SWOT-carrefour_xc9(2002年家乐福全球情况和SWOT分析)

1、Carrefour: An Overview,Table of Contents,2,| Source: M+M Planet Retail,Overview Background Operations Sales By Format Carrefour By Country Sales Breakdown By Region, 2002 Sales Breakdown By Country, 2002 Latest Major Developments Carrefour In Context Leading Global Retailers Spread, 2002 Analysis By

2、 Country Prospects And Strategy SWOT Analysis,Overview,3,| Source: M+M Planet Retail,Main address: Carrefour S.A., BP 419-16, 75769 Paris Cdex 1 6 Avenue Raymond Poincar, Paris 75116, France Tel: +33 1 53 70 19 00 Fax: +33 1 53 70 86 16 Website: Carrefour is the worlds second largest retailer in ter

3、ms of sales. Truly global player with operations in over 30 countries. Major formats are hypermarkets, supermarkets and discount stores. Well known for entering and adapting to emerging markets. Group turnover (2002): EUR85.6 billion Total number of stores (including franchises): 10,673,Background,4

4、,| Source: M+M Planet Retail,Carrefour SA was first listed on the French stock market in 1970. First opening stores in France during the 1960s, Carrefour went on to open the first hypermarkets in France and Europe. First started expanding into the rest of Europe in the early 1970s and 1970s. At the

5、same time the ED discount format was introduced. The Carrefour own-label was introduced in 1985. The first non-European store was opened in Brazil in 1975. Carrefours first Asian store opened in Taiwan in 1989. Carrefour announced its intention to merge with Promods at the end of August 1999 with th

6、e merger approved in January 2000. The Carrefour name was retained with the majority of Promods stores rebranded. The merger pushes Carrefour to second place in global retailing.,Operations,5,| Source: M+M Planet Retail,Carrefour operates a diverse portfolio of formats, including hypermarkets, super

7、markets, discount stores, cash & carries, c-stores and a number of neighbourhood store formats for independent retailers. Pioneer of hypermarket format. All hypermarkets trade under the Carrefour banner worldwide. With the opportunities for hypermarket openings in developed markets slowing, Carrefou

8、rs strategy is to use the format to establish itself in emerging markets around the world. Supermarkets trade under a variety of fascias, although Champion is the most important. Discount stores are operated by Dia. Dia is now seen as a key brand for Carrefours future growth. Given the success of th

9、e Dia format with its high profitability levels, it is not surprising that Carrefour is placing more emphasis on the discount banner in order to grow internationally especially in South America and Asia. The strategy is to establish all these major formats (hypermarkets, supermarkets and discount st

10、ores) in all countries.,Sales By Format, 2002,6,| Source: M+M Planet Retail,Belgium Formats: Hypermarkets, supermarkets, c-stores No. of stores: 484 2002 retail sales: 5.3 billion Czech Republic Formats: Hypermarkets No. of stores: 8 2002 retail sales: 0.3 billion,Portugal Formats: Hypermarkets, dis

11、count stores No. of stores: 346 2002 retail sales: 0.9 billion Romania Formats: Hypermarkets No. of stores: 1 2002 retail sales: 0.1 billion Slovakia Formats: Hypermarkets No. of stores: 4 2002 retail sales: 0.1 billion Spain Format:Hypermarkets, supermarkets, discount stores, cash & carries No. of

12、stores: 2,802 2002 retail sales: 11.7 billion Switzerland Formats: Hypermarkets No. of stores: 11 2002 retail sales: 0.6 billion,France Formats: Hypermarkets, supermarkets, discount stores, c-stores, cash & carries, independent retailers, forecourt stores No. of stores: 4,530 2002 retail sales: 45.2

13、 billion Greece Formats: Hypermarkets, supermarkets, discount stores No. of stores: 414 2002 retail sales: 1.4 billion Italy Formats: Hypermarkets, supermarkets, c-stores, cash & carries No. of stores: 946 2002 retail sales: 6.3 billion Poland Formats: Hypermarkets, supermarkets No. of stores: 76 20

14、02 retail sales: 0.8 billion,Carrefour by Country: Asia Pacific,7,| Source: M+M Planet Retail,Argentina Formats:Discount stores, hypermarkets, supermarkets No. of stores: 451 2002 retail sales: 1.5 billion Brazil Formats: Hypermarkets, supermarkets, c-stores No. of stores: 267 2002 retail sales: 3.7

15、 billion Chile Formats: Hypermarkets No. of stores: 4 2002 retail sales: 0.1 billion,Colombia Formats: Hypermarkets No. of stores: 8 2002 retail sales: 0.2 billion Dominican Republic Formats: Hypermarkets No. of stores: 1 2002 retail sales: 0.1 billion Mexico Formats: Hypermarkets No. of stores: 21

16、2002 retail sales: 0.8 billion,Carrefour by Country: South America,8,| Source: M+M Planet Retail,China Formats: Discount stores, hypermarkets No. of stores: 62 2002 retail sales: 1.5 billion Indonesia Formats: Hypermarkets No. of stores: 9 2002 retail sales: 0.2 billion Japan Formats: Hypermarkets N

