家乐福全球情况和SWOT分析.ppt

Carrefour AnOverviewJanuary2003 TableofContents 2 Source M MPlanetRetail OverviewBackgroundOperationsSalesByFormatCarrefourByCountrySalesBreakdownByRegion 2002SalesBreakdownByCountry 2002LatestMajorDevelopmentsCarrefourInContextLeadingGlobalRetailers Spread 2002AnalysisByCountryProspectsAndStrategySWOTAnalysis Overview 3 Source M MPlanetRetail Mainaddress CarrefourS A BP419 16 75769ParisC dex16AvenueRaymondPoincar Paris75116 FranceTel 33153701900Fax 33153708616Website Carrefouristheworld ssecondlargestretailerintermsofsales Trulyglobalplayerwithoperationsinover30countries Majorformatsarehypermarkets supermarketsanddiscountstores Wellknownforenteringandadaptingtoemergingmarkets Groupturnover 2002 EUR85 6billionTotalnumberofstores includingfranchises 10 673 Background 4 Source M MPlanetRetail CarrefourSAwasfirstlistedontheFrenchstockmarketin1970 FirstopeningstoresinFranceduringthe1960s CarrefourwentontoopenthefirsthypermarketsinFranceandEurope FirststartedexpandingintotherestofEuropeintheearly1970sand1970s AtthesametimetheEDdiscountformatwasintroduced TheCarrefourown labelwasintroducedin1985 Thefirstnon EuropeanstorewasopenedinBrazilin1975 Carrefour sfirstAsianstoreopenedinTaiwanin1989 CarrefourannounceditsintentiontomergewithPromod sattheendofAugust1999withthemergerapprovedinJanuary2000 TheCarrefournamewasretainedwiththemajorityofPromod sstoresrebranded ThemergerpushesCarrefourtosecondplaceinglobalretailing Operations 5 Source M MPlanetRetail Carrefouroperatesadiverseportfolioofformats includinghypermarkets supermarkets discountstores cash carries c storesandanumberofneighbourhoodstoreformatsforindependentretailers Pioneerofhypermarketformat AllhypermarketstradeundertheCarrefourbannerworldwide Withtheopportunitiesforhypermarketopeningsindevelopedmarketsslowing Carrefour sstrategyistousetheformattoestablishitselfinemergingmarketsaroundtheworld Supermarketstradeunderavarietyoffascias althoughChampionisthemostimportant DiscountstoresareoperatedbyDia DiaisnowseenasakeybrandforCarrefour sfuturegrowth GiventhesuccessoftheDiaformatwithitshighprofitabilitylevels itisnotsurprisingthatCarrefourisplacingmoreemphasisonthediscountbannerinordertogrowinternationally especiallyinSouthAmericaandAsia Thestrategyistoestablishallthesemajorformats hypermarkets supermarketsanddiscountstores inallcountries SalesByFormat 2002 6 Source M MPlanetRetail BelgiumFormats Hypermarkets supermarkets c storesNo ofstores 4842002retailsales 5 3billionCzechRepublicFormats HypermarketsNo ofstores 82002retailsales 0 3billion PortugalFormats Hypermarkets discountstoresNo ofstores 3462002retailsales 0 9billionRomaniaFormats HypermarketsNo ofstores 12002retailsales 0 1billionSlovakiaFormats HypermarketsNo ofstores 42002retailsales 0 1billionSpainFormat Hypermarkets supermarkets discountstores cash carriesNo ofstores 2 8022002retailsales 11 7billionSwitzerlandFormats HypermarketsNo ofstores 112002retailsales 0 6billion FranceFormats Hypermarkets supermarkets discountstores c stores cash carries independentretailers forecourtstoresNo ofstores 4 5302002retailsales 45 2billionGreeceFormats Hypermarkets supermarkets discountstoresNo ofstores 4142002retailsales 1 4billionItalyFormats Hypermarkets supermarkets c stores cash carriesNo ofstores 9462002retailsales 6 3billionPolandFormats Hypermarkets supermarketsNo ofstores 762002retailsales 0 8billion CarrefourbyCountry AsiaPacific 7 Source M MPlanetRetail ArgentinaFormats Discountstores hypermarkets supermarketsNo ofstores 4512002retailsales 1 5billionBrazilFormats Hypermarkets supermarkets c storesNo ofstores 