Carrefour's Foray in Brazil


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTR329 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

International Business / Globalization
Case Length : 17 Pages
Period : 2000-2008
Pub Date : 2009
Teaching Note : Not Available
Organization : Carrefour SA.
Industry : Retail
Countries : Brazil

Abstract:

French retailer Carrefour entered Brazil in the year 1975. The case discusses Carrefour's entry and expansion strategies in Brazil. It examines how till the early 1990s, it grew in the country due to insignificant competition from local retailers. However, in the mid 1990s, Carrefour faced tough competition from local retailers as well as the US-based Wal-Mart, which had entered the country and implemented various strategies to grab market share in Brazil. The case further details various measures taken by Carrefour in Brazil to retain its position as the leading retailer in the country.

Issues:


» Study the international operations of Carrefour in general and Brazil in particular.

» Examine the challenges Carrefour faced during expansion in Brazil.

» Analyze the importance of supply chain in effective management of international operations of a retail chain.

» Understand the retail environment in Brazil and its potential for growth.

Contents:

  Page No.
Introduction 1
Carrefour: A Global Retailer 2
The Brazilian Retail Environment 3
Carrefour in Brazil 4
Managing the Supply Chain 9
The Road Ahead 11
Exhibits 13

Keywords:

Carrefour SA, Brazil, Retail Industry in Brazil, Wal-Mart, Supply Chain Operations, Joint Ventures, Cotia Penske Logistics, Promotional Strategies, Mass Grocery Retail, Comptoirs Modernes, Lojas Americanas, Carrefour Express, Distribution Center, Restructuring, Organic Growth, Multi-format Stores, Central Distribution System, Global Financial Crisis

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