TRAINING

REPORT
SFERE GROUP
MARKETING INTERNSHIP
APRIL 8 - JULY 31

ANTOINE LOPEZ EGC2

ACADEMIC PROMOTION 2022
 SUMMARY

1. Acknowledgements Page 1

2. Non-plagiarism commitment Page 1

3. Introduction Page 2

4. Presentation of the compagny Page 3

a- Identity card
b- History of the group
c- His projects
d- Micro-environment
e- Macro-environment
f- The compagny's offer
g- SWOT

5. My experience Page 12

6. My personal analysis
a- What I came looking for, what I found
b- What benefit do I get from it?
c- Difficulties encountered

7. Conclusion Page 16

8. Bibliography Page 18

Appendices Page 19
1. ACKNOWLEDGEMENTS

I would like to thank all the people who contributed to the success of my internship, allowing me to pass on my
experience within the compagny :

- First of all, the CEO of the compagny VASSALO Franck, for having welcomed me in their
compagny.
- Then, RAMBAUD Elise the sales assistant, and ZANOTTI Aurélia Marketing and communication
Manager, who accompanied me from the beginning to the end of this experience.
- Also, all the empoyees of the group, especially those I met for working.
- Without forgetting, the EGC Vendée, which allows us to live many professional experiences and
which accompanied us during this period.

2. NON-PLAGIARISM COMMITMENT

I, the undersigned LOPEZ Antoine, undertake to respect the anti-plagiarism charter of the EGC Vendée. I
declare that I am fully aware that the plagiarism of documents or part of a document published on all forms of
media, including the Internet, constitutes an infringement of copyright and constitutes blatant fraud.
Accordingly, I undertake to cite all the sources I used to write this brief.

LOPEZ Antoine.

Page 1
 3. INTRODUCTION

In 3 years at the EGC Vendée, we are lucky to be able to carry out several internships with the aim of helping
you discover the professional world in all its aspects.

I am in the second year of the EGC Vendée at the moment, and usually, we have to do a 5 months intership
abroad. This experience should have allowed me to improve a foreign language and to broach different
intercultural aspects.

Nevertheless, we currently live a special period because of the coronavirus epidemic. So, that's why we were
not able to go abroad to complete our internship.

After several searches, I found a marketing intership in the "Sfere" compagny. I was interested about this
compagny because the marketing activities had just began.

It is therefore with pride that I let you discover what I was able to realise during this internship.

GOOD READING.

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 4. PRESENTATION OF THE COMPAGNY

A - IDENTITY CARD

Name : SFERE
Legal status : SARL
Creation date : 1980
Head Office : Franck VASSALLO
Share capital : 39 360,00€
Main activity : Investment fonds and financial entities
Market : National
Turnover of 2019 : 19 000 000€

B - HISTORY OF THE GROUP

SFERE is a sales company based in VENDÉE created in 1980 with the initial desire to commercialise and
ensure the after-sales service of printing systems for professionals.

Today, the company is rather characterised as a dynamic group that has experienced exceptional internal and
external growth since Franck VASSALLO, the current CEO, took the lead in 2009, increasing turnover from
2.9 million euros to 20 million euros in 12 years.

From now on, SFERE is a brand present on the west side of France in many departments ranging from
Brittany to Périgord and has 127 employees.

To summarise, today SFERE is :

+ DE 120 20 MILLIONS 8000 40 YEARS

EMPLOYEES EUROS CUSTOMERS OF SKILL

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 C - HIS PROJECTS

Like many companies, the SFERE group is experiencing some disruptions related to the context of COVID-
19. However, despite the beginning of fiscal year 2020 marked by this health crisis and containment,
commercial activity has been able to bounce back thanks to the mobilisation of teams and the implementation
of new procedures. Despite an end of fiscal year 2021, little worrying compared to N-1, the group remains
very vigilant and is doing everything possible to get through this exceptional situation.

This crisis has generated changes in consumer habits that push them to use more the Internet to compare,
reassure themselves, and buy.
In addition, at the end of 2022, 70% of the world's population will have access to the Internet, which
represents data not to be neglected, particularly in terms of marketing.

Following this SFERE analysis to be decided on the objective of :

- Develop the reputation of the SFERE group, especially on the web with the creation of a group
website. But also by working on the animation of social networks to communicate and generate traffic to its
various brands.

- Manage your image online with e-reputation to reassure and retain.

