复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Marketing in China-Carrefour

Carrefour CaRRefOUR: CROSSROAD

CARREFOUR: CROSSROAD

Content to be covered: Company overview and main business in the world Y Business model analysis ◇ Carrefour in china UNderstanding the Chinese market and consumers Y Situation and competitors analysis (local int'l) ◇ Major Problems ◇ Next Step Out

Content to be covered: Company overview and main business in the world Business Model Analysis Carrefour in China Understanding the Chinese market and consumers Situation and competitors’ analysis (local & int’l) Major Problems Next Step Out

Company Overview Established in 1959 France/Europe /Latin America/Asia Current operating profit: 766 million euros

Company Overview • Established in 1959 • France/Europe/Latin America/Asia • Current operating profit: 766 million euros

Company Overview Cash carry stores Convenience Hypermarkets stores French multi channel Retailer Supermarkets Hard Discount E-Commerce store

Company Overview French Multi￾channel Retailer Hypermarkets Cash & carry stores Convenience stores Supermarkets Hard Discount stores E-Commerce

Main business in the world Hypermarkets e Offer wide range of food and non-food items e low prices o Targeted promotions 1, 300 globally

Main business in the world Hypermarkets  Offer wide range of food and non-food items  Low prices  Targeted promotions  1,300 globally

Main business in the world Cash carry stores e Carry a range of food and non-food items at wholesale prices Support the work of caterers and convenience food stores Promocash(France), Dock markets(Italy), Carrefour Wholesale cash Carry(India) o 160 stores

Main business in the world Cash & Carry stores  Carry a range of food and non-food items at wholesale prices  Support the work of caterers and convenience food stores  Promocash (France), Dock Markets (Italy), Carrefour Wholesale Cash & Carry (India)  160 stores

Main business in the world Hard Discount Stores o Operate under the names of stores that Carrefour acquired Low prices all vear round Dia in Spain, Greece and Argentina, "Miniprego'"in Portuga 0 365 stores

Main Business in the world Hard Discount Stores  Operate under the names of stores that Carrefour acquired  Low prices all year round  “Dia” in Spain, Greece and Argentina, “Minipreço” in Portugal  365 stores

Product (Service) Business Promotion Model Place Analysis Price

Business Model Analysis Product (Service) Place Price Promotion

Business Model Analysis Product(Service) One-stop shopping area for consumers Wide range of food and non-food items Focuses on high volume ● Place Carrefour has the business strategy of opening their outlets at crossroads as it believe that it will attract consumers

Business Model Analysis  Product (Service) - One-stop shopping area for consumers - Wide range of food and non-food items - Focuses on high volume  Place - Carrefour has the business strategy of opening their outlets at crossroads as it believe that it will attract consumers

Business Model Analysis Price Low prices to consumers Charge suppliers high prices and requested for more rebates Low profit margins from the sales of goods, higher profit margins received from the suppliers ● Promotion Emphasizes on price competitiveness and quality of goodS

Business Model Analysis  Price - Low prices to consumers - Charge suppliers high prices and requested for more rebates - Low profit margins from the sales of goods, higher profit margins received from the suppliers  Promotion - Emphasizes on price competitiveness and quality of goods