Founded on

January 1st ,1958

Head quartered in
Levallois-Perret, France

Lars Olofsson, chief executive of French

retailer Carrefour

Type
Industry
Founded
Headquarters
Key people
Services

Revenue
Operating income
Profit
Total assets
Total equity
Employees

Societe Anonyme
Retail
January 1st ,1958
Levallois-Perret, France
Lars Olofsson (Chairman and
CEO)
Discount, grocery and
convenience stores, cash and
carry, hypermarkets
112.245billion (2011)
1.836 billion (2010)
433 million (2010)
53.65 billion (end 2010)
10.56 billion (end 2010)
471,755 (end 2010)

COMPANYS ORIGIN
Carrefour emerged as collaboration between
two entrepreneurs, Marcel Fournier and Louis
Defforey,
Both men came from successful,
enterprising families
The first Carrefour store opened on 1st
January 1958 in suburban Annecy near a
crossroads (carrefour in French).
Carrefour S.A. is an international
hy permarket chain headquartered in
Levallois-Perret, France.
It is one of the largest hypermarket chains in
the world (with 1,395 hypermarkets at the end
of 2009, the second largest retail group in the
world in terms of revenue and third largest
in profit after Wal-mart and Tesco

The mission of Carrefour is "to satisfy each and

every customer expectation with professionalism
and to offer the best possible prices for highquality products and services."
The Carrefour group has one simple ambition:
making Carrefour the preferred retailer wherever
it operates.

Over the past 50 years, the Carrefour group has grown to become one of
the worlds leading distribution groups.
The worlds second-largest retailer and the largest in Europe.

The Carrefour group currently has over 15,600 stores, either companyoperated or franchises.
The group currently operates 6 Multi Formats

The group currently operates in three major markets:

Europe, Latin America and Asia.

With a presence in 35 countries, over 57% of group

turnover derives from outside France.

The group sees strong potential for further international

growth in the future, particularly in such large national
markets as China, Brazil, Indonesia,India Poland and
Turkey.

The group sees strong potential for further international growth in the
future, particularly in such large national markets as China, Brazil,
Indonesia, Poland, India and Turkey

Carrefour currently has two separate units in India, operational since

2007. Carrefour WC&C India is rolling out fully-owned cash & carry
stores, and Carrefour India Master Franchise, which has been trying to tie
up with an Indian partner to open Carrefour branded stores throughout the
country.

22 stores in china
Trying to build 36 hypermarkets

2 Wholesale cash and carry stores

Iraq
Carrefour is to open 5 stores in Iraq in the city of
Erbil in 2011.

Jordan
Carrefour also operates in the United Arab
Emirates and Jordan in a joint venture with
Majid al Futtaim.

Taiwan
In 1989, Carrefour became the first international retailer to establish a presence
in Asia when it entered Taiwan through a joint venture with Uni President
Enterprises Corporation. It leveraged the experience it gathered in Taiwan to
expand into other Asian markets.

Saudi Arabia
Carrefour also has 11 franchise operated hypermarkets in Saudi Arabia, with 5 of
them being in the capital Riyadh itself.

Oman
In Oman, Carrefour opened a store in 2003 on the outskirts of the city of Muscat.
And in 2008, another branch opened in Qurum. In May 2011 Carrefour opened a
store in the Safeer Mall in Sohar.

United Arab Emirates

Carrefour also operates in the United Arab Emirates and Jordan in a joint
venture with Majid al Futtaim.

Kuwait
In March 2007, Carrefour opened a
store in Kuwait in the Avenues mall
United Kingdom
Carrefour had several hypermarkets in
the UK until the 1980s. They were
located in Leyland, South Wales, Merry
Hill in Dudley, Sutton Coldfield
,Castleford, Metro Centre in Gateshead,
Telford Shopping Centre (Shropshire),
Swindon and Cribbs Causeway in Bristol.
All stores were later acquired by the Dee
Corporation, but continued to trade as
Carrefour for some time before being
converted to Gateway Superstores.
As of July 14, 2011, a range of
Carrefour's products are sold in the UK
via Ocado.

