Case Analysis of Carrefour

Topics: Management, Strategic management, Marketing, Human resource management, United States, Human resources / Pages: 14 (3445 words) / Published: Dec 3rd, 2012
Table of Contents
Subject Page #
History of Carrefour 3
Contingent Factors 4
Social Responsibility 8
Culture 9
Ethics & Corporate Governance 10
Organizational Structure 11
Effectiveness 13

History of Carrefour (Convenience Stores, Supermarket, Hypermarket) Carrefour means “crossroad” in French, the implication of Carrefour is that people could find Carrefour stores very easily and conveniently. Carrefour logo with its blue, red and white colors has a very significant meaning behind it. It is a continuous commitment to their customers. The logo is coming from C of Carrefour and an arrow on both sides, representing customers coming from all directions and meeting at Carrefour. Carrefour is established in France in 1959 by two entrepreneurs, one is the local retailer, Louis Defforey, and the other is the supermarket’s owner Mareel Fournier. The Group has formulated a policy based upon convenience, trust, low price and quality products and services. (FUNDINGUNIVERSE.COM.) Over the past 50 years, Carrefour has grown to become one of the world’s leading distribution organizations. In the following paragraphs, I assumed that the development of Carrefour could divide into five periods: a. Beginning and Establishing (1959-1963) – Defforey was the owner of Badin-Defforey (retail business). Fournier was the owner of the department store. One day, they decided to collaborate to create a concept of hypermarket in order to expand its business scale. Carrefour was the first hypermarket that established in France soon after five years. b. Growth (1963-1976) – Due to the collaboration, Carrefour rapidly developed from Convenience Stores, Supermarket, into Hypermarket in five years. The most important factor is that Carrefour decided using decentralization strategy for each branch in order to governance closer to local citizen. c. Own Branding

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