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Carrefour in China

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About the document

Published date
documents in English
case study
42 pages
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  1. The Chinese retail market
    1. Analysis of the Chinese retail market
    2. A picture of China's retail market: facts and figures
    3. What are the requirements to set up an hypermarket in China?
  2. Carrefour in China
    1. Carrefour's profile in the world
    2. The beginning in Asia and the strategy in China
    3. Comparison with other French groups
  3. The future challenges of Carrefour China
    1. The difficulties Carrefour encountered and which are likely to last
    2. One predominant future challenge: become the leader. Thanks to which strategies?
    3. The role Carrefour could play in the Chinese society

"I have confidence in the ability of the Group's management team to continue the satisfactory implementation of our strategy and successfully complete the major projects already underway, which are beginning to give us a glimpse of the Carrefour group of the future". These are some words of Mr Luc Vandevelve, chairman of the supervisory board of Carrefour, in the 2005 Annual Report of the company. Two years later, in 2007, it was clear that Mr Vandevelve's confidence was right. The glimpse is now even clearer: the strategy and projects of Carrefour have become successful. At the same time, a part of the globe has woken up and has particularly caught the eyes of journalists and economists for some years: the Asian continent, and China in particular, which is now considered as a key to the Group's development. This study is aimed at discussing and analyzing the strategy of a mass marketing company in a giant country.

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