Scribd Logo
Upload

Welcome to Scribd!

  • CaseStudy Carrefour Asia

    Uploaded by

    udaykamath
    285 views7 pages
    Carrefour is a leading global retailer that operates various store formats including hypermarkets, supermarkets, hard discount stores, and convenience stores. Over the past 40 years, Carrefour has grown to over 15,000 stores globally. The document analyzes Carrefour's entry and expansion into various Asian markets. It indicates that Carrefour thoroughly assessed the demographic, economic, political/legal, socio-cultural, and technological factors in countries like Taiwan, South Korea, Thailand, Indonesia, Malaysia, Singapore, Hong Kong, China, and Japan before opening stores. The results of Carrefour's market entries in these countries are presented in terms of number of stores and net sales. The document also discusses the competition Car

    Original Description:

    Exploring External Environment - short case study analysis

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Carrefour is a leading global retailer that operates various store formats including hypermarkets, supermarkets, hard discount stores, and convenience stores. Over the past 40 years, Carrefour has grown to over 15,000 stores globally. The document analyzes Carrefour's entry and expansion into various Asian markets. It indicates that Carrefour thoroughly assessed the demographic, economic, political/legal, socio-cultural, and technological factors in countries like Taiwan, South Korea, Thailand, Indonesia, Malaysia, Singapore, Hong Kong, China, and Japan before opening stores. The results of Carrefour's market entries in these countries are presented in terms of number of stores and net sales. The document also discusses the competition Car

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    285 views7 pages

    CaseStudy Carrefour Asia

    Uploaded by

    udaykamath
    Carrefour is a leading global retailer that operates various store formats including hypermarkets, supermarkets, hard discount stores, and convenience stores. Over the past 40 years, Carrefour has grown to over 15,000 stores globally. The document analyzes Carrefour's entry and expansion into various Asian markets. It indicates that Carrefour thoroughly assessed the demographic, economic, political/legal, socio-cultural, and technological factors in countries like Taiwan, South Korea, Thailand, Indonesia, Malaysia, Singapore, Hong Kong, China, and Japan before opening stores. The results of Carrefour's market entries in these countries are presented in terms of number of stores and net sales. The document also discusses the competition Car

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 7

    Carrefour Asia

    Case Study: Exploring External Environment: Competition &


    Opportunities

    About Carrefour

    Over the past 40 years, the Carrefour group has grown to


    become one of the worlds leading distribution groups. The
    worlds second-largest retailer and the largest in Europe, the
    group currently operates four main grocery store formats:
    hypermarkets, supermarkets, hard discount and convenience
    stores. The Carrefour group currently has over 15,000 stores,
    either company-operated or franchises.
    Hypermarkets: the appeal of the new
    Supermarkets under the Carrefour banner
    Hard Discount: low prices year-round
    Convenience: always attuned to customer needs
    Cash & carry: proximity and accessibility for catering
    professionals
    E-commerce

    Carrefour strategy

    The Carrefour group has one simple


    ambition:
    making Carrefour the preferred retailer
    wherever it operates

    Case Facts

    2003 Carrefour 2nd largest mass retailer globally


    Approach

    One stop shop


    Low pricing
    Self-service
    Quality products
    Freshness
    Free parking

    Analyzes local conditions before entering a market

    Demographics
    Income
    Transportation
    Urbanization
    Real estate
    Government policies

    Analysis

    Case Observations External Environment


    Markets

    Taiwan

    Scanning

    Yes

    Monitoring
    Forecasting

    South
    Korea

    Thailand

    Indonesia

    Malaysia

    Singapore

    Hong
    Kong

    China

    Yes
    Yes

    Yes

    Yes

    Yes

    Japan
    Yes

    Yes

    Yes

    Yes

    Yes

    Yes

    General Environment

    Assessing
    Demographic

    Yes

    Yes

    Yes

    Economic

    Yes

    Yes

    Yes

    Political/Legal

    Yes

    Socio-cultural

    Yes

    Yes

    No

    Yes

    Yes

    Yes

    Yes

    No

    Yes

    Yes

    Technological
    Global

    Results

    Yes

    Yes
    31 stores
    & Net
    sales
    1,322 mn.
    Euros

    27 stores
    & Net
    sales
    1,149 mn.
    Euros

    19 stores
    & Net
    sales 392
    mn. Euros

    11 stores
    & Net
    sales 286
    mn. Euros

    7 stores &
    Net sales
    226 mn.
    Euros

    2 stores &
    Net sales
    83 mn.
    Euros

    Yes
    Exited in
    2000
    unable to
    fight
    competition
    from local
    retailers

    Aim to
    open 70
    hypermar
    kets

    The above table indicates the analysis undertaken by the company and the factors managed by
    them to make an entry into the market

    Net sales
    225 mn.
    Euros

    Fighting Competition

    Rivalry

    Threat: Wal-marts target acquisition needs to fight the industry leaders hostile takeover bids

    Action taken : Profitability, Cash surplus

    Improvement in operating mechanisms ensure a significant direct bottom line growth

    Better sourcing strategies specific to geographies of operations

    Investment in technology to increase operational efficiency

    New Entrants

    Threat: Growth of hard discounters (Aldi)

    Action taken : Expansion of own discount chain

    Suppliers

    Massive purchasing power ensured low pricing

    Substitute

    Threats: Local retailers, existing players in market

    Actions taken:

    Aligned product & service lines to the customer expectations & ensured better product & price

    Included country specific products & services

    Promotions & schemes to customers on a regular basis

    Works closely with the governments, states agencies, NGO towards CSR. Local employment opportunities thus
    ensuring support for all the endeavors

    Presented / Submitted by

    Ajit Raghavan
    Nimish Bhatnagar
    Saurabh Gupta
    Uday Kamath
    Umesh Giriyian
    Ravikumar Jankiraman

    You might also like