CARREFOUR

Product Categories Dealt

1. Staples 2. Processed Food 3. Hygiene and Beauty 4. Hardware and Tools 5. General Merchandise 6. Furniture 7. Fresh Food 8. Cleaning 9. Beverages 10.Appliances 11.Apparels

The first Carrefour store opened on 1 January 1958 in suburban Annecy near a crossroads (Carrefour in French). 17 banners, including hypermarkets (Carrefour),supermarkets (Champion, GB, GS, Norte), convenience stores (8 Huit,SHOPI,March Plus), hard discount stores (Dia%, Ed), cash-and-carry stores (Promocash),mini markets (PROXi) and food service stores (Prodirest).

Competitive Advantages Of Carrefour

Focus on competitive prices & Convenience Places Aggressive Marketing and Adaptable Business Model Brand Recognition

Locational Advantage
Carrefours hypermarkets averaged 10,034 sq.mt. (108,000 sq. ft) Usually located within a commercial centre. The firms location strategy was to place stores outside towns in areas where highways provided easy access and land could be acquired inexpensively. The company also favoured simple facility construction. This gave it a total investment per square meter of selling space in a fully equipped store equal to about one-third that of traditional supermarkets and department stores.

Branding Strategies

According to the Carrefour group, private labels have a share of 21% in dry grocery sales, national brands have a share of 74% and fighting brands, which are the cheapest on display, have a share of 5% in Carrefour hypermarket's dry grocery sales. Also Carrefours private brands are 5-6% cheaper than discounted popular brands.

HR

Priority to Internal Promotion Active policy of training and career management Option to transfer between various formats