{"id":12219,"date":"2016-02-18T08:50:58","date_gmt":"2016-02-18T08:50:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analyse-quelles-sont-les-perspectives-pour-match-et-smatch-2\/"},"modified":"2016-02-18T08:50:58","modified_gmt":"2016-02-18T08:50:58","slug":"analyse-quelles-sont-les-perspectives-pour-match-et-smatch-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-quelles-sont-les-perspectives-pour-match-et-smatch-2\/","title":{"rendered":"Analyse : Quelles sont les perspectives pour Match et Smatch ?"},"content":{"rendered":"

Le r\u00e9cent changement \u00e0 la direction de Match<\/strong> suscite bon nombre de questions. Que devra entreprendre le nouveau CEO pour que la cha\u00eene de supermarch\u00e9s devienne \u00e0 nouveau comp\u00e9titive ?<\/p>\n

<\/p>\n

Une image prix faible<\/h2>\n

Les probl\u00e8mes de Match ne datent pas d\u2019hier. Depuis des ann\u00e9es la cha\u00eene ne cesse de perdre des parts de march\u00e9. Il lui manque un profil bien d\u00e9fini et son image prix faible n\u2019est nullement compens\u00e9e par un service sup\u00e9rieur ou encore un assortiment distinctif. De plus la plupart des magasins auraient bien besoin d\u2019un petit coup de fra\u00eecheur.<\/p>\n

\nEn nommant Alois Ooms comme CEO de Match et Smatch<\/strong> en juin 2014, le groupe Louis Delhaize semblait r\u00e9ellement vouloir sortir la cha\u00eene de cette spirale n\u00e9gative et inverser la tendance. Avec son exp\u00e9rience internationale acquise chez Ahold<\/strong> et Metro Group<\/strong>, Ooms n\u2019\u00e9tait pas le premier venu.<\/p>\n

\nUn nouveau souffle<\/h2>\n

Le nouveau CEO a commenc\u00e9 par la base : il a progressivement am\u00e9lior\u00e9 l\u2019image prix de la cha\u00eene, a mis au point l\u2019assortiment et a ferm\u00e9 quelques magasins non-rentables, sans que cela ne provoque trop de troubles. Par ailleurs Ooms a r\u00e9organis\u00e9 son \u00e9quipe et a introduit une nouveau style de management afin de motiver ses troupes.<\/p>\n

\u00a0<\/p>\n

Au d\u00e9part cette nouvelle strat\u00e9gie a fait son effet. Les collaborateurs, avec lesquels nous nous sommes entretenus l\u2019an dernier, semblaient heureux de ce nouveau souffle dans l\u2019entreprise. Petit \u00e0 petit les premiers r\u00e9sultats ont \u00e9t\u00e9 perceptibles. Non pas qu\u2019il y ait eu une \u00e9norme croissance, mais la chute libre a \u00e9t\u00e9 stopp\u00e9e. Un bilan encourageant, direz-vous, sachant que toute r\u00e9organisation demande du temps.<\/p>\n

\nBonne r\u00e9putation pour le rayon frais<\/h2>\n

Ou le manager a-t-il voulu br\u00fbler les \u00e9tapes ? Derni\u00e8rement il est apparu que les points de vue du CEO et de l\u2019actionnaire \u00e9taient trop divergents. Alois Ooms en a tir\u00e9 ses conclusions et son successeur St\u00e9phane De Rango aura une lourde t\u00e2che. Le nouveau CEO se trouve-t-il devant une mission impossible ?<\/p>\n

\nCertes, tout n\u2019est pas n\u00e9gatif chez Match. Les magasins de la cha\u00eene sont relativement bien situ\u00e9s et le rayon frais \u00e0 bonne r\u00e9putation, en particulier pour la viande. Le concept de boulangerie \u2018Les d\u00e9lices de mon moulin\u2019 est excellent et la formule Match Food+More<\/strong>, cr\u00e9\u00e9e dans le cadre de la conversion de quelques hypermarch\u00e9s rachet\u00e9s \u00e0 Carrefour, pr\u00e9sente plusieurs atouts, notamment un rayon italien bien \u00e9toff\u00e9, un rayon frais attrayant et une attention particuli\u00e8re pour les produits locaux. De plus l\u2019alliance d\u2019achat entre Carrefour <\/strong>et Provera<\/strong> devrait permettre \u00e0 la cha\u00eene d\u2019introduire des prix comp\u00e9titifs.<\/p>\n

\nUn profil peu d\u00e9fini<\/h2>\n

Mais cela suffira-t-il ? Ce qui manque avant tout \u00e0 l\u2019enseigne c\u2019est un profil bien d\u00e9fini. Pour quelles raisons un consommateur irait-il faire ses courses chez Match ou Smatch, plut\u00f4t que chez un concurrent ? Voil\u00e0 la question cl\u00e9 \u00e0 laquelle le retailer aura \u00e0 r\u00e9pondre dans les mois \u00e0 venir. Mais faut-il encore que le groupe Louis Delhaize ait les moyens et la volont\u00e9 de r\u00e9aliser un repositionnement cr\u00e9dible. D\u2019autant plus que chez les enseignes s\u0153ur Cora <\/strong>et Delfood<\/strong> les affaires pour l\u2019instant ne sont pas tr\u00e8s florissantes non plus, nous dit-on.<\/p>\n

\nPar ailleurs les difficult\u00e9s ne se limitent pas au march\u00e9 belge. Au printemps 2015 la cha\u00eene faisait part de son intention de fermer onze magasins en France, dont quatre seront repris par Carrefour<\/a>, comme vient de l\u2019annoncer le distributeur fran\u00e7ais. Bref, les d\u00e9fis \u00e0 relever ne sont pas des moindres \u2026<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Le r\u00e9cent changement \u00e0 la direction de Match suscite bon nombre de questions. Que devra entreprendre le nouveau CEO pour que la cha\u00eene de supermarch\u00e9s devienne \u00e0 nouveau comp\u00e9titive ? Une image prix faible Les probl\u00e8mes de Match ne datent pas d\u2019hier. Depuis des ann\u00e9es la cha\u00eene ne cesse de perdre des parts de march\u00e9. […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nAnalyse : Quelles sont les perspectives pour Match et Smatch ? - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-quelles-sont-les-perspectives-pour-match-et-smatch-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analyse : Quelles sont les perspectives pour Match et Smatch ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Le r\u00e9cent changement \u00e0 la direction de Match suscite bon nombre de questions. 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