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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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