. C’est ce dont viendront t\u00e9moigner les experts…<\/p>\n","protected":false},"author":2,"featured_media":26872,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[572,657],"yoast_head":"\nTransformer les contraintes en opportunit\u00e9, par Philippe Rondeau - Sodebo - Marketing is Dead<\/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:\/\/consumerinsight.eu\/marketingisdead\/transformer-les-contraintes-en-opportunite-par-philippe-rondeau-sodebo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transformer les contraintes en opportunit\u00e9, par Philippe Rondeau - Sodebo - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n’est plus vraiment un long fleuve tranquille ! 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