2672002retailsales 3 7billionChileFormats HypermarketsNo ofstores 42002retailsales 0 1billion ColombiaFormats HypermarketsNo ofstores 82002retailsales 0 2billionDominicanRepublicFormats HypermarketsNo ofstores 12002retailsales 0 1billionMexicoFormats HypermarketsNo ofstores 212002retailsales 0 8billion CarrefourbyCountry SouthAmerica 8 Source M MPlanetRetail ChinaFormats Discountstores hypermarketsNo ofstores 622002retailsales 1 5billionIndonesiaFormats HypermarketsNo ofstores 92002retailsales 0 2billionJapanFormats HypermarketsNo ofstores 42002retailsales 0 2billion MalaysiaFormats HypermarketsNo ofstores 62002retailsales 0 3billionSingaporeFormats HypermarketsNo ofstores 12002retailsales 0 1billionSouthKoreaFormats HypermarketsNo ofstores 252002retailsales 1 3billionTaiwanFormats HypermarketsNo ofstores 282002retailsales 1 4billion CarrefourbyCountry AsiaPacific 9 Source M MPlanetRetail EgyptFormats HypermarketsNo ofstores 12002retailsales naOmanFormats HypermarketsNo ofstores 12002retailsales 0 1billionQatarFormats HypermarketsNo ofstores 12002retailsales 0 1billion TunisiaFormats HypermarketsNo ofstores 12002retailsales 0 04billionTurkeyFormats Hypermarkets supermarkets discountstoresNo ofstores 1342002retailsales 4 4billionUAEFormats HypermarketsNo ofstores 82002retailsales 0 5billion CarrefourbyCountry Africa MiddleEast 10 Source M MPlanetRetail Carrefour SalesBreakdownByRegion 2002 11 Source M MPlanetRetail Carrefour SalesBreakdownByCountry 2002 12 Source M MPlanetRetail LatestMajorDevelopments 1 2 13 Source M MPlanetRetail January2003 Carrefourhasreportedaslipingrosssalesfor2002of1 6 toEUR76 78billion Althoughcurrencyeffectsinemergingmarkets devaluationsinBrazilandArgentinaandweakerAsiancurrencies knockedsalesgrowthback onaconstantcurrencybasissalesroseby4 5 January2003 UnconfirmedreportssuggestCarrefouristoenterBulgaria Thisfollowsonfromreportsthroughout2002thatthegroupisplanningentryintoRussiaandthePhilippines December2002 OpeningofthefirstCarrefourhypermarketinEgyptbytheMajidAlFuttaimgroupwhichholdstheCarrefourfranchiseforcountriesintheMiddleEast December2002 Carrefouracquiresthe20 3 stakenotalreadyownedinitsSpanishsubsidiary CentrosComercialesCarrefour LatestMajorDevelopments 2 2 August2002 CEODanielBernardstressesthatCarrefourisnowcomingtotheendofthethreeyearprocessofmergingwithPromod sstating Thesynergiesfromthatareinplace buttherearestillmoretocome particularlyinlogistics That safivetosixyearprocess May2002 Carrefouracquires12outletsfromthefailedMetrosupermarketchaininArgentina February2002 CarrefourconfirmsthatitdoesindeedplantoopendiscountstoresinChinaundertheDiabanneraspreviouslyrumoured ThefirstopeningisscheduledforShanghaiin2003 AlthoughitistooearlytosayhowmanyDiastoresthecompanywillopeninChina Carrefourbelievesthatthepotentialmarketisenormous 14 Source M MPlanetRetail CarrefourInContext 15 Source M MPlanetRetail Wal Mart EUR255 1billion Carrefour EUR87 2billion Ahold EUR75 4billion Kroger EUR58 9billion Ito Yokado EUR57 7billion MetroGroup EUR56 1billion Target EUR46 9billion Albertsons EUR44 6billion Kmart EUR42 5billion Tesco EUR41 3billion Leadingglobalgrocery GMretailersintermsofsales 2002 CarrefourInContext 16 Source M MPlanetRetail Carrefour 31countries Ahold 26countries MetroGroup 26countries 4 Ito Yokado 13countries Tesco 13countries Wal Mart 11countries Kroger 1country Target 1country Albertsons 1country Kmart 1country Leadingglobalgrocery GMretailersintermsofcountriesofoperation 2002 CarrefourInContext 17 Source M MPlanetRetail Ito Yokado 23 772stores 5 562 448m2 Carrefour 10 673stores 12 071 981m2 Ahold 9 