The Auchan Group was chosen to be studied to be able to analyze the performance of a large French distribution group. Since the first store opened in 1961, Auchan has grown steadily. In 40 years, the group became a major retail group worldwide.
Auchan is organized by profession with a hypermarket branch, a branch and a branch marketplace combining the activities of the company. Thus, Auchan is growing. Auchan has a very paternalistic organization and family, which brings about certain limitations. Indeed, how can Auchan compete globally with its characteristics of family businesses?
The company history is as follows. In 1961 Gerard Mullen created the first store in Roubaix (North) in the district of "High Field" which gives its name to the company. The company was located in an abandoned factory, with 600 sq ft of retail space and over thirty employees. The first hypermarket was opened in 1967. Already a gas station, the hypermarket completed the look.
In 1971, the company began to develop outside the town of Lille and new activities started emerging around the hypermarkets (specialty stores, boutiques and restaurants). The capital of the company was opened to employees in 1977.
The Group established its own banking subsidiary in 1983. It was the birth of the card agreement.
1996 marked a turning point with the merger of Auchan and Docks de France group, which has 52 stores in France double its size. The hypermarkets are increasingly and some 5,000 jobs are created in the next 4 years.
The real estate subsidiary of the Auchan Group is Immochan, a developer specializing in commercial zoning since 1997. The company aims to control the design, promotion, marketing and facilitation of its centers based on marketing techniques.
Tags: Auchan Group, history of Auchan Group, presentation and analysis of Auchan Group
[...] Auchan: a family business -The capital of the Auchan Group is owned by the family association Mulliez and accrue to employees as incentive compensation and mutual fund (Valauchan). It is a paternalistic organization. The Valauchan system is characterized by a strong involvement of employees, resulting in very high motivation and involvement from the teams. Moreover, Auchan hypermarkets are known for the hospitality in their stores. -Due to its autarkic operation, the company has not found it necessary to go public, which is very harmful for global expansion. B. [...]
[...] 1,967- The first discount hypermarket opened in modern Roncq on a surface of 6000 m². Already a petrol station was part of the hypermarket. 1,971-The Company began to develop outside the Lille and new activities emerged around hypermarkets (superstores, shopping, restaurants). 1,977- The capital of the company was opened to employees. 1,983- The Group created its own banking subsidiary. This was the birth of the card agreement. 1996- 1996 marked a turning point with the merger of Auchan with the Docks de France (signs Mammoth . [...]
[...] With a single server deployed forward in 250 stores in the group, the platform includes a print server, a messaging tool, a management model of Internet access, files sharing system and database. Linux fits perfectly with the rest of the information system and business applications, and also adapts to the needs of each store. The installation of new servers handles all technical requests every day in each store. They are then managed by the IT group with specific tools developed by IdealX for taking remote control and updating systems. [...]
[...] -However, southern Europe is an exception, with "Alcampo" (36 hypermarkets) in Spain, the Italian subsidiary (33 hypermarkets) and 12 Portuguese stores. The brand has a store in the USA in Poland and one each in Luxembourg, Hungary, Argentina, Thailand and China. Indeed, the Auchan Group has decided to close its hypermarkets in the U.S. and Mexico. This is due to the lack of critical purchasing and profitable development perspective, as well as the strong emphasis of the competition including from the Group Carrefour, the latter having been able to settle in these countries. [...]
[...] 1999- Auchan created its own private label. 2000- A new generation of stores emerged in Val d'Europe (Marne la Vallée): "The hypermarket lives better." This project illustrates the concept of brand which transforms to a registered body by transferring good solutions for better living. 2001- Auchan launched its first e-commerce site, which served the west and south of Paris. The Company created its "first price" and "thumb" products. 2002- Auchan launched the dual effect Waaoh and allowed customers to save Euros by shopping for the products they loved. [...]
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