Carrefour's Misadventure in Russia
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Case Details:
Case Code : BSTR363
Case Length : 16 Pages
Period : 1996-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Carrefour SA
Industry : Retail
Countries : Russia, France
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
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Carrefour was founded in 1960 by two entrepreneurs - Marcel Fournier, a textile retailer, and Louis Defforey, a wine and food wholesaler from Annecy in Eastern France. The first two stores that they opened were highly successful...
Carrefour's Plans for Russia
In every international market in which Carrefour operated, it
essentially focused on becoming one of the top three players in terms of market
share. Commenting on the criteria for entering new markets, the Chairman of the
Management Board of Carrefour, José Luis Duran, said, "We'll look toward new
markets...
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Opening Stores
In June 2009, Carrefour opened its first store in Moscow. Commenting on this occasion, Jacobo Caller, General Director of Carrefour in Russia, said,
"We are very happy to start our business operations in Russia where we will follow our client-oriented principles: offering quality products at low price, great value, and high level of services to Muscovites...
...And Pulls Out
In September 2009, a report in Le Monde mentioned that Carrefour was under pressure from top shareholders to pull out of emerging markets. Carrefour, on its part, denied the report...
Exhibits
Exhibit I: Top Global Retailers (2009*)
Exhibit II: Carrefour - International Expansion
Exhibit III: Carrefour - Store Formats
Exhibit IV: Carrefour - Sales Country Wise (2008)
Exhibit V: A Note on Retailing Industry in Russia (2008-09)
Exhibit VI: Major Retailers in Moscow and St. Petersburg (October 2009)
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