History of Carrefour

Contents

Introduction 4

I. Presentation of the company "Carrefour" 5

A. History of Carrefour 5 B. Existential generality of Carrefour 5 C. The existing strategy of Carrefour 6 D. Location of Carrefour in the world 7

II. Pestel of different countries 8

A. Presentation of pestel 8 B. United Stades 8 C. Canada 11 D. Ivory Coast 12

III. Main body 15

A. What I choose this country ? 15

B. Swot oh the Ivory Coast about Carrefour 16 1. Internalanalysis 16 2. Externalanalysis 17

C. Competitors of Carrefour in Ivory Coast 18

D. Marketing mix 1. Product

2. Price

3. Place

4. Promotion

E. Communication and strategy 1. Communication

2. Strategy

Conclusion

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INTRODUCTION:

The importance of retail as well as in everyday life and in the economy made me want to investigate the company Carrefour.

Indeed, it is a social phenomenon that has existed since the 60s and has changed the behaviour of consumers, which is why I found it very interesting to study the mode of consumption that has become essential in the world.

We see in this case three parties, the presentation of the company, the pestel of three countries and the main body.

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I. Presentation of the company "Carrefour":

A. History of Carrefour:

Carrefour was born from a meeting of two French families in 1959, possessing each two stores. Indeed the Fournier family owns a department store of novelties and the Defforey family owns a large and small succursalistes house. It is thanks to this alliance that the first food store opened its doors in 1960 in the Annecy's town in France. An alliance of two families, because in fact the idea and the will is based on Michel Fournier, but the family Defforey participates and reality in know-how and capital.

The name 'Carrefour' is the name of the building where the first store was located.

This concept is a real success and soon several supermarkets open. But thanks to this growth they have the desire to expand and offer even more. It is as well that in 1963, Carrefour invents a new concept, offer a very large store offering food and non-food. The first store in the world to offer this, called "Hypermarket" and it was located in Sainte Genevieve des Bois in France on 2500 square meters.

Success advocates and international development began as early as 1669 in Belgium and developing as and measure in the world, offering food and non-food, creating a clothing line and a range of interior decoration called "carrefour home" trend within the reach of all.

B. Existential generality of Carrefour:

The Carrefour group is a leader in the distribution, it is currently second worldwide and number one in the large distribution in Europe.

The Carrefour brand grows in four formats:

● the hypermarket

The hypermarket is the first launch of the group, and therefore represents the core business of Carrefour.

This format still today has about 55% of the total turnover of the group. Hypermarkets offer an area of sale ranging from 3000 to 24 000 square metres, and offer 20 000 to 80 000 references.

By offering a large area and a lot of products, hypermarkets develop the design of the 'everything under one roof '.

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● The supermarket

The supermarket is smaller, indeed most offers a surface of less than 2500 square meters.

The supermarket is mainly known as the 'Champion', but in recent years, end of 2009, most champions were transformed into Carrefour market.

This change was mainly carried out by the group's desire to build customer loyalty to a single brand "crossroads".

● hard discount

This type of structure was developed after the Second World War and taken over by carrefour in the 1970s. the most famous brands of hard discount are Dia in Spain, Turkey, and Ed in France.

This format offers products at low prices to make economies, spend less money on food but also allowing households in difficulty feeding properly.

● The proximity, the cash & carry

Nearby signs are small stores present in urban centers, but also in rural areas. They are ranging from 50 to 900 square meters in size and are often held by independent merchants.

The cash & carry is an activity of direct sales professionals.

With these four formats the Carrefour group is present in 32 countries and manufactures more than 57% of its turnover outside the France. At December 31, 2011, it had 471 000 employees, and there are today more than 9500 exploited or franchised.

C. The existing policy of Carrefour:

Carrefour's strategy is to offer large areas with a grouping of products necessary for everyday life, but also small surfaces. The objectives are to save time to customers (all under the same roof) and cultivating buying pleasure.

Save time and grow purchasing pleasure in supermarkets because the group provides a structure very organized of their stores, indeed a central aisle allows to access directly in ray organized of products, and cultivate the pleasure purchase because the Group Expands by increasing its range of non-food, using textile and decoration specialists.

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