276stores 9 766 550m2 Wal Mart 5 080stores 49 632 668m2 Kroger 3 668stores 11 659 343m2 MetroGroup 2 393stores 11 125 900m2 Albertsons 2 285stores 9 099 890m2 Tesco 2 276stores 4 284 561m2 Kmart 1 620stores 12 524 500m2 Target 1 476stores 15 758 730m2 Leadingglobalgrocery GMretailersintermsofnumberofstores 2002 LeadingGlobalRetailers Spread 2002 18 Source M MPlanetRetail CountryArgentinaAustriaBelgiumBulgariaBrazilCanadaChileChinaColombiaCostaRicaCroatiaCzechRepDenmarkDominicanRepublicEcuadorEgyptElSalvadorEstoniaFranceGermany Carrefour45148426746288114 530 Wal Mart11222012595 Ahold2451427896209211216 Tesco171 Metro412381811041171 791 continuednextpage Numberofstoresbycountry LeadingGlobalRetailers Spread 2002 19 Source M MPlanetRetail CountryGreeceGuatemalaHondurasHungaryIndonesiaItalyJapanLatviaLithuaniaLuxembourgMalaysiaMexicoMoroccoNetherlandsNicaraguaNorwayOmanParaguayPeruPhilippines Carrefour414994646211 Wal Mart405595 Ahold9827213338412 280201 1731239 Tesco523 Metrcontinuednextpage Numberofstoresbycountry LeadingGlobalRetailers GlobalSpread 2002 20 Source M MPlanetRetail CountryPuertoRicoPolandPortugalQatarRepublicofIrelandRomaniaRussiaSingaporeSlovakiaSouthKoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUAEUKUSAVietnam Carrefour763461114252 80211281711348 Wal Mart54122593 401 Ahold179126942 127511 628 Tesco777717203491 975 Metro81101666361523292 Numberofstoresbycountry Europe AnalysisByCountry Belgium 22 Source M MPlanetRetail Carrefour sstatus LeaderMaincompetitors s Delhaize Colruyt Cora StrengthsMarketleader Operationsspanawidevarietyofformats fascias Hypermarketsperformingwellinnon foodranges OpportunitiesDiscountstoredevelopment Moreforecourtstores Greatersynergiesbetweendifferentsupermarketchains WeaknessesUnprofitablesinceacquisition ConversionofhypermarketstoCarrefourbannerhasalienatedsomeshoppers Labourrelationshavebeenproblematic ThreatsColruytsettoaddspacethroughLaurusdeal AnalysisByCountry CzechRepublic 23 Source M MPlanetRetail Carrefour sstatus Number8Maincompetitors s Ahold Schwarz Rewe StrengthsCredibleeconomyranges Adaptablehypermarketformat Localbuyinginfrastructure Impressivefoodandnon foodoffer OpportunitiesBegintocatchupindiscountstoreterms Moresmallerformathypermarkets Possiblewithdrawalsbyforeignplayerscouldprovideacquisitionopportunity WeaknessesLaggingrivaloperatorsbyalargemargin Perceivedastooupmarketbymanyshoppers Haswatchedasotherplayershavestartedopeningdiscountunits ThreatsFacedbystrongcompetitionfromimpressiveinternationalrivals Couldriskbeingseenasleisure touristdestinationratherthanashoppingvenue AnalysisByCountry France 24 Source M MPlanetRetail Carrefour sstatus LeaderMaincompetitors s Leclerc ITM Auchan StrengthsOverwhelmingleader Immensebrandawarenessandtrust Multi formatpresenceinallareasofcountry Extensiveprivatelabellines OpportunitiesDevelopmentofclothingsupplychainandranges Supermarketanddiscountstoreopenings Growthofc store forecourtstorebusiness WeaknessesLostsightofqualityinrecentprice ledskirmisheswithrivals LostmarketsharetoLeclerc DisappointingE commerce Promod sintegrationhasnotbeenseamless ThreatsHeavypricecompetition especiallyfromGermandiscounters Notmuchscopeforacquisitions Planninglawsarerestrictive Rivalsjoiningforces Wal MartevaluatingentryintoFrance AnalysisByCountry Greece 25 Source M MPlanetRetail Carrefour sstatus LeaderMaincompetitors s Delhaize Sklavenitis Veropoulos StrengthsNumberoneinthemarket Jointventureandjointbrandingmeanthestoreshavea local appeal Activeinhypers supersanddiscountstores Franchisedealsmeanlowcostandlowrisk OpportunitiesDevelopmentofclothingsupplychainandranges