{"id":6540,"date":"2024-04-13T12:37:36","date_gmt":"2024-04-13T16:37:36","guid":{"rendered":"https:\/\/cdialumni.ecademydj.com\/?p=6540"},"modified":"2024-04-13T12:37:36","modified_gmt":"2024-04-13T16:37:36","slug":"vive-le-client","status":"publish","type":"post","link":"https:\/\/cdialumni.ecademydj.com\/fr\/2024\/04\/13\/vive-le-client\/","title":{"rendered":"Vive le client !"},"content":{"rendered":"

Par Dominique Jacquet<\/strong><\/h3>\n

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\"\"<\/p>\n

(illustration cr\u00e9\u00e9e gr\u00e2ce \u00e0 l’intelligence artificielle via la suite Adobe)<\/p>\n

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Le vidcast de ce mois est consacr\u00e9 \u00e0 une entreprise de distribution qui peine \u00e0 conserver sa marge sur son territoire d\u2019origine. Num\u00e9ro 2 en France avec un chiffre d\u2019affaires de 42 milliards d\u2019Euros en 2022, Carrefour est devanc\u00e9 par Leclerc qui g\u00e9n\u00e8re des revenus de 58 milliards.<\/p>\n

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Lorsqu\u2019une entreprise souhaite augmenter ses ventes et gagner des parts de march\u00e9, elle peut soit \u00ab\u00a0gagner\u00a0\u00bb des clients, soit les \u00ab\u00a0acheter\u00a0\u00bb. Dans le dernier cas, elle proc\u00e8de \u00e0 des acquisitions, ce que fait Carrefour en d\u00e9pensant un peu plus d\u2019un milliard d\u2019Euros pour acqu\u00e9rir les 175 points de vente de Cora et Match et ajouter plus de 5 milliards d\u2019Euros de revenus compl\u00e9mentaires \u00e0 son compte de r\u00e9sultat. En cons\u00e9quence, sa part de march\u00e9 (consommation des m\u00e9nages) va progresser, passant de 20,1% \u00e0 22,5%, ce qui lui permet de ne pas \u00eatre distanc\u00e9 par Leclerc, mais pas de lui ravir sa place de leader avec 23,9%.<\/p>\n

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Dans le m\u00eame temps, Leclerc, dont les pratiques commerciales et op\u00e9rationnelles n\u2019ont pas la r\u00e9putation d\u2019\u00eatre conviviales et attentistes, \u00ab\u00a0profite\u00a0\u00bb de l\u2019inflation pour augmenter sa part de march\u00e9 de 1,5% en 7 mois, une performance commerciale spectaculaire.<\/p>\n

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Leclerc est, \u00e0 l\u2019origine un \u00ab\u00a0mouvement\u00a0\u00bb avec des adh\u00e9rents (certains pourraient dire, des franchis\u00e9s\u2026).\u00a0Les slogans de l\u2019entreprise sont \u00ab\u00a0moins cher\u00a0\u00bb et \u00ab\u00a0maintien du pouvoir d\u2019achat\u00a0\u00bb. En p\u00e9riode d\u2019inflation, l\u2019argument sonne juste et, par sa communication agressive, Leclerc \u00ab\u00a0d\u00e9montre\u00a0\u00bb que ses produits sont effectivement \u00ab\u00a0moins chers\u00a0\u00bb.<\/p>\n

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Il est \u00e9vident que vendre moins cher se fait au d\u00e9triment de la marge. Or, la distribution fonctionne avec une forte rotation des capitaux et des marges faibles. Donc, toute r\u00e9duction, m\u00eame limit\u00e9e, des prix de vente a un impact significatif sur la performance financi\u00e8re.<\/p>\n

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Quel impact pour les actionnaires\u00a0?<\/p>\n

