Carrefour in Asia

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MGT 429 Professor Yu Liu 2014/10/13 Geng Ren Case 7: Carrefour in Asia Opportunities for Carrefour in Asia are a rapidly growing population as Asia-Pacific region is a dynamic area with lots of potentials for economic growth. An example is China with its very large population of approximately 1.2+ billion people and further, its economy is still growing at a very fast pace. This phenomenal economic growth has translated into lots of consumer buying power. Since 1980 when China adopted market-oriented reforms under Deng Xiao Ping, it was able to lift 218 million Chinese out of absolute poverty. In other words, the Chinese market is an extremely attractive market to enter as it now has a sizable and growing middle class with lots of buying power. Since Carrefour has been operating already in China for the past several years, all it has to do is expand further into areas with high growth rates of urbanization as there is still massive migration of Chinese workers from the rural to the urban areas. The growing buying power of its middle class also coincides with Carrefour's strategy of expanding in markets with high rates of car ownership (easy to move and carry around large purchases of groceries, for example) and purchase of refrigerators (easy to store the food bought in bulk so it will not spoil). Another opportunity for Carrefour to exploit is its being a major exporter of Chinese products, so using this linkage will be to its advantage to use as leverage in its dealings with local suppliers of Carrefour stores in China. The Chinese people has attained a respectable level of per capita GNP and is now mature enough to transition to the mass consumption buying patterns seen in most Western countries. There is now more impulse buying than the previous necessity purchasing as shopping is now more leisurely. The threats in the Chinese market include

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