Stillpotentialformanymorestores Fairlyrelaxedcompetitionlawscouldenablesizeableacquisitions WeaknessesLowershareoflocallysourcedgoodsthaninothermarkets Somecriticssuggestthatrebrandingofcertainoperationshasbeenrushedandconfusing ThreatsSmallerrivalssuchasDelhaizeandAtlanticarefightinghardformarketshare AnalysisByCountry Italy 26 Source M MPlanetRetail Carrefour sstatus Number3Maincompetitors s CoopItalia Conad Auchan StrengthsReasonablehypermarketandsupermarketpresence Effectivelyditchedfrozenfoodchain Own brandsandnon foodrangescomparewelltolargerdomesticrivals OpportunitiesAcquisitions CouldintroduceDiainthelongerterm Convenienceformatisripeforexpansion GrowthintounderdevelopedSouth WeaknessesStoresappearquiteclinicalalongsidetheirItaliancounterparts Over concentrationinNorth East ThreatsConadandCopItaliaarestrongrivalswithimpressivemulti formatoperations AuchanispoisedforsustainedgrowthinItaly Storeopeningsarebesetwithredtape AnalysisByCountry Poland 27 Source M MPlanetRetail Carrefour sstatus Number5Maincompetitors s Auchan Jer nimoMartins Casino StrengthsDecentnetworkhypermarketsandsupermarkets Hasbeenenjoyingencouragingcomparablesalesgrowth OpportunitiesAmbitiousgrowthtargets Discountstorescouldbelaunched Shiftawayfromprice ledtoquality ledcompetition Introductionofown brands WeaknessesLackofprivatelabeloffer HasbeenslowtoconverttheGlobistoresinheritedfromGIB SatbackasTescopickedupHit ThreatsUpagainstsomeofEurope sfinestgrocers Viablehypermarketlocationsareincreasinglythinontheground Growingcompetitioninnon foodareasfromspecialistchains AnalysisByCountry Portugal 28 Source M MPlanetRetail Carrefour sstatus Number3Maincompetitors s ModeloContinente Jer nimoMartins Auchan StrengthsStrongdualpresencethroughhypersanddiscountstores Discountstoreshavebeenperformingverywell Ownbrandssellingwellinfoodandnon food OpportunitiesMainstreamsupermarketscouldbeunveiled WeaknessesHypermarketopeningshavebeenslowerthanhoped StrategyhasoccasionalappearedfuzzyinPortugal ConflictwithModeloContinente ThreatsOngoingargumentswithModeloContinenteappeartobeacounterproductivedistraction Lidlwantstochallengeindiscounting AnalysisByCountry Romania 29 Source M MPlanetRetail Carrefour sstatus Number3Maincompetitors s Rewe Delhaize Cora StrengthsFirstmoverstatusamongWestEuropeanhypermarketoperators Hasusedalow riskfranchisedroutetomarket ComprehensivearrayofRomanianproduce OpportunitiesCouldexpandintootherformats Furtherlinkswithlocalsuppliers WeaknessesHaslaggedotherplayersintermsofdiscountstoreopening ThreatsIncreasingcompetitionforwhatstillamountstoasmallmarket UnclearifRomanianconsumereconomywillsupportmanymorehypermarkets AnalysisByCountry Slovakia 30 Source M MPlanetRetail Carrefour sstatus Number5Maincompetitors s Tesco Rewe PrimaZdrodj StrengthsTheCarrefourhypermarketformatisanimpressiveandpopularoneinSlovakia Decentprivatelabeloffering OpportunitiesOpeningofmorehypermarkets Diversificationintodiscounting lackofstrongcompetitioninthissub sectorofthemarket WeaknessesStalledonfourstoresforacoupleofyears Tescoappearstobebuildinganunassailablelead ThreatsOvertakenbymoreplayersasgrowthplansfalter Carrefourstorescouldbeofinteresttoamoreaggressivepredator AnalysisByCountry Spain 31 Source M MPlanetRetail Carrefour sstatus LeaderMaincompetitors s Eroski Mercadona ECI StrengthsDominantmarketleader Credibleown brandstrategyandperformance Vastdiscountstorenetwork OpportunitiesMorenewstoresacrossallbanners Potentialforsmallregionalacquisitions WeaknessesPoore commerceperformance TransformationfromContinentetoCarrefourlackedfinesseandsensitivitytowardsContinenteshoppers