Carrefour International Marketing Strategy

6. Entering Foreign Markets (Entry Strategy)

Carrefour to have a glocal strategy which is a business model that combine global strategy approach and local adaptation (Svensson as cited in Chinomona & Sibanda 2012). in order to adapt and enter the market in foreign country Carrefour use this kind of strategy. There are:

Entry Strategy

Carrefour entered Taiwanese market in the form of a joint venture with a local company called Uni-President Enterprises. This entry strategy had several advantages for Carrefour. While Carrefour rely on the local company,at the same they gaining some experience in the business in the market. Gaining more knowledge of customer needs,buying habits and the culture of it. After gaining the information about it,

By looking at carrefour market slogan which is, “Happy Shopping in Carrefour”, Carrefour adopt their positioning strategies and place their market in good shopping environment. The Chinesse name of Carrefour is Jia Le Fu, which Jia means family, Le means joy, and Fu means happiness. Only by it names It give expression that shopping environment in Carrefour will bring happiness and joy to the consumer who shop there. With their global policy, to attract consumer,Carrefour lowers the prices of basic necessities. Carrefour Flexibility at sourcing local workers methods can also give Carrefour a competitive advantage over its competitors in Taiwan. Carrefour ability to glocalize its positioning strategy gain more interest and market shares than its local

After that, the French managers are assigned to teach and train the employees as part of staff under the development program. It have to be like that to maintain a strict global retailing standards,a further training and future career development for a good and potential management level employees are made by the head offices in France. A carrer development programs by Carrefour gives experience and idea for managers to know about the kind of global retailing management strategies and style that were compatible and can be blended with the local experiences and understanding the consumer behavior, culture, buying habits and their preferences. Carrefour glocal approach to employee development and career training was aimed to maintain Western standards of shopping while focusing on local customer needs and wants.

Promotion Strategies

Carrefour’s promotion strategies is inspired by innovative strategies and mix of many global standards. Based on the research findings, there are about seven Carrefour promotion strategies can be found. There are credit or membership card, everyday low cost (EDLC) strategy for several products, product promotion strategy, coupon system strategy, special or seasonal occasion strategy, private brand promotion strategy (Carrefour own products) and the specific event promotion