International Marketing report : Carrefour

INTERNATIONAL MARKETING REPORT

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KOUAME GABWE

Summary

1. Introduction: Why this choice?

1. The company in France

• Overall presentation
• External analysis
• Internal analysis
• Macro analysis: PESTEL
• Micro analysis: Porter’s 5 forces
• SWOT

1. The targeted country

• The choice of the targeted country
• General analysis of the market
• Macro analysis
• Micro analysis
• Synthesis of opportunities and Threats

1. The demand

• Consumer’s profile
• Consumption habits
• Information channels
• Distribution channels

1. The competitive environment

• Local competitors and International competitors
• Substitute products and new entrants on the market

1. Conclusion and recommendations: Shall they implant the company in Ivory Coast

1. Sources

International Marketing Perspectives

Why this choice ?

Carrefour is a big French group of the retail sector.
Carrefour was born in 1959 of a meeting within the "Gagmi" (grouping purchases large independent stores), between two families Fournier owner of a large new store in Annecy, and Defforey owner of a service food. Carrefour opened its first supermarket in Annecy, Haute-Savoie.
Carrefour invents a new concept of trade: the hypermarket. Opening of the first hypermarket Carrefour to Sainte-Geneviève-des-bois (Essonne), with 2500 m ² of surface, 12 boxes and 400 parking spaces.

The group Carrefour leaned, at first, on hypermarkets to stand out(be imperative) on the scene of the mass-market retailing, but it also is to diversify and is also present in the sector of supermarkets, with brands as Champion or Market Carrefour, in that of the hard-discount store, with Dia and Ed, in that of the convenience store, with Shopi and 8- huit, as well as in that of the financial products, through the services Pass, proposing any sorts of offers: payment cards, loans, insurances, savings.

I chose Carrefour because it symbolizes for me the idea " to Answer the need for the customers ". That is a hypermarket, which knew always how to adapt its offer to the needs for their customers additionant a good value for money. While gathering the sale of foodstuffs and non food on the same platform.
Where the group Carrefour becomes established he revitalizes the city and the life, he creates places of animation.


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The company in France

External Analysis

Analysis of the offer

Carrefour is a distributor assuring the marketing of products as well as many more functions such as the transport, the storage, the setting-up of the on shelf products.

The brand proposes to the customers of convenience goods, food and non food (articles of do-it-yourself) but also a multitude of services (banks, travel) and this through stores of types(chaps) and variable sizes.

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Strategic group :

Carrefour Group: (Carrefour Market/city/contact/montagne/express, Shopi, Marcheplus, 8-Huit, Proxi, Promocash)

Leclerc Group: (Services stations, Leclerc/Jardi, Brico,etc..)

Les Mousquetaires Group : (Intermarché, Neto, BricoMarche, Roady, Poivre Rouge.)

Casino Group : (Géant, Monoprix, Spar, Cdiscount.com, Franprix, Vival, Leader Price, Naturalia)

Auchan Group : Simply Market, Immochan, Atak supermarket, Oney banque accord,  Chronodrive, Alinéa.

Système U Group : Hyper U, Super U, Marche U, Utile.

Provera Group : Cora, Match, Houra, Maximo, Francap, Migros.

This graph reflects the situation concerning the competitors on the retail industry, however at the moment some light reduction are effective for all groups, it is of in the economic crisis.

We see that Carrefour lost over the period 1,7 points of percentage.

Carrefour arrived behind Leclerc in terms of market share.

It is due to the average basket which fell, in the decreasing purchase rate and in the loss of the clientele to Carrefour Market ( 270000€ )

So in the loss of Coop Atlantique and Altis. The latter separated from Carrefour for the benefit of System U and Interwalked. "

In loser Coop Atlantique and Altis, the group Carrefour is mechanically going to give up (to sell) between 0,7 and 0,8 no market share ", calculate the site of information Lineaires.com

Leclerc represents the most dangerous competitor for Carrefour. Leclerc knew an increase of 1.1 points of his market shares.

Mr Leclerc, president of this group, plans even to become number 1 of the distribution(casting) in 2016.

So, the director anticipates a reduction in the basket of purchase of the consumers of 1 % consequent. By, according to the Expansion, the passionate president plans to keep a strategy of domination by the costs, to keep low prices all year long and at the same time to keep(guard) his customers.

For the Musketeers : an increase of 0,8 point of percentage, which was made possible grace(favor) the increase of the basket of purchase of the buyers (6€ over the period) and an increase of the clientele ( 81000 new homes).

The Group Casino lowers 0,4 because of the reduction in the market shares of Leaderprice (0,1 %) and Franprix (0,1 %)

The group Auchan remains in little meadows stable.

System U : knows an increase of 0,7 thanks to a recruitment of 400000 new homes.

ANALYSIS OF THE DEMAND

Quantitative demand

The demand corresponds to the intentions of purchase of the consumers.
The brands of the mass-market retailing address a wide public, and it is that in stores in themselves that we see a difference of range and a targeting of the population.

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