Carrefour in Asia

Published 01 Feb 2005
Reference 5262
Topic Strategy
Region Asia
Summary

Carrefour, the second largest mass retailer in the world, has expanded its presence in the Asia Pacific region and competing head-on with Wal-Mart and other Western and Asian mass retailers to capture a significant position in the region. The case retraces the historical development of the expansion, starting with an entry into Taiwan in the late 1980’s. Carrefour’s approach to internationalisation is described as well as its presence in the various countries of the Asia pacific region. A more detailed presentation of the China strategy is presented.

Teaching objectives

The case aims to show: • Regional strategic development and globalisation. • How to build competitive advantages in international markets. • Competitive dynamics and rivalry.

Keywords
  • AR2005
  • AR0405
  • RD0105
  • Globalisation
  • Global strategy
  • Strategy for Asia Pacific
  • Mass Retailing
  • Competitive Strategy
  • Competitive Advantage
  • Internationalisation
  • China