Growth Strategies Case Study

Carrefour China: A Success Story in Retailing

OR

Abstract:
Carrefour, the world’s second largest retailer, entered the Chinese retail market in 1995. With less than five retail stores in 1995, by 2006, the company had expanded its operations to 73 hypermarkets across 29 cities, along with its Champion supermarkets and Dia convenience stores. In fact, in the same year, it was the largest foreign retailer of China. The case discusses how the company acclimatized itself to the Chinese customers’ tastes and preferences. It analyses the company’s innovative and flexible business strategies of localization of management and low price and high quality of its goods. In addition, the case provides a brief description of the emerging and lucrative retail market of China.

Pedagogical Objectives:

• To discuss the growing retail market of China
• To discuss Carrefour’s entry strategies in China
• To discuss the company’s innovative and flexible business strategies of localization of management and low price and high quality of its goods, with respect to its Chinese rivals.

Keywords : Retail; Supermarket; Hypermarket; Carrefour; China; Bailian group; Gome; Wumart; Walmart; Tesco; Localisation of management; Low price and high quality; Trust Mart; Growth Strategies Case Study; China retail market

Contents : 
China’s Retail Industry
Carrefour
Major Supermarkets And Hypermarkets In Shanghai
Major Foreign-Invested Hypermarkets In China