Abstract
Leroy Merlin sells “do-it-yourself products” in 13 different domains including painting, sanitary equipment, gardening, etc. The Leroy Merlin group is the sixth leading group in the world in this sector with an increase in turnover from 2654 million euros in 1998 to 4088 million euros in 2002.
The Tourcoing Leroy Merlin store was created in 1984 and expanded in 1995. It is composed of 10 managers, with one store director named Didier Marchez, one control manager Isabelle Staes, and eight sector managers responsible for from one to three areas.
Moreover, the store offers 40,000 references spread across the 13 areas and achieves a turnover of 25 million euros, thus ranking 60th among the 80 Leroy Merlin stores in France. With its 10,000m² area, it is positioned 30th in comparison to the other Leroy Merlin stores in France.
Leroy Merlin has got various competitors which are:
•Its main competitors are the ‘Hard Discounters' which offer varying low prices.In 2002 a “Brico-Dépot” store set up operations in front of Leroy Merlin Tourcoing that provoked a decrease in the latter's turnover. Faced with this problem, it responded by offering more competitive prices, a fidelity card and a wider range of products, for example, in its decoration area which doesn't exist in the portfolio of Hard Discounters.
•Castorama: It figures among the main competitors of Leroy Merlin. Leroy Merlin offers a more diverse furnishings department than Castorama and offers a complete range of products If a customer wants to change his bathroom, he can find all necessary accessories, for example, tiled floor, a wall paper, a soap dish, etc.
•Bricorama, Mr Bricolage: They are also competitors of close proximity but they are smaller than Leroy Merlin.
