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Les Performances Dans La Grande Distribution Alimentaire / Philippe Moati

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Les Performances Dans La Grande Distribution Alimentaire / Philippe Moati Centre de Recherche pour l'Etude et l’Observation des Conditions de Vie o# LES PE[3F®I31Æ, i© BM LÀ 6BAI0E ©BUTFiBiUTB© « L ’SS S DU T AIR Philippe MOATI Sou1990-706 4 Les performances dans la grande distribution alimentaire / Philippe Moati. (Nov. 1990). Novembre 1990 CREDOOBibliothèque ........ IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIHIIIII = 142, rue du Chevaleret - 75013 PARIS Centre de Recherche pour l'Etude et l'Observation des Conditions de Vie Equipe "Prospective de la Consommation" LES P i P3 F © G? ! â i©iS P^iS LÂ ©IFSÂiPE BIST EU BUT B@i à LO i llï h 0 El E Philippe MOATI Novembre 1990 AVERTISSEMENT Cette étude des performances de la grande distribution a été réalisée au Crédoc simultanément à une étude des stratégies d'intégration dans la grande distribution alimentaire, réalisée par Lylian Vignau 1. Cette simultanéité a permis des échanges de vues fructueux entre les deux auteurs. Les domaines d'analyse des deux études sont toutefois relativement éloignés : la présente étude dresse un panorama général du fonctionnement de la grande distribution, analyse les stratégies et performances des groupes dans leur globalité et contient une évaluation originale des déterminants des résultats des magasins; l'étude de L. Vignau s'intéresse exclusivement aux stratégies d intégration amont des groupes de la grande distribution dans 1 industrie agro-alimentaire. Elle a à cet égard fournit à la présente étude de précieux éléments d'information sur l'état de la diversification dans les IAA des groupes de la grande distribution. 1 Lylian Vignau, "Intégration verticale et grande distribution dans la filière alimentaire", Collection des Rapports, n° 89, novembre 1990, Crédoc. I INTRODUCTION................................................................................................................... 1 PREMIERE PARTIE - LES CONDITIONS DE BASE : les limites de la croissance extensive ................................................................................................................2 Chapitre 1 - Le marché alimentaire est saturé........................................................................ 2 Chapitre 2 - Les perspectives de gains de parts de marché dans l'alimentaire s'assombrissent .......................................................................................................................g Chapitre 3 - Les gains de parts de marché dans le non-alimentaire imposent un infléchissement des stratégies..................................................................................... 15 Chapitre 4 - Les bonnes implantations se font plus rares.........................................20 Chapitre 5 - Vers une mutation du régime de concurrence .................................................23 DEUXIEME PARTIE - LES STRATEGIES D’ADAPTATION................................33 Chapitre 6 - Les stratégies de diversification .......................................................... 34 a) La diversification vers les produits non-alimentaires ...........................................34 b) La diversification vers les services..............................................................36 * les services bancaires .......................................................................................... 36 * Les autres services.............................................................................................. 37 c) La diversification "externe" .....................................................................................38 Chapitre 7 - L'internationalisation .............................................................................40 Chapitre 8 - La concentration de la grande distribution alimentaire .................................. 44 Chapitre 9 - La mise en place de stratégies de segmentation ..............................................47 Chapitre 10 - Le relèvement des marges..................................................................50 a) La diversification ..................................................................................................... 50 b) Les produits distributeurs ....................................................................................... 50 c) La logistique............................................................................................................ 52 Conclusion : Vers un nouveau régime de concurrence ........................................................54 TROISIEME PARTIE - STRATEGIES ET PERFORMANCES DES GROUPES DE LA GRANDE DISTRIBUTION ALIMENTAIRE............................56 Chapitre 11 - Performances comparées des groupes de la grande distribution alimentaire ............................................................................................................................ Chapitre 12 - Analyse des principaux groupes ...................................................................78 a) Leclerc...................................................................................................................... 7 g * Structures et stratégie.......................................................................................... 78 * Performances .......................................................................................................80 b) Intermarché .............................................................................................................. 82 * Structures et stratégie.......................................................................................... 82 * Performances .......................................................................................................84 c) Système U............................................................................................................... 86 * Structures et stratégie.......................................................................................... 86 * Performances .......................................................................................................87 II d) Promodès ............................................. 88 * Structures et stratégie.......................................................................................... 88 * Performances .......................................................................................................92 e) Carrefour..................................................................................................................94 * Structure et stratégie..................................................................................94 * Performances .......................................................................................................97 f) Euromarché ..............................................................................................................99 * Structures et stratégie.......................................................................................... 99 * Performances ..................................................................................................... 100 g) Les Docks de France .............................................................................................102 * Structures et stratégie.........................................................................................102 * Performances ..................................................................................................... 105 h) Casino .................................................................................................................... 107 * Structures et stratégie.........................................................................................107 * Performances ..................................................................................................... 112 i) Auchan .....................................................................................................................114 * Structures et stratégie.........................................................................................114 * Performances ..................................................................................................... 116 j) Les Comptoirs Modernes ....................................................................................... 118 * Structures et stratégie.........................................................................................118 * Performances ..................................................................................................... 120 QUATRIEME PARTIE - LES PERFORMANCES DES MAGASINS Chapitre 13 - Les relations groupe-magasins ..................................................................... 123 a) La politique d'approvisionnement ...............................................................123 b) La politique de prix ................................................................................................124 c) La gestion de la trésorerie......................................................................................125 d) La politique d'investissement ......................................................................126 Chapitre 14 - Les déterminants des performances des magasins ..................................... 128 a) Principaux indicateurs économiques et financiers ................................................ 128 * Les hypermarchés .............................................................................................. 129 * Les supermarchés .............................................................................................. 141 b) Analyse des facteurs clés de succès des magasins
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