Made according to CBSE guidelines . “Visited a departmental store/retail shop or
consumer co-operative store located nearby to
study and report on the functioning of the
store or shop.” . Includes questionnaire , pictures , summaries , conclusion .
Branding and Packaging Project Class 12 Marketing ( 783 ) Lovell Menezes
Made according to CBSE guidelines . “Market survey of selected consumer products
on the basis of brand name and package.
Collection of data and preparing report on the
basis of popularity of different brands and
popularity and quality of packages of products,
and reasons there of.” . Includes questionnaire , pictures , summaries , conclusion .
Marketing Management Project Business Studies Class 12 CBSE Sahil Kumar
Class Xll Business Studies - B.st Cbse Project Practical File on Marketing Management sample last year topper cbse usp unique selling proposition
Start a company of your choice, brand name, product name conclusion acknowledgement teachers signature
Syllabus of Project Work Practical File Class 12
1. Elements of Business Environment:
a) Changes in mode of Packaging. (milk supplied in plastic bottles to vending machines)
b) Change from Coca cola and fanta in the seventies to pepsi and coke in nineties.
c) Change in role of women in the past 25 years relating to joint families, Women as bread earner of family , Changes in the requirement of trend of mixers , washing machines , micro wave and standard of living.
Branding and Packaging Project Class 12 Marketing ( 783 ) Lovell Menezes
Made according to CBSE guidelines . “Market survey of selected consumer products
on the basis of brand name and package.
Collection of data and preparing report on the
basis of popularity of different brands and
popularity and quality of packages of products,
and reasons there of.” . Includes questionnaire , pictures , summaries , conclusion .
Marketing Management Project Business Studies Class 12 CBSE Sahil Kumar
Class Xll Business Studies - B.st Cbse Project Practical File on Marketing Management sample last year topper cbse usp unique selling proposition
Start a company of your choice, brand name, product name conclusion acknowledgement teachers signature
Syllabus of Project Work Practical File Class 12
1. Elements of Business Environment:
a) Changes in mode of Packaging. (milk supplied in plastic bottles to vending machines)
b) Change from Coca cola and fanta in the seventies to pepsi and coke in nineties.
c) Change in role of women in the past 25 years relating to joint families, Women as bread earner of family , Changes in the requirement of trend of mixers , washing machines , micro wave and standard of living.
Business plan - Entrepreneurship Project - Shivam JaiswalShivam Jaiswal
Entrepreneurship Project - Business Plan Sample - Beverage Shop (Name - Day's Beverages)
Include:
Executive Summary
Competitors
Our Unique Selling Proposition (USP)
Functional Structure
Our Physical Resources
Our Production Process
Our Human Resource
Marketing Strategies
Packaging
Distribution Process
Our Financial Projections and Budget
Start-up Cost
Selling Price of Products
Guys Its for you !! Download !!
For more information Contact -
facebook.com/imShivax
instagram.com/imshivax
linkedin.com/in/imshivax
Accountancy project class 11th (cbse board)Jacky Chain
This project contains the information regarding the accountancy project which is to be made by the students of class 11th. It is about Accounting and journal,ledger and trial balance..
Accountancy Project File on Comprehensive problem ...
This project is made by jigar vaishnav for the session 2016-17with the latest guidelines as per CBSE...
Hope this will help the upcoming students who want a help regarding the Accountancy project...
PLEASE DON'T FORGET TO LIKE,SHARE,SUBSCRIBE AND VISIT THIS LINKS.
