Carrefour in Asia

95 Stores Net Sales 1,031million Euros
1 Carrefour in Asia
Background
Strategy
In Asia
Direct Purchasing: Japan
Direct procurement system's expansion plans Establish the French-themed corner Lack of touch with Japanese consumers’ tastes
In Asia
The entry point: Taiwan
Cooperate with President Group Rent space Two layers of store structure Cross-learning “Green stores” and “Blue stores”
31 Stores Net Sales 1,322million Euros
1 Carrefour in Asia
Background
Strategy
In Asia
Cultural Centers: South Korea
Cooperate with a mainstream newspaper Offer women and children weekly courses
“Store-within-a-store” mode •Enhance customer experience •Improve supplier relationships •improve product and service quality
Thanks
Background
Strategy
In Asia
Remote city layout •Lower overhand costs •Lower human resources costs •Meet the market requires
Provide exclusive service •Seek the High-profile suppliers •Get sole agency or service •Achieve a win-win situation
1 Carrefour in Asia
Background
Strategy
In Asia
Differentiation: Malaysia
“Halal” in compliance “Non-halal” store for Chinese community Indicate the alcohol content
Strategy 6
Set up the brand image
1 Carrefour in Asia
Background
Strategy
In Asia
In Asia
在亚洲
1 Carrefour in Asia
(Develop the new product)
Background
Strategy
Choose Partner
Play a role in introducing Carrefour to the political and economic establishment
A sense of propriety
Survival of the fittest, a certain extent, to deal with the strategic risk
19 Stores 392
Net Sales million Euros
1 Carrefour in Asia
Low-price: Indonesia
Background
Strategy
In Asia
Organize “free credit” campaigns
11 Stores 286
Net Sales million Euros
Develop the good foreground region
Strategic guidance, clearly in direction and development trend
1 Carrefour in Asia
Background
Strategy
In Asia
Developing a transnational strategy
Industry
Competition Increasing Dramatic changes in consumer buying habits Regulatory constraint
Competitor
More and more mergers Posting stronger domestic growth
Economies of scale
Background
Strategy
In Asia
International strategy
Strategy 4
Collaboration alliance
Strategy 2
Low-price
Strategy 5
Localization
Strategy 3
reasonable network layout
Costs
Low overhead costs Low unit costs
Supply
High bargaining power on suppliers
1 Carrefour in Asia
Background
Strategy
In Asia
International strategy
Consider the socio-economic criteria
27 Stores Net Sales 1,149 million Euros
1 Carrefour in Asia
Background
Strategy
In Asia
Fresh Products: Thailand
Operate with two local partners Redesign the fresh product concept
8
Be Sold Stores
Net Sales million Euros
225
1 Carrefour in Asia
Background
Strategy
In Asia
The common strategy in Asia
Localization
Fit the local customs, national conditions, consumption level, etc
Background
Strategy
In Asia
Business strategy
Volume
Value to Customers
Low Price Freshness Extreme high variety Accessibility (car parks)
High volume
Virtuous Circle
许子华 姚辉 王之祥 贺智琼 解辉
1 Carrefour in Asia
Background
背景介绍
1 Carrefour in Asia
IN 2003
Background
Strategy
In Asia
2
The second-largest mass retailer
70,486 Net profits 1,629
1 Carrefour in Asia
Background
Strategy
In Asia
Advice
for Carrefour in China
1 Carrefour in Asia
Cost & Benefit leadership
ERP system •Integrate firm’s resources •Optimize inventory level •Reduce operation costs
Concept 1
Concept 6
Free parking
Low prices
Concept 2
Concept 5
Freshness
Self-service
Concept 3
Concept 4
Quality products
1 Carrefour in Asia
Carrefour’s Virtuous Circle
WHAT IS
THE BENEFITS
1 Carrefour in Asia
Background
Strategy
In Asia
Break through the limited market space
Circumvent government restriction
Obtain a new profit growth point
Criteria 1 Criteria 2
The size and maturity of the market
The legal framework and the openness to foreign investors
1 Carrefour in Asia
Six Strategies Strategy 1
1 Carrefour in Asia
Background
Strategy