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