History

 The first Carrefour store opened on 3 June 1957, in

suburban Annecy near a crossroads (carrefour in
French). The group was created by Marcel Fournier
Denis Defforey and Jacques Defforey and grew into a
chain from this first sales outlet

 In 1999 it merged with Promodès, known as Continent,

one of its major competitors in the French market.

 The first hypermarket was opened on 15 June 1963 in

Sainte-Geneviève-des-Bois, near Paris in France
In April 1976, Carrefour launched a private label Produits
libres (free products -- libre meaning free in the sense of
liberty as opposed to gratis) line of fifty foodstuffs, including
oil, biscuits, milk, and pasta, sold in unbranded white
packages at substantially lower prices

-In 1989, Carrefour became the first international retailer to

establish a presence in Asia when it entered Taiwan
through a joint venture with Uni President Enterprises
Corporation

-In 2007, expansion accelerated outside France,

particularly in Asia, with the building of 36 new
hypermarkets, including 22 in China - where the Group

broke its record for store openings in a one-year period.

Carrefour Group:
-It is the world leader in distribution. The Carrefour group
currently has over 15,500 stores, either company-operated
or franchises.

-An international retailer With a presence in 35 countries,

over 56% of group turnover derives from outside France.

-Promots the growth of local economies.

-The Carrefour Group’s neighborhood stores, in the heart

of French cities
Hypermarkets: the appeal of the new (Choice and quality for
everyone)

Supermarkets under the Carrefour banner (The prices people

want, close to home )
Hard Discount: low prices year-round (Grocery products at low,
low prices )

Convenience stores: always attuned to customer needs (Just

what you need, right next door )
Cash & carry: proximity and accessibility for catering
professionals

E-commerce (Ooshop: the online grocery store in France,

CarrefourOnline.com: everything you need in non-food, online
in France)
Carrefour Values:
We share a dream: to make Carrefour a business that is
recognised and loved for helping its customers and
consumers enjoy a better quality of life, each and every day.
To achieve this dream, as we go about our business, we
ensure that every day we are:
committed, caring and positive.
These three values bring us closer to our customers and
consumers and reflect our personality. We look for and find
the best possible solutions for them every day.
Committed

Caring

Positive
Strategy:
-The Carrefour group has one simple ambition:
making Carrefour the preferred retailer wherever it operates.

-The strategy of the Carrefour group is aimed at achieving

organic, sustained, profitable growth in excess of the broad
market growth rate, and has three levers:

1.Client-oriented culture
2.Transformation
3.Innovation
1.Client-oriented culture: getting to know
our customers better in order to serve them
better

2.Transformation: increasing agility,

execution quality and competitiveness

3. Innovation: regaining initiative and

leadership
Approach
The Carrefour Group has formalized its progressive
approach based on three key commitments: quality and
safety, respect for the environment and economic and social
responsibility.

Organisation and Policy:

The Sustainability policy is managed by a dedicated
department at the group level, which draws up a dedicated
functional network and mobilizes the countries and banners
PRODUCT SAFETY AND
QUALITY:

Guaranteeing product safety and quality: this principle is

written in the Group's basics

OUR NUTRITION POLICY

The Carrefour group has implemented a large number of

actions to inform and raise its customers awareness
regarding balanced diet.
Commitment to the Environment:
Swot Analysis
Strengths

 Industry Leader
 Well established vendor relations
 Cost leadership

Weaknesses

 Low profit margins

 High work force requirements
Opportunities
-Early mover advantage
-Global outreach and brand recognition
- Recessions leading to high scale of low cost products

Threats

-Sources of cost reduction may not be unique and other

competitors can copy cost reduction strategies.
References
www.carrefour.com
www.planetretail.com
www.google.com