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APRIL 2013, ADVANCED STRATEGIC MANAGEMENT 
CARREFOUR HYPERMARKET REINVENTION 
Ana Sofia Varandas - Ana Rita de Abreu - Íri...
1 
AGENDA 
1 
2 
3 
4 
RETAIL INDUSTRY OVERVIEW 
- Global Demand 
- Macro Environment and Industry Trends 
- Top 5 players...
RETAIL INDUSTRY 
OVERVIEW 
2
“THE RETAIL INDUSTRY INCLUDES ALL THE TYPE OF B2C COMPANIES” 
3 
GLOBAL DEMAND 
Based on the top 250 retailers revenues 
2...
“THE RETAIL INDUSTRY INCLUDES ALL THE TYPE OF B2C COMPANIES” 
4 
Top 10 2011 Market Share 
GLOBAL DEMAND 
Based on the top...
5 
MACRO ENVIRONMENT ANALYSIS 
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - -...
SUPPLY DEMAND 
	3,0	 
	2,0	 
	1,0	 
	0,0	 
-	1,0	 
-	2,0	 
POLITICAL -	3,0	 
Austerity Policies will keep increasing in de...
7 
MACRO ENVIRONMENT ANALYSIS 
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - -...
SUPPLY DEMAND 
North America 
Middle East 
POLITICAL Austerity Policies will keep increasing in developed countries - - 
A...
9 
MACRO ENVIRONMENT ANALYSIS 
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - -...
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - - 
ECONOMIC 
European Recession ...
11 
MACRO ENVIRONMENT ANALYSIS 
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - ...
SUPPLY DEMAND 
CARREFOUR SUPPLY CHAIN 
POLITICAL Austerity Policies will keep increasing in developed countries - - 
ECONO...
13 
MACRO ENVIRONMENT ANALYSIS 
SUPPLY DEMAND 
POLITICAL Austerity Policies will keep increasing in developed countries - ...
RETAIL INDUSTRY MAIN TRENDS 
E-TAILING 
SEGMENTATION IS THE KEY 
PRICE COMPETITION 
PRIVATE LABELS VS. MANUFACTURE BRANDS ...
Company Store Type Store Name Competences 
Supermarkets 
Hypermarkets 
Discount Stores 
Convinience stores 
Cash & Carry 
...
17 16 
TOP PLAYERS IN THE INDUSTRY 
Company Store Type Store Name Competences 
Hypermarkets 
Supermarkets 
Convinience Sto...
18 17 
TOP PLAYERS IN THE INDUSTRY 
Company Store Type Store Name Competences 
Cash & Carry 
Category Killer 
Hypermarket ...
19 18 
TOP PLAYERS IN THE INDUSTRY 
Company Store Type Store Name Competences 
Grocery retail stores 
Convenience stores 
...
CARREFOUR 
OVERVIEW 
19
20 
BEFORE CARREFOUR PLANET 
FRANCE BASED 
COMPANY 
SECOND 
LARGEST 
RETAILER 
GLOBALLY 
BIGGEST 
EUROPEAN 
RETAILER 
PION...
21 
BEFORE CARREFOUR PLANET 
FRANCE BASED 
COMPANY 
SECOND 
LARGEST 
RETAILER 
GLOBALLY 
BIGGEST 
EUROPEAN 
RETAILER 
PION...
22 
BEFORE CARREFOUR PLANET 
FRANCE BASED 
COMPANY 
SECOND 
LARGEST 
RETAILER 
GLOBALLY 
BIGGEST 
EUROPEAN 
RETAILER 
PION...
23 
BEFORE CARREFOUR PLANET 
CARREFOUR SALES REVENUES (US $ MILLION) 
FRANCE BASED 
COMPANY 
SECOND 
LARGEST 
RETAILER 
GL...
CARREFOUR PLANET 
FORMAT Large multi-specialty grocery store 
DEPARTMENTALIZED 
Divided in different departments each focu...
