{"id":293651,"date":"2012-04-28T02:00:00","date_gmt":"2012-04-28T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-3"},"modified":"2012-04-28T02:00:00","modified_gmt":"2012-04-28T01:00:00","slug":"la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-3","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-3","title":{"rendered":"La franchise expliqu\u00e9e par les experts de la fff. Le cas Pingouin. part 3"},"content":{"rendered":"
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Comment un franchiseur comme Pingouin dot\u00e9 de tant d’atouts a pu dispara\u00eetre ? C’est ce que nous voyons ci-dessous. Rappel : Ce texte est dans le chapitre 3 de l’ouvrage \u00ab\u00a0Le d\u00e9fi de la r\u00e9ussite partag\u00e9e de la collection \u00ab\u00a0La franchise expliqu\u00e9e par les experts\u00a0\u00bb.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00ab\u00a0Deux explications compl\u00e9mentaires sont \u00e0 donner. L’une a trait \u00e0 la culture d’entreprise du franchiseur<\/strong>, \u00e0 son essence m\u00eame. L’autre est li\u00e9e \u00e0 la disparition du march\u00e9<\/strong>. La conjonction des deux explique la mort de Pingouin et la quasi-disparition du produit fil \u00e0 tricoter et donc des m\u00e9tiers aff\u00e9rents. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une culture d’entreprise trop typ\u00e9e \u00ab industrielle \u00bb<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comme pr\u00e9cis\u00e9 au d\u00e9but de ce chapitre, le succ\u00e8s de Pingouin fut d’abord une affaire de m\u00e9tiers industriels mais ce fut \u00ab trop longtemps \u00bb une affaire d’industriels. Que signifie cela ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise moderne est diff\u00e9rente de celle des d\u00e9buts de Pingouin et de General Motors pour qui la franchise \u00e9tait avant tout un r\u00e9seau de distribution captif et un moyen d’\u00e9couler la production de leurs usines. La franchise moderne ne vise pas, en principe, \u00e0 \u00e9couler uniquement les produits que le franchiseur sait fabriquer, ce serait plut\u00f4t vu comme de la concession de nos jours, mais \u00e0 maximiser la performance et la p\u00e9rennit\u00e9 d’un r\u00e9seau quitte \u00e0 acheter ce qui n’est pas produit par le franchiseur. C’est pourquoi on d\u00e9finit d\u00e9sormais la franchise davantage par le savoir-faire que par le produit vendu ou son fournisseur. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pingouin avait d\u00e9j\u00e0 un savoir-faire extr\u00eamement cons\u00e9quent <\/strong>et en transf\u00e9rait efficacement la partie utile \u00e0 ses franchis\u00e9s mais<\/strong> avec une particularit\u00e9 de taille. Son but <\/strong>n’\u00e9tait pas de maximiser le profit des franchis\u00e9s mais d’\u00e9couler la plus importante production <\/strong>possible de ses usines. Certes, une m\u00e9thode de gestion des stocks des franchis\u00e9s simple et efficace existait bien avant l’apparition de la micro informatique. Certes l’\u00e9quipe de vente Pingouin \u00e9tait efficace pour aider les franchis\u00e9s \u00e0 vendre plus mais si elle s’appelait \u00e9quipe de vente, c’est que son r\u00f4le \u00e9tait de vendre aux magasins franchis\u00e9s sous l’influence industrielle de l’usine. L’\u00e9quipe de vente aidait les franchis\u00e9s \u00e0 acheter plus et \u00e0 vendre plus et non pas \u00e0 optimiser leur profit. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour \u00eatre juste, il faut dire que la micro-informatique n’existant pas encore<\/strong>, le m\u00e9tier d’animateur et d’optimiseur de la performance des franchis\u00e9s \u00e9tait plus complexe car les informations \u00e9taient moins nombreuses, moins pertinentes et moins rapides \u00e0 parvenir au franchiseur. Il faut dire que de nombreux franchis\u00e9s sous performants ou victimes d’impr\u00e9vus ont \u00e9t\u00e9 redress\u00e9s et sauv\u00e9s par Pingouin et son \u00e9quipe de vente s\u00e9rieuse et comp\u00e9tente m\u00eame si le syst\u00e8me n’\u00e9tait pas construit pour optimiser la rentabilit\u00e9 des franchis\u00e9s. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour \u00eatre juste aussi, il faut pr\u00e9ciser que la culture industrielle de ce groupe issu du 19\u00e8me si\u00e8cle incluait le sens de la responsabilit\u00e9 de l’emploi<\/strong>. C’est ainsi que ce groupe qui avait les moyens de d\u00e9localiser sa production ou qui aurait pu, comme son principal concurrent, fermer ses usines et acheter ailleurs, s’est refus\u00e9 \u00e0 le faire. