The creation of Picard in France coincides with the beginning of frozen food in the USA but the technology in France was far from being as advanced. Therefore, in 1906, Raymond Picard created “les Glacières de Fontainebleau”, begun by manufacturing and by delivering blocks of ice which allowed to keep food and drinks for the cool in the iceboxes of cafes, restaurants and private individuals.
In 1962 “les Glacières de Fontainebleau” became « les Établissements Picard ». This change translated the evolution of the activity with the wholesale of basic frozen products, such as minced beef and spinach. But besides the frozen products, Picard also marketed freezers.
In 1973, Armand Decelle acquired the company to Fernand Picard and from that moment, it was the real birth of Picard. In this time, the company counted a dozen persons and realized a 5 million franc turnover (760 000 €) with 5 delivery vans. The following year, Armand Decelle opened the first store "freezer center ", Rome Street in Paris which proposed then 400 products.
[...] This risk doesn't concern the customers, because they emphasize on food and clothes during this crisis time, so our product must be sold even in this situation. II. Competitive & Environment Scan A. Competition Picard won't have a lot of competitors to implant itself in Spain. Indeed there are only three firms which have the same goal and way of distribution that it. Most of the frozen food sold in Spain is inside supermarkets but the frozen food shop concept isn't developed or well known yet. [...]
[...] But besides the frozen products, Picard also marketed freezers. In 1973, Armand Decelle acquired the company to Fernand Picard and from that moment, it was the real birth of Picard. In this time, the company counted a dozen persons and realized a 5 million franc turnover ( €) with 5 delivery vans. The following year, Armand Decelle opened the first store "freezer center Rome Street in Paris which proposed then 400 products. In order to facilitate the inventory control, in 1976, Picard opened a warehouse in Saint-Ouen. [...]
[...] COMPANY RESSOURCES • FINANCIAL In 1994, Carrefour owned 79% of the Picard capital. But in 2001, Carrefour sells its participation to a group of investors who, associated with the Decelle's family and with the management, set up a leveraged buy out. This sale was about 624 million euro. In December 2004, capital owners since 2001 gave up their participations to a new group of investors led by B.C. Partners. In 2007, Picard opens its 700th store. The billion euro of turnover is reached. Today Picard owns 730 stores in France. [...]
[...] That's why we think that Spain is a good market to go international. By our researches we learnt that there are few competitors in Madrid, in Castilla la Mancha and in Barcelona and its region, but most of them are indirect competitors there is only one direct. So we think that Spain in an ideal place to begin Picard's implantation because we can see that people consume frozen alimentary products, the market is open and there are enough possibilities. Then we have chosen Valencia for the following reasons: o Valencia is the third city of Spain by the number of inhabitants: 1 million, and the 4th Community of Spain. [...]
[...] In 1999, Picard settled down in Italy by acquiring stores of the Italian subsidiary of Gel 2000. In 2004, the first distributor of frozen products in France was acquired for a 1,308 billion euro valued by the European investment fund BC Partners. In 2007, Picard opened its 700th store and realized for the first time since its creation a billion euro turnover. In 2008, the CEO and the buyer's son of Picard in 1973, Xavier Decelle, was laid off by the main shareholder, BC Partners. [...]
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