17、o. of stores: 4 2002 retail sales: 0.2 billion,Malaysia Formats: Hypermarkets No. of stores: 6 2002 retail sales: 0.3 billion Singapore Formats: Hypermarkets No. of stores: 1 2002 retail sales: 0.1 billion South Korea Formats: Hypermarkets No. of stores: 25 2002 retail sales: 1.3 billion Taiwan Form

18、ats: Hypermarkets No. of stores: 28 2002 retail sales: 1.4 billion,Carrefour by Country: Asia Pacific,9,| Source: M+M Planet Retail,Egypt Formats: Hypermarkets No. of stores: 1 2002 retail sales: na Oman Formats: Hypermarkets No. of stores: 1 2002 retail sales: 0.1 billion Qatar Formats: Hypermarket

19、s No. of stores: 1 2002 retail sales: 0.1 billion,Tunisia Formats: Hypermarkets No. of stores: 1 2002 retail sales: 0.04 billion Turkey Formats:Hypermarkets, supermarkets, discount stores No. of stores: 134 2002 retail sales: 4.4 billion UAE Formats: Hypermarkets No. of stores: 8 2002 retail sales:

20、0.5 billion,Carrefour by Country: Africa & Middle East,10,| Source: M+M Planet Retail,Carrefour - Sales Breakdown By Region, 2002,11,| Source: M+M Planet Retail,Carrefour - Sales Breakdown By Country, 2002,12,| Source: M+M Planet Retail,Latest Major Developments (1/2),13,| Source: M+M Planet Retail,

21、January 2003 - Carrefour has reported a slip in gross sales for 2002 of 1.6% to EUR76.78 billion. Although currency effects in emerging markets (devaluations in Brazil and Argentina and weaker Asian currencies) knocked sales growth back, on a constant currency basis sales rose by 4.5%. January 2003

22、Unconfirmed reports suggest Carrefour is to enter Bulgaria. This follows on from reports throughout 2002 that the group is planning entry into Russia and the Philippines. December 2002 - Opening of the first Carrefour hypermarket in Egypt by the Majid Al Futtaim group which holds the Carrefour franc

23、hise for countries in the Middle East. December 2002 Carrefour acquires the 20.3% stake not already owned in its Spanish subsidiary, Centros Comerciales Carrefour.,Latest Major Developments (2/2),August 2002 CEO Daniel Bernard stresses that Carrefour is now coming to the end of the three year proces

24、s of merging with Promods stating The synergies from that are in place, but there are still more to come, particularly in logistics. Thats a five to six year process. May 2002 - Carrefour acquires 12 outlets from the failed Metro supermarket chain in Argentina. February 2002 Carrefour confirms that

25、it does indeed plan to open discount stores in China under the Dia banner as previously rumoured. The first opening is scheduled for Shanghai in 2003. Although it is too early to say how many Dia stores the company will open in China, Carrefour believes that the potential market is enormous.,14,| So

26、urce: M+M Planet Retail,Carrefour In Context,15,| Source: M+M Planet Retail,Wal-Mart EUR255.1 billion. Carrefour EUR87.2 billion. Ahold EUR75.4 billion. Kroger EUR58.9 billion. Ito-Yokado EUR57.7 billion. Metro Group EUR56.1 billion. Target EUR46.9 billion. Albertsons EUR44.6 billion. Kmart EUR42.5

27、billion. Tesco EUR41.3 billion.,Leading global grocery/GM retailers in terms of sales, 2002:,Carrefour In Context,16,| Source: M+M Planet Retail,Carrefour 31 countries. Ahold 26 countries. - Metro Group 26 countries. 4.Ito-Yokado 13 countries. -Tesco 13 countries. Wal-Mart 11 countries. Kroger 1 cou

28、ntry. -Target 1 country. -Albertsons 1 country -Kmart 1 country.,Leading global grocery/GM retailers in terms of countries of operation, 2002:,Carrefour In Context,17,| Source: M+M Planet Retail,Ito-Yokado 23,772 stores (5,562,448m2). Carrefour 10,673 stores (12,071,981m2). Ahold 9,276 stores (9,766

29、,550m2). Wal-Mart 5,080 stores (49,632,668m2). Kroger 3,668 stores (11,659,343m2). Metro Group 2,393 stores (11,125,900m2). Albertsons 2,285 stores (9,099,890m2). Tesco 2,276 stores (4,284,561m2). Kmart 1,620 stores (12,524,500m2). Target 1,476 stores (15,758,730m2).,Leading global grocery/GM retail

30、ers in terms of number of stores, 2002:,Leading Global Retailers Spread, 2002,18,| Source: M+M Planet Retail,Country Argentina Austria Belgium Bulgaria Brazil Canada Chile China Colombia Costa Rica Croatia Czech Rep Denmark Dominican Republic Ecuador Egypt El Salvador Estonia France Germany,Carrefou