25 
CARREFOUR PLANET 
25
5 PILOT PLANET STORES ACROSS EUROPE 
26 
CARREFOUR PLANET 
Entry Strategy across the 
G5 region for2012 
26
STRATEGIC 
GROUPS 
27
28 
STRATEGIC GROUPS DEFINITIONS 
NEWMAN 
(1978) 
MCGEE AND 
THOMAS 
(1986) 
DESS AND DAVIS 
(1984) 
• Strategic groups co...
STRATEGIC GROUPS IN RETAILING 
CATEGORY KILLERS CONVENIENCE STORE DEPARTMENT STORE 
29 
CONCEPT 
Wide assortment in a 
sin...
STRATEGIC GROUPS IN RETAILING 
DISCOUNT STORE E-TAILERS HYPERMARKETS SUPERMARKETS 
30 
CONCEPT 
It offers a wide 
array of...
PRODUCT LINE BREADTH VS. GEOGRAPHIC COVERAGE 
31 
Complete 
Line 
Narrow 
Line 
Department 
stores 
Hypermarkets 
Discount...
PRODUCT LINE BREADTH VS. VALUE TO CONSUMER 
Discount stores 
32 
Complete 
Line 
Narrow 
Line 
Department stores 
E-tailer...
STORE SIZE VS. GEOGRAPHIC COVERAGE 
33 
Large 
Small 
National Regional Global 
Medium 
Department 
stores 
Convenience 
s...
STORE SIZE VS. VALUE TO CONSUMER 
Unique features Price/Quality Ratio Low Price 
34 
Large 
Medium 
Small 
Department 
sto...
INNOVATION VS. REVENUE GROWTH 
Discount stores 
35 
High 
Innovation 
Low 
Innovation 
Category Killers 
Hypermarkets 
Dep...
WHAT DID REALLY 
HAPPEN AFTER “PLANET” 
36
COULD CARREFOUR PLANET SPIN THE WHEEL? 
COSTS 
HAVE PROVEN TO BE TOO HIGH. 
RESULTS 
WERE LOWER THAN EXPECTED 
SALES 
SINC...
COULD CARREFOUR PLANET SPIN THE WHEEL? 
OVERSTRETCHED 
THEMSELVES IN NON-FOOD CATEGORIES WITH MANY CATEGORY KILLERS LIKE I...
39 
THANK YOU FOR THE ATTENTION
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This presentation was done in order to study the positioning of the company's new brand: "Carrefour Planet"

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Carrefour Planet

  1. 1. APRIL 2013, ADVANCED STRATEGIC MANAGEMENT CARREFOUR HYPERMARKET REINVENTION Ana Sofia Varandas - Ana Rita de Abreu - Íris Neto - Linda Heilen - Mariana Gonçalves - Marta Infantino - Nuno 0 Lourisela - Paulo Alves - Teresa Bettencourt -
  2. 2. 1 AGENDA 1 2 3 4 RETAIL INDUSTRY OVERVIEW - Global Demand - Macro Environment and Industry Trends - Top 5 players CARREFOUR GROUP - Before Carrefour Planet - After Carrefour Planet STRATEGIC GROUPS - Concept - Groups - Analysis WHAT DID REALLY HAPPEN AFTER “PLANET”
  3. 3. RETAIL INDUSTRY OVERVIEW 2
  4. 4. “THE RETAIL INDUSTRY INCLUDES ALL THE TYPE OF B2C COMPANIES” 3 GLOBAL DEMAND Based on the top 250 retailers revenues 2006 2011 GAGR 5,62% US 45% Canada 3% Africa/Middle East 1% Japan 7% Germany 11% UK 6% $3.25 trillion $4.271 trillion UK 8% Other Asia/ Pacific 4% Germany 11% France 9% Other Europe 11% Latin America 1% US 41% Canada Africa/Middle 3% East 1% Japan 9% Other Asia/ Pacific 6% France 9% Other Europe 12% Latin America 2% Source: Deloitte Source: Deloitte
  5. 5. “THE RETAIL INDUSTRY INCLUDES ALL THE TYPE OF B2C COMPANIES” 4 Top 10 2011 Market Share GLOBAL DEMAND Based on the top 250 retailers revenues Aldi 6% Walgreen 6% The Home Depot 6% 2006 2011 Tesco 8% Metro 8% GAGR 5,62% Schwarz 7% Costco 7% US 45% Source: Deloitte Industry Globally fragmented vs. Regionally concentrated Canada 3% Africa/Middle East 1% Japan 7% Carrefour Germany 9% 11% Wal-Mart 36% UK 6% Kroger 7% It includes different types of sector: FASHION FAST-MOVING CONSUMER GOODS HARDLINES & LEISURE DIVERSIFIED $3.25 trillion $4.271 trillion UK 8% Other Asia/ Pacific 4% Germany 11% France 9% Other Europe 11% Latin America 1% US 41% Canada Africa/Middle 3% East 1% Japan 9% Other Asia/ Pacific 6% France 9% Other Europe 12% Latin America 2% Source: Deloitte Source: Deloitte