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Une performance plus faible signifie une perte de valeur. C\u2019est pourquoi, nous l\u2019avons \u00e9voqu\u00e9 plusieurs fois dans la Ecademy (vid\u00e9os, blogues), certaine entreprises utilisent la puissance de leur marques pour imposer des augmentations de prix aux clients et pr\u00e9server leur marges\u2026 mais au d\u00e9triment des volumes. Unilever pr\u00e9sente ses comptes 2022 en annon\u00e7ant une augmentation des revenus de 8%, due \u00e0 une hausse des prix de 11% g\u00e9n\u00e9rant une perte de volume 3%… Dans un premier temps, les march\u00e9s ont salu\u00e9 la puissance des marques, mais la publication des comptes du premier semestre 2023 a montr\u00e9 un visage diff\u00e9rent. Certaines firmes, par exemple Colgate Palmolive, ont vu leur cours baisser \u00e0 l\u2019annonce d\u2019une rentabilit\u00e9 soutenue au prix d\u2019une perte de client\u00e8le.<\/p>\n

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Cela nous rappelle le fameux \u00ab\u00a0Marlboro Friday\u00a0\u00bb de 1993. Lorsque Philip Morris a baiss\u00e9 les prix de la c\u00e9l\u00e8bre cigarette pour reconqu\u00e9rir ses clients, la valeur boursi\u00e8re a, dans un premier temps, baiss\u00e9 pour remonter en constatant que placer le portefeuille clients au sommet des priorit\u00e9s, c\u2019\u00e9tait une bonne strat\u00e9gie. Belle le\u00e7on de finance qui nous rappelle qu\u2019il faut r\u00e9mun\u00e9rer ses actionnaires, mais qu\u2019on ne peut le faire qu\u2019avec des clients\u2026 18 mois ont \u00e9t\u00e9 n\u00e9cessaires pour que les investisseurs financiers valident la strat\u00e9gie de Philip Morris. Il semble que la le\u00e7on a \u00e9t\u00e9 comprise, la r\u00e9action est plus rapide aujourd\u2019hui.<\/p>\n

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Impact sur le cours de bourse de Leclerc\u00a0? La soci\u00e9t\u00e9 n\u2019est pas cot\u00e9e, elle est la propri\u00e9t\u00e9 d\u2019individus qui prennent des d\u00e9cisions sur leur patrimoine personnel. Impact sur la marge\u00a0? Pas de cotation, pas de communication financi\u00e8re. Des propos de professionnels du secteur rapportent que les adh\u00e9rents ont accept\u00e9 d\u2019abandonner leur marge pour b\u00e9n\u00e9ficier de volumes en croissance. Comment peut-on subsister sans faire de marge\u00a0? Apparemment, en encaissant les seuls revenus locatifs g\u00e9n\u00e9r\u00e9s par la galerie marchande dont les adh\u00e9rents sont propri\u00e9taires. Encore faut-il que ces revenus ne soient pas mobilis\u00e9s pour payer des frais financiers et rembourser des dettes d\u2019investissement immobilier.<\/p>\n

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Carrefour choisit de combattre sur le terrain de la croissance externe en annon\u00e7ant des synergies (\u00e9conomies d\u2019\u00e9chelle) g\u00e9n\u00e9r\u00e9es en 3 ans par l\u2019int\u00e9gration de Cora et Match. Ceci signifie que le retour sur investissement sera destin\u00e9 aux clients, pas aux actionnaires. Le cours de bourse de la firme en souffre un peu, mais les clients vont profiter de prix moins \u00e9lev\u00e9s.<\/p>\n

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Le client remonte dans les priorit\u00e9s strat\u00e9giques, ce qui est une bonne nouvelle. Mais, ceci ne peut se mettre en \u0153uvre que dans un environnement o\u00f9 la concurrence est possible et est intense. Favoriser la comp\u00e9tition entre firmes est, donc, un outil de lutte contre l\u2019inflation plut\u00f4t efficace et plus agr\u00e9able \u00e0 vivre qu\u2019une hausse des taux d\u2019int\u00e9r\u00eats qui appauvrit les consommateurs. Encore faut-il que les d\u00e9cideurs connaissent la micro\u00e9conomie et ne limitent pas leur compr\u00e9hension macro\u00e9conomique \u00e0 une corr\u00e9lation mono-factorielle\u2026<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Par Dominique Jacquet   (illustration cr\u00e9\u00e9e gr\u00e2ce \u00e0 l’intelligence artificielle via la suite Adobe)   Le…<\/p>\n","protected":false},"author":2,"featured_media":6538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"acf":[],"yoast_head":"\nVive le client ! - CDI Alumni E-Cademy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cdialumni.ecademydj.com\/fr\/2024\/04\/13\/vive-le-client\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vive le client ! 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