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Carrefour Case Study

By | June 2011
Page 1 of 14
Introduction
Carrefour’s major markets include France, Spain, Greece, Portugal, Brazil, Argentina, Taiwan, Mexico, and Asia. The company operates its stores under 17 banners, including hypermarkets (Carrefour), supermarkets (Champion, GB, GS, Norte),convenience stores (8 á Huit, SHOPI, Marché Plus), hard discount stores (Dia%, Ed), cash-and-carry stores (Promocash), mini markets (PROXi) and food service stores (Prodirest). Other banners of the company include Puntocash, docks MARKET and an online store. SWOT analysis

Since 2004, Carrefour has been in a re-launching process, because of a growing competition both on a worldwide level and in many specific country markets. The SWOT analysis for the group includes; Strength

* Market leader
Carrefour is the largest retailer in Europe and the second largest retailer in the world. It is also the largest super-market chain in Europe. The company operates primarily in three formats namely hypermarkets, supermarkets and hard discount stores. The company’s 6546 stores include 794 hypermarkets, 1495 supermarkets and 3888 hard discount stores besides 194 convenience stores, 175 cash and carry stores along with some mini markets and food service stores. Carrefour’s leadership position in its three primary store formats helps the company maintain an advantage in the competitive retail scenario. * Aggressive marketing and adaptable business model

Carrefour concentrates on sustainable local development by means of providing professional training to its workforce to cater to the local market. Its retail formats are easily adaptable in its various markets. The company has time and again displayed its ability to adjust its retail formats to suit the dynamics in a particular market, and this, coupled with its aggressive marketing ability, has helped the company grow in new markets.

* Brand recognition
Product positioning is thoroughly planned in each of Carrefour’s stores and this has ensured good brand...
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