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...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • marketing Essay

    ...Abstract:  The government’s involvement in the ownership and management of refineries and logistics infrastructures is perceived as the cause of numerous problems associated with downstream oil and gas industry in Nigeria.  Thus, government economic reforms by way of the deregulation policy were introduced in 2003 to revive the ailing industry.  This dissertation seeks “a strategic management perspective and critique of deregulation of downstream oil and gas industry in Nigeria in order to understand the effects, challenges and prospects”.  The objective of this study is to offer both theoretical and practical insights about the deregulation process in Nigeria from a management viewpoint.This study’s theoretical framework is embedded in three aspects of the literature: deregulation, strategic management and competitive forces.  These three perspectives are used in order to assess emerging effects, challenges and prospects of deregulation of the industry and the changing strategic landscape arising from the deregulation exercise.  The theory of competitive forces provides and understanding of the industry structure and the interactions between competitors, while innovative management is needed in order to assess industry processes and capabilities.  Summarising and integrating these viewpoints formed a hypothesised understanding that reflected the effects, challenges and prospects of deregulation.An empirical analysis of the study required a constructed research...

    Read More
    713 Words 3 Pages
  • Essay on Marketing

    ...Brief Description Of Thomson Organisation Marketing Essay Thomson is one of best and largest tour operator in the world. The company originally named Thomson tour operator and renamed in 1997 was founded as part of the Thomson Travel Group in 1965.Thomson UK headquarters in Luton, England. Thomson’s trading division of TUI UK limited. The company number is 02830117. When customers buy the holiday packages form Thomson, they will not apply to any course of dealing between Thomson other than the package holiday booked. The package holiday as advertised by Thomson will also have restrictions set out in Thomson A-Z guide books. And customer should read Thomson A-Z guide and these terms and condition carefully, before customer booked there holidays. In all task, Thomson need to consideration about PESTEL analysis, stockholder analysis, market segmentation, pricing strategy, extended marketing mix, promotional mix, marketing research, marketing planning, and sustainability of Thomson holiday. Thomson holiday fits in travel and tourism industry- Thomson holiday is a most famous and big tour operator. Tour operator means who can operator the whole tour of tourist that called Tour operator. And the whole operator means, to do operator of whole Travel, Tourism and Hospitality component. The component of Travel, Tourism and Hospitality is given below So Thomson as they work for tour oparator then it is intermediary or...

    Read More
    3835 Words 14 Pages
  • Essay on marketing

    ...hairdresser/salon emerges.Longé and Farraway (LF) is a hairdresser branded range of shampoos, conditioners and colourants owned by a major multinational food and drinks company, who use financial controls as the main measure of performance throughout their divisions. Launched two years ago (in a country of your choice), LF is sold exclusively through hair salons but has failed to achieve anticipated penetration levels. Market share remains static at 2% and although brand perceptions held by loyal users are positive, this group is dominated by the Middle Group, as depicted in Table 1. The recently formulated marketing strategy for LF requires the development of market share over the next two years. This is to be achieved by following a niche strategy and by positioning the brand against the values of one of the target age groups identified in Table 1 below. The marketing strategy also specifies that growth is to be achieved by improving the number of products each member of the target audience consumes. In addition to this, it is stated that growth is also to be achieved by increasing the availability of the brand by enlarging the number of outlets offering LF in your country. Table 1: Life-stage Characteristics of Salon Customers Lifestage Group Frequency of visits to salon and average number of products (any) purchased per visit Target Group Characteristics Young (20 to 30) 75% of age group visit salons on a regular basis Frequent...

    Read More
    885 Words 3 Pages
  • Essay on Marketing

    ...Current Population. The population of the suburb of Oak Park was in the 2011 Census, 5771, consisting of 49.6% male, and 50.4% female, provided by the Australian Bureau of Statistics (ABS). Within the population of the Oak Park area the percentage of Children aged 0-4 years, 6.4% (in 2012), children aged 5-9 years 5.0%, and children aged 10-14 years 5.6%. Although, the percentage of children/infants aged 0-4 years, which is kindergarten/preschool ages is significantly low due to the small geographical area of the suburb and also the data conducted by the Australian Bureau of Statistics is outdated by three years. Adding the additional years to the region will most likely consist of a rise in population, increasing the percentage of 6.4%. The following table shows the average Australian family categorized by couples with and without children, single parents, and other. (http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/SSC21046?opendocument&navpos=95) The population's median age for Oak Park is 1 year below the average in Australia, of 36 years. The percentage of Australian born residents living in Oak Park is 65.5%, other responses for this area were, India (3.9%), Italy (3.2%), China (2.8%), Turkey (1.7%) and England (1.6%). The multicultural diversity of the area suggests that a cultural Childcare centre would be beneficial to this area....

