1 / 8

Carrefour

Carrefour. Carrefour in Korea. Entered in 1996 Withdrawal in 2006 Reasons for failure: High real estate tax and unfair tax investigation Unattractive stores Inappropriate food assortment Human resource problems Negative criticisms from media. Carrefour in USA.

xena
Download Presentation

Carrefour

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Carrefour

  2. Carrefour in Korea • Entered in 1996 • Withdrawal in 2006 • Reasons for failure: • High real estate tax and unfair tax investigation • Unattractive stores • Inappropriate food assortment • Human resource problems • Negative criticisms from media

  3. Carrefour in USA • Carrefour was a failure in the United States • The basic concept of a European style hypermarket did not work. • Location problems • Similar style followed by Wal-mart and other big retail houses but after some modifications.

  4. Carrefour in Japan • Carrefour entered Japan in 2000 • In 2005, 8 hypermarkets were sold to local retailer Aeon. • Trademark franchising given to Aeon. • Reason for failure: Japanese buy products in small amounts every few days.

  5. Costs of Internationalization • Carrefour failed in many countries- Korea, Japan, USA, Russia. • Sales also fell in main market France in the time-period of 2006-2008. • New CEO- Lars Olofsson decided on a ‘reset’ strategy: strengthen at home, then either dominate or withdraw abroad.

  6. Reset Strategy • Focus on rebranding • Automating checkout lanes at hypermarkets • Introducing recession-friendly value brands (this strategy was followed for the year 2008-09) • Better IT systems • Price competitiveness

  7. Sources • http://www.enrico-colla.fr • http://findarticles.com • www.Carrefour.com/press_releases, june 2005 • www.jmrlsi.co.jp • www.nytimes.com • www.nottingham.ac.uk

More Related