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 D - MICRO-ENVIRONNEMENT

PEOPLE

Thanks to its various services, the SFERE group targets a very broad target.
First, they target a B2B target via :

- SFERE Bureautique
- SFERE Encaissement
- SFERE Informatique
- SFERE Solugiène
- SFERE Visio
- SFERE Intérim

But they also reach a B2B and B2C target via :

- SFERE Océanic
- SFERE Cervoiserie
- SFERE Coaching

SFERE works and negotiates with both the private and public fields. From the TPE to major
national groups to merchants/artisans, ... with a dominant position in the tertiary sector.

As for employees, three large families of collaborators intervene in the group :

- The administrative
- The salespeople
- The technicians

Thanks to its strong growth, the SFERE group regularly recruits, however, in hindsight, leaders
find it difficult to find good business profiles, which oblige them to mandate agencies and generate
additional expenses.

Finally, created since 2018, CODIR (Manufacture Committee), composed of the CEO, the DG,
the DAF, the DIRCO and the RRH, exchange monthly on the group's medium- and long-term
short-term vision, objectives, brakes, successes and future projects. He builds and gives meaning
and a guideline on the group's strategy and operational.

The management adopted oscillates between paternalistic and persuasive.

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PRODUCT

The group's trades are relatively varied :

Print system and

SAS SFERE Bureautique Dealer
document management

SARL SFERE Encaissement Cash collection system Dealer

SARL SFERE Informatique IT solutions Franchised Xefi

Video surveillance system

SARL SFERE Visio Dealer

SARL SFERE Océanic Swimming pool and SPA Dealer

SARL SFERE Cervoiserie Beer bar Franchised la Cervoiserie

Hygiene and Traceability

SARL SFERE Solugiène Dealer
software

SARL SFERE MonCoachezMoi Sports coaching Independent

PRICE
SFERE uses a strong strategy based on medium/high-end.

PLACE

SFERE favours offline contacts and does not ensure e-commerce sales. At least one agency is
located in each department of our barge area. They ensure that they have modern premises
(major renovation and construction projects are underway) primarily for the well-being of
employees, but also to ensure a welcome to their partners and customers in a friendly setting.
The meeting with the latter when it takes place in their buildings is mainly carried out as part of
RDV demonstrations produced in the showroom, and open days.

PROMOTION

At the visual level, an identity colour is assigned to each activity :

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The Cervoiserie and MonCoachezMoi have their own logo.

The SFERE group best seeks to participate in the local life where its entities are located. It
provides an annual sponsorship budget of 130,000 euros, mainly supported by SFERE
Bureautique and SFERE Cash, and focussed on sports.

In total, SFERE accompanies about forty partners, including :

- Le Tour de Vendée Cycliste

- Les Clubs de hockey sur glace des Hogly (85) et des corsaires (44)
- La Roche Vendée Basket Club (85) et le Poitiers basket (86)
-…

These partnerships contribute greatly to the development of the network actively advocated by
the CEO, Franck VASSALLO. He also wants the SFERE brand to be very visible, which is why
the group has recently opted for colours of fluorescent signage mentioning only "SFERE", without
activity, on medium-high-end vehicles (Audi, BMW, Mercedes, etc.).

Also, by way of promotion, a radio greeting campaign is carried out with one of their customers,
Alouette. This campaign takes place every January and lasts 15 days.

Finally, SFERE focusses on offensive commercial actions but does not put in place real means to
retain its customers, except some irregular courtesy visits from commercials.

COMPETITORS

In each of the activities and on all the departments where SFERE is located, the competition is
dense. They are mainly dealing with major distributor brands and large national manufacturers
(example: Desjoyaux Pools versus SFERE Océanic) who compete with their low cost, and who
warn our prospects about the smaller dimension of our structure vis-à-vis theirs.

However, if SFERE were to retain one, it would be the C'Pro Ouest group, a direct competitor of
SFERE Bureautique et Informatique, which adopts a strategy of penetration and market
concentration.

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 E - MACRO-ENVIRONNEMENT
Analysis by the PESTEL tool

OPPORTUNITIES THREATS

POLICY Business support plan in the

context of the COVID-19 health
crisis through the state-guaranteed
loan (PGE). The group was granted
a loan of €2.5 million to maintain its
cash flow

ECONOMIC - Negative influence of the crisis on

the economic and commercial
performance of all companies.

- Delays in the supply of equipment

and supplies following the blocking
of the Suez Canal by the Ever
Given container ship.