    Read More
    961 Words 4 Pages
  • Marketing Essay

    ... Marketing Plan Stephanie Fox, Joe Rizzo, Donna Spence, Ryan Wing MKT 421 Tammy Fernandez November 12, 2007 Coffee, the choice of many people for their morning and afternoon pick-me-up or the choice for anytime of day. Millions of people drink coffee. Starbucks has become the leader in the coffee industry, offering gourmet coffees with various blends available to the customers. Although, the company is quite pricey, Starbucks customers are hooked on the unique flavors and the fines gourmet roasted coffees that the company offers. However, Team B is getting ready to introduce a marketing plan for a new product for the Starbucks line for the holiday season. In this paper, team B will give an overview of the Starbucks organization, a description of the new Café Brulot product, an explanation of the importance of marketing to the Starbucks organization, and a SWOT analysis of the new product that will be introduced. Starbucks Coffee was founded in 1971 in Seattle’s Pike Place Market. The company was named after the first mate in Moby Dick (Wikipedia 2007). The mission statement of Starbucks is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow (Starbucks 2006). Currently Starbucks offers more than 20 blends of coffees, hand-crafted beverages, hot espresso beverages and Tazo teas. Starbucks focuses its...

    Read More
    1547 Words 7 Pages
  • Marketing Essay

    ... Relevance of the Marketing Concept as a Management Philosophy Prepared for: University Of Ulster Prepared by: Santosh Lama (B00623651) Date: 20/11/2014 Word count:- 2048 Table of Contents Executive summary Intoduction 2 3 Critical Analysis of Marketing Concept and its Relevance. 4 Marketing Concept 4 McDonald’s Implementation of Marketing Concept 5 McDonald’s Strategy Influence Its Business Structure 6 McDonald’s in China 6 McDonald’s in France 6 McDonald’s Strategy Influence Its External Environment 7 Health issues 7 Focus on Children 7 Marketing Concept in Today’s World 8 Recommendations and Conclusion 9 Executive summary In this paper, a detailed analysis of the relevance of marketing concept in today’s world has been presented. Moreover, a managerial report is given on the implementation of marketing concept in McDonald’s Plc. The analysis on the influence of company’s chosen philosophy at its strategies and external environment is also given in the write-up. In the end recommendation have been made on how to implement successfully marketing concept as a management philosophy Introduction For any organisation to compete in the rapidly changing market has to adopt a certain systematic approach to ensure its progress in the future. The company has to adopt a specific philosophy by making a decision that...

    Read More
    1946 Words 7 Pages
  • marketing Essay

    ...local English-speaking schools for expatriates' children to attend? Could quality local candidates be found? If not, would potential managers relocate to Wroclaw from Warsaw and other major cities? How important was experience within Cadbury Schweppes versus knowledge of the Polish market? Cadbury Schweppes' human resource management strategy for the Polish project was to identify local candidates wherever possible. This would give Polish individuals a sense of freedom to manage their business within a familiar environment and according to local needs, supported by resources and experience from other parts of the Cadbury Schweppes global company. However, there was a known shortage of experience locally, particularly in the finance and marketing functions, so the company anticipated that it would need to have a fair amount of expatriate involvement, particularly in the early stages of getting the Polish business operational. A multi-disciplinary team was formed to: identify the key management roles to be filled within the Polish operation devise a recruitment plan to attract the best quality candidates prepare an induction and training process for new employees. A structure for the top management team was devised. Job descriptions were then written for the key management roles. To do this, decisions about the degree of functional expertise required had to be traded off against knowledge of Cadbury Schweppes and its operations, local Polish experience...

    Read More
    1765 Words 6 Pages
  • Marketing Essay

    ...pads, but they have a very great limitation. Razer mainly produces professional players' necessity, so Razer’s goods are high technological and professional from the design, high performances and high level of guarantee from the quality. Some players buy it because Razer’s design is very cool, some purchase Razer products by professional reasons, and still others buy this brand because of seeing many people use this brand, Razer. Actually, Razer’s marketing is more like niche marketing. Niche marketing means that adapting a company’s offerings to more closely match the needs of one or more subsegments where there is often little competition. For example, Mark Warner succeeds by selling to distinct holiday niches: all-inclusive family watersports holidays in southern Europe to northern Europeans, and no-kids holidays for older people who want some peace and quiet. For Razer, because they do not sell simple electronic products, they sell gaming electronic products which is one part of electronic products. And all their marketing mix is almost for customers who need good electronic products for playing games. Yet professional players are very few; if Razer just sells products to them, Razer cannot exist. So Razer well designed its products, make them more fashionable and cool, to attract ordinary people following the fashion. Targeting Strategy According to the investigation of Razer, more and more people buy...

    Read More
    1296 Words 5 Pages

Popular Essays

Become a StudyMode Member

Sign Up - It's Free