ChampionlessimpressivethanCarrefourandDia ElCorteIngl sstillleadsthewayinfreshfoodmerchandising ThreatsAldi LidlandTengelmannarechasingdiscountmarketshare Spanishfoodretailersarenotpushovers thelikesofCaprabo EroskiandMercadonaarefightingback AnalysisByCountry Switzerland 32 Source M MPlanetRetail Carrefour sstatus Number5Maincompetitors s Migros CoopSchweiz Bonappetit StrengthsOneofthecountry sleadinghypermarketoperators Foreignpioneerinonceprotectiveandlowcompetitionmarket FormedstrongJVwithlocalpartner instantexpertise Muchwiderproductrangesthanrivals OpportunitiesNewstores Couldpickupsomesmalleroperators Discountstorescouldbeanoption WeaknessesOutbidforWaro StoreconversionsangeredsomeJumboshoppers Again itsgrowthtargetsappearover ambitious ThreatsCrowdedmarketruledbytwopowerfulgiants Switzerlandisafairlysmallmarket scopeforhypermarketdevelopmentispatchyatbest SouthAmerica AnalysisByCountry Argentina 34 Source M MPlanetRetail Carrefour sstatus LeaderMaincompetitors s Ahold Coto Cencosud StrengthsMarketleader Multi formatapproach Discountformulahasappealedintimesofcrisis Hypermarketsperformingwellinnon foodranges OpportunitiesGeographicexpansion Potentialacquisitions Ekiinparticular Increaseprivate labelpenetration WeaknessesOver concentratedintheGreaterBuenosAiresregion Weakown brandsalesinNortesupermarkets ThreatsEconomic politicaluncertainty Wal Martlookingforfurthergrowth AnalysisByCountry Brazil 35 Source M MPlanetRetail Carrefour sstatus Number2Maincompetitors s Casino Sendas ModeloContinente StrengthsHypermarketleader SuccessfullaunchofDia Highparticipationofown labelinturnover Impressiveclothingsales OpportunitiesMorediscountstoredevelopment GrowthinSaoPaulo WeaknessesMissedopportunitytoacquireS supermarketchain Limitedgeographicalspread ThreatsConsolidationofleadershipbyCasino Wal Martgearingupforgrowthpush AnalysisByCountry Chile 36 Source M MPlanetRetail Carrefour sstatus Number5Maincompetitors s D S Ahold Cencosud StrengthsImpressivehypermarketoperation Strongplayerinnon foods Goodmixoflocalandinternationalproducts OpportunitiesSupermarketopenings acquisitions Discountstoredebut Moreown labelranges WeaknessesGrowthratehasbeenfairlylaborious EntirelyreliantonSantiagoasitsmarket ThreatsSeemstobelaggingmaincompetitorsingrowthterms CommitmenttoChileanmarketandCarrefour splansbothappearuncertain AnalysisByCountry Colombia 37 Source M MPlanetRetail Carrefour sstatus Number4Maincompetitors s Casino CarrullaVivero Olimpica StrengthsVeryprice competitivecomparedtorivals Relativelylargestoreswithbroadnon foodlines Storeopeningsareprogressingwell Highproportionoflocallysourcedproducts OpportunitiesOrganicsupermarketanddiscountstoregrowth TakeoverofCarullaVivero ExpansionbeyondMedellinandBogota WeaknessesDwarfedbycompatriotCasino Own brandsrelativelyunderdeveloped Hasmissedoutonsignificanttakeovers ThreatsSomeoneelsetakesoverCarullaVivero AnalysisByCountry DominicanRepublic 38 Source M MPlanetRetail Carrefour sstatus N aMaincompetitors s N a StrengthsLackofdecentcompetition Excellentstorelocationinmodernshoppingcentre Opportunities WeaknessesSlowingsalesperformance ThreatsEconomicstagnation Marketexit AnalysisByCountry Mexico 39 Source M MPlanetRetail Carrefour sstatus Number6Maincompetitors s Wal Mart Comerci Soriana StrengthsHigherqualityofretailingcomparetorivals Largeaveragestoresizeenableswiderranges Goodmixoflocal nationalbrands OpportunitiesAcquisitionoflargerand orsmallerplayers DiscountstoreswouldbewellreceivedbyMexicanshoppers WeaknessesStuckwithlimitedstorebaseforseveralyears Perceivedasexpensive Mis