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Carrefour in Asia

By Neil Jones,  Philippe Lasserre,  Claudia Gehlen
Published 01 Feb 2005
Reference 5262
Topic Strategy
Industry Retail,  International Trade and Development,  Supermarkets
Region Asia
Length 20 page(s)
Language English
Inspection copy
6.00
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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
Related case to use with this case
extra

Carrefour in Asia (Japanese)

By  Neil Jones,  Philippe Lasserre,  Claudia Gehlen

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    About the authors
    Jones

    Neil Jones

    Senior Affiliate Professor of Strategy
    Lasserre

    Philippe Lasserre

    Emeritus Professor of Strategy and Asian Business
    Gehlen

    Claudia  Gehlen


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