Carrefour's Misadventure in Russia
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Case Code: BSTR363 Case Length: 16 Pages Period: 1996-2009 Pub Date: 2010 Teaching Note: Available |
Price: Rs.300 Organization: Carrefour SA Industry: Retail Countries: Russia, France Themes: International Business |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Carrefour's Plans for Russia
In every international market in which Carrefour operated, it essentially focused on becoming one of the top three players in terms of market share. Commenting on the criteria for entering new markets, the Chairman of the Management Board of Carrefour, José Luis Duran, said, "We'll look toward new markets...
Opening Stores
In June 2009, Carrefour opened its first store in Moscow. Commenting on this occasion, Jacobo Caller, General Director of Carrefour in Russia, said, "We are very happy to start our business operations in Russia where we will follow our client-oriented principles: offering quality products at low price, great value, and high level of services to Muscovites...
...And Pulls Out
In September 2009, a report in Le Monde mentioned that Carrefour was under pressure from top shareholders to pull out of emerging markets. Carrefour, on its part, denied the report...
Exhibits
Exhibit I: Top Global Retailers (2009*)
Exhibit II: Carrefour - International Expansion
Exhibit III: Carrefour - Store Formats
Exhibit IV: Carrefour - Sales Country Wise (2008)
Exhibit V: A Note on Retailing Industry in Russia (2008-09)
Exhibit VI: Major Retailers in Moscow and St. Petersburg (October 2009)
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