31、r 451 484 267 4 62 8 8 1 1 4,530,Wal-Mart 11 22 201 25 95,Ahold 245 142 78 96 209 21 1 21 6,Tesco 17 1,Metro 41 23 8 18 1 10 4 117 1,791,continued next page,Number of stores by country,Leading Global Retailers Spread, 2002,19,| Source: M+M Planet Retail,Country Greece Guatemala Honduras Hungary Indo

32、nesia Italy Japan Latvia Lithuania Luxembourg Malaysia Mexico Morocco Netherlands Nicaragua Norway Oman Paraguay Peru Philippines,Carrefour 414 9 946 4 6 21 1,Wal-Mart 405 595,Ahold 98 27 21 33 38 41 2,280 20 1,173 12 39,Tesco 52 3,Metro 14 32 79 1 3 5 22,continued next page,Number of stores by coun

33、try,Leading Global Retailers Global Spread, 2002,20,| Source: M+M Planet Retail,Country Puerto Rico Poland Portugal Qatar Republic of Ireland Romania Russia Singapore Slovakia South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey UAE UK USA Vietnam,Carrefour 76 346 1 1 1 4 25 2,802 11

34、28 17 1 134 8,Wal-Mart 54 12 259 3,401,Ahold 179 12 694 2,127 51 1,628,Tesco 77 77 17 20 3 49 1,975,Metro 81 10 16 6 6 36 15 23 29 2,Number of stores by country,Europe,Analysis By Country: Belgium,22,| Source: M+M Planet Retail,Carrefours status:Leader Main competitors(s):Delhaize, Colruyt, Cora,Str

35、engths Market leader. Operations span a wide variety of formats/fascias. Hypermarkets performing well in non-food ranges. Opportunities Discount store development. More forecourt stores. Greater synergies between different supermarket chains.,Weaknesses Unprofitable since acquisition. Conversion of

36、hypermarkets to Carrefour banner has alienated some shoppers. Labour relations have been problematic. Threats Colruyt set to add space through Laurus deal.,Analysis By Country: Czech Republic,23,| Source: M+M Planet Retail,Carrefours status:Number 8 Main competitors(s):Ahold, Schwarz, Rewe,Strengths

37、 Credible economy ranges. Adaptable hypermarket format. Local buying infrastructure. Impressive food and non-food offer. Opportunities Begin to catch up in discount store terms. More smaller format hypermarkets. Possible withdrawals by foreign players could provide acquisition opportunity.,Weaknesse

38、s Lagging rival operators by a large margin. Perceived as too upmarket by many shoppers. Has watched as other players have started opening discount units. Threats Faced by strong competition from impressive international rivals. Could risk being seen as leisure/tourist destination rather than a shop

39、ping venue.,Analysis By Country: France,24,| Source: M+M Planet Retail,Carrefours status:Leader Main competitors(s):Leclerc, ITM, Auchan,Strengths Overwhelming leader. Immense brand awareness and trust. Multi-format presence in all areas of country. Extensive private label lines. Opportunities Devel

40、opment of clothing supply chain and ranges. Supermarket and discount store openings. Growth of c-store/forecourt store business.,Weaknesses Lost sight of quality in recent price-led skirmishes with rivals. Lost market share to Leclerc. Disappointing E-commerce. Promods integration has not been seaml

41、ess. Threats Heavy price competition especially from German discounters. Not much scope for acquisitions. Planning laws are restrictive. Rivals joining forces. Wal-Mart evaluating entry into France.,Analysis By Country: Greece,25,| Source: M+M Planet Retail,Carrefours status:Leader Main competitors(

42、s):Delhaize, Sklavenitis, Veropoulos,Strengths Number one in the market. Joint venture and joint branding mean the stores have a “local” appeal. Active in hypers, supers and discount stores. Franchise deals mean low cost and low risk. Opportunities Development of clothing supply chain and ranges. St

43、ill potential for many more stores. Fairly relaxed competition laws could enable sizeable acquisitions.,Weaknesses Lower share of locally sourced goods than in other markets. Some critics suggest that rebranding of certain operations has been rushed and confusing. Threats Smaller rivals such as Delh

44、aize and Atlantic are fighting hard for market share.,Analysis By Country: Italy,26,| Source: M+M Planet Retail,Carrefours status:Number 3 Main competitors(s):Coop Italia, Conad, Auchan,Strengths Reasonable hypermarket and supermarket presence. Effectively ditched frozen food chain. Own-brands and n

45、on-food ranges compare well to larger domestic rivals. Opportunities Acquisitions. Could introduce Dia in the longer term. Convenience format is ripe for expansion. Growth into underdeveloped South.,Weaknesses Stores appear quite clinical alongside their Italian counterparts. Over-concentration in N

46、orth-East. Threats Conad and Cop Italia are strong rivals with impressive multi-format operations. Auchan is poised for sustained growth in Italy. Store openings are beset with red tