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Carrefour: Going global with focus on the UAE

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market study
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Carrefour, a France-based international hypermarket chain, is one of the largest of its kind with 1395 hypermarkets and ranks second in the world in terms of revenue. Started in 1959, it is now present internationally in locations as diverse as Europe, Argentina, Brazil, China, Taiwan, and Colombia and the Dominican Republic. This hypermarket chain has had quite a journey from its first store in Annency, to stores even in North Africa and Asia. Created by Marcel Fournier, Denis Defforey and Jacques Defforey, the original stores have grown into a hypermarket chain
Over the past 40 years, Carrefour has been elevated to become one of the world's leading distribution groups.

In the UAE, Carrefour is touted to be the most dynamic, fast-moving and exciting hypermarket chain in terms of revenues and future prospects. Formed as a joint venture company with the Majid al Futtaim retail group, this global expertise helps the company provide shoppers in the UAE the same quality, variety and value-for-money that is offered all over the world. The UAE is synonymous with massive buying power and Carrefour has managed to cut costs and keep prices low. As a result, it offers a mammoth shopping experience to the customers.

Carrefour's partner, Majid Al Futtaim Retail, is recognized as one of the most active shopping concept developers in the region. It has been credited with introducing the hypermarket model to the Middle East in 1995. The Majid Al Futtaim group is considered to be the most professional and dynamic business conglomerate in the Middle East. It is divided into divergent companies; the MAF Hypermarkets-Carrefour chain has been opened in the UAE and other countries of the Middle East such as Qatar, Oman, Kuwait, Bahrain, Syria, Jordan, Egypt, and Iran.

Carrefour's association with the brand has made it a household name to millions the world over. Globally, Carrefour has been building its reputation by banking on the quality and freshness of the products, customer service and competitive prices. It has been selling quality goods with a wide variety of choices in food, personal care, communication, leisure, entertainment and household goods and has been constantly catering to the needs of local consumers.

Carrefour's retail brands play an important role for the brand differentiation and customer loyalty. It plans to build a 30,000 square foot facility in Dubai Investment Park and aims to attract about 100,000 residents and workers in the area by 2012. According to Stephane Duretz, general manager of expansion in Carrefour UAE, the move is essential to grow the chain's footprint in the country and is a part of its expansion strategy.

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