Michel-Edouard Leclerc could swagger. When competitors stagnate or regress, it aired on Wednesday 4th February sales up 1.8% in 2014. But for the first time, growth slowing. “The situation is complicated, he was worried the day before, at the conference” Consumer’s morning “to Kantar Worldpanel. Maybe we are the top of the bell curve …” that curve mathematical bell-shaped, with a rise followed by a descent. The media boss seems less compelling than usual. But he wants to “stay the course”. So called, his speech was sailing between constancy and storm warnings
Breton knows he faces a succession of grains that could last. Alliances between distributors have made him lose his first place in Purchase with industrial; Macron law threatens the cooperatives and trade associations; and, for the first time in years, a competitor, Intermarché, growing faster than him. Stay the course, for this pattern at the head of 640 stores is sure that “in 2015, the market share will increase to 0.3% in value, like this year, while maintaining the volumes.”
Stay cheaper: a challenge
But while its growth has been driven by the -557 to drive that day, Michel-Edouard Leclerc risk of running relay in 2015. Its members have further reduced their margins of 0.8% in 2014 (after -0.6% in 2013), and remain less could become a full price war challenge. Formerly leader, its purchasing power station is now only the fourth in market share behind Carrefour alliances Cora, Auchan, Casino and Système U-Intermarché, signed late in the year.
“This combination completely change the situation, he admits, while the trade negotiations are in full swing. When you are in the balance of power, not sure industry does not give in to the lure of bigger number. But we maintain our leadership in relation to the consumer. ” Then to drive the point: “We are dynamic clients who deserve your energy,” he smiled at managers in the industry. Unusual charm offensive. This lover of BD would see small Gallic defending its autonomy in the face of others who might lose it. “I do not despair Intermarche remains independent” he says, referring to the fact that Casino would put his hand on the grouping of the Musketeers when Système U could get lost in Auchan.
The Macron law slammed
But it is in the offensive that man is the most convincing. He finds some of its verve when it comes to castigate the Macron law. “None of the measures is not going in the direction of more competition!” The possibility for the Competition Authority to require a store to sell if it considers that there is a monopoly? “It was supposed to Paris, but it weakens especially Système U, Leclerc and Intermarché ‘, not in the capital. The limitation to 9 years of teaching contracts? “Macron confuses the trademark rights with a cooperative and its statutes. We will find a way, but it is not normal to slow and boxes as Intermarché, Intersport or us, who bring in competition.” He did not see coming grain. But still stands.
Soizic Briand ChallengeSoir
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