Carrefour main aim is to satisfy all the customers needs so the group
introduced different formats

Hypermarkets
Supermarket
Hard discount
convenience
Cash and Carry
E-commerce

1400 stores across the world

A very large commercial establishment that is a combination

of a department store and a supermarket.
1 million customers a day shop in hyper market

2952 stores across the world

A large self-service market that sells a wide range of food

and household goods

tend to offer a wide

array of
products and
services,
but they compete
mainly
on price offers
extensive
assortment of
merchandise
at affordable and cutrate prices.

Total stores 5059

Keeping pace with socio-demographic changes and new ways of

shopping, Carrefour has breathed new life into its convenience stores,
creating contemporary, modern concepts that meet customers
needs

70 stores &11 stores are ready

to open

Offer high-quality products in large quantities, both for

professionals and individuals

Carrefour offers shopping online in several countries (France, Spain, Belgium,

Turkey and others). A wide selection of services - such as home delivery and instore or in-warehouse collection - are available to customers, varying from
country to country

Being the preferred retailer means having stores where

customers are naturally drawn to shop, and to which they are
loyal. It means having the trust of customers: trust in product
quality, price and service
It means being able to satisfy and anticipate customer needs
and giving customers the best special offers

The strategy of the Carrefour group is aimed at achieving organic,

sustained, profitable growth in excess of the broad market growth rate,
and has three levers:
Client-oriented culture
Transformation
Innovation

Client-oriented culture:

Getting to know our

customers better in order to serve them better.

Transformation:

Increasing agility, execution

quality and competitiveness.

Innovation:

Regaining initiative and leadership.

 Marcel Fournier and Louis Defforey

1959: establish Carrefour.
The first Carrefour store opens and is
1960: an immediate success.
Carrefour establishes its first
1963: hypermarket.
1970:

The company goes public.

Fournier dies; by now the company has

expanded to ten countries
1985:
1991:

Euromarch is acquired

The company purchases Comptoirs

1998: Modernes SA.
Carrefour merges with Promods SA to
2000: become Europe's largest retailer

French Slogan
1988-2003 : "I am positive with Carrefour
2003-2007 : "Energy Wise
2007-2009 : "The quality for all
2009-2010 : "The positive is back
Since 2010 : "The positive every day"

STORE brands

Hypermarkets: a model in constant

change
Supermarkets: a redened format
Hard discount stores: building on
success
Convenience stores: highly adaptable
Cash & Carry and e-commerce

Out of sight is out of mind

For this reason
They want the customers to
come to store and shop
again so
they want to remind their
organization to the
customers
So they introduced the
customer loyalty cards
They will send greeting

Carrefour also offers more than 100 back-to-school

products on Carrefour.fr. Customers simply order their
school supplies online for home delivery.

Carrefour launches its "Lowest price"

guarantee on fuel!

Carrefour is introducing a Lowest price" guarantee on fuel (not

including LPG) at 195 hypermarket service stations throughout France

strengths

weakness
SWOT

ANAYYSIS
opportunities

threats

STRENGTHS

Carrefour is largest hyper chain market in terms of size.

Second Highest revenues in the retail industry after Wal-Mart.

Large network of discount, grocery , convenience and cash
and carry hypermarkets.
More than 50% of sales come from France.

WEAKNESSESS

Reduce Operating Expenses.

Weak position in Asian and Middle East countries.
Has not been able to attract the Japanese customers.
Taking too much time in opening new stores.
Labor relations.
Weak own brand sales.

OPPURTUNITIES

Joint ventures and acquisition for more expansion.

Discount sales development.

Improve sales performance.
Reduce operating cost.
Research and development required in marketing area
to understand the dynamics of different segment.
Maintain labour relations.

THREATS
Fierce competition.
Wal-Mart low prices is the biggest threat for Carrefour.
Terrorism and instability in the countries of Asia and
Africa
New player entering into the retail industry.
Facing difficult to understand the dynamics of Asian and
Middle east countries.
Slow expansion outside the France may allow the
competitors to snatch the market share.