Auchan Corporate Culture

Résumé du document

If it is based on informal variables, corporate culture can be materialized in the form of a charter annexed to the rules of procedure, displayed in local and distributed to new employees, for example. Also, if large structures are familiar, smaller only very rarely mastered and can neither develop nor make it an asset. In terms of image on the one hand, it has the advantages that it either internally or externally with consumers. It is indeed a source of cohesion and motivation for employees and limit conflicts. From customers, it conveys a positive image and it can develop a sense of closeness may become a selection criterion.

Extraits

[...] "You have to give a vision, improvement, and constantly listening, identify interesting initiatives and which operate on the ground." Then, vis-à-vis employees, they are in the insertion of important objectives and internal promotion. It's in large retailers that social mobility works best in HR. They therefore strive to develop the potential of each employee and to have balanced and sustainable relationships with our suppliers, which have often grown up with us for 50 years. In the same register, in this philosophy, Auchan does not hesitate to pursue this by promoting personnel training. [...]

[...] In May 2015, Auchan has a new slightly redesigned logo. Logo of 1983-2015 (logo used in some stores) Since 2015 Logo Especially, the company sets up communications based on action plans in a short time such as 25 days or the promotional campaign for its 40th anniversary. Auchan relies on frequent repetition of messages, including Auchan with its slogan. Life, True or with many promotions. This strategy allows both to revitalize the brand and the products and also to showcase the company (brand awareness, skills, seniority). [...]

[...] This allows the company to manage the consistency galleries or commercial areas surrounding its stores and thus promote the brands in its group, creating a coherent strategy for the commercial area. Next, what strikes me most is that Auchan has experienced an increase of 8 points on turnover since 2009. This increase is due to work done for 15 years is due through reflection, and a culture, a methodology to teach. First, they worked in depth, topics by topics across the entire spectrum. Then the marketing was concentrated in Sustainable Development and developed the concept of "discount charge". Actually, this means that for the consumer, there is an overall benefit. [...]

[...] It is the work of brand identities Disle creator Michel, founder of the agency Black Square. According to Auchan, the symbol of the robin was chosen for its friendly character, close to the man and because it corresponds to the spirit of "Auchan Life". This symbol is a way to highlight the quality, safety, simplicity, respect for the environment but also to give a natural side (which is found with the green color). Auchan also has a slogan "Life, True. "Which gives a human dimension to Auchan. [...]

[...] We question, she guides us, and we are reporting on results; - The "Sustainable Development 'committee, composed of members of the General Directorate a bit far for Sustainable Development, acting on the purchasing, marketing, construction . This committee puts pressure on the social body of the company; - Committees "Sustainable Development" present in each store, powered by a store manager by region, himself a member of the SD/GD Committee. We publish every month the "Sustainable Development" initiative of months, giving rise to a real internal struggle since we have much more than 12 initiatives in the year . Then communicating externally and internally. [...]