SOCIAL Willfulness for individuals to enjoy

life and have higher comfort at
home related to containment and
attacks: Example: Increased
requests for quotations for
swimming pools and spas.

TECHNOLOGY Reflection acquired from the use of

the Internet propelled by COVID-19.
It also leads to the acceleration of
the digitisation of companies.

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 OPPORTUNITIES THREATS

ENVIRONMENTAL Awareness of the impact and

therefore of human responsibility for
the preservation of the
environment. Example: Will of
companies to reach 0 paper.

LEGAL The issue of product and document The issue of product and document
traceability leading to the traceability leading the decline
emergence of new needs. phase of their main business, office
automation, which forces SFERE to
reinvent their offer.

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 F - SWOT

STRENGHTS WEAKNESSES

- The ambitious and dynamic leader, with a - The business strategy favours conquest
real desire to grow the company. over customer loyalty.

- CODIR = Common Brain. - The current organisation of the slightly

unbalanced teams linked to the launch of
- The diversification of offers = Good the new ERP.
synergy of certain activities and response to
a broad need of prospects and customers. - Apart from the annual seminars, few
complementary actions to unite the teams.
- Reliable business partners / suppliers.
- Tedious recruitment of salespeople.
- The products commercialised meet
environmental trends and standards. - The lack of transversal communication
between commercial, administrative and
- The expertise of the teams = competitive technical services.
advantage.
- The paradox between notoriety and the
- Territorial anchoring with a network of local image of the group.
agencies = coverage of our services and
technical responsiveness. - The diversification of the SFERE offer can
present some confusion in the group's
- A contract renewal rate of 86% marking external vision.
customer confidence and satisfaction.
- Confusing values internally.
- The stable financial situation despite the
health crisis. - Weak internal communication.

- Few turnover, loyal employees. - The lack of a clear presentation document

for the group.
- The ongoing training on digital marketing
of a collaborator to make it possible to - The ageing logo
internalise the fundamentals of the group's
communication. - Lack of digitalability.

- Good visibility in the field thanks to certain - There is no web visibility

models and the marked signage of the
vehicle fleet.

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 F - SWOT

OPPORTUNITIES THREATS

- Business support plan in the context of the - Negative influence of the crisis on the
COVID-19 health crisis through the state- economic and commercial performance of
guaranteed loan (PGE). all companies.

- Willfulness for individuals to enjoy life and - Delays in the supply of equipment and
have higher comfort at home. supplies.

- Awareness of the impact and therefore of - Reflection acquired from the use of the
human responsibility for the preservation of Internet propelled by COVID-19.
the environment.
- The issue of product and document
- The issue of product and document traceability leading the decline phase of their
traceability leading to the emergence of new main business, office automation, which
needs. forces SFERE to reinvent their offer.

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 5. MY EXPERIENCE
When I arrived at SFERE, I was able to meet Aurélia, my internship master. Aurélia made me visit the
premises as well as the staff of La Roche sur Yon and that of the Poiré sur Vie.

I enjoyed this first morning because I was able to meet the people I was going to work with and therefore be
integrated quickly.

Then, in the afternoon, Aurélia explained to me that she would be absent very often because she is in
marketing training. So throughout my internship, I had to work independently on different marketing missions.

Here are the marketing missions I had to carry out during my internship.

- Finalise the search for future SFERE goodies

- Work on the next NEWSLETTER
- Work on the realisation of a video dedicated to the group's various services.
- Establish a SFERE informatique mailing
- Realise user instructions for photocopiers in the port of Saint-Nazaire
- Realise various communication / marketing pads

I also carried out commercial missions

- Cutting out geographical areas

- Help with the preparation of business meetings
- Commercial prospections

The above missions are the most important that I realised during this internship, but are not the only ones.
Indeed, during my 4 months of internship at SFERE, I also carried out operational tasks such as participating
in marketing meetings, etc…

Before presenting the various work I have done, I would like to describe the working conditions in which I
carried out this work.

My work at SFERE was carried out independently. Indeed, I was alone on many tasks and so I had to learn to
manage myself. However, I was accompanied, collaborators were at my disposal to answer my questions and
I had many tools at my disposal.

THE MAIN MISSIONS

Of all the missions I have carried out, there are two that have occupied me 80% of my time.

The first mission was the division of geographical areas. Indeed, it doesn't look like that, but I spent a lot of
time there. This mission was useful to the group because it was involved in integrating a new CRM into the
company's ERP software.

