Marketing communication of Auchan
- Internal communication
- Values : a family company
- Communication of objectives to employees
- Product communication
- Communication of range of products
- Communication of discount products
- The will of Auchan serving customers
- Let us live better, live cheaper
- Corporate communication
- Alliances and paternships
- Customers
- Sponsorship
- Partnerships
- Attracting
600 supermarkets, 300 hypermarkets and not less than 160,000 employees, is a brief summary of the winners of Auchan in the French market. This family business has been part of the French economy for over 40 years. This longevity can be explained by a sense of innovation and a constant attention of client expectations. This succes did not remain confined to the borders of France but was able to be exported to neighboring countries. Indeed, Auchan is present in 14 countries and has therefore grown to become a world leader in terms of retail. In order to succeed, Auchan is based in three main areas of internal communication, the sharing of power, knowledge and assets. The power-sharing encourages personal initiative and taking responsibility through a relationship of trust and active participation of all. However, to what extent can we say Auchan has developed a unique strategy when compared to its competitors? One of the answers is in the communication strategy.
The New organisation of Auchan France
«Executive summary.. Introduction.. History of the company.. Key figures about Auchan.. Corporate culture.. The reflections on a new organisation: A necessity.. The method.. The new organisation: Work in progress.. The new geographical organisation.. The regional headquarters.. The 'operational...»
«Most of the biggest French firms are doing new organisations in order to save operating cost. It is directly linked with the fact that the growth of yearly turnover is very low (less than 2%). Indeed, there is a structural decline of the purchasing power. The companies have to find solutions to...»
Veuve Clicquot Ponsardin - When the 'Grande Dame' Enters the Chinese Market
«The Marketing Audit of Veuve Clicquot. The Internal Analysis. The External Analysis. The Marketing Plan in China. The Marketing Plan in China. The Marketing Actions. The Creative Element.»
«In France, the famous luxury group LVMH (Louis Vuitton Moet&Hennessy) understood this problem early on in the process. In fact, since the early 90's, the group had begun its internationalization process since the early 90's: it is now a real pioneer in China thanks to its ability to identify the...»
Conceptual models in strategic management: The Boston Consulting Group growth / share matrix
«Introduction.. General discussion: Common usage of models in strategic management.. Different challenges facing managers.. Usage of conceptual models in strategic management.. The Boston Consulting Group Matrix explained and represented.. Reflection and evaluation of the strengths and weaknesses of...»
«Nowadays, in a stronger context of globalisation, companies have to face more and more complex challenges such as a higher international competition, emerging markets, many economic changes or new technological progresses etc. Strategic management decisions have to be completely successful in this...»