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Carrefour Entry Into India

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Carrefour Entry Into India
Carrefour in the French translation of Greek word means plaza, or the marketplace. In the year of 1959, Carrefour was established in France of a town called Annecy by Marcel Fournier and Louis Defforey. Both of the founders are come from successful, enterprising families, who want to develop their own business by building large supermarkets. Marvel Fournier has set up a department store Grand Magasin de Nouveautés Fournier d'Annecy and have close relation with the Casino supermarket company, whereas, Louis Defforey was the president of Badin-Defforey in Lagnieu(worldretailcongress.com, 2002). The first Carrefour store concept in 1959 was aim to build a convenient market place for the citizen, the building was construct with the ground floor as the supermarket, while the floor above containing apartments, were to be sold to help financing the business.
The expansion for Carrefour continue increasing in 1960’s, the business has increase 45% between 1961 and 1962 which is after the main department store was establish. The success came from its decentralization of power, low prices and equipment cost, and the speed rotation of stocks. The company have a strong impact on small businesses due to the high inflation rate in 1960’s affected the consumer buying power and benefits Carrefour with low price strategy. Carrefour international growth in the 1970s to 1980s was cooperate with other companies in Europe, in this international expansion, Carrefour marketing the local product in the local store instead of import product from French. Carrefour localisation initially develops new stores through joint venture and partnership with the local retailer, this action consequently lead over the competitors in the following years and has established more hypermarkets in France. Besides that, Carrefour continue its successful policy of decentralisation by providing autonomy to each department head and continued to focus on long-term results rather than immediate successes. For

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