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MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai
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MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai

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Overview of the number 2 biggest retail company in the world, Carrefour.

Overview of the number 2 biggest retail company in the world, Carrefour.

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  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Failed to live up to pre-merger expectations in terms of projected benefits
  • Potential hostile takeover due to low share price
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shop Completed the slides Reviewed by business owner Granted permission for publication Finishing
  • Transcript

    • 1. 1 Carrefour IndonesiaFeaturing... Coached by... Noverino Rifai Dr.Ir.Waseso Segoro, M To be presented on February,11st 2012 Institut Teknologi dan Bisnis Kalbe (ITBK)
    • 2. Overview of Carrefour Indonesia 2 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)A genda • Background • SWOT • Group Strategy • Vision – Mission • Retail Competition • Marketing & Promo • Collaborations
    • 3. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C arrefour B ackground• Started in 1959 in France (Fourney & Defforey)• French for crossroads• Most known for their hypermarkets• More than 30 countries and areas ▫ Mainly in Europe, Brazil, Argentina, Dominican Republic and Colombia, also has a presence in North Africa and Asia• Largest retailer in Europe• Second largest retailer in the world in terms of revenue• Merged with Promodes in 2000• 22nd of the top Fortune 500 companies• 3,582 stores• 420,000 employees
    • 4. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C arrefour B ackground• 1963: konsep Hypermarket oleh Carrefour• 1973: Spanyol, cabang pertama di luar negeri• 1975: Brazil• 1982: Argentina• 1989: Taiwan• 1993: Italia• 1994: Malaysia• 1995: Cina• 1997: Singapura• 1998: Indonesia @Cempaka Putih• 2000: Jepang
    • 5. Overview of Carrefour Indonesia 5 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Worldwide S tores
    • 6. Overview of Carrefour Indonesia 6 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)A s ia S tores
    • 7. Overview of Carrefour Indonesia 7 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Indones ia S tores•84: 70 Hypermarket + 14 Supermarket•Kalimantan: 1(Pontianak); Denpasar: 3; Batam: 2; Makassar: 6; Medan: 1;Palembang: 1;
    • 8. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Deloitte Report:G lobal Power of Retailing 2011
    • 9. Overview of Carrefour Indonesia 9 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)S ales Figure
    • 10. Overview of Carrefour Indonesia 10 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)A C Niels en• Survei 2004 ▫ 1.019 responden ▫ Carrefour adalah tempat belanja paling murah ▫ Giant adalah tempat belanja paling lengkap• Survei 2005 ▫ Carrefour dipersepsikan sebagai toko yang menyediakan aneka kebutuhan dengan harga paling murah diikuti oleh Alfamart dan Indomaret• Survei 2006 ▫ Carrefour masih menjadi leader dalam format hypermarkert
    • 11. Overview of Carrefour Indonesia 11 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)B us ines s Flow
    • 12. Overview of Carrefour IndonesiaNoverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)
    • 13. Overview of Carrefour IndonesiaNoverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)
    • 14. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)S trength• Environmentally and socially responsible• Design stores to fit local tastes• Early mover into many emerging markets• Strong brand in many markets• Great variety at great prices• Enviable own-label portfolio
    • 15. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Weaknes s es• Has consistently underachieved its own ambitious growth targets in many countries• Still has an unwieldy (heavy) portfolio of stores in some countries – e.g. France and Belgium• E-commerce development has been lackluster• Dearth of local management/ expertise in some markets
    • 16. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Opportunities• Organic expansion in existing markets• Acquisition of vulnerable local players• Entry into new markets, especially in Asia and South America• Possible entry into selected Eastern and Central European markets• Launch and expansion of supermarket and discount store operations in markets where it already has hypermarkets• Possible major acquisition in more mature market
    • 17. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Threats• Continuing intensification of competition within more developed markets, especially in Europe• Economic problems in South America may lead to downturn in trading environment• Ambitious international expansion plans of major rivals such as WalMart and Tesco• Greater legislation in emerging markets to limit influence of foreign-owned large stores
    • 18. Overview of Carrefour Indonesia 18 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)5 Forc es of Porter
    • 19. Overview of Carrefour Indonesia 19 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Group S trategy• The Carrefour group has one simple ambition: “making Carrefour the preferred retailer wherever it operates” ▫ Client-oriented culture: getting to know our customers better in order to serve them better ▫ Transformation: increasing agility, execution quality and competitiveness ▫ Innovation: regaining initiative and leadership
    • 20. Overview of Carrefour Indonesia 20 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)2012 A ction Plan
    • 21. Overview of Carrefour Indonesia 21 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C arrefour Indones iaVis ion - Mis s ion
    • 22. Overview of Carrefour Indonesia 22 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)3 Mata Rantai S trategiMemperkuat B rand E quity• Meningkatkan perasaan memiliki dari Associate + Consultant• Meningkatkan kesetiaan pelanggan dan konsumen• Membangun citra perusahaan
    • 23. Overview of Carrefour Indonesia 23 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)3 Mata Rantai S trategiPertumbuhan yang Menguntungkan• Mendesain ulang bentuk multiformat• Memantapkan model bisnis• Mempercepat ekspansi
    • 24. Overview of Carrefour Indonesia 24 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)3 Mata Rantai S trategiTrans formas i dalam Organis as i• Mendesain organisasi untuk multiformat• Meningkatkan proses operasional• Meningkatkan pelayanan
    • 25. Overview of Carrefour Indonesia 25 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C arrefour’s C ommitments •Beda harga label dan kasir, bayar yang termurah •Pangkas antrian
    • 26. Overview of Carrefour IndonesiaNoverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)
    • 27. Overview of Carrefour Indonesia 27 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)S tore Image“The customer perception of the store versus competitive store” (Bellenger dan Goldstrucker (1983) ▫ Physical facilities (Fasilitas fisik)  Perencanaan Fasilitas fisik  Store Location  Store Layout  Atmosphere (Suasana)  Exterior  General interior  Store layout  Interior (point of purchase) displays  Merchandise (barang dagangan)  Variety, width or breath, depth, consistency, balance, flexibility  Pricing (Penetapan harga)  Promotion (Promosi)  Advertising, publicity, personal selling, sales promotion  Service (Layanan)
    • 28. Overview of Carrefour Indonesia 28 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Retail S ervic es• Store hours• Returned goods• Delivery• Handling Complaints• Retail Credit• Miscellaneous servicesBellenger dan Goldstrucker (1983)
    • 29. Overview of Carrefour Indonesia 29 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Retail C ompetition in Indones ia 86 4.9xx 500 5.xxx 8422 50
    • 30. Overview of Carrefour Indonesia 30 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Oms et Hypermarket 2010
    • 31. Overview of Carrefour Indonesia 31 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Marketing & Promotion
    • 32. Overview of Carrefour Indonesia 32Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) News paper Promo & C atalog
    • 33. Overview of Carrefour Indonesia 33Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) C arrefour Mega C ard
    • 34. Overview of Carrefour Indonesia 34 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C ollaborations
    • 35. Overview of Carrefour Indonesia 35 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)C arrefour Planet
    • 36. Overview of Carrefour IndonesiaNoverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Terima Kasih
    • 37. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Ba Sl ckup ides
    • 38. Overview of Carrefour Indonesia 38 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Worldwide S tores
    • 39. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)S trength• World’s second largest retailer• Most internationalized retailer• World leader in hypermarkets• World’s sixth largest discounter• Early mover into many emerging markets• Strong brand in many markets• Envialbe own-label portfolio
    • 40. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Values
    • 41. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Why Hypermarket Thriving?• The mega-store concept is viewed as a welcome innovation, even though many customers feel loyalty to traditional family owned stores• Offering free parking in spacious lots, a lure to shoppers in countries where parking spaces are in short supply• More women enter workforce, they have less time to shop• While US shoppers can choose from many discount stores and supermarkets, consumers in other countries find that hypermarkets are the only convenient alternative to shopping store to store.
    • 42. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Global S trategy• Changed the names of hundreds of Promodes Pryca and Continent stores in Spain and France to Carrefour• Carrefour has pulled out of Japan, Mexico and South Korea while establishing a presence in markets with stronger potential such as China and Brazil• Expansion plans unveiled in 2006 called for opening 100 new stores each year through 2008. App. ¼ of the new stores will be in China
    • 43. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)France C arrefour• Recently, facing intense competition from Aldi and other so-called “hand discounter” chains• New chief executive “to get France right”: henceforth, a major part of bonuses would be based on price competitiveness.• Implemented across the board low prices• 2005: Profit decline, but sales and market share increased• Improving service in an effort to win customers from specially stores. Stores that were understaffed have added more personnel• More flexible approach to store size and design; it is trying new formats such as “Mini-Hyper” and “Carrefour Express”, a scaled- down supermarket.
    • 44. Overview of Carrefour Indonesia 44 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)S us tainable Development
    • 45. Overview of Carrefour Indonesia 45 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)E fek Modern Market Hypermarket Naik 15% Supermarket Naik 7% Wet market Turun 8.1%
    • 46. Overview of Carrefour Indonesia 46 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Peran Harga• Persepsi Harga merupakan variabel yang paling dominan mempengaruhi perilaku pembelian
    • 47. Overview of Carrefour Indonesia Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)Motivas i B erbelanja• Berbelanja sebagai sesuatu yang menyenangkan.• Aktivitas berbelanja: ▫ Menikmati lingkungan toko ▫ Menelusuri dan mengamati penawaran-penawaran toko ▫ Mendapatkan informasi dari pramuniaga tentang produk ▫ Membelanjakan uang• lingkungan dalam toko memiliki peran yang sangat penting untuk menarik minat konsumen

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