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Communication strategy of the Auchan group

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  1. Introduction
    1. Strategic analysis of the company Chupa Chups, in general
    2. Segmentation strategy of Chupa Chups
    3. The BCG Matrix
    4. Porter's Model
    5. Analysis of Mc KINSEY
  2. The analysis of Chupa Chups, by Strategic Business Area
    1. SWOT analysis of the SBU "Traditional"
    2. SWOT analysis of the SBU "Diet"
    3. SWOT analysis of the SBU "Fanciful"
  3. Conclusion of part 1
  4. The marketing plan
    1. Analysis and diagnosis of Chupa Chups and its environment
    2. Analysis of companies on the market Chupa Chups
    3. Analysis of variables Mix
    4. Strategies and objectives
    5. Means
  5. Action Plan
    1. .The action program
    2. Our latest recommendations and budget to devote
  6. Conclusion

The Auchan hypermarket business has been a family business and has been directed by Mr Gerard Mulliez since its beginning. The Auchen group celebrated 40 years of existence in the sector of large distribution in 2001.

The Auchan hypermarkets have adopted the 'price policy' of penetration to stay abreast in the market. The food products that the group sells give customers good value for money on their purchases. The company has admirable core values like the policy of sharing, internationalization, respect and the family spirit, despite being a decentralized organization. This has in turn led to the employees having a deep commitment towards the company.

The strategy adopted by the group is not only to seek alliances and partnerships, but also to involve all company employees in pursuing a policy of accountability to the company. It would thus be necessary to understand the means and the manner in which the company will communicate its values and its strategy to its employees. We also need to understand if this communication is only for the employees, or is also meant for external targets like financial institutions and customers.
Auchan has succeeded in churning out profits owing to its policy of sharing i.e. sharing power, knowledge and assets.

The power-sharing encourages personal initiatives among employees and encourages them to take up responsibilities. Since their decision is trusted, it prompts them to participate actively in all the activities related to the company. Sharing knowledge involves training and educating employees, so that they can take up responsibilities and ensure personal and professional growth. The idea behind sharing is to have employees interested in the economic performance of the company by giving everyone the opportunity to become a shareholder in the company.

The corporate culture of the Auchan Group is put forward in its communication. The group emphasizes on strong values among its employees to maintain their motivation. We must constantly remind them that the collective performance of the group is based on the performance of each. We note elsewhere in the text that "a lot of energy is devoted to self-motivation of employees" . Mr. Christophe Dubrulle, who is now chief executive, shows that it is possible to facilitate upward mobility within the company.

Since its inception, Auchan has been controlled by the Mulliez family. It therefore communicates internally on family values of the company. Gerard Mulliez clearly states that his "successor will be the family" . Steps have been taken to ensure that the family shareholders continue to be involved in the life of the company. The company seems like one big family with its core values.

A management co-optation was set up by the group to share its expertise. For example, regional assemblies or special evening shows of results are organized. These communication activities aim to involve staff in the life of the company. The Communication aims to empower staff and encourage them to participate more fully in the life of the company and its development.

Tags: corporate culture of the Auchan Group, Auchan communication strategy , retail business

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