Elaboration of a communication strategy for promoting the polytechnique language centre INPHB

III.1.4.3. Data processing

During a survey, statistical processing of the data is carried out in order to facilitate the reading and interpretation of the data matrix. There are several methods of processing and analyzing data. In our case, we used the method of "flat sorting" which are simple graphs established, and which allow to count the answers to each question and to calculate the "weight" as a percentage. With this method, we can not only have an overview of the results but also determine certain errors made during data entry.

III.2. Conditions for carrying out the study

Any study is carried out under a well-defined condition. This condition designates a set of elements or circumstances that have an impact on the progress of the study. We have retained the constraints.The most important constraint is related to the time deemed insufficient due to our responsibilities and professional commitments to which we were bound.

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The second difficulty lies in carrying out the survey. Indeed, we were confronted with the lack of time of the targets to answer our various questions. For the drafting of the thesis we sacrificed nights to achieve our objective given that the deadline to finalize this study was short.

III.3. Environmental analysis methods

The company, in general, evolves in a given environment with which it interacts. This interaction can impact its activity positively or negatively. However, it is crucial for her to know her environment well in order to take advantage of the opportunities that it could offer her. We distinguish between the internal environment and the external environment.

III.3.1. PESTEL analysis

The PESTEL model makes it possible to analyze and anticipate the opportunities and threats of the macro-environment (all the external variables that have a positive or negative impact on your company). The PESTEL model allows you to have a global vision of your environment, since it distinguishes six categories of macro-environmental influences that can impact your activity, and which form its acronym :

political : set of decisions taken by national and international governments ;

economic : all the factors that influence purchasing power and consumer behavior ; sociological : set of social characteristics that affect purchasing power ;

technological : set of technological innovations that can disrupt the existing market ; ecological : all the regulations and constraints linked to sustainable development ;

legal : all the regulations and laws, which govern the labor market and companies in all sectors.

All these macro-environmental factors make it possible to predict trends that may affect the environment. They thus represent the universe of the company as presented in the figure below.

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Figure 1: The factors of the macro-environment

Source : https://www.creer-mon-business-plan.fr/actualites/les-outils-danalyse-strategique-de-l entreprise-analyse-pestel.html

We carried out the analysis of the macro-environment through a three-step methodology. First, we listed all of the influencing factors using available data such as the Press, Internet, brainstorming¹⁰, economic intelligence¹¹ or prospective¹². We then grouped them together to identify structural trends¹³. Our analysis did not stop at a simple list, it defined the factors most impacting on our activity. In general, all the variables that influence the structure do not have the same importance over time. We classified these factors using a table and measured their impact more or less strong on a scale of 1 to 5 according to our requirements. Finally, we determined whether these trends have a positive or negative impact on the structure by generating macro-environmental opportunities and threats.

¹⁰ Group technique aimed at producing as many ideas as possible on a given theme.

¹¹ Research, processing and dissemination of information useful to the company.

¹² Study of possible futures.

¹³ Inclination of actions over the long term.

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