The French big gun in retail: Carrefour

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The French big gun in retail: Carrefour

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Abstract

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.

Introduction
Analysis of the emerging markets and risks associated
1. SWOT analysis: Introduction
2. SWOT analysis: appliance
3. Risks
Introduction to the marketing environment
1. Assessment of available information
2. Competitive analysis
3. PEST analysis
4. Conclusion
Situation of carrefour in the colombian market
1. Description of the colombian market
2. Market entry strategy
3. Risks
The Russian market
1. Introduction to the Russian market
2. Past situation of Russia
3. Segmentation and cultural aspects of the Russian market
4. Cooperation and adaptation to the Russian market
Conclusion
Bibliography

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[...] The paper quoted an executive from a consulting firm Meti, which advises Carrefour on its business in Russia, as saying Carrefour was likely to sign a franchise agreement with a leading Russian retailer. would be very surprised if it does not happen before the end of the year," said the executive. Carrefour is the world's second largest retailer after U.S. giant Wal-Mart.”[15] Past situation of Russia Last five years Russia proved that through out the world that they really want the turn back their “Golden Ages” as soon as possible and giving their all efforts on this way. [...]

[...] regulations) and resource information (primary and secondary researches), and having an overview on general conditions (PEST analysis) Situation of Carrefour in the Colombian market If we look at the Latin American market and make some analysis, it is easy to realize that the Colombian market present a big potential for Carrefour, so that we have to focus on this market Description of the Colombian Market Colombian market has the biggest potential of the customers in South America with more than 40 million habitants. [...]

[...] Carrefour entered the Colombian market in 1998, trough a joint venture with a 55% stake. Other shareholders were Valores Bavaria owning 35% and Sigla owning 10%. A Joint Venture between offshore vendors and overseas companies is a popular means today for both managements to achieve their objectives. They offer an opportunity for each partner to benefit significantly from the comparative advantages of the other. Local partners bring knowledge of the domestic market while foreign partners can offer processes, management know- how, and access to overseas clients. [...]

[...] As a result of campaign Colombian consumer adopted the French firm Risks As we discuss all the emerging markets in Latin America, where Carrefour is active, under the view of risks we can summarize and come up with a broader view to risks involved in emerging markets. The main risk carried in these markets is the economical situation. Mostly the basic problem is the currency. The traditional and different consumption behaviors can be mentioned as the second important risk we faced in the range of our case Introduction to the marketing environment A company's marketing environment consists of the outside factors and forces that affect company's ability to develop and maintain successful relations with its target customers. [...]

[...] 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. [...]

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