To view this project in you tube visit: https://youtu.be/fx_oiHkIl3k
To download this project visit: https://drive.google.com/open?id=1h-C4C4IGjDKo1Rk2C_3XSrZJoyIUSwjb
VISIT MY YOUTUBE CHANNEL: https://www.youtube.com/channel/UCCAmxAC5ivAbBnDKe9NBxbg?view_as=subscriber
MY YOUTUBE CHANNEL VIDEO LIST : https://www.youtube.com/channel/UCCAmxAC5ivAbBnDKe9NBxbg/videos?view_as=subscriber
VISIT ME AT:-
https://plus.google.com/u/0/107001990812497963473
ADD FRIEND IN FACEBOOK:-
https://www.facebook.com/jigar.vaishnav.33
VISIT MY FACEBOOK PAGE:-
https://www.facebook.com/jokesindiabyjigar/notifications/
In this ppt we have shown that when the students are supposed to visit a mall,,, wht to do there and we have explained the topic retailing in some details.here we've visited westend mal,ludhiana...!!!!
Project on biscuits,business studies project work, 12 class business project ...Ravi Singh
business studies project work, 12 class business project work,Project on biscuit
for more projects visit here
https://www.youtube.com/channel/UCqF8lgmvUBUBTzJPaoY0p8Q
and subscribe now
Dear Students
We can help you to write total dissertation/project report.
Our 9 step method of project writing:-
Step 1) Helping you in Selection of topic.
Step 2) Group discussion / conference call with in team of professors.
Step 3) Helping you in Preparation of Synopsis/ proposal & sent to project guide
Objectives of the Project:-
1.Learned the Demographic Profile of people living in Tricity
2.Carried out the Catchment Analysis.
3. Studied the awareness level, purchasing power and monthly expenditure of college students.
4. To understand the catchment area of Elante Mall.
5. To know the awareness level of people regarding Reliance Trends.
Business Environment project class 12 cbseJacky Chain
PROJECT WORK IN THE SUBJECT OF BUSINESS STUDIES ON THE TOPIC "BUSINESS ENVIRONMENT" AS THE PARTIAL FULFILLMENT OF AISSCE, MARCH 2018 CONDUCTED BY CBSE.
This project contains the information regarding the accountancy project which is to be made by the students of class 12th boards... This project is made by jigar vaishnav for the session 2017-18 with the latest guidelines as per CBSE... Hope this will help the upcoming students who want a help regarding the business studies project....
VIEW THIS PROJECT AT YOUTUBE:- https://www.youtube.com/edit?o=U&video_id=V7b6VQQrjsg
Western companies are opening up their factories and offices in India in an unprecedented manner and thus creating a need to study the organization and management of their Indian counterparts. The emergence of India as an economic power over the recent years has created a need to understand the way business is carried out in that part of the world. Also important is to realize how businesses are founded and structured in India. Many Indian companieswere family businesses to start with and even today some of the biggest companies listed on Indian stock exchange continue to be owned partly by the families. This work attempts to study a typical Indian family retail business, its inception, its aspirations, the challenges faced in the context of an emerging economy and the possible roadways to map the future. With this aim in mind a classic case of Haldiram’s is presented here and analyzed.
Make in india - The Way Ahead Class 12 Economics ProjectShivamSingh1247
This is Class 12th Economics Project as per CBSE Guideline
- Introduction
- Process
- Advantages & Disadvantages
- Challenges
- Criticsm & Concerns
- Sectors Covered
- Objective of Make in india
- Manufacturing Projects
- Infrastructure Support
- News & Statistic
- Objective of Making this Project
- Conclusion
- Bibliography
Project Report And Market Survey of Baskin Robbins- Cbse class 12 Entrepreneu...Dan John
I assure you that this project of mine will fetch you a very good score. Attach the pictures provided towards the end of this project on the backside of the page which is adjacent to the relevant page. I have given certain instructions in the project, starting with the word 'Attn'; follow those and remove them before the submission.
Good Luck!!
A presentation on French originated CARREFOUR Retail. Also a comparison with a competitor and an Indian retail company.SWOT analysis, business strategies, private labels, vision and mission. Complete insight of the world number 2 retailer. .
