Growth Strategies Case Study

Carrefour in 2004 - Managing Globalisation

OR

Abstract:
In fiscal 2004, Carrefour, the largest retailer in Europe and second largest in the world, registered a 14.9% decrease in the net profit. Carrefour began to under-perform in some of the foreign markets and the company’s CEO, José Luis Duran, decided to withdraw from these markets and concentrate only on those, where it was among the top three. The case, while highlighting on the challenges faced by Carrefour in various foreign markets, also focuses on the initiatives taken by the company to restore profitability and global competitive position.

Pedagogical Objectives:

• To understand strategic concentration and divestment of resources to maximise revenue
• To understand the French retail industry
• To discuss the initiatives taken by Carrefour to reorganise its business portfolio and restore profitability
• To understand the localisation strategy as applied by Carrefour.

Keywords : Carrefour; Jose Luis Duran; Hypermarket; Supermarket; Convenience stores; Discount stores; Growth Strategies Case Study; Aeon; Tesco; Hypernova; Chedraui; Divesture; Ooshop; Chris Cash & Carry; Gima; Endi

Contents : 
Introduction
Carrefour: A Brief Profile
Troubled Times At Carrefour
Reorganising Operations
Consolidated Income Statement Of Carrefour
Net Sales Of Carrefour By Country
Operating Margin By Geographic Region