Carrefour in China

Introduction

It is necessary for a company ask itself some question and answers before they expand to international market, like who are they going to do it to enter in this new environmental? Who are they going to adapt their culture? Or how are they going to deal with challenges that come up throughout the journey? These are some question that French retail should have to answer before they enter to a new market, or in this case, to a Chinese market.

It is very important their culture and study how they can adapted to another country. For that, they have to study people, believes, the way they act, religious and a lot things more.

Carrefour is an international hypermarket chain, they are in Latin America, Europe and also Asia, they made un successful work with almost country where they are. This retailer company knows that they cannot use the same strategies to enter all country. So the big question for us is how Carrefour adapt their culture, vision, values, and also what strategies they use to be successfully in this fastest growing country.

Carrefour have a big challenge with this country, because China is one of the country with more population in the world and wide range diversity. Before they enter to China, they studied their local people and saw that exist big difference from people the Cost, between people from the West and between people from Central China.

About Carrefour…

First of all, Carrefour is an international hypermarket chain. Started in 1959 in France and its first international expansion was into Belgium in 1969. After that, Carrefour kept expanding globally and is now operating in 34 different countries.

Carrefour is almost all over the world, operates mainly in Europe, Argentina, Brazil, China, Colombia, Dominican Republic, U.A.E (United Arab Emirates), and in Saudi Arabia, but also has shops in North Africa and other parts of Asia, with most stores being of smaller size than hypermarket or even supermarket.

Part of the success comes from Carrefour's six successful store models: the hypermarket, supermarket, hard discount stores, convenience stores, Cash & Carry, and E-commerce.

Today, Carrefour is one of the largest hypermarket chains in the world, the second largest retail group in the world in terms of revenue and third largest in profit after Wal-mart and Tesco.

Mission

"Carrefour is totally focused on meeting the expectations of its customers. Our mission is to be the benchmark in modern