Business plan - Entrepreneurship Project - Shivam JaiswalShivam Jaiswal
Entrepreneurship Project - Business Plan Sample - Beverage Shop (Name - Day's Beverages)
Include:
Executive Summary
Competitors
Our Unique Selling Proposition (USP)
Functional Structure
Our Physical Resources
Our Production Process
Our Human Resource
Marketing Strategies
Packaging
Distribution Process
Our Financial Projections and Budget
Start-up Cost
Selling Price of Products
Guys Its for you !! Download !!
For more information Contact -
facebook.com/imShivax
instagram.com/imshivax
linkedin.com/in/imshivax
Accountancy project class 11th (cbse board)Jacky Chain
This project contains the information regarding the accountancy project which is to be made by the students of class 11th. It is about Accounting and journal,ledger and trial balance..
Accountancy Project File on Comprehensive problem ...
This project is made by jigar vaishnav for the session 2016-17with the latest guidelines as per CBSE...
Hope this will help the upcoming students who want a help regarding the Accountancy project...
PLEASE DON'T FORGET TO LIKE,SHARE,SUBSCRIBE AND VISIT THIS LINKS.
To view this project in you tube visit: https://youtu.be/fx_oiHkIl3k
To download this project visit: https://drive.google.com/open?id=1h-C4C4IGjDKo1Rk2C_3XSrZJoyIUSwjb
VISIT MY YOUTUBE CHANNEL: https://www.youtube.com/channel/UCCAmxAC5ivAbBnDKe9NBxbg?view_as=subscriber
MY YOUTUBE CHANNEL VIDEO LIST : https://www.youtube.com/channel/UCCAmxAC5ivAbBnDKe9NBxbg/videos?view_as=subscriber
VISIT ME AT:-
https://plus.google.com/u/0/107001990812497963473
ADD FRIEND IN FACEBOOK:-
https://www.facebook.com/jigar.vaishnav.33
VISIT MY FACEBOOK PAGE:-
https://www.facebook.com/jokesindiabyjigar/notifications/
In this ppt we have shown that when the students are supposed to visit a mall,,, wht to do there and we have explained the topic retailing in some details.here we've visited westend mal,ludhiana...!!!!
Project on biscuits,business studies project work, 12 class business project ...Ravi Singh
business studies project work, 12 class business project work,Project on biscuit
for more projects visit here
https://www.youtube.com/channel/UCqF8lgmvUBUBTzJPaoY0p8Q
and subscribe now
Dear Students
We can help you to write total dissertation/project report.
Our 9 step method of project writing:-
Step 1) Helping you in Selection of topic.
Step 2) Group discussion / conference call with in team of professors.
Step 3) Helping you in Preparation of Synopsis/ proposal & sent to project guide
Objectives of the Project:-
1.Learned the Demographic Profile of people living in Tricity
2.Carried out the Catchment Analysis.
3. Studied the awareness level, purchasing power and monthly expenditure of college students.
4. To understand the catchment area of Elante Mall.
5. To know the awareness level of people regarding Reliance Trends.
Business Environment project class 12 cbseJacky Chain
PROJECT WORK IN THE SUBJECT OF BUSINESS STUDIES ON THE TOPIC "BUSINESS ENVIRONMENT" AS THE PARTIAL FULFILLMENT OF AISSCE, MARCH 2018 CONDUCTED BY CBSE.
This project contains the information regarding the accountancy project which is to be made by the students of class 12th boards... This project is made by jigar vaishnav for the session 2017-18 with the latest guidelines as per CBSE... Hope this will help the upcoming students who want a help regarding the business studies project....
VIEW THIS PROJECT AT YOUTUBE:- https://www.youtube.com/edit?o=U&video_id=V7b6VQQrjsg
Western companies are opening up their factories and offices in India in an unprecedented manner and thus creating a need to study the organization and management of their Indian counterparts. The emergence of India as an economic power over the recent years has created a need to understand the way business is carried out in that part of the world. Also important is to realize how businesses are founded and structured in India. Many Indian companieswere family businesses to start with and even today some of the biggest companies listed on Indian stock exchange continue to be owned partly by the families. This work attempts to study a typical Indian family retail business, its inception, its aspirations, the challenges faced in the context of an emerging economy and the possible roadways to map the future. With this aim in mind a classic case of Haldiram’s is presented here and analyzed.
