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8/8/2019 E.Leclerc (2)
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Olivier RAZAFINDRATANDRAMickael ROCHE
Sophie SANAPHONH
Veasna RA
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Introduction
First independent retailer in Europe
Owners are autonomous but in the same timethey are mutually supported
Decisions are made by CEO
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11 in Spain
31 in Italy
45 in Poland
23 in Portugal
2 in Slovenia
CONAD
REWECOLRUYT
COOP
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Missions and commitments of E. Leclerc
Defense of purchasing power
- Acheter le moins cher possible, pour vendre le moins cher
possible
- Avoid intermediaries
- Variation of suppliers (big groups, and SMEs)
- Low price policy
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Missions and commitments of E. Leclerc
Ethics
- Protect environment and social life actors where they
are implanted
recycling,
1st to propose reusable and recycle bags
- Partnership with MAX HAVELAAR FAIRTRADE
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Brand strategy
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Key terms
Intended strategy:Careful deliberation from topmanagement
Emergent strategy:Emerge in an organisationover time
Learning organisation:Internal capacity andcapability of continual regeneration
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Leclerc Sormiou Strategy development
Both intended and emergent strategy
Sormious CEO follows the globalLeclerc strategies
- Purchasing power
-Ethics
- Low price
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Leclerc Sormiou Strategy development
but in the same time they have their own strategy:
- Be different from the competitors in the Area:
Good store image
Hospitality
Security
Cleanliness
- Participate with the community of the Area and improve theimage of this area
=> differentiation strategy
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Leclerc Sormiou Strategy development
Strategy decisions made by:
CEO and top management team + sometimes shareholders
Methodology:
- Analyze where is there a need to invest
- Make the decision
- Allocate the resources
- Get the employees involved in the new process (not the
decision)
- Start the development
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Leclerc Sormiou Strategy development
Mistake to avoid:
- do not forget the client!
Example: customer service
- continuous improvement
- do not forget the HR management
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Leclerc Sormiou Strategy development
Learning organisation
- Learn from others
Open to the complains/ideas from customers, employees,
partners
- Problem resolution is not often made in group
- Experimentation: starts from a small entity of the company
- Knowledge transmission: new employees/experienced
employees (but not in all cases)
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Leclerc Sormiou Strategy development
Conclusion
There will be multiple processes at in the
organization Multiple process of strategy development may
perform better than only one single approach
Challenge:
Find out the possible benefit ofdifferent processes of developing strategy
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