Jc Decaux

In: Business and Management

Submitted By mobu
Words 7910
Pages 32
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DOSSIER ENTREPRISE

SOMMAIRE :

NOTE DE SYNTHESE
1ère Partie :
2ème Partie
3ème Partie
Bibliographie
Annexes
NOTE DE SYNTHESE

L’entreprise JC Decaux est très souvent présentée comme le leader mondial sur son marché; c’est-à-dire celui du mobilier urbain. Présent sur chaque continent et dans tous les pays puissants du globe, il est devenu progressivement l’un des groupes industriels les plus importants du monde.

Pourtant au point de départ dans les années 60, son fondateur Jean-Claude Decaux n’aurait probablement envisagé une telle réussite. Très souvent barré par des réformes politiques et trop souvent confronté aux réticences de la société de l’époque, on aurait pu penser que son projet était voué à l’échec. Néanmoins, si l’on s’attarde là dessus, il semblerait évident qu’il s’agissait d’une idée nouvelle provenant d’un jeune homme plein d’audace.

En effet, il avait profité de l’essor de la société de consommation pour afficher des publicités dans des endroits fréquentés de différentes villes françaises. Ceci devenant vite rentables pour la société, mais aussi pour les marques figurant sur la publicité, ces panneaux se sont répandus assez vite à d’autres villes. Ce projet était donc ingénieux et a bénéficié de l’effet de nouveauté qu’il a apporté.
D’autre part, le contexte économique des Trente Glorieuses était propice à l’émancipation de l’entreprise; mais les mœurs, quant à elles, n’étaient pas suffisamment prêtes.
C’est pourquoi il a été durement critiqué car son entreprise créait une «pollution visuelle».

Toutefois, ces atermoiements lui ont permis de se faire connaître et ont attiré l’attention sur cette nouvelle société qu’était JCDecaux.

Au fil des années, le groupe s’est émancipé et s’est diffusé dans plusieurs pays à travers le monde entier. Il est devenu une…...

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