Carrefour's Strategies in China
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Carrefour has gotten it right in China - and, in fact, they're doing mass retailing globally much more successfully than the iconic Wal-Mart, earning twice Wal-Mart's revenue. What Carrefour is doing right (in additional to grabbing and building as many retail outlets as it can in the big cities) is simple: They're selling in a Chinese way to Chinese consumers. You can pull your own seafood from tanks. You can select from bins of fresh produce. It's more like a Shanghai outdoor market than a Paris indoor one. That's the customer experience the Chinese consumer wants."1
- Paul K. Ward2, CRM Consultant, in 2005.
"China represents a huge market when it has acquired its WTO membership. But it's no easy way to stand out a winner here. China is nearly as big as Europe and each area differs from any other. We have to keep on learning something new. We must know customers' wishes and expectations, therefore offering them more added values."3
- Jean-Luc Chéreau, Chairman, Carrefour China, in 2004.
The 'Great Mall' of China
It leveraged on its experience in the international markets and introduced a few of its global best practices into the Chinese market.
1] Paul K. Ward, "Goofing up Global CRM,"www.crm2day.com, September 06, 2005.
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