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Auchan Holding SWOT & PESTLE Analysis

ID : 52565553| Sep 2020| 15 pages


Business Sector :Consumer Products & Retail

Operating Geography :France, Europe, Global

About Auchan Holding :

Auchan Holding (Groupe Auchan SA) is a French Multinational Company (MNC) and International Retail Group founded by Gérard Mulliez in 1961. Auchan was founded when Gerald Mulliez inaugurated his first Auchan shop in Roubaix, his hometown. At the age of 29 years, he decided to branch out on his own. Today, it is headquartered in Croix, France. It oversees its global retail distribution operations in 14 countries through 963 hypermarkets, 1041 convenience stores, and 530 ultra-convenience stores, as on 31 December 2018. Auchan Holdings comprises of 3 independent companies with complementary businesses; Auchan Retail which provides consumer products and retail business, Oney which provides banking services for customers for financing their purchases and Ceetrus’ commercial real estate services. As of Dec 2018, Auchan Retail has in total 4084 points of sales which include e-commerce, superstores, hypermarkets, supermarkets, convenience stores and in some countries, drive-ins are also available. Auchan Retail focuses on a new generation retail business and thus comes up with a plethora of tailor-made solutions for its customers which include channelizing multichannel purchasing behaviors, choice, and diversity of supplies, discount prices and adaptation to local markets. It is the world's 11th largest food retailer and the 35th largest employer having over 354,000 employees as of 2019 and is striving amongst today's Omnichannel and health-conscious consumers.

Auchan Holding Revenue :

€50,986 million - FY ended 31 December 2018 (year-on-year growth -3.2%)
€52,669 million - FY ended 31 December 2017

Competitive Analysis of Auchan Holding

The SWOT analysis of Auchan Holding is presented below:
1. An ever-increasing network of point-of-sale stores
2. Strong focus on partnerships, collaborations, and acquisitions
3. Diversified geographical breakdown of revenue
4. Robust Employee- Empowerment and Engagement laws
1. Poorly performing distribution network
2. Weak performance in terms of financial position
3. The limited store portfolio of Auchan
1. Taking advantage of market leaders of other countries
2. Successful implementation of “Renaissance” action plan
3. A long-term alliance between Auchan Holding and BPCE
4. Implementation of product partnerships
1. Financial Risks associated due to the impact of climate change
2. Energy consumption being a major financial issue costing millions of euros
3. Association of local retail businesses against Auchan Retail
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Detailed SWOT Analysis of Auchan Holding



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1. Taking advantage of market leaders in other countries: Different markets act & behave differently and Auchan acknowledges it well. Following the difficult scenario of Auchan’s operations in the market of Italy, it sold its Italian subsidiary to Conad in May 2019. Conad is the Italian cooperative retail group and undertakes the sales and operations of Auchan Retail Italia. Auchan Retail Italia, in Italy, operates under the name of Auchan and Simply brands and has 1600 stores, under franchise or fully-owned, under the categories of digital stores, supermarkets, ultra-convenience, and hypermarkets. This deal brings an opportunity for Auchan Italia to join an Italian Actor, Conad and learn through its expertise as a market leader in the Italian market and gain momentum for its own operations. The acquisition also took care that it does not adversely impact its other operations in the Italian market. Following which, the deal will not be applicable to the 33 non-franchised supermarkets or drugstores. Also, the Auchan and Simply Stores in Italy, currently operated by Ceetrus will continue to be operated as such. This deal presents an example and an opportunity for Auchan to collaborate with such market leaders in other countries as well as it will be a direct boost to its growth and a chance to learn the different geographies well. It will also enable Auchan to make its business profitable where it is currently going in losses or very low profits.

2. Implementation of “Renaissance” action plan: To better the overall financial performance, an action plan is formulated by Auchan by the name of “Renaissance”. The plan contains strict financial objectives for all the 3 Auchan Holding businesses, that are Auchan Retail, Oney and Ceetrus Real Estate Services. In the short term, a close examination of loss centers will be done and investments will be done after identifying the priority points. In the midterm, Auchan aims to work on its core competency of being a retailer which build innovative ecosystems with its partners and works in the interests of local areas. To do this, Auchan aims to observe the people and their stakeholders in their "living zones". Meanwhile, Ceetrus will focus on optimizing returns from its existing asset base and successful completion of projects which are already in action. Meanwhile, Oney will be looking forward to broadening its range of solutions that meet the need of the hour. Thus, the "Renaissance" plan, if implemented successfully, will not only help Auchan to sail through the difficult times but also to convert loss-making centers into profit-making centers in the near future.

3. A long-term alliance between Auchan Holding and BPCE: In April 2019, Auchan Holding and BPCE have signed a long-term partnership agreement in which BPCE has acquired 50.1% interest in Oney Bank. Groupe BPCE is the 4th largest banking group in Eurozone and 2nd largest in France and by leveraging its expertise in specialized financial services and payments, it further looks forward to expanding in the retail banking market in Europe. Oney Bank plans to strengthen and expand its status as a European leader in insurance, payment solutions, digital profiling and financing through the alliance and the joint expertise of Auchan Holding and BPCE. The alliance will not only enable Oney to further expand and accelerate the transformation in the field of digital and human capital but also work towards the development of its staff, serve the business of its partners and the projects of its clients. In the first phase of the alliance, Group BPCE will provide Oney the access to its expertise in the area of payment solutions for merchants which includes payment services with access to the multi-channel platform developed by S’Money, Payplug, and Natixis Paiements. Oney will also benefit from BPCE’s strength and experience in payment card issuance.

4. Implementation of product partnerships: Auchan has been long known for its food retailing since its inception. With time, Auchan has also expanded its operations to specialized non-food retailers. And now, Auchan has taken one step more to further expand its presence in the non-food retailing sector. Auchan has chosen 5 categories particularly to expand its operations in the non-food retailing area. These areas include Home Appliances, Textiles, Automotive equipment, cultural products, sports. These areas have been strategically chosen to keep in mind its own expertise and the growing market trend in these areas. The 5 categories selected are planned to pilot the system in France in the second half of 2019. The plan will then be expanded and the model will be applied to different markets based on the success and the response here in the initial phase. With changing market needs, demands and expectations, this step by Auchan is a great opportunity for it to bring a new flavor in its offerings. Also, this step will help Auchan to expand its ever-increasing customer base even further.


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Major Brands :

  • Ceetrus
  • Auchan Retail
  • Oney

Key Business Segments / Diversification :

Auchan Holding
Property Management Customer Credit
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

References used in Auchan Holding Analysis Report

1. Auchan Holding Company History -

2. Auchan Retail Press Release 2019 -

3. Auchan Retail Press Release 2018 -

4. Auchan Retail Who We Are -

5. The Auchan group loses more than one billion euros -

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Auchan Holding SWOT and PESTLE analysis has been conducted by Siddharth Arora and reviewed by senior analysts from Barakaat Consulting.

Copyright of Auchan Holding SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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