Carrefour report
4880 mots
20 pages
CARREFOURReport n°2 October 6 , 2006 th Lise GOUSSET (France) Sébastien GUERRI (France)
4,417 words
October 6 , 2006 – Page 1
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INTRODUCTION
Carrefour is the second largest retail group in the world, and the largest retail group in Europe. It has various formats of stores in 30 countries in Europe, Asia, and Latin America.
We described in the first report the group Carrefour and its brands, its strategy, its ethics and social responsibility, and its human resource management. We will now describe the marketing structure of Carrefour Group and then we will provide a financial analysis.
Lise GOUSSET & Sébastien GUERRI
KTH – Royal Institute of Technology – Stockholm
October 6 , 2006 – Page 2
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MARKETING – PRELIMINARIES
C USTOMER RELATIONSHIP MANAGEMENT
As in many other businesses, it is a crucial point for the Carrefour group to learn about their customers and to do everything they can to satisfy them. Thus Carrefour has defined what builds up a positive experience for the customer: apart from the marketing mix, you can see that many other factors contribute to the customer’s decision-making on the diagram below.
PART 1:
Sociocultural influences
Situational influences
As we have explained in the first report, it is a good idea to keep customers as it brings in a lot of money. The group seems to be quite successful at keeping customers as 67% of sales are made using the Carrefour card.
MARKETING RESEARCH
There are several sources of information which enable the group to understand the customer. Their primary sources of information are: - In store studies and surveys after check-out - Mystery shopping - Focus groups
Lise GOUSSET & Sébastien GUERRI
KTH – Royal Institute of Technology – Stockholm
October 6 , 2006 – Page 3
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Round table discussions Analysis of other retailing formats Competition watch (they do quite a lot of benchmarking – for instance when Leclerc was better than