Abstract

French retailer Carrefour entered Brazil in the year 1975. The case discusses Carrefour’s entry and expansion strategies in Brazil. It examines how till the early 1990s, it grew in the country due to insignificant competition from local retailers. However, in the mid 1990s, Carrefour faced tough competition from local retailers as well as the US-based Wal-Mart, which had entered the country and implemented various strategies to grab market share in Brazil. The case further details various measures taken by Carrefour in Brazil to retain its position as the leading retailer in the country.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the international operations of Carrefour in general and Brazil in particular.
• Examine the challenges Carrefour faced during expansion in Brazil.
• Analyze the importance of supply chain in effective management of international operations of a retail chain.
• Understand the retail environment in Brazil and its potential for growth.

Keywords

Carrefour SA, Brazil, Retail Industry in Brazil, Wal-Mart, Supply Chain Operations, Joint Ventures, Cotia Penske Logistics, Promotional Strategies, Mass Grocery Retail, Comptoirs Modernes, Lojas Americanas, Carrefour Express, Distribution Center, Restructuring, Organic Growth, Multi-format Stores, Central Distribution System, Global Financial Crisis