The French big gun in retail: Carrefour

Résumé du document

Carrefour is the French world challenger and the European leader in the retail industry and also the second largest retail company worldwide. In order to maintain the position of Carrefour as a global retailer and due to the high competition, marketing researches have to be undertaken to underline the actual implemented strategies and determine new market entry possibilities.

The main objective of this marketing report is the conception of a marketing plan regarding the expansion of Carrefour in the emerging Russian market emphasizing the evaluation of the strategic situation of Carrefour and its environment through marketing methods.

The two first parts of this report will focus on the analysis of the emerging markets entering by Carrefour to understand the purpose of the strategic decision of the firm concerning these markets. This part will be reinforced by marketing researches. In the third part we will focus on the different aspects of the Colombian market and the strategy used by Carrefour to enter this market. Risks related to the market itself and to the market entry strategy will be approached. As a conclusion we will determine a marketing plan to enter the emerging Russian market by using an analysis based on segmentation and cultural aspects.

Extraits

[...] In each region there is a competitor for this, too. When we look at the emerging markets we will be dealing with Latin America countries such as Brazil, Argentina, Mexico, Chile and Colombia. Carrefour first entered the Latin America market in 1975 with the hypermarket in Brazil. In 1982 Carrefour entered Argentinean market and following to these in 1994 first store in Mexico was opened years later Carrefour entered the Colombian and Chile markets. The market faced a good growth in these markets however the economical and political situations were the main difficulties in each market. [...]

[...] The way that you follow must be match the way that you followed in the past. Choosing a country like Russia may bring you a “Question Mark” into your mind but at the end you never know what will be happen in the future without taking any risk. Today we choose Russia because we predict that in couple of years our brand “Carrefour” will reach huge success in Russian Market. In the following explanations and descriptions you will be witness of ours this picture will complete itself?” Below you will also see couple of analysis for the possible ways to follow when we get into the new market with concerning especially issues market segmentation and cultural aspects of Russia. [...]

[...] Department of Agriculture 2001 U.S. Department of Agriculture 2004 Gale Group Warren j. Keegan/Mark c. Green, Global Marketing fourth edition, USA 2005 Websites: http://www.findarticles.com http://www.sba.gov/starting_business/startup/basics.html http://www.businessplan.lu/index.php?menu=guide&page=step4&part=3 http://www.tutor2u.net/business/strategy/competitor_analysis.htm http://www.robert-schuman.org/synth22.htm See: Market research: http://www.tutor2u.net/business/strategy/competitor_analysis.htm See: Market research: http://www.tutor2u.net/business/strategy/competitor_analysis.htm See Market research: http://www.tutor2u.net/business/strategy/competitor_analysis.htm See: Environment (competition): http://www.businessplan.lu/index.php?menu=guide&page=step4&part=3 See: Collecting information: http://www.robert-schuman.org/synth22.htm See: PEST analysis: http://www.12manage.com/methods_PEST_analysis_fr.html See: PEST analysis: http://www2.wu- wien.ac.at/publicmanagement/downloads/dpm2367_pfoii_einheit2_teil2.pdf See: PEST analysis : http://www.sba.gov/starting_business/startup/basics.html See : Analyse of the environment: http://www.sba.gov/starting_business/startup/basics.html 2001 U.S. Department of Agriculture 2004 Gale Group http://www.findarticles.com 2001 U.S. [...]

[...] These factors have an influence on business and have for this reason to be considered. Factors include[7]: The dominant religion of each targeted country The attitudes to foreign products and services The importance of the language The leisure time of the consumer The role of the men and women The average age of the population The opinion of the population concerning green issues Technological Factors Technology is vital for competitive advantage, and is a major driver of globalization. We have to consider the following aspects for Carrefour[8]: The impact of the technologie upon the costs and quality of products The innovative products and services The changement of distribution channels by new technologies The new communications systems Conclusion Knowing the environment is a fundamental requirement for success. [...]

[...] First of all we should be examining the situation of Carrefour in general. Then we can focus on the emerging markets. Evaluating the risks can be done by SWOT analysis. In this analysis we are looking for the strength/weakness of the company and competitors; opportunities/treats of customer and environment. Here we will be focusing on the weakness of the company, strength of the competitors and the treats in the environment in other words treats in the market. By separating like these we will be end up with the risks we have in emerging markets SWOT analysis: appliance The first weakness of Carrefour is being the largest food retailer in the market. [...]