  6. 6. 5 MACRO ENVIRONMENT ANALYSIS SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Power shift from Industry to retailers intensified price competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers +
  7. 7. SUPPLY DEMAND 3,0 2,0 1,0 0,0 - 1,0 - 2,0 POLITICAL - 3,0 Austerity Policies will keep increasing in developed countries - - - 4,0 - 5,0 ECONOMIC European Recession keeps delaying the market growth potential - - Intensification on Price Competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL 2005 2006 2007 2008 2009 2010 2011 2012 2013* 2014* EU27 2,0% 2,2% 2,1% 0,8% -0,5% 1,0% 0,0% -0,5% -0,2% 0,9% The population keeps ageing - - Urbanization + + 115,0 110,0 105,0 100,0 TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + 95,0 90,0 85,0 ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers + 6 MACRO ENVIRONMENT ANALYSIS - 6,0 2005 2006 2007 2008 2009 2010 2011 2012 2013* 2014* Germany France Portugal EU27 80,0 2005 2006 2007 2008 2009 2010 2011 2012 2013* 2014* Germany France Portugal European Union (27 countries) 2005 2006 2007 2008 2009 2010 2011 2012 2013* 2014* EU27 100 102,2 104,3 105,2 104,6 105,7 105,7 105,2 105,0 106,0 Source: Eurostat HOUSEHOLDS FINAL CONSUMPTION EXPENDITURE (PERCENTAGE CHANGE FROM PREVIOUS YEAR) HOUSEHOLDS FINAL CONSUMPTION EXPENDITURE (INDEX 2005 = 100)
  8. 8. 7 MACRO ENVIRONMENT ANALYSIS SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Power shift from Industry to retailers intensified price competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers +
  9. 9. SUPPLY DEMAND North America Middle East POLITICAL Austerity Policies will keep increasing in developed countries - - Africa South America Central America & Caribbean ECONOMIC European Recession keeps delaying the market growth potential - - Intensification on Price Competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL Oceania Central Asia Southeast Asia The population keeps ageing - - Urbanization + + East Asia Eastern Europe Western Europe TECHNOLOGICAL 5 Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers + 8 MACRO ENVIRONMENT ANALYSIS Source: Deloitte TOP 250 NEW MARKET ENTRIES BY SUB-REGION, 2011 5 1 4 2 4 3 1 2 4 7 10 10 11 1 2 2 3 2 2 5 3 1 1 12 1 1 1 1 Central Europe Franchising/Licensing Organic Growth Acquisition Joint Venture 80% of the new market entries came from mature and saturated markets Franchise was the main strategy to internationalize
  10. 10. 9 MACRO ENVIRONMENT ANALYSIS SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Power shift from Industry to retailers intensified price competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers +
  11. 11. SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Intensification on Price Competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers + 10 MACROUERNBVAINRIZOANTIMONENRATTAE NALYSIS Source: United Nations
