ACTIVITY 1 - IDENTIFY THE PURPOSES OF THE BUSINESS, p.

54
The economic and social purposes
B. The societal purposes
CONCLUSION. Show that economic, social, and societal purposes serve the
the sustainability of the company. The economic purpose of the company is to satisfy its customers by responding to
their needs in the context of an economic exchange. A company is sustainable when it succeeds in
to establish one's activity in the long term. To do this, it must create value through the quality of relationships
that she ties with her clients in order to retain them. The social objective corresponds to the satisfaction of
social needs that the company addresses outside the economic framework (example: social status acquired by
the individual through work which grants him social recognition and allows him to assert his role and
its social utility). It must ensure quality working conditions for all its employees. The
The societal purpose of the company corresponds to its responsibility towards social and ecological effects.
what activities exert on its environment and on the society in which it is situated. It must therefore
establish relationships with internal and external partners that go beyond mere compliance with the framework
regulatory. The combination of these purposes allows the company to generate the resources that it
ensuring sustainability.

Activity 2 - Characterize the stakeholders of the company, p. 56

Identify the expectations of the different stakeholders regarding the company
CONCLUSION. Show how, by meeting the expectations of its stakeholders,
The company integrates into its environment. The company is an open organization linked to
narrow and permanent with a multitude of internal and external stakeholders that are the parties
engaging. It is thanks to the relationships that the company establishes with these stakeholders that it
can work. Through these relationships, the company integrates into its environment by
contributing to the remuneration of its stakeholders. It pays its staff allowing them
thus consume. It supports its suppliers by regularly purchasing products from them.
She supplies her clients by selling them her products.
Table control.

Exam practice
Mission 1 - The objectives of Alltricks
1. Identify the actions that fall under the economic purpose.
The economic purpose aims at meeting the expectations of customers. Alltricks aims to satisfy the
demands from very demanding customers by positioning itself in the high-end bicycle segment
technicality associated with a specialized service. The actions that fall under this economic purpose
are: - the number of products: 600 brands and 160,000 references to meet a wide
range of needs; - the services associated with the products (postural study); - the effectiveness of the
logistics: delivery by the next day; - the development of private labels (Neatt, LeBram)
to retain customers; - the development of sales and maintenance shops for bicycles.
2. Show that the pursuit of social and societal goals is compatible with the purpose.
economic.
The founder of Alltricks affirms this commitment to a CSR approach for his company.
Alltricks pursues societal objectives by associating the sale of bicycles with the planting of a
tree. On the social front, Alltricks has set up leisure activities at its workplaces in order to
to improve working conditions. These social and societal actions help to provide a
image of a company concerned about the health of its employees and the environment, which encourages
clients passionate about outdoor sports to choose Alltricks.
Mission 2 - The stakeholders of Alltricks 3.
Stakeholders
Primary interns Decathlon Founders Employees Use the expertise of Alltricks to improve
its image and perceive dividends. Search for profitability "we have been profitable for 2 years".
Look for a salary and pleasant working conditions. Primary externals Suppliers
Clients sell their products and retain Alltricks. Obtain a high-quality technical bike.
Secondary external Planet Emergency Develop an ecological protection action
of the environment and indigenous populations.
4. To what extent can Alltricks' competitors be considered as parties
pregnant?
Stakeholders in the sense of Freeman are actors who participate in the life of
the company and interact with its activities. Alltricks' competitors (Amazon, Decathlon)
act on the company's life by stimulating its activity, forcing it to always be more
reactive to preserve its customer segment. In this sense, they are stakeholders in
integral part. To go further: the competitor's interest may even lead them to become a
direct stakeholder. This is the case of Decathlon which has become the majority shareholder.
d'Alltricks since the end of 2019.
Mission 3 - The performances of Alltricks
5. Identify the main performance indicators used by Alltricks. The main ones
quantitative performance indicators are: - turnover; - number of customers; - the
the number of product references (bicycles, accessories, and parts
detached); - the number of items shipped; - profitability; - the number of shops
open; - the number of trees sold.
6. Show how Alltricks' performance contributes to its sustainability.
We can observe the results obtained for each of these indicators: - the turnover:
132 million euros in 2020
24 hours
detached): 160,000 references and 600 brands; - the number of items shipped: 1.8 million
articles shipped per year ;
profitable for two years
boutiques in 2022; - the number of trees planted: 7,500 trees in 2019. These results show
that the company is performing well. However, performance is an essential condition for a
for the company to be sustainable.

Chapter 5
DISCOVER THE ISSUES OF THE CHAPTER, p. 67
ACTIVITY 1 - THE STEPS OF CREATING A BUSINESS, p. 68
CONCLUSION. Show that the process of business creation depends as much on the qualities of
the entrepreneur and the environment in which he operates. The business creation project
rests on the creativity of the entrepreneur, on the new ideas he can have, on his
innovation capabilities. But these ideas can only develop in an environment
favorable to this creation. Thus, Nicolas Chabannes' project relies on support from
consumers and cooperators. Lucile Battail's project was supported by an incubator.
and funders who believed in his idea. Similarly, entrepreneurial qualities cannot
to flourish only in an environment conducive to entrepreneurship. Note: this
The conclusion allows for cross-disciplinary connections with other fields.
ACTIVITY 2 - ENTREPRENEURIAL LOGIC, p. 69
CONCLUSION. Show that the entrepreneur is an essential player in the transformation of
the economic and social environment. In a market economy, the entrepreneur cannot
to subsist only if its project ultimately generates sufficient income to pay him
and to compensate the people associated with the project. The activity created by the entrepreneur creates
the value – in the sense of added value – source of economic growth. The entrepreneur finally
in the Schumpeterian sense, generates new activities and renders activities or
ancient modes of organization.
ACTIVITY 3 - MANAGERIAL LOGIC, p. 70
Indicate the functions of the manager.
CONCLUSION. Show that the manager is essential for the sustainability of the company. If
The entrepreneur is the one who gives birth to the business through their ideas and innovation skills.
the manager is the one who anchors the company durably in its environment. He organizes
the daily activity while meeting the expectations of stakeholders.