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Carrefour

Carrefour. Carrefour in Korea. Entered in 1996 Withdrawal in 2006 Reasons for failure: High real estate tax and unfair tax investigation Unattractive stores Inappropriate food assortment Human resource problems Negative criticisms from media. Carrefour in USA.

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Carrefour

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  1. Carrefour

  2. Carrefour in Korea • Entered in 1996 • Withdrawal in 2006 • Reasons for failure: • High real estate tax and unfair tax investigation • Unattractive stores • Inappropriate food assortment • Human resource problems • Negative criticisms from media

  3. Carrefour in USA • Carrefour was a failure in the United States • The basic concept of a European style hypermarket did not work. • Location problems • Similar style followed by Wal-mart and other big retail houses but after some modifications.

  4. Carrefour in Japan • Carrefour entered Japan in 2000 • In 2005, 8 hypermarkets were sold to local retailer Aeon. • Trademark franchising given to Aeon. • Reason for failure: Japanese buy products in small amounts every few days.

  5. Costs of Internationalization • Carrefour failed in many countries- Korea, Japan, USA, Russia. • Sales also fell in main market France in the time-period of 2006-2008. • New CEO- Lars Olofsson decided on a ‘reset’ strategy: strengthen at home, then either dominate or withdraw abroad.

  6. Reset Strategy • Focus on rebranding • Automating checkout lanes at hypermarkets • Introducing recession-friendly value brands (this strategy was followed for the year 2008-09) • Better IT systems • Price competitiveness

  7. Sources • http://www.enrico-colla.fr • http://findarticles.com • www.Carrefour.com/press_releases, june 2005 • www.jmrlsi.co.jp • www.nytimes.com • www.nottingham.ac.uk

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