Topics: Carrefour, Hypermarket, Marketing Pages: 16 (5253 words) Published: January 9, 2013

Author: Salome Gogashvili

University of Georgia

A hypermarket or multi department store is a superstore which combines a supermarket and a department store. The result is a very large retail facilitywhich carries an enormous range of products under one roof, including full linesof groceries and general merchandise. When they are planned, constructed, andexecuted correctly, a consumer can ideally satisfy all of his or her routine weeklyshopping needs in one trip. The example of hypermarket have been set up inMalaysia is Carrefour, Tesco, Jusco, and Giant (foreign hypermarkets) besidesother local hypermarket such as Mydin. Following are background of theCarrefour hypermarket and Mydin hypermarket.The first Carrefour store opened on 3 June 1957, in suburban Annecy near a crossroads (carrefour in French). Today it is the smallest Carrefour location inthe world. The group was created by Marcel Fournier and Denis Defforey andgrew into a chain from this first sales outlet. In 1999 it merged with Promodès,known as Continent, one of its major competitors on the French market.Marce Fournier and Denis Defforey had attended several seminars in theUnited States led by "The Pope of modern distribution" Bernardo Trujillo, whoinfluenced other famous French executives like Édouard Leclerc (E.Leclerc),Gérard Mulliez (Auchan), Paul Dubrule (Accor), and Gérard Pélisson (Accor).Their slogan was "No parking, no business."The Carrefour group pioneered the concept of a hypermarket a large supermarket and a department store under the same roof. They opened their first hypermarket 15 June 1963 in Sainte Geneviève des - Bois, near Paris inFrance.1976 Carrefour introduces ³produits libres´ which are unbranded product but³just as good, and cheaper´. In 1992, Carrefour creates filiere quality systems,which quarantee product origin and traceability. Carrefour opened their firsthypermarket 1994 in Malaysia. In the 21st century, hundreds of millions of men and women will become part of the consumer society within a globalized economy. Globalization does, however,pose new types of risk for both human society and our planet. Faced with suchrisk, and in order to improve prospects for future generations, it is crucial tofollow the path of sustainability, which combines economic profitability, respect for the environment and both social and ethical development. mission

Carrefour are totally focused on meeting the expectations of their customers. Carrefour mission is to be the benchmark in modern retailing in each of their markets, by offering : * Their customers: - the best prices and the best merchandise, in every banner and every country. * Their staff: - the possibility of growth and fulfillment in a trusting environment, withinteresting jobs and motivational compensation. * Their shareholders: - a sustained return on their investment and the growthprospects of a global, multi - format retailer. * Their partners, franchisees or affiliates: - leading banners and brands, marketingand sales expertise, purchasing power and constantly improving techniques. * Their suppliers: - markets, customer intelligence, and cooperation to improveproducts through long - term, mutually beneficial relationships. * Public, local and national authorities: - a deep commitment to the community,as a socially responsible economic actor and good corporate citizen.

Improve customer satisfaction
Improve profitability
Significant reduction in excess inventory

Carrefour core values are the heritage of all the people and companies thathave built the Group.‡ Freedom: - Respect the customers freedom of choice through a variety of storeformats and a diversity of products and brands. Develop this freedom by providing thorough, objective information. Give consumers the freedom to buy atprices consistent with their purchasing power. Provide the largest number of people with the opportunity to purchase consumer goods....
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