{"id":293255,"date":"2012-11-01T01:00:00","date_gmt":"2012-11-01T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-de-cuisine-comme-modele-de-reussite-partie-i-les-origines-5174"},"modified":"2012-11-01T01:00:00","modified_gmt":"2012-11-01T00:00:00","slug":"la-franchise-de-cuisine-comme-modele-de-reussite-partie-i-les-origines-5174","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-de-cuisine-comme-modele-de-reussite-partie-i-les-origines-5174","title":{"rendered":"La franchise de cuisine comme mod\u00e8le de r\u00e9ussite – PARTIE I – les origines"},"content":{"rendered":"
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La franchise Ixina, enseigne sp\u00e9cialis\u00e9e dans la cuisine \u00e9quip\u00e9e, a \u00e9t\u00e9 prise comme mod\u00e8le de r\u00e9ussite dans le tome\u00a0III de <\/b>La Franchise expliqu\u00e9e par les Experts de la FFF<\/b><\/a>.<\/b> Ce troisi\u00e8me tome, sorti le 18 mars dernier, et intitul\u00e9 \u00ab\u00a0Le d\u00e9fi de la R\u00e9ussite partag\u00e9e\u00a0\u00bb, a \u00e9t\u00e9 \u00e9crit par les Membres du Coll\u00e8ge des Experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise. Dans le Chapitre 4, le cas de la franchise Ixina est pris comme exemple. <\/p>\n

Introduction du Chapitre 4<\/u> : L’exportation, moteur de l’\u00e9volution
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\u00ab\u00a0La franchise de cuisines \u00e9quip\u00e9es est un cas particuli\u00e8rement int\u00e9ressant d’\u00e9volution radicale d’un concept pour exporter. Il n’est pas repr\u00e9sentatif de la moyenne car la plupart des enseignes qui \u00e9voluent pour exporter choisissent de changer moins profond\u00e9ment leur concept. Mais Ixina expose un grand nombre des changements observables parmi les franchiseurs exportateurs, et permet donc d’en tirer des le\u00e7ons.\u00a0\u00bb<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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LES ORIGINES DE LA FRANCHISE DE CUISINE EQUIPEE<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Extrait du Chapitre 4<\/u>\u00a0 : Ixina, les origines<\/p>\n

<\/em>\u00ab\u00a0Historiquement, dans leur pays d’origine, la Belgique, les magasins Electro Cash vendaient de l’\u00e9lectro m\u00e9nager ; produits blancs, produits bruns et petit \u00e9lectro. Leur ma\u00eetrise des produits blancs dont les encastrables n\u00e9cessaires au march\u00e9 de la cuisine \u00e9quip\u00e9e les avaient amen\u00e9s \u00e0 d\u00e9velopper un secteur cuisine tr\u00e8s cons\u00e9quent<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Le r\u00e9seau belge Electro Cash \u00e9tait constitu\u00e9 de magasins de 650 m\u00b2 en moyenne, implant\u00e9s principalement dans des zones francophones, en Wallonie et en R\u00e9gion Bruxelloise. Le d\u00e9veloppement du r\u00e9seau butait sur les sp\u00e9cificit\u00e9s linguistiques et culturelles r\u00e9gionales <\/strong>et l’enseigne ne parvenait gu\u00e8re \u00e0 se d\u00e9velopper en Flandre bien qu’elle soit leader dans le reste du pays.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Le comit\u00e9 de direction souhaita donc \u00e9tudier la possibilit\u00e9 de se d\u00e9velopper en France<\/strong>, les similitudes linguistiques et culturelles n’\u00e9chappant \u00e0 personne.
Notre \u00e9tude d\u00e9montra que la puissante concurrence fran\u00e7aise dans l’\u00e9lectro, Boulanger et Darty principalement, disposait d’atouts et d’accords nationaux sp\u00e9cifiques avec les industriels de l’\u00e9lectro m\u00e9nager, d’une notori\u00e9t\u00e9 tr\u00e8s forte, de chiffres d’affaires et de surfaces de vente plus grandes bien que ne comprenant pas de cuisine \u00e9quip\u00e9e \u00e0 quelques exceptions pr\u00e8s \u00e0 l’\u00e9poque. La surface de vente consacr\u00e9e \u00e0 l’\u00e9lectro m\u00e9nager \u00e9tait quatre \u00e0 six fois plus grande chez les concurrents fran\u00e7ais que chez Electro Cash. Une telle diff\u00e9rence entra\u00eenait tellement d’\u00e9carts de l’exploitation \u00e0 la communication, qu’il ne sembla pas pertinent de p\u00e9n\u00e9trer le march\u00e9 fran\u00e7ais sans faire \u00e9voluer le concept <\/strong>Electro Cash d’o\u00f9 une recherche des opportunit\u00e9s offertes <\/strong>par les points forts d’Electro Cash sur les deux march\u00e9s fran\u00e7ais correspondant \u00e0 l’assortiment, \u00e0 savoir l’\u00e9lectro m\u00e9nager et la cuisine \u00e9quip\u00e9e.\u00a0\u00bb<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Lire la 2\u00e8me partie<\/a> et la 3\u00e8me partie<\/a> de l’article.<\/span>
<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La franchise Ixina, enseigne sp\u00e9cialis\u00e9e dans la cuisine \u00e9quip\u00e9e, a \u00e9t\u00e9 prise comme mod\u00e8le de r\u00e9ussite dans le tome\u00a0III de La Franchise expliqu\u00e9e par les Experts de la FFF. Ce troisi\u00e8me tome, sorti le 18 mars dernier, et intitul\u00e9 \u00ab\u00a0Le d\u00e9fi de la R\u00e9ussite partag\u00e9e\u00a0\u00bb, a \u00e9t\u00e9 \u00e9crit par les Membres du Coll\u00e8ge des Experts […]<\/p>\n","protected":false},"author":1,"featured_media":292994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[2],"tags":[142],"class_list":["post-293255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","tag-vie-du-reseau-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLa franchise de cuisine comme mod\u00e8le de r\u00e9ussite - 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