MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai

1

Carrefour Indonesia

Featuring...
Coached by...
Noverino Rifai
Dr.Ir.Waseso Segoro, M

To be presented on February,11st 2012

Institut Teknologi dan Bisnis Kalbe (ITBK)

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

Overview of Carrefour Indonesia

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


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


Worldwide S tores


A s ia S tores


Indones ia S tores

•84: 70 Hypermarket + 14 Supermarket
•Kalimantan: 1(Pontianak); Denpasar: 3; Batam: 2; Makassar: 6; Medan: 1;
Palembang: 1;


Deloitte Report:
G lobal Power of Retailing 2011


S ales Figure


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


B us ines s Flow


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


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


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


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


5 Forc es of Porter


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


2012 A ction Plan


C arrefour Indones ia
Vis ion - Mis s ion


3 Mata Rantai S trategi
Memperkuat B rand E quity

• Meningkatkan perasaan memiliki dari Associate +

Consultant

• Meningkatkan kesetiaan pelanggan dan konsumen

• Membangun citra perusahaan


Pertumbuhan yang Menguntungkan

• Mendesain ulang bentuk multiformat

• Memantapkan model bisnis

• Mempercepat ekspansi


Trans formas i dalam Organis as i

• Mendesain organisasi untuk multiformat

• Meningkatkan proses operasional

• Meningkatkan pelayanan


C arrefour’s C ommitments
•Beda harga label dan
kasir, bayar yang termurah

•Pangkas antrian


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)


Retail S ervic es

• Store hours
• Returned goods
• Delivery
• Handling Complaints
• Retail Credit
• Miscellaneous services

Bellenger dan Goldstrucker (1983)


Retail C ompetition in Indones ia

86 4.9xx

500 5.xxx

84

22

50


Oms et Hypermarket 2010


Marketing & Promotion


News paper Promo & C atalog


C arrefour Mega C ard


C ollaborations


C arrefour Planet


Terima Kasih


Ba Sl
ckup ides


Worldwide S tores


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


Values


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.


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


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.


S us tainable Development


E fek Modern Market

Hypermarket Naik 15%

Supermarket Naik 7%

Wet market Turun 8.1%


Peran Harga

• Persepsi Harga merupakan variabel yang
paling dominan mempengaruhi perilaku
pembelian


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

MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai

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