Carrefour en Chine

Étude de cas Marketing & marques Marketing international

Date de publication :

07/09/2007

Langue :

Anglais

Format :

.pdf

Nombre de pages :

42 pages

Niveau :

expert

Consulté :

38 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

The Chinese retail market
1. Analysis of the Chinese retail market
2. A picture of China's retail market: facts and figures
3. What are the requirements to set up an hypermarket in China?
Carrefour in China
1. Carrefour's profile in the world
2. The beginning in Asia and the strategy in China
3. Comparison with other French groups
The future challenges of Carrefour China
1. The difficulties Carrefour encountered and which are likely to last
2. One predominant future challenge: become the leader. Thanks to which strategies?
3. The role Carrefour could play in the Chinese society

Résumé :

"I have confidence in the ability of the Group's management team to continue the satisfactory implementation of our strategy and successfully complete the major projects already underway, which are beginning to give us a glimpse of the carrefour group of the future". These are some words of Mr Luc Vandevelve, chairman of the supervisory board of carrefour, in the 2005 Annual Report of the company. Today, at the beginning of 2007 and according to the figures, we are able to say that Mr Vandevelve was right. The glimpse is now even clearer: the strategy and projects of carrefour are really successful. At the same time, one part of the globe has woken up and has particularly caught the eyes of journalists and economists for some years: the Asian continent, and China in particular, which is now considered as a key to the Group's development. This study is aimed at discussing and analysing the strategy of a giant mass marketing company in a giant country: carrefour in China. In order to analyse the subject, we have to know more about these two giants of the issue. On the first hand we have China: 1 billion consumers, more than 9% growth rate, the 6th economy of the world, the country which is most likely to disturb the world balance of power. On the other hand we have carrefour, whose name in China is "Jialefu", meaning "Happiness and prosperity for the family": a global group made of 12 028 stores in 30 countries, 440 000 employees worldwide, 14 513 074 square meters of floor area, and 74.5 billion euros turnover in 2005 (exclusive of VAT). Why does carrefour want to be set up in China? What kind of strategies carrefour has developed in order to "seduce" the country? Why is it a success? What are the challenges and difficulties? Answering such questions implies to know a little bit more about China: some figures, the consumers profile, the opportunities and obstacles for companies on the market. It also implies to know more about carrefour, its history, its activity, its strategy, its strengths and weaknesses. After that, we can start to analyse carrefour in China, the successes, the challenges, the difficulties. A first part will be devoted to the analyse of the chinese market of mass marketing. A second part will focus on the strategy of carrefour in China. A third part will be aimed at analysing the challenges carrefour will have to cope with in the country.