  12. 12. 11 MACRO ENVIRONMENT ANALYSIS SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Power shift from Industry to retailers intensified price competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers +
  13. 13. SUPPLY DEMAND CARREFOUR SUPPLY CHAIN POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Intensification on Price Competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers + 12 MACRO ENVIRONMENT ANALYSIS 2008 2016
  14. 14. 13 MACRO ENVIRONMENT ANALYSIS SUPPLY DEMAND POLITICAL Austerity Policies will keep increasing in developed countries - - ECONOMIC European Recession keeps delaying the market growth potential - - Power shift from Industry to retailers intensified price competition - + Expand Global reach comes as one of the main growth strategies + + SOCIAL The population keeps ageing - - Urbanization + + TECHNOLOGICAL Emergence of E-tailing + + Retailers are becoming more efficient and vertical integrated + + ENVIRONMENTAL Retailers are becoming more environmental efficient + LEGAL Legislative framework creates incentives to smaller retailers +
  15. 15. RETAIL INDUSTRY MAIN TRENDS E-TAILING SEGMENTATION IS THE KEY PRICE COMPETITION PRIVATE LABELS VS. MANUFACTURE BRANDS DEMOGRAPHIC SHIFTS AGEING PROCESS & SINGLE PERSON HOUSEHOLD STORE SIZE SEARCH FOR HIGHER EFFICIENCIES 14
  16. 16. Company Store Type Store Name Competences Supermarkets Hypermarkets Discount Stores Convinience stores Cash & Carry Walmart Supercenters Walmart Discount Stores Walmart Neighborhood Markets Walmart Express Sam’s Club Low costs HR involvement Technology development 16 15 TOP PLAYERS IN THE INDUSTRY 10 700 STORES 27 COUNTRIES E-COMMERCE WEBSITES IN 10 COUNTRIES
  17. 17. 17 16 TOP PLAYERS IN THE INDUSTRY Company Store Type Store Name Competences Hypermarkets Supermarkets Convinience Stores Smallest stores Category Killer Tesco Express Tesco Metro Tesco Extra Tesco Superstore Tesco Homeplus One stop Relationship with local suppliers and cost competitiveness 12 countries; 6700 stores
  18. 18. 18 17 TOP PLAYERS IN THE INDUSTRY Company Store Type Store Name Competences Cash & Carry Category Killer Hypermarket Metro Makro Real Galeria Media Markt Customer focus Internationalization Improvement & Innovatation focus 2 200 STORES 32 COUNTRIES 280 000 EMPLOYEES
  19. 19. 19 18 TOP PLAYERS IN THE INDUSTRY Company Store Type Store Name Competences Grocery retail stores Convenience stores Category killers Kroger Kuik Shop Fred Meyer Jewelers® Innovation & Investment Consumer focus ´Technology and logistics focus 2 400 STORES 31 STATES 339 000 EMPLOYEES
  20. 20. CARREFOUR OVERVIEW 19
  21. 21. 20 BEFORE CARREFOUR PLANET FRANCE BASED COMPANY SECOND LARGEST RETAILER GLOBALLY BIGGEST EUROPEAN RETAILER PIONEER ON THE HYPERMARKET CONCEPT PRESENT IN MORE THAN 40 COUNTRIES MAIN BRANDS Hypermarket format - Selling all items under a single roof. - Accounts for the majority of total sales. Supermarket format - Convenience, fresh and day-to-day items. - Recreates the traditional-style market. Convenience store format - Features a range of ready-to-eat products aimed at urban dwellers in a hurry.
