carrefour prezentare

8/18/2019 Carrefour Prezentare

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Carrefour


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A French international hypermarketchain

Headquartered in Levallois-Perret-France

11,000 stores ore than !" countries and areas #ver $%&,000 employees '"00%(

)ales* 11"+"$& illion euro in "010 4 store formats

- Hypermarkets- Supermarkets

- Convenience

ack.round


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History

The Carrefourcompany is created

by:

- Marcel Fournier

- Denis Defforey

- Jacques Defforey


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History

• Carrefour opens

its first

supermarket in Annecy

!aute-"a#oie

• $romodes is

created by a

mer%er


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History

Carrefour

in#ent a ne&

store

concept:

the

!ypermarket


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History

• Carrefour

introduces

'produits libres(- unbranded

products but

')ust as %ood

and cheaper(

• Carrefour %ets

listed on the

$aris stock

e*chan%e


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History

• Carrefour

brand-nameproducts are

introduced+

• ,aunchesCarrefour

insurance

ser#ice


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History• Carrefour

creates'filiere qualitysystems( -%uarantees

product ori%in andtraceability

• Takes a

controllin% stake

in ComptoiresModernes

• Carrefour and

$romedesmer e


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History

Carrefour%roup adopted

a ne&

%o#ernance

structure &ith

leadin% to amore fluid and

effecti#e

operation able

to respond &ithreater s eed+


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1%/%- the rst overseas hypermarket was built in Belgium. 1%!- hypermarket in Spain 1%&- hypermarket in Brail

1%"- hypermarket in !rgentina 1%%- rst hypermarket in !sia" in #aiwan 1%%0- rst hypermarket in $hila%elphia"nite% States 1%%1- secon% hypermarket in 'ew (ersey 1%%!- rst hypermarkets in )taly an% #urkey. 1%%$- rst hypermarkets in *e+ico an% *alaysia 1%%&- rst hypermarket in China mainlan% 1%%/- hypermarkets in #hailan%" ,orea" an% Hong ,ong

History of 2loal footprint


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Lars #lofsson

C3# and Chairman ofCarrefour

4o5l P67#89,3:ecutive

;irector France


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Financials

Dear 6evenues ProEt

/ /0 billion 1uros 2/ million 1uros

0 /3. billion 1uros 2/ million 1uros

5 /3 billion 1uros 5./3 billion 1uros


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$rimarily a hypermarket" but also operatessupermarkets" har% %iscounts" conveniencestores

'o. 5 retailer in 1urope an% China in termsof sie

6eputation of variety" freshness an% lowprice

#vervie> of Carrefour


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Barriers to entry 758 $ro%uct %i9erentiation :!ll consumer goo%s un%er one roof

8 1conomies of scale -;perates 5"23/ stores in 0 countries

28 Switching Costs - $romotions" %iscounts" partnerships" cre%itprogram increase switching costs for consumers" suppliers" an%

partners alike48 !ccess to cult for new entrants to

get access to new channels

1+pecte% 6etaliation - =igorous retaliation can be e+pecte% when

the e+isting rm has a ma?or stake in the in%ustry" when it hassubstantial resources" an% when in%ustry growth is slow orconstraine%

3ntrant -Lo>


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Supplier groups are less concentrate%

*any substitutes available to the rm

6etail giants important for supplier groups

*inimum threat of forwar% integration from

suppliers

Po>er of )uppliers - Lo>


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Buyer@s are very important to the retailin%ustry

But no single buyer purchases enough toimpact the in%ustry

)mportant to know buyer@s taste an%preferences

Special promotions an% %iscount %ecrease

buyer@s power

Po>er of uyers - Avera.e


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#his %epen%s on region or country ofoperation

Aenerally low : promotion an% servicesincreases switching costs : tailoring to localnee%s

Culture %epen%ent : *om an% $op storemore popular in !sian countries


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'umerous or eually balance% players 6api% )n%ustry Arowth Storage Costs an% i+e% Costs

High Strategic Stakes High 1+it Barriers

7ntensity of 6ivalry -Hi.h


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A hit >ith customers* ;ne-stop shopping 1+tremely low prices

ull range of choices High uality of pro%ucts

From a usiness perspective* Seamless capture of international markets 6esource integration High level of local sourcing

ey )uccess factors


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Hypermarket : Dess cost" more variety ofpro%ucts" low to mi% level uality

Supermarket : Dow cost" one stop shop forhousehol%@s nee%s

Har%


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=alue Creating cient )nternal Capital *arket!llocation

=alue 'eutral ciency an% localresponsiveness. Combination of multi-%omestic an% globalstrategy.

◦ 1ntry *o%e : )nitially Strategic !lliance" later on wholly owne%subsi%iaries

Corporate Level )trate.y


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5 8 D a r g e s t h y p e r m a r k e t c h a i n i n t e r m s o f s i e

- 8 S e c o n % h i g h e s t r e v e n u e s

2 8 ( o i n t v e n t u r e s i n v a r i o u s c o u n t r i e s

4 8 S t r o n g p r i v a t e l a b e l

58 High operating e+penses

8 Eeak positioning in !sia an%mi%%le east

28 1+pansion plans taking toomuch time

48 $oor 1-commerceperformance

58 (oint ventures an% acuisitionfor more e+pansion

8


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)n China◦ Aovt. has stoppe% preferential treatment

◦ 6ental prices high in #ier ) cities

◦ 1+pansion plans halte%

)n 1urope◦ all in operating prots

◦ 'on foo% spen%ing %own by 5G

◦ ;verall sales %own by 4.4G

Current Challen.es faced


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Continue the practices that have beensuccessful

Deverage knowle%ge of international marketan% e+pan% into emerging economies

in% innovative ways to improve pro%uctsan% services

Be vigilant about threats to its operations

6ecommendations


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