First, I had to update the database of the old CRM. Indeed, it was no longer up to date and some customers
were not affiliated with the good commercial. To do this, I had to look at which geographical area each
customer was in order to affiliate them with the good commercial.

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Once that was done, I had to count for every salespeople in the group how many customers they had. This
allowed us to see some inequalities because some traders had better developed their sector and found
themselves with more customers than others.

Finally, since some salespeople had left the company before, I was instructed with the commercial manager
to redistribute the free sectors to the commercial.

Here, an exemple with sector 85

This mission was long because there were a lot of customers with affiliates (2500), so it was very repetitive
and boring. However, thanks to this mission, I became aware of the importance of CRM and good business
organisation for a company.

In addition, at the end of his work, CEO Franck VASSALLO asked me to present all the work done on this
mission at the group's monthly trade meeting. So I had to speak to 4O sales and the entire management for a
few minutes. It was stressful, but it was above all a very good exercise for me that allowed me to become
aware of the importance of the work I did.

The second mission was the realisation of the group's various commercial wafts. This part of my internship
was the most trying. Indeed, this mission was the most important of my internship because it was only
marketing and, above all, the company relied a lot on me to do this job, I had a lot of pressure.

I took a lot of time before I got there because I didn't know anything about marketing and I had no ease in this
sector. Fortunately, I was accompanied by Aurélia who was there to give me advice on the company's graphic
charter, what the managers of my work were attacking...

Aurélia also helped me by advising me on sites on which I could find inspiration, she shared her ideas to me
but under no circumstances did she intervene on this work and I appreciated because I had to learn to do
everything myself. It wasn't simple, but once the work was over, I had all the merit and I was very proud of
myself.

So that you can get an idea of the work I did on this mission, you can find the pads in the appendices, pages
22 to 25.

These pads are in fact delivered on CANVA, in A4 format, printed on plasticised rigid paper.
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 THE OTHER MISSIONS
Regarding the other missions, they were just as important to the group, but it was less long and trying to carry
out.

For example, the search for future SFERE goodies. This was the very first mission I had to fulfil. My role was
to do a rough first search on their partner's catalogue in order to filter the goodies relevant to the company.

I also worked on the group's NEWSLETTER. For this I worked with Aurélia on the form of the newsletter
(image, layout, theme). Once this part was done, Aurélia sent me the information to inform about the
newsletter by email so that I could start an editorial work.
Unfortunately, I was unable to write everything for lack of time because this mission was carried out at the end
of my internship, but I am still satisfied with the little work provided and proud to have participated in this work.

During my internship, I carried out many other missions. But among all these missions, there is one that
marked me more than the others. Indeed, I had to work on the realisation of a video dedicated to the different
service of the group.
On this mission, I didn't know where to start, for the good reason that I had never done that. This time I had
been left autonomous, but I asked Aurelia for help because I was unable to do this kind of thing. The mission
was therefore very quickly delayed because Aurélia didn't always have time to take care of me. However, I
was still able to work a little on this project.
I chose the music of the video and I also organised the script using a Story Board. A Story Board is a
document used in cinema during pre-production. The goal is to plan the needs of all the plans that will make
up the film.

Here, an exemple with the first part of the Story Board

Before presenting you with the last activity I carried out at SFERE, I would like to clarify that the missions I just
presented to you are not all the missions I carried out during my internship. Indeed, I've realised many more,
but I can't all the cities because for four months I had time to do a lot. That's why I'm saddling them and don't
present them all to you.

To conclude, I want to present to you the mission I appreciated the most and that taught me the most.
Indeed, following the request of the group's general manager, I was able to realise four commercial days with
the group's four best salespeople.

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This was not planned at the beginning of the internship, but following a conversation during a break with the
group director (M.THOER), he had the idea of prospecting me with the best salespeople in the group.
The objective was to break the office routine, show me the working conditions of the salespeople and also
allow me to exchange with them and learn from them.

To summarise, I loved this part of my internship, because I learned a lot. First, I was able to learn on the
ground. Indeed, I did prospecting, signatures, appointment making, phonin, etc. It allowed me to put into
practice everything I had learned at the EGC during the first two years.
Secondly, I was able to discuss with each salespeople. I was like a child, I tried to talk as much as possible
with them to know their secrets. All the topics were discussed: vision of life, work, organisation, money, etc.
The most interesting thing was the fact that I could meet four of them, because I was able to compare them
between them and learn from everyone in order to make my own idea of my profession.

