Case Detail

Case Summary

Leclerc: The Growth Challenge

Case Number: 5-109-001, Year Published: 2009

HBS Number: KEL407

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Authors: Timothy Calkins; Julien Dangles

Key Concepts

Marketing, Marketing Strategy, Retailing, Growth Strategy

Abstract

The senior management team at Leclerc, one of the largest retailers in France, is considering how best to maintain growth in the highly regulated French retail industry. Strict limits on pricing and store construction will significantly limit Leclerc’s flexibility; many of the traditional growth levers cannot be used. These regulations also have a major impact on competition. The executives at Leclerc must identify the optimal growth plan and then consider whether it will deliver the desired growth.

Learning Objectives

The case can be used to examine three areas: growth strategy for established businesses, non-market strategy, and marketing planning. It provides an interesting look at the French retail industry and highlights the role of government regulations in shaping the competitive playing field.

Number of Pages: 10

Extended Case Information

Teaching Areas: Management, Marketing

Teaching Note Available: Yes

Geographic: France

Industry: Retail

Organization Name: Leclerc

Organization Department: Marketing, Strategy

Organization Size: Large

Decision Maker Position: Co-Chairman

Decision Maker Gender: Male

Year of Case: 2002