Taking Advantage Of Lengouement Consumers
Carrefour is a French sector of supermarkets
Carrefour is a French sector of supermarkets. In 2009, the second global group in this sector in terms of sales behind Wal-Mart americain . Created in 1959 in Annecy, it is present in Europe, South America and Asia, as well as dances others areas of the world in the form of local partnership.
A pioneer of the concept 1963 , it is also present in other formats of retailing, mainly supermarkets and discount stores. Besides Carrefour, the group operates an other brands, both international Dia, Ed) and local (GS, GB Supermarkets, Norte, Shopi, 8 Huit). Today the group includes all of these brands under one name, Carrefour (ex: Crossroads Market, Carrefour Express, etc.).
In 1999, companys merged with the French group Promodes, Mon its main competitors, and thus became the number one European supermarkets.
The Carrefour Group has published in 2008 a turnover of 87 billion euros HT. In late 2008, it had 8,006 stores and 15,430 under banners (including franchisees and partners) . In 2007 it employed more than 490,000 employees worldwide, including 140,000 in France, making it the largest private employer in France and the ninth world .
Taking advantage of lengouement consumers for this new form of trade companys rapidly expanding, particularly by funding through cash harvested from the checkout - fast enough - and payment to vendors several weeks. In SMEs it quickly becomes a small group, and 16 June 1970, Carrefour made its debut on the Paris Bourse.
The group is growing so quickly, in the image of large retailers in general in France. And soon against the development of supermarkets, particularly those of small traders, while a significant electoral force, speaking through their union (CIDUNATI) . In 1973 the law is passed Royer, limiting store openings, making them validated by departmental committees durban business. Along with its development in France, the company explores new markets and implements hypermarkets in Belgium in 1969, Italy (Carugate) in 1972, Spain (Barcelona) in 1973, Brazil in 1975 or in Argentina in 1982. An attempt to expand Germany (Mainz) in 1977 failed, despite the approach is inherently Francophile population of Mainz.
The development by opening stores is one thing but Carrefour intends to capitalize on its weight to sell its own products more profitable. In 1976, he puts on its shelves a product line called free, bearing no brand, with simple packaging and promotion based on the composition of the permanent price. These products will ultimately label Carrefour in 1985, following the marketing of products by competitors unbranded stores Continent respecting different specifications and that distorted the image of these products. The group is also a variation of his trademark an other trades during the following years. In 1981 was launched the Pass card, a payment appropriate for the group in 1984 are created Assurances Carrefour. Finally in 1991 the subsidiary was created Vacances Carrefour.
by: Barbara Herbert
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