Carrefour's Strategy
| The strategy of Carrefour | |
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Summary I- Introduction 3 I- Historic 4 II- Characteristics of supermarket distribution 5 a) Porter’s five 5 b) PESTEL 7 c) SWOT 9 III- Strategies in France 10 IV- International strategy of Carrefour 11 V- The new markets and the future 12 VI- Suggested strategies 13 VII- Conclusion 14 VIII- Bibliography 15
I- Introduction
Carrefour was the first supermarket created in France and also in the world. For more than 50 years in the French landscape, it belongs to our everyday life. Since several years, we can notice than Carrefour has a real strategy of expansion, in buying other retail’s brand. What is the current and future strategy of Carrefour in France and in the world? We will explain thanks to all the tools we have (SWOT, PESTEL...) how Carrefour is working and ask this question. And we will also give suggestions for their future strategies thanks to our analysis of the market and what Carrefour already did.
I- Historic
The company has been created in 1959 by Marcel Fournier (owner of a big shop in Annecy) and the brothers Jacques and Denis Defforey (owners of shops in Ain). In 1960, they opened their first shop in 1960. They named it “Carrefour” because of the name they were set up. This new concept of consumption was very successful because it appeared when the mass consumption also appeared. In 1961, they took the name of Carrefour for the company. It was a success so in 1963, they opened a big supermarket of 1000m2 near Annecy. In 1969, they opened their first supermarket abroad, in Belgium.
Consumers liked this new way of consumption. The company has been developed thanks to this success and the system of supplier’s payment. It became a gig company and in June 1970, Carrefour entered in the French stock exchange. In 1973, Carrefour opened its first supermarket in Spain called Pryca and they also created Shopi a smaller shop in cities. In
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Summary I- Introduction 3 I- Historic 4 II- Characteristics of supermarket distribution 5 a) Porter’s five 5 b) PESTEL 7 c) SWOT 9 III- Strategies in France 10 IV- International strategy of Carrefour 11 V- The new markets and the future 12 VI- Suggested strategies 13 VII- Conclusion 14 VIII- Bibliography 15
I- Introduction
Carrefour was the first supermarket created in France and also in the world. For more than 50 years in the French landscape, it belongs to our everyday life. Since several years, we can notice than Carrefour has a real strategy of expansion, in buying other retail’s brand. What is the current and future strategy of Carrefour in France and in the world? We will explain thanks to all the tools we have (SWOT, PESTEL...) how Carrefour is working and ask this question. And we will also give suggestions for their future strategies thanks to our analysis of the market and what Carrefour already did.
I- Historic
The company has been created in 1959 by Marcel Fournier (owner of a big shop in Annecy) and the brothers Jacques and Denis Defforey (owners of shops in Ain). In 1960, they opened their first shop in 1960. They named it “Carrefour” because of the name they were set up. This new concept of consumption was very successful because it appeared when the mass consumption also appeared. In 1961, they took the name of Carrefour for the company. It was a success so in 1963, they opened a big supermarket of 1000m2 near Annecy. In 1969, they opened their first supermarket abroad, in Belgium.
Consumers liked this new way of consumption. The company has been developed thanks to this success and the system of supplier’s payment. It became a gig company and in June 1970, Carrefour entered in the French stock exchange. In 1973, Carrefour opened its first supermarket in Spain called Pryca and they also created Shopi a smaller shop in cities. In
Bibliography: Author | Title | Year | Edition | Link | YVES PUGET | LOI RAFFARIN | 7 october 2004 | LSA | http://www.lsa-conso.fr/loi-raffarin,36444 | Carrefour | Orientations stratégiques | 12 march 2009 | Carrefour | http://www.carrefour.com/cdc/groupe/notre-strategie/ | Top employeur | Carrefour | 2010 | Top employeur | http://www.topemployeurs.fr/TopEmployeursFrance/TopEmployeurs2010AZ/Carrefour.aspx | Relaxnews | Sacs en plastique jetables : bientôt la fin ? | 10 december 2008 | Relaxnews | http://www.futura-sciences.com/fr/news/t/developpement-durable-1/d/sacs-en-plastique-jetables-bientot-la-fin_17607/ | | | | | | | | | | | | | | | |