  22. 22. 21 BEFORE CARREFOUR PLANET FRANCE BASED COMPANY SECOND LARGEST RETAILER GLOBALLY BIGGEST EUROPEAN RETAILER PIONEER ON THE HYPERMARKET CONCEPT KNOWN AS A DISCOUNTER MAIN BRANDS Hypermarket format - Selling all items under a single roof. - Accounts for the majority of total sales. Supermarket format - Convenience, fresh and day-to-day items. - Recreates the traditional-style market. Convenience store format - Features a range of ready-to-eat products aimed at urban dwellers in a hurry.
  23. 23. 22 BEFORE CARREFOUR PLANET FRANCE BASED COMPANY SECOND LARGEST RETAILER GLOBALLY BIGGEST EUROPEAN RETAILER PIONEER ON THE HYPERMARKET CONCEPT PRESENT IN MORE THAN 40 COUNTRIES MAIN BRANDS Hypermarket format - Selling all items under a single roof. - Accounts for the majority of total sales. Supermarket format - Convenience, fresh and day-to-day items. - Recreates the traditional-style market. Convenience store format - Features a range of ready-to-eat products aimed at urban dwellers in a hurry.
  24. 24. 23 BEFORE CARREFOUR PLANET CARREFOUR SALES REVENUES (US $ MILLION) FRANCE BASED COMPANY SECOND LARGEST RETAILER GLOBALLY BIGGEST EUROPEAN RETAILER PIONEER ON THE HYPERMARKET CONCEPT KNOWN AS A DISCOUNTER MAIN BRANDS Hypermarket format - Selling all items under a single roof. - Accounts for the majority of total sales. Supermarket format - Convenience, fresh and day-to-day items. - Recreates the traditional-style market. Convenience store format - Features a range of ready-to-eat products aimed at urban dwellers in a hurry. 89,568 92,778 97,861 112,604 127,958 119,887 121,519 2004 2005 2006 2007 2008 2009 2010 2011 Source: Bloomberg KEY DRIVERS: - Sales at hypermarkets have been floundering since 2009; - The “everything under a single roof” format is no longer profitable; - The industry asks for innovation and a new positioning
  25. 25. CARREFOUR PLANET FORMAT Large multi-specialty grocery store DEPARTMENTALIZED Divided in different departments each focusing on a distinct category Category focus is broadly similar across store network Customized departments catering exclusively to the local shopper Clear division between non-food and food departments STORE LAYOUT More accessible to shoppers Suitable for changing demographics: aging population 24 VS. ≈ size ≈ store location ≈ product proposition ≠ format
  26. 26. 25 CARREFOUR PLANET 25
  27. 27. 5 PILOT PLANET STORES ACROSS EUROPE 26 CARREFOUR PLANET Entry Strategy across the G5 region for2012 26
  28. 28. STRATEGIC GROUPS 27
  29. 29. 28 STRATEGIC GROUPS DEFINITIONS NEWMAN (1978) MCGEE AND THOMAS (1986) DESS AND DAVIS (1984) • Strategic groups consist “... of firms highly symmetrical in their corporate strategies.” • “Firms within one strategic group make strategic decisions that cannot be replicated by firms outside the group without incurring in substantial costs.” • Firms within an industry can be categorized into strategic groups on the basis of their intended strategies, which may be identified on the basis of Porter’s generic strategies: cost leadership, differentiation and focus. • “Variations in intra-industry profitability and growth may be explained on the basis of strategic group membership”. PETERAF AND SHANLEY (1997) • “A strategic group identity is a set of mutual understandings, among members of a cognitive intra-industry group, regarding the central, enduring, and distinctive characteristics of the group.”
