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JCDecaux Group SWOT & PESTLE Analysis

ID : 521058053| Oct 2021| 18 pages

COMPANY PROFILE -JCDecaux Group

Business Sector :Mass Media Advertising

Operating Geography :France, Europe, Global

About JCDecaux Group :

JCDecaux Group is an international corporation based in Neuilly-sur-Seine, France, that specialises in bus stop advertising, billboards, public bicycle rental, and street furniture. Jean-Claude Decaux established the business in Lyon, France, in 1964. It has grown rapidly over the years, mainly through purchases of smaller advertising firms in many nations. JCDecaux creates, installs, and maintains a variety of free or low-cost services for cities, residents, and visitors, such as bus shelters, self-service bicycle schemes, passenger information panels, and mobile charging stations. These services are funded by adverts placed in high-traffic areas, giving brands maximum exposure. The company has a contract to manage retail malls in various countries and has franchises in more than 300 subways, trains, trolleys, and bus stations, as well as 150 airports. The company has operations in more than 75 countries on five continents. JCDecaux generates 77.9% of its annual income from outside the United States. JCDecaux, a partner of Justdiggit and a non-profit organisation dedicated to regreening Africa, provided free digital screens and posting displays in 13 African and 7 European nations in June, 2021.

JCDecaux's unique selling point, or USP, is that it is the world's largest outdoor advertising company, with over 960,000 advertising panels in over 80 countries. The mission statement of the JCDecaux reads, "JCDecaux wants to improve the outdoor experience and make cities more attractive, intelligent, responsible and more connected and engaging".

JCDecaux Group Revenue :


Euro 2,100 million - FY ending 31st December 2020 (y-o-y growth -39.79%)
Euro 3,488 million - FY ending 31st December 2019

Competitive Analysis of JCDecaux Group

SWOT
PESTLE
The SWOT analysis for JCDecaux Group is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Leader in advertising market across 80 countries
2. Overall performance is higher than the average of the media sector
3. Diverse portfolio of advertising solutions
4. The street furniture series is highly successful and is attracting major brands
1. Weak financial performance
2. Exposed to liquidity and interest rate fluctuation risks
OpportunitiesThreats
1. Exponential rise in demand for outdoor digital advertising
2. Spending on online Out of home (OOH) advertising is growing
3. Beijing winter Olympics 2022 create opportunity for advertising in China
1. Disruption in transportation can affect revenues
2. Digital billboards face cyber security issues and hacking threats
3. New regulations focus on reducing advertising assets in cities
4. Advertising model highly susceptible to economic fluctuations
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of JCDecaux Group

Strength

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Weakness

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Opportunity

1. Exponential rise in demand for digital outdoor advertising: Increasing media consumption led by OTT platforms and retail sector, has led to the implementation of several social and digital advertising strategies. A resultant increase in demand was witnessed in digital outdoor advertising solutions. It includes out-of-home advertising, digital billboard advertising, screens setup that can provide high resolution images, etc. Many retail brands are using effective marketing tools with storytelling, creative and data driven ads. For instance, ice cream brands often advertise their products on digital billboards placed around bus stops, pedestrian walks, and in malls. Some advertisers are exploring options of providing ads on smaller screen in busy public places. Digital technology is facilitating advertisers to utilize 4k quality advertising screens. These can hold user’s attention for longer duration. Outdoor advertising at airports has steadily increased. 27% of the total revenue share in 2019 from all outdoor advertising rose from outdoor advertising at airports.

2. Spending on online Out of home (OOH) advertising is growing: Digital out of home advertising is expected to increase by 19.2% towards the tail end of fiscal 2021. Spending on the same is expected to reach $3.84 billion by 2023. The major business to business customers for OOH is 3fe-commerce and digital content providers. The contextual, story based, and curated to local trends advertisement are able to create several engagements with their audiences. According to a study conducted by PJ Solomon, 67% customers recall ads from OOH, which is the highest in advertising industry. Netflix has doubled its spending on OOH advertising in 2019. It acquired multiple billboards in the US Hollywood region, and invested $300 million in regency outdoor advertising in 2018. Amazon has started using OOH advertising to promote its music content and advertise its Echo devices. In 2019 it spent $721 million on OOH advertising. This form of advertising continues to grow, and more companies are tapping the value created by it. Thus, OOH advertising companies are bound to witness a dramatic increase in demand.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

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Major Competitors :

  • Facebook
  • Times OOH
  • SmarTone
  • OUTFRONT Media
  • Lamar Advertising
  • Havas
  • Focus Media Holding

Major Brands :

  • JCDecaux Mobilier Urbain
  • Sopact
  • Semup
  • DPE Decaux Publicité Exterieurs
  • Cyclocity
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References used in JCDecaux Group SWOT & PESTLE Analysis Report

1. Who we are | JCDecaux Group - https://www.jcdecaux.com/talent/who-we-are#ndeg1-worldwide

2. FIRST QUARTER 2021: BUSINESS HIGHLIGHTS - https://www.jcdecaux.com/jcdecaux/download-file?url=public%3A//assets/document/2021/05/18-05-21q12021informationtrimestrielleuk.pdf

3. What is Jc Decaux Return On Equity? JCDXF | Macroaxis - https://www.macroaxis.com/invest/ratio/JCDXF/Return-On-Equity

4. Business report FY 2020 - https://www.jcdecaux.com/jcdecaux/download-file?url=public%3A//assets/document/2021/03/11-03-21fy2020-rapportannuelfy2020uk.pdf

5. Building Western Tourism: An Asia perspective | JCDecaux - https://www.jcdecaux.com/fr/blog/building-western-tourism-eastern-perspective

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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JCDecaux Group SWOT and PESTLE analysis has been conducted by Rakesh Shewale and reviewed by senior analysts from Barakaat Consulting.

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