Abstract

Carrefour, one of the largest retailers in the world, decided on expanding into Asia during the 1980s due to the high growth potential in the region. After considering several markets, it decided to start its Asian foray from Taiwan, and entered into a joint venture with a local partner. The case focuses on Carrefour's strategies in Taiwan. It discusses the retailer's entry and expansion strategies including store management, product and pricing, supplier management, and localization. The case concludes with a discussion on the challenges and future prospects of Carrefour in Taiwan, given the worsening economic conditions.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study and analyze the entry and expansion strategies of Carrefour in Taiwan.
• Examine Carrefour's localization strategies in Taiwan.
• Assess Carrefour's challenges and future prospects.

Keywords

Carrefour, Taiwan, Retail Industry in Taiwan, Hypermarkets, Entry strategies, Expansion strategies, Supplier management, Localization, Store management, Pricing