Carrefour: Marketing and Singapore

Topics: Marketing, Economics, Economy Pages: 34 (10665 words) Published: August 14, 2008
UNIVERSITY OF PORTSMOUTH

BACHELOR OF ARTS (HONS) IN BUSINESS ADMINISTRATION

INTERNATIONAL MARKETING ANALYSIS PORTFOLIO

STUDENT ID: 018800000966
UOP HEMIS NO: 403747

Word Count: 10,031

Content Page

COVER PAGE 1

CONTENT PAGE2

ABOUT CARREFOUR3

FACTORS THAT IMPORTANT TO CARREFOUR3

INTERNATIONAL MARKETING RESEARCH11

CARREFOUR EMERGING MARKETS IN SINGAPORE18

INTERNATIONAL TRADE BARRIERS21

CARREFOUR MARKET-ENTRY STRATEGIES26

REFERENCE36

About Carrefour
Over the past 40 years, the Carrefour group has grown to become one of the world’s leading distribution groups. The world’s second largest retailer and the largest in Europe, the group currently operates four main grocery store formats: hypermarkets, supermarkets, hard discount and convenience store. The Carrefour group currently has over 12,500 stores, either company operated or franchises. Hypermarkets: choice and quality for everyone

Supermarkets: the prices people want, close to home.
Hard discount: grocery products at low, low prices.
Convenience stores: just what you need, right next door
Cash & carry: proximity and accessibility for catering professionals E-Commerce.

Carrefour in Singapore
Carrefour Singapore, are the first ever hypermarket in Singapore. Offer you a one-stop shopping destination with a wide range of food and non-food products, at great discount prices, with excellent customer service!

1.Factors That Important To Carrefour
The first important step is to conduct detailed market research on the country you intend to venture into. A detailed market research will require you to look into the political, economic, socio-cultural and technological climate of each country. These will determine the business operating environment of the market you are venturing into. Issues such as legal restrictions, application and approval processes, labour regulations, utilities and infrastructure all become part and parcel of your day-to-day business operation.

1.Political Factors
The political facet is important as it allows you to assess the stability of the country by examining its political structure, policies and regulations. You should also find out what the national interests of the country are, and what kind of national controls are in place. For instance, is the government promoting regional or international trade? Is it trying to attract foreign investment? If so, what policies or schemes are in place to encourage such activities, and what existing controls would serve as hindrances? Political face a business whether operating at home or in a foreign country. However, the issues abroad increase the difficulty of properly assessing and forecasting the PEST factors. When viewed as an outsider, it can be seen as exploiter and receive prejudiced or unfair treatment at the hands of politicians and/or legal authorities. Political activists can assembly support by advocating the removal of the foreign exploiters, often with open or tacit approval of authorities. The case highlights one of the more successful examples of a global value retailer, a French hypermarket chain, expanding aggressively in Asia. While Carrefour has been successful in Asia in general, the Singapore retail market poses serious competitive and operational challenges, which threaten its long-term viability. The major challenge is to find low cost and reasonably large retail sites in land scarce Singapore to successfully operate the no-frills, hypermarket concept. Additionally, Carrefour's successful and popular Malaysian store in the neighbouring Johor Baru state continues to cannibalize its flag ship Suntec City Store's sales in Singapore. With another hypermarket planned a short distance away from the second causeway link between Singapore and Malaysia, the threat of cannibalization continues to put a...
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