These four days are unforgettable for me, and will serve me all my life. So I thank Mr. Thoer who had the idea
but also Aurélie, Mathurin, Vincent and Mickaël for their welcome, kindness, patience, listening to them and
advice.

I would like to take this opportunity again to thank the entire SFERE team, which allowed me to live a unique
and unforgettable experience.

THANK YOU.

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 6. MY PERSONAL ANALYSIS

A - WHAT I CAME LOOKING FOR, WHAT I FOUND THERE

My first purpose in doing this professional experience was to discover the marketing world and know if I like it
or not. In fact, because I am currently lost on my professional future, I'm asking myself a lot of questions and
need answers.
At the beginning of my internship, I don't know anything about the marketing. So I hoped for this intership, to
learn a lot about marketing and communication in order to enlighten myself about my future.

Thank to this experience, I see clearer about my future so the objective of the internship was fulfilled.

B - WHAT BENEFIT DO I GET FROM IT ?

First, I learn from this experience with a lot of memory. Whether it's meals, meetings, breaks, etc... every
moment spent were user-friendly. It was therefore enriching for me because I was able to meet new people
and expand my network.

Secondly, the marketing internship allowed me to develop my creativity. Indeed, I was in autonomy throughout
my internship and I had to learn for myself at certain times. And so, on marketing missions, I had to work with
my creativity to offer attractive communication materials.

Finally, this internship allowed me to realise that marketing was not made for me. Indeed, I flourished more
during commercial missions than during marketing missions. However, I don't regret this internship in the
marketing field because thanks to it, I was able to develop my knowledge and discover in myself certain
talents.

C - DIFFICULTIES ENCOUNTERED

During the four months of internship I realised at SFERE, neither was everything great. Indeed, I have
sometimes encountered some difficulties.

Obviously, with COVID-19, the course was more complicated than normally. The mask was a real brake on
communication and bothered me all day, it was unbearable. All the barriers have broken my experience with
employees but also with customers. Unfortunately, nothing can be done about it and we must accept these
new working conditions.

Office life wasn't easy for me. Indeed, I'm a dynamic person who needs to move constantly. However, I was
sitting all day working on a computer.

It was long and repetitive…

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Moreover, the computer hurt my eyes so hard to work with it that I had to make breaks regularly so as not to
see blurred.
And in conclusion, the premises were not air-conditioned. As a result, it was sometimes extremely hot in
offices and working conditions became unbearable.

Obviously, I was able to overcome these difficulties and learn to be patient.

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 7. CONCLUSION

To conclude these four months of internship at SFERE as a marketing intern, I want to clarify that every
morning, I was happy to go to work. Indeed, at the beginning of this internship, I was afraid to get tired, not to
appreciate what I was going to do. But finally, every day was great.
I've never been bored, I always had things to do, I was well accompanied and well focussed. I felt useful
despite the fact that I'm an intern. I was able to make progress in many areas and I was also able to gain self-
confidence.

Thank you again, to all those who contributed to the smooth running of my internship. Thank you to those who
have been able to trust me and give me responsibilities.

Thank you to all the collaborators I met throughout these four months for smiling, helping and caring.

Also, thank you to the EGC, which allowed me to carry out this internship.

8. BIBLIOGRAPHY

- Social media of SFERE

- Exchanges with collaborators

- Documents sens by SFERE

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APPENDICES

Page 19
 ORGANIZATION CHART

Page 20
 Page 21
g ni t e k r a m e p u or G el b a t p m o c .ss A H R e t n a t si s s A
el b as n o ps e R el ai c r e m m o c . s s A V D A el b as n o ps e R
ARNAUD MARTY REMAUD
ZANOTTI RAMBAUD
Chrystelle Nadège Tessie
Aurélia Elise
el ai c r e m m o c n oi t s e g
V D A e ci r t a ni d r o o C el b a t p m o c .ss A el b a t p m o C
n oi t a ni d r o o c e d . s s A e d r u el ôr t n o C
DALLET VERNAGEAU FRAPPIER
POIRET JOSLIN
Sylvie Audrey Sylvie
Camille Emilie
H.R.R F.A.D G.D.P
CHARRIER MEFFRE VASSALLO
Laetitia Cyril Franck

CODIR
laicremmoc
larénég ruetceriD
ruetceriD
THOER
MEHAYE
François
Patrice
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VISA DU MAITRE DE STAGE

Je certifie avoir pris connaissance de ce rapport de stage.