Аннотация: This article examines the uniqueness of Auchan’s strategy of entering Russian market. While the domestic French market and the countries of Auchan’s presence already had a common usage of the format of hypermarkets and «one stop shopping», entering Russian market was a great threat due to a complete lack of popularity of such type of selling, small number of private vehicles and the lack of the representatives of «middle class» in comparison to European countries. However, this study found that a special approach of Auchan based not on real conditions but on the potential of the market led to a boosting popularity of the brand and a great success of the new format which led to a significant change of the retail field in Russia. The methodology used in this article is a mixed-methods approach, including both quantitative and qualitative data. The author analyzed data from various sources: Russian trade laws, scientific articles on retail and the newspaper articles devoted to the topic. This qualitative approach allowed the author to obtain the information of the main features of consumer’s behaviour, traits of the approach of Auchan and the main obstacles in conquering the market, while the quantitative approach helped to observe necessary numbers and numeric data to measure the success of the strategy and its impact on the market.
Ключевые слова: Auchan, retail industry, Russian marketing, entering new market, marketing strategy, hypermarket format
Статья в сборнике научных трудов по материалам конференции (форума) «Теоретические и прикладные исследования: достижения, проблемы и перспективы развития»