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour \u00eatre juste encore, il faut rappeler que le textile fut l’un des premiers secteurs industriels \u00e0 souffrir de l’ouverture des fronti\u00e8res aux importations en provenance des pays \u00e0 bas salaire. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La disparition du march\u00e9 du fil \u00e0 tricoter<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Certes on voit encore du fil \u00e0 tricoter dans quelques boutiques pas toujours bien plac\u00e9es mais cela n’a rien \u00e0 voir avec la grande \u00e9poque des ann\u00e9es 70-80 et ses 4500 magasins franchis\u00e9s plac\u00e9s dans les meilleures rues de France et dont 80 % \u00e9taient Pingouin ou Phildar. Comment tout cela a t’il pu dispara\u00eetre ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le premier facteur de disparition du march\u00e9 fut l’importation de produits finis textiles <\/strong>en provenance des pays \u00e0 bas salaire. Un pull import\u00e9 devenait moins cher que les pelotes de fil \u00e0 tricoter qu’il aurait fallu acheter en France pour le faire. Or l’\u00e9conomie a toujours \u00e9t\u00e9 l’une des motivations des \u00ab tricoteuses \u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le second facteur fut le travail des femmes.<\/strong> Plus les femmes avaient un emploi, moins elles avaient de temps pour tricoter. Plus les sites industriels ou tertiaires se concentraient, plus les villes se congestionnaient, plus les trajets s’allongeaient pour aller au travail et c’\u00e9tait autant de temps perdu pour tricoter. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le troisi\u00e8me facteur fut l’acquisition d’un statut social et familial diff\u00e9rent pour les femmes<\/strong>. Cons\u00e9quence de l’emploi des femmes, leur autonomie financi\u00e8re cro\u00eet, leur contribution au budget du m\u00e9nage augmente. Leur besoin de tricoter (ou de coudre) pour r\u00e9duire les d\u00e9penses d’habillement du m\u00e9nage est remplac\u00e9 financi\u00e8rement, psychologiquement et socialement par le salaire qu’elles ram\u00e8nent. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le quatri\u00e8me facteur fut la dispersion g\u00e9ographique de la famille<\/strong>. Il ne s’agit pas ici de la propension au divorce ou aux couples \u00e9ph\u00e9m\u00e8res dont la tendance est somme toute r\u00e9cente mais aux d\u00e9m\u00e9nagements li\u00e9s au lieu d’emploi qui conduit les couples \u00e0 s’\u00e9loigner du lieu d’habitation de leurs parents ce qui eut comme cons\u00e9quence une disparition progressive de l’apprentissage du tricot par les filles, celles-ci apprenant plus souvent \u00e0 tricoter gr\u00e2ce \u00e0 leur grand-m\u00e8re ou \u00e0 leur tante que gr\u00e2ce \u00e0 leur m\u00e8re. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Enfin, la \u00ab ringardisation \u00bb du produit <\/strong>fut \u00e0 la fois une cons\u00e9quence et un acc\u00e9l\u00e9rateur. L’image du tricot de plus en plus souvent attach\u00e9 \u00e0 des personnes sans emploi et \u00e2g\u00e9es fait vieillir le produit. Et cette \u00ab ringardisation \u00bb accentue son d\u00e9clin. (note : on observe d\u00e9sormais que le tricot tendrait \u00e0 revaloriser quelque peu son image par ses aspects de travaux manuels cr\u00e9atifs et garderait le potentiel de valorisation affective li\u00e9e au fait de tricoter pour quelqu’un qu’on aime mais il n’est pas pensable de revenir aux volumes anciens, les autres facteurs pr\u00e9cit\u00e9s ne pouvant se r\u00e9aliser \u00e0 nouveau sauf fermeture des fronti\u00e8res, renfermement de la France sur elle-m\u00eame, perte d’emplois f\u00e9minins et paup\u00e9risation.) <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Y avait-il une porte de sortie pour la Laini\u00e8re de Roubaix ? C’est ce que nous verrons dans la derni\u00e8re partie. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Comment un franchiseur comme Pingouin dot\u00e9 de tant d’atouts a pu dispara\u00eetre ? C’est ce que nous voyons ci-dessous. Rappel : Ce texte est dans le chapitre 3 de l’ouvrage \u00ab\u00a0Le d\u00e9fi de la r\u00e9ussite partag\u00e9e de la collection \u00ab\u00a0La franchise expliqu\u00e9e par les experts\u00a0\u00bb. \u00ab\u00a0Deux explications compl\u00e9mentaires sont \u00e0 donner. L’une a trait \u00e0 la culture d’entreprise du […]<\/p>\n","protected":false},"author":1,"featured_media":293652,"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":[3],"tags":[135],"class_list":["post-293651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nLa franchise expliqu\u00e9e par les experts de la fff. 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