Abstract
600 supermarkets, 300 hypermarkets and not less than 160,000 employees, is a brief summary of the winners of Auchan in the French market. This family business has been part of the French economy for over 40 years. This longevity can be explained by a sense of innovation and a constant attention of client expectations. This succes did not remain confined to the borders of France but was able to be exported to neighboring countries. Indeed, Auchan is present in 14 countries and has therefore grown to become a world leader in terms of retail. In order to succeed, Auchan is based in three main areas of internal communication, the sharing of power, knowledge and assets. The power-sharing encourages personal initiative and taking responsibility through a relationship of trust and active participation of all. However, to what extent can we say Auchan has developed a unique strategy when compared to its competitors? One of the answers is in the communication strategy.
