Market Entry Strategies Case Study

Carrefour in Japan

OR

Abstract:
With the deregulation of the Japanese retail industry, many foreign companies like Toys 'R' Us and Costco forayed into Japan in the late-1990s. Europe's No.1 French retailer Carrefour, forayed into the Japanese market in 2000 by setting up its first retail store in the suburbs of Tokyo, and planned to expand aggressively by opening 13 stores by the end of 2003. However, until mid-2004, the company was able to set up only eight stores and was still finding it difficult to run them profitably.

Pedagogical Objective:

• To discuss the market entry strategies of Carrefour in Japan.

Keywords : Carrefour; Japanese retail market; Deregulation in the Japanese retail market; Large Scale Retail Store Law; Market Entry Strategies Case Study; Carrefour in Japan; Hypermarkets in Japan; Foreign retailers in Japan; Retail competition in Japan; Japanese consumer buying behaviour; Carrefour's distribution strategy in Japan

Contents : 
JAPAN’S RETAILING INDUSTRY – A MAKEOVER
Carrefour in Brief
CARREFOUR IN JAPAN
Trends in Number of New Applications to Open Large-Scale Retail Stores
Foreign Retailers’ Entry into Japanese Market
Retail Deregulation in Japan and the Entry of Foreign Retailers
Carrefour: Time Line