Auchan: Successfully Traversing the Russian Retail Landscape?
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Case Code: BSTR589 Case Length: 17 Pages Period: 2002-2019 Pub Date: 2019 Teaching Note: Available |
Price: Rs.500 Organization: Auchan Retail Russia Industry: Retailing Countries: Russia, France Themes: International Business, International Marketing, Consumer Behavior, Strategy Formulation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In January 2019, Auchan Retail Russia (Auchan), the Russian arm of multinational French retail giant Auchan Retail Group (Auchan Retail) , announced that it would stop further development of its drugstore and cosmetic chain, LillaPois, in that country to focus on its hypermarkets and supermarkets and improve the range and kind of services they offered. There were two standalone LillaPois stores and a shop-in-shop in an Auchan store, of which the company closed down one store. Auchan also planned to expand the cosmetics department in its hypermarkets and sought to introduce Korean cosmetics brands and luxury brands.
Auchan entered Russia in 2002 and established hypermarkets that quickly became popular. Encouraged by the success of its hypermarkets and keeping in mind the changing requirements of customers...
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