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1. La marque Alpha, qui commercialise des chaussures de course à pied, accuse une perte de part de marché de cinq points en un an. Durant cette année, aucun nouveau concurrent direct ni indirect n'a pénétré le marché. Après analyse de l'ensemble des éléments du mix et de l'offre concurrentielle, l'équipe marketing conclut que le design des chaussures laisse à désirer.

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