  30. 30. STRATEGIC GROUPS IN RETAILING CATEGORY KILLERS CONVENIENCE STORE DEPARTMENT STORE 29 CONCEPT Wide assortment in a single category for lower prices Provides limited amount of merchandise with higher prices, but with extended working hours It carries a variety of categories and it has broad assortment at average prices KSF • Product line depth • Brand • Innovation • Proximity • Extended working hours • Product Quality • Store environment • Product line range and quality • Brand recognition • Customization • Availability KEY PLAYERS • Best Buy Co. • The IKEA Group • Grupo Pão de Açúcar • Seven & I Holdings Co. • Alimentation Couche-Tard Inc. • Open Joint Company Stock • Sears Holdings Corp. • Macy’s, Inc. • Kohl’s Corporation
  31. 31. STRATEGIC GROUPS IN RETAILING DISCOUNT STORE E-TAILERS HYPERMARKETS SUPERMARKETS 30 CONCEPT It offers a wide array of product at lower prices Virtual stores that offers a wide range of products It offers a large variety at appealing prices under the same roof. It offers mainly grocery and and limited non food products KSF • Cost structure • Convenience • Convenience • Customization • Product range • Convenience • Bargaining power • Product range • Proximity KEY PLAYERS • LIDL • ALDI • X5 Retail Group • Amazon.com • Otto • Dell Inc. • Wal-Mart Stores, Inc. • Carrefour S.A. • Tesco PLC • The Kroger Co. • EDEKA Zestril AG & Co. • Woolworths Limited
  32. 32. PRODUCT LINE BREADTH VS. GEOGRAPHIC COVERAGE 31 Complete Line Narrow Line Department stores Hypermarkets Discount stores Convenience stores Supermarkets E-tailers Category Killers National Regional Global
  33. 33. PRODUCT LINE BREADTH VS. VALUE TO CONSUMER Discount stores 32 Complete Line Narrow Line Department stores E-tailers Convenience stores Hypermarkets Supermarkets Category Killers Unique features Price/Quality Ratio Low Price
  34. 34. STORE SIZE VS. GEOGRAPHIC COVERAGE 33 Large Small National Regional Global Medium Department stores Convenience stores Hypermarkets Supermarkets Category Killers Discount stores
  35. 35. STORE SIZE VS. VALUE TO CONSUMER Unique features Price/Quality Ratio Low Price 34 Large Medium Small Department stores Convenience stores Hypermarkets Supermarkets Category Killers Discount stores
  36. 36. INNOVATION VS. REVENUE GROWTH Discount stores 35 High Innovation Low Innovation Category Killers Hypermarkets Department stores Supermarkets E-tailers Convenience stores 0% 7,5% 15%
  37. 37. WHAT DID REALLY HAPPEN AFTER “PLANET” 36
  38. 38. COULD CARREFOUR PLANET SPIN THE WHEEL? COSTS HAVE PROVEN TO BE TOO HIGH. RESULTS WERE LOWER THAN EXPECTED SALES SINCE OPENING, THE 81 PLANET STORES IN THE ESTATE HAVE EXPERIENCED A 1.4% FALL IN SALES PRICE PERCEPTION FAILED TO CHANGE PRICE PERCEPTION: PLANET STORES ARE SEEN AS HIGH CLASS & THEREFORE EXPENSIVE 37
  39. 39. COULD CARREFOUR PLANET SPIN THE WHEEL? OVERSTRETCHED THEMSELVES IN NON-FOOD CATEGORIES WITH MANY CATEGORY KILLERS LIKE IKEA. UNADDRESSED ISSUES VERY LITTLE DONE TO ADDRESS THE UNDENIABLE FACT THAT NON-FOOD SPENDING HAS SHIFTED ONLINE. INVESTMENT ALLOCATION SHOULD INVEST MORE INTO MULTI-CHANNEL FUNCTIONS SUCH AS CLICK & COLLECT, IN-STORE 38 KIOSKS AND E-COMMERCE
  40. 40. 39 THANK YOU FOR THE ATTENTION
  • joelglass

    Aug. 12, 2019
  • SARATCHANDRANTHAMPI

    Nov. 30, 2016
  • BasmaMosaed

    Mar. 30, 2016
  • khaldaibrahim37

    Apr. 28, 2015
  • ngvan2510

    Apr. 5, 2015

This presentation was done in order to study the positioning of the company's new brand: "Carrefour Planet"

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