Carrefour: Competitive Strategies During Challenging Times
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Code : COM0049
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Region : France
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About Carrefour In 1959, the Fournier and Defforey families established France's retailing giant 'Carrefour', the only major competitor of Wal-Mart in the international arena. Carrefour coined the term 'Hypermarket' to describe its one-stop shopping facilities, which were a combination of a supermarket, drug store and a discount store... Challanging Times for Carrefour Almost since the establishment of Carrefour, hyper markets had been the main driver of its growth in France and in other countries. But due to their relatively high price positioning, the popularity of hypermarkets declined as a weak French economy combined with high levels of unemployment caused consumers to become increasingly price-sensitive... Carrefour's Competitive Strategies The first step taken by Carrefour was to expand its own discount store chain by increasing the number of outlets under the 'Ed' format in France and 'Dia' format overseas. In the first half of 2004, Carrefour increased its discount outlets by 227 and started rolling out more in-house brands to develop its own private labels... |
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