Make in india - The Way Ahead Class 12 Economics ProjectShivamSingh1247
This is Class 12th Economics Project as per CBSE Guideline
- Introduction
- Process
- Advantages & Disadvantages
- Challenges
- Criticsm & Concerns
- Sectors Covered
- Objective of Make in india
- Manufacturing Projects
- Infrastructure Support
- News & Statistic
- Objective of Making this Project
- Conclusion
- Bibliography
Project Report And Market Survey of Baskin Robbins- Cbse class 12 Entrepreneu...Dan John
I assure you that this project of mine will fetch you a very good score. Attach the pictures provided towards the end of this project on the backside of the page which is adjacent to the relevant page. I have given certain instructions in the project, starting with the word 'Attn'; follow those and remove them before the submission.
Good Luck!!
A presentation on French originated CARREFOUR Retail. Also a comparison with a competitor and an Indian retail company.SWOT analysis, business strategies, private labels, vision and mission. Complete insight of the world number 2 retailer. .
MBA Final project on Carrefore store chain which they had entered into Pakistan Markets in developing cities
This project has following objectives: To meet the specific needs of customers and offering these products at competitive, reasonable prices that will still yield profits. To Increase Customer Loyalty and brand image. To understand the customer need and make a connection between customer and Carrefour with direct marketing.
Carrefour S.A. is a French multinational retailer headquartered in Boulogne Billancourt, France, in the Hauts-de-Seine Department near Paris. It is one of the largest hypermarket chains in the world (with close to 1,600 hypermarkets at the end of 2015). Carrefour operates in more than 30 countries, in Europe, the Americas, Asia and Africa. Carrefour means "crossroads" and "public square" in French.
A value chain is the whole series of activities that create and build value at every step. The total value delivered by the company is the sum total of the value built up all throughout the company. Michael Porter developed this concept in his 1980 book 'Competitive Advantage'. In simple words
'Value Chain'
is a high level model of how business receive raw-materials, add value to the raw-materials through various processes and sell as finished products to customers. 'Value Chain' analysis looks at every step of business, from raw-materials to the eventual end users, with one goal to deliver maximum value.
Michael Porter introduced the value chain analysis concept in his 1985 book ‘The Competitive Advantage’.
Porter suggested that activities within an organisation add value to the service and products that the organisation produces and all these activities should be run at optimum level if the organisation is to gain any real competitive advantage. If they are run efficiently, the value obtained should exceed the costs of running them i.e. customers should return to the organisation and transact freely and willingly. Michael Porter suggested that the organisation is
split into ‘primary activities’ and ‘support activities’.
ABC Analysis and Inventory Control Entrepreneurship Class 12 CBSELovell Menezes
Chapter 5 - Business Arithmetic . ABC analysis
The inventory control technique known as ABC analysis builds on Pareto's Principle. In ABC analysis, a company reviews its inventory and sorts all SKUs into three categories, called "A" , "B" and "C" items. The typical breakdown might look like this: "A" inventory: 20 percent of SKUs, 80 percent of value. "B" inventory: 30 percent of SKUs, 15 percent of value. "C" inventory: 50 percent of SKUs, 5 percent of value. Pareto's Principle and ABC analysis for control
Whether or not you're familiar with the economic principle known as
Pareto's Principle
, you may have observed its effects. This principle holds that in a given system, a relative handful of "causes" will produce the majority of "effects." For example, one may find that 20 percent of customers are responsible for 80 percent of sales, or that 30 percent of the product lines result in 70 percent of returns. The principle is named for Vilfredo Pareto, an Italian economist who studied land ownership in
Italy in the early 1900‘s and found that roughly 20 percent of the population held title to about
80 percent of the land. Legend has it that he further developed the theory upon observing that 20 percent of the pea pods in his garden produced 80 percent of the peas. For this reason, Pareto's Principle is often referred to as the "80/20" rule.
- Understand what marketing is , role of marketing
- Difference between market orientation and product orientation
- Difference between consumer goods and service markets and industrial markets
- Analyze the marketing of non-profit organizations
- Describe the elements of a marketing plan
- Asset led marketing and social marketing
Textbook for Class 12 Part 1 . Planning , Organizing , Staffing , Directing , Controlling , Business Environment , Management Principles , Nature and Significance of Managament . All chapters in one PDF
Made according to CBSE guidelines . “Screening advertisements in newspapers/
magazines, and through radio and TV
programmes and reporting on the differences
in appeal of different media of advertising” . Includes questionnaire , pictures , summaries , conclusion .
Class 12 Marketing ( 783 ) Department store project guidelines CBSELovell Menezes
Class 12 Marketing and Salesmanship Project 2 Viva CBSE
VISIT A DEPARTMENTAL STORE/ RETAIL SHOP OR CONSUMER COOPERATIVE STORE LOCATED NEARBY TO STUDY AND REPORT ON THE FUNCTIONING OF THE STORE OR SHOP
Project guidelines
Class 12 CBSE Marketing ( 783 )
Screening of Advertisements
SCREENING ADVERTISEMENTS IN NEWSPAPERS/ MAGAZINES, AND THROUGH RADIO AND TV PROGRAMMES AND REPORTING ON THE DIFFERENCES IN APPEAL OF DIFFERENT MEDIA OF ADVERTISING
UPDATED SEP17-18Class 12 Marketing CBSE ( 783 ) All chapters in 1 PDF Lovell Menezes
Marketing and Salesmanship
Class 12
CBSE
NCERT
TEXTBOOK
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SALESMANSHIP NOTES
PRODUCT
OLCAE
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PRMOTION
EMERGING TRENDS IN marketing
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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Departmental store Project Class 12 Marketing ( 783 )
1. !
GRADE - XII MARKETING PROJECT (2017-18)
NAME OF STUDENT: LOVELL MENEZES
PROJECT SPECIFICS: FUNCTIONING OF DEPARTMENTAL STORE
1
2. The Millennium School, Dubai
MARKETING
CERTIFICATE
Certified to be the bonafide record of the project work done by Master/Miss.
……Lovell…… of Grade XII as prescribed by the Central Board of Secondary Education, Delhi
during the academic year 2017 – 2018.
…………………… ………………………
Teacher in- Charge Principal
Submitted for the Practical Examination on………..2018
held in The Millennium School, Dubai.
……………………… ………………………
Internal Examiner External Examiner
2
3. ACKNOWLEDGEMENT
I , Lovell do hereby declare that this project is my original work and I
would like to thank Mr.Masood for his wholehearted support and guidance for
making it possible for me to complete this project on time.
I would also like to thank my friends and family members for their kind support and
guidance without which this project would not have completed.
3
4. “Visited a departmental store/retail shop or
consumer co-operative store located nearby to
study and report on the functioning of the
store or shop.”
4
5. INDEX
5
S.no Topic Page Signature
1 Cover page 1
2 Certificate 2
3 Acknowledgement 3
4 Project Topic 4
5 Index 5
6 Carrefour 6
7 Introduction 7-10
8 Functioning of the store 11
9 Product Mix 11-13
10 Price Mix 14-17
11 Place Mix 18-19
12 Promotion Mix 20
13 Major Competitors 21
14 Case Study 22
15 SWOT Analysis 23-24
16 Conclusion 25
17 Bibliography 26
7. Introduction
History of the founders
Carrefour emerged in 1959 as a collaboration between two
entrepreneurs, Marcel Fournier and Louis Defforey, in Annecy,
a city in eastern France that had become increasingly
industrialized since World War II. Both men came from
successful, enterprising families, and each was anxious to
expand his own business by building large supermarkets.
Fournier already had established the department store (Grand
Magasin de Nouveautés Fournier d’Annecy) and had
connections in the Casino supermarket company, and
Defforey was president of Badin-Defforey in Lagnieu.
History of the store
In the 1950s the French grocery industry consisted primarily of family operations. Traditional grocery
stores, committed to providing a variety of high-quality products, accounted for 83 percent of food
sales. As fewer young people entered into family businesses, however, and grocers' unions,
independent wholesalers, and food cooperatives increased in number, a need for alternatives to the
smaller markets developed. At the same time, big department stores, generally located in the center of
cities, often proved inconvenient, and the high prices they charged for luxury items and value-added
services were prompting consumers to look elsewhere for nonfood items.
7
8. Moreover, the concept of free service was becoming increasingly popular. Free service, prevalent in
retail by the 1990s, was invented in 1916. Prior to its institution, consumers relied heavily on assistance
from sales clerks in selecting and obtaining merchandise. Under the free service system, however,
customers used bags, carts, or baskets to collect their needs--placed within easy reach and individually
priced--while sales clerks served primarily as cashiers.
The supermarket, which first appeared in France in 1954, used the concept of free service. With larger
facilities located outside the center of cities, supermarkets could provide fresher produce, a greater
variety of products, and lower prices than the traditional grocery store. By the end of the decade,
however, only 33 free service supermarkets were in operation in France, and none of them was
modeled after the large discount supermarkets in the United States.
Thus, in May 1959, Fournier and Defforey decided to incorporate these virtually unexploited concepts
for their store in Annecy. An offering of 7,000 shares of stock was made to ten stockholders, and a
facility already under construction in Annecy was purchased.
The ground floor of the building was to be used as the supermarket, while the upper floors, containing
apartments, were to be sold to help finance the business. Marcel Fournier was elected president, and
Denis Defforey, Louis's son, was chosen as general director.
Fournier named the business Carrefour, the French transliteration of the Greek word agora, or
marketplace.
8
9. Growth Profile
1959 - The Carrefour supermarket company is set up by the Fournier,
Badin and Defforey families who run a discount supermarket in
Annecy.
1960 - Carrefour opens its first supermarket in Annecy, Haute-Savoie.
1963 - Carrefour invents a new store concept: the hypermarket. The
first Carrefour hypermarket opens in Sainte-Geneviève-des-bois, with
a floor area of 2,500 sq.m, 12 checkouts and 400 parking spaces.
1969 - Carrefour invents a new store concept: the hypermarket. The first Carrefour hypermarket opens
in Sainte-Geneviève-des-bois, with a floor area of 2,500 sq.m, 12 checkouts and 400 parking spaces.
1970 - Carrefour shares are listed on the Paris stock exchange
1976 - In April 1976, Carrefour launched a private label Produits libres (free products – libre meaning
free in the sense of liberty as opposed to gratis) line of fifty foodstuffs, including oil, biscuits (crackers
and cookies), milk, and pasta, sold in unbranded white packages at substantially lower prices.
1992 - Carrefour creates filière quality systems, which guarantee product origin and traceability.
9
10. 2000 - The Carrefour Foundation (Fondation d'Enterprise Carrefour) is a philanthropic fund created by
Carrefour in 2000 to support social welfare programmes 'linked to [its] core business as a retailer' in
countries the company operates and in countries where its suppliers are located.
2011 - In May 2011, Carrefour reviewed its situation under conditions of stagnant growth and increasing
competition in France from rivals including Casino Guichard-Perrachon SA, and planned to invest €1.5
billion ($2.1 billion) to change the supermarket with the new concept of Carrefour Planet in Western
Europe.
10
11. Functioning of the store
1. Product Mix
1. Toys :
Some of the products in this category are :
i) Majorette - Lamborghini 5pcs Set Giftpack
ii) LEGO 60137 "Tow Truck Trouble" Building Toy
2. Home and Festive Decor :
Some of the products in this category are :
i) Christmas Gift Parcel 5Cm Gold
ii) Pinecone With Glitter 5Cm Gold
3. Smartphones , Tablets :
Some of the products in this category are :
i) Apple iPhone 8 256GB Silver
ii) Apple iPad Pro 512GB WiFi+Cellular 10.5" Space Grey
11
12. 4. Groceries :
Some of the products in this category are :
i) Milco Natural Yoghurt Full Cream 400g
ii) Golden Loaf Milk Buns 220g
5. Home Appliances :
Some of the products in this category are :
i) Miele Washer Wkg120 8Kg
ii) Samsung Microwave Me6194St
12
13. 6. Health & Beauty :
Some of the products in this category are :
i) Philips Hair Dryer Hps910
ii) Head Treadmill W/ Auto Incline 2Hp
7. Outdoor Living :
Some of the products in this category are :
i) Trampoline 8Feet With Ladder
ii) Intex Prism Frame Round Pool (305x76cm)
13
14. 2. Price Mix
The following are the prices of the above mentioned product categories :
1. Toys
2. Home and Festive Decor :
14
17. 7. Outdoor Living :
Pricing method used
Carrefour generally follows ‘ Everyday low pricing ’ strategy, which means that the prices of the
products are set according to everyday demand and supply. They use this strategy for perishable goods
, and the prices differ even on the basis of early hours of market and late hour of market .
However, the major portion of the revenue comes from the sale of Carrefour’s own brand products
which are priced as per the demand , which is the ‘ Demand oriented pricing ‘ strategy .
17
18. 3. Place Mix
Branches
Location Dubai Manar Mall
Abu Dhabi Al Shindagha Sharjah
Abu Dhabi Marina Mall Arena Mall Dubai Sports City Sharjah City Center
Airport Road Abu Dhabi Century Mall, Al Mamzar
Bawabat Al Sharq Mall, Baniyas Deira City Center
Dalma Mall Dubai Investments Park (DIP)
Deerfields Town Square Mall of the Emirates (MOE)
Ajman Madina Mall
Ajman City Centre Mirdiff City Center
Al Ain Umm Suqeim, Al Wasl Road
Al Jimi Center (Mall) Fujairah
Bawadi Mall Al Ain Fujairah City Center
Boutik Al Ain Ras Al Khaimah
18
19. Suppliers
There are a large number of suppliers for Carrefour , many are small wholesalers , and others are
directly from manufacturers like:
- Global Food Industries LLC
- Arab & India Spices LLC
- McCain International Inc
Carrefour has more than 12,000
stores operating in more than 30
countries in Europe, America, Asia
and Africa. Carrefour has ensured
its presence in 19 integrated
countries and has franchised stores in 20 other countries. The group, in addition to the traditional
format has developed a wide range formats to cater to all kinds of shopping pattern, be it daily
purchases, weekly hypermarket visits or bulk buys by business customers.
Buying through electronic auctions is an unavoidable standard of the Group which allows to a quick,
transparent and fair decision.This type of negotiation is used since 2000 (1000 users in 18 countries),
with proven value added such as transparency in negotiation and formalization of buying processes.
Suppliers are selected and invited by Carrefour in accordance with our usual selection rules (quality,
ethic, SME protection). The RFQ (Request For Quotation) allows the evaluation of the market trend and
the cycle of price qualification to select suppliers who will participate to the auction.
19
20. 4. Promotion Mix
Advertising
Since Carrefour is a large international organization , it has a lot of financial resources . The main point
of advertising is to inform and convince customers about products in a very attractive way . Unlike other
local retail stores , Carrefour indulges in a more aggressive advertising strategy , they use both internal
and external medias of advertising . Carrefour uses ‘ Through-The-Line Promotion ‘ . Internal medias
used are newspapers and magazines , and the external medias used are mobile advertising ,
billboards , posters .
Sales Promotions
Types of sales promotion offered are:
- Free offers
- Extra fill packs
- Discounts
- Coupons
- Sale
Personal Selling
There is very little personal selling used by Carrefour , the concept of ‘ free service ‘ is used , where
customers choose whichever products they feel like , and are not pursuaded by the store employees to
buy certain products . Store employees provide information to customers if they need to know more
information other than what is already mentioned .
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21. Major Competitors
1. Lulu Hypermarket
The UAE economy has shown such robust growth that the
hypermarket has opened its 88th Hypermarket in Baniyas.
At present, the retail sector in UAE is seeing aggressive
expansion efforts by the market leaders like EMKE Group.
The hypermarket sells groceries, food, drinks and domestic
products. They also have a wide range of brands like the
IKON products which encompasses hi-tech gadgets and
home appliances. Another brand is the Lulu products which are comprised of food and non-food
products that have been manufactured by international companies.
2. Spinneys
As of 2011, the Spinneys Group Limited is a premium
supermarket retailer in the Middle East, and operates
hypermarkets and supermarkets . They provide a very
similar offering to Carrefour , and have begun an
aggressive expansion strategy similar to that of Lulu .
Therefore , Carrefour should always keep a keen eye on its competitors , otherwise they will loose their
market share to the competition . By analyzing the competitors actions , they can adjust the sales and
marketing strategy accordingly .
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22. Case Study
Business Challenge 1:
A recent problem faced by Carrefour is the introduction of tax
on carbonated and energy drinks , which has led to a rise in
their prices . Carrefour wanted to find a solution to the problem
and solve it so that there wont be any decrease in sales or
profits .
Solution:
Carrefour solved this problem by promoting healthier drinks like
fruit juices on which there is no tax so that customers continue
buying products in place of unhealthy drinks .
Business Challenge 2:
To maintain its leadership in the increasingly competitive retail grocery industry, Carrefour sought to
gain more control over its marketing processes and more effectively leverage its business intelligence—
with the ultimate aim of strengthening customer loyalty.
Solution:
Carrefour teamed with IBM and its partners to put in place a groundbreaking in-store promotion system
across its supermarket and hypermarket stores—operated entirely by Carrefour—that enables the
planning and execution of more targeted campaigns, with more rapid feedback as to their
effectiveness.
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23. SWOT Analysis
Strengths
- The largest hypermarket in terms of its size.
- Currently, the retail store is the third in the world in terms of profit after Tesco and Wal-Mart. This
gives them the resources for expansion and shows they have a good market share.
- Its joint venture in different countries has given it experience in international expansion and has
increased its market share.
- It has a network of grocery, discount and convenient cash and carry stores and supermarkets and
hypermarkets.
- It has a wide range of products, services and has several brands.
- It operates in 31 countries of the world and has the strongest brand in the retail sector.
Weaknesses
- It has a very weak position in the Middle East and the Asian markets.
- It has high operating expenses.
- It has poor labour relations with the employees and unions.
- It has spent too many resources in the expansion efforts.
- Their own brands have a weak market segment.
- They have a poor e-commerce strategy.
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24. Opportunities
- The many joint ventures and acquisitions which the company has engaged in provide room for
expansion and diversification.
- They have been able to develop their discount stores effectively.
- They also have been able to reduce their operating costs in the recent years.
- They are in the process of improving their labour relations.
- They are making use of research and development in marketing.
Threats
- Stiff competition from other retailers like EMKE and Spinneys
- They are being threatened by the low prices that local groceries offer
- They are facing the challenges of operating in the Asian and Middle East markets that have become
too dynamic for the company.
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25. Conclusion
By doing this project , I learned about the Carrefour brand and chain of retail stores in a very detailed
way . I learnt that though they are very successful , they still face a lot of problems and challenges which
must be overcome for them to remain successful .
Carrefour is one of the largest retailers in the Middle East and has a lot of scope for success in the
future if they keep adjusting to the business environment , and respond to the threats in a better and
more efficient way .
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