Abstract
In the framework of our Analyzing Financial Statements, we are asked to make an analysis of a firm. This analysis should emphasize the company's management, strategy and its financial situation. I chose to work on the JCDecaux Group. I based my file on a question: "How JCDecaux group, an owned-family dimension firm, managed to develop a real business model and become the leader on the European external market?"
My choice was established on the fact that I would like to work on an international French firm, which still knows a success all over the world. Moreover, even if, each French people have already heard about the brand JCDecaux, a few of them is able to describe the company and its entire activity. We could see the name of the brand on a lot of billboards, but we do not know exactly which products belong to JCDecaux portfolio.
JCDecaux is a firm that was created by Mr JC Decaux in 1955. The company's first activity was a new concept: providing cities with furniture which is entirely financed by advertising. JCDecaux then launched three other activities. They became the first company in France to display public notes and advert posters also financed by advertisers. They also make furniture such as public toilets or public lampposts which are implemented in many towns. Finally, their most recent activity is Cyclocity: a new concept that offers self-service bicycles and here again, the activity is financed by advertisers.
JCDecaux has managed thanks to its creativity to grow from a local family-owned company to an international leader on its markets. Today, JCDecaux as a group is implemented in 3500 towns and 48 countries over 4 continents. Nowadays, they are leader on the external communication market on an international level.
