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Cas Casino Essay

1844 words - 8 pages

MANAGEMENT STRATEGIQUE

GESLAIN Charlotte Mme WALLAS
GESLAIN Pierre Mr.BOMBRAULT
HESCO YOANN
HELY Philippe-Michel

Le groupe casino est le cinquième distributeur français avec les marques Franprix, Casino, Leader Price, Spar et monoprix. Le groupe compte aujourd’hui plus de 14 000 points de ventes dont 9500 en France. Sa présence internationale se fait essentiellement en Amérique latine (Brésil, Argentine, Uruguay, Colombie ainsi qu’en Asie (Vietnam, Thaïlande) et dans une dizaine de pays d’Afrique Outre la distribution, le groupe est également présent sur le secteur de l’immobilier avec Mercialys ainsi que dans l’E-commerce avec Cdiscount.
Le ...view middle of the document...

Depuis 2004, différentes stratégies sont appliquées au sein du groupe CASINO.
Au niveau Corporate tout d’abord, avec une stratégie de diversification entamée avec Mercialys, qui agit dans le secteur de l’immobilier, ainsi que la création de Casino Banque qui prête de l’argent à des particuliers qui souhaitent acheter une voiture par exemple. Le groupe développe son activité dans de nombreux secteurs et innove en se diversifiant dans des secteurs où ne sont pas présents ses concurrents de la grande distribution. En outre, le groupe se spécialise également dans son domaine d’activité puisqu’il œuvre à la fois sur le discount, la proximité et maintenant le qualitatif/premium avec le rachat de monoprix.
Ensuite, le Groupe CASINO a fait des choix payants en stratégie business. En se différenciant (par le haut), avec Monoprix qui a investi 10 millions d’euros en changeant le packaging de ses 2000 références. Monoprix a modernisé son identité graphique et s’est différencié par rapport à ses concurrents (Carrefour, Leclerc…). En lançant une guerre des prix dans l’optique stratégique d’une domination par les coûts. Le groupe a investi et revu sa politique tarifaire en réalisant des baisses de prix sans précédent. Chez leader price, 60 millions d’euros ont été investi pour diminuer les prix d’environ 6%. Si les résultats peinent à se faire attendre chez Leader Price, la guerre des prix a permis à l’enseigne Géant de stabiliser son chiffre d’affaire alors qu’il était encore en chute de 2% en 2013.
Enfin, dans le contexte d’économie globalisée, le groupe CASINO a fait le choix stratégique de l’internationalisation. Il y a peu, les ventes étaient majoritairement réalisées en France Aujourd’hui, 56% d’entre elles le sont à l’international, notamment au Brésil. Or le groupe profite grandement de cette l’internalisation, car les meilleures performances sont enregistrées hors de la France : +7,% pour les activités de distribution alimentaire en Amérique Latine et +3,1% en Asie.
Centrons-nous maintenant sur l’avantage concurrentiel du groupe CASINO. Avant toute chose, il nous faut rappeler que les multiples DAS du groupe CASINO n’en sont pas un, étant donné que la quasi-totalité des groupes du secteur ont eux aussi de nombreuses enseignes dans des domaines variés. Il s’agit donc d’un facteur clé de succès.
Cependant, et en premier lieu, les différentes enseignes du groupe CASINO ont pour avantage de ne pas partager un dénominatif commun. Système U ou Carrefour, par exemple, lient le nom de leurs marques (Carrefour, Carrefour City, Carrefour Market), et partagent des produits du groupe qui doivent être vendus au même prix. Le groupe CASINO peut donc, à l’inverse, pousser la différenciation très loin, et faire du hard-discount massif ou au contraire du premium très moderne, sans risquer de trop étirer l’image du groupe.
Le groupe, très international (encore une force) se fait un devoir de s’adapter parfaitement aux spécificités des pays d’implantation. De...

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