ABSTRACT
This study has as principal objective to understand and to
analyze the strategy of internationalization and the elements which influence
the pricing policy of the SABC in the CEMAC zone. It has as secondary
objective, to understand the management of the portfolio produced in a
competitive system and, the purchasing behavior of the consumers of the CEMAC
zone towards the prices. The central concern which guided our study was the one
to know if the price policy of the SABC allows this company to face competition
and to affect the objectives that it settled in the CEMAC zone. We also wanted
to know what the main constraints of this policy are. During our study we
adopted at the same time the hypothetic deductive method and the analytical and
descriptive method. Moreover, as a means of investigation, we used the document
retrieval and fact recourse to a guide our inquiry. Our study has permitted us
to arrive at the following results:
? The strategy of internationalization of the SABC is the
controlled export, that is, the one which depends on the modes of
representativity which favor the mastery of commercialization.
? The portfolio produces and the purchasing behaviors of the
consumers of the CEMAC zone influence the price policy of the SABC in a
competitive system.
? The main constraints of the price policy of the SABC in
CEMAC zone depend on its objectives, of structure of its costs, its range of
products, the behavior of the demand, the behavior of its competitors and the
state of the market of the zone.
? The prioritization of the price variable in the strategy of
penetration of the markets of the CEMAC zone has its limits.
Generally, this study brings out that, the attainment of the
set objectives of profitability of the activities of the SABC in the CEMAC zone
necessitates a global vision which integrates all the variables of mix
marketing and the functioning of the enterprise.
X
Mémoire de Master professionnel en Marketing
International. Présenté par Gervais Luc MOUKON à YOMBO.
Institut
des Relations Internationales du Cameroun (IRIC). Université
de Yaoundé II.
La politique de prix de la Société Anonyme des
Brasseries du Cameroun à l'international : Le cas de la zone CEMAC
SOMMAIRE
INTRODUCTION GENERALE 1
PREMIERE PARTIE : APERCU DE LA POLITIQUE DE PRIX
DANS LA STRATEGIE D'INTERNATIONALISATIONS DES ENTREPRISES ET
STRATEGIE
D'INTERNATIONALISATION DE LA SABC 10
CHAPITRE 1 : LE PRIX DANS LA STRATEGIE
D'INTERNATIONALISATION DES
ENTREPRISES 12
SECTION 1 : RAISONS DE L'INTERNATIONALISATION ET CHOIX
STRATEGIQUES DES
ENTREPRISES 13
SECTION 2 : POLITIQUE DE PRIX DES ENTREPRISES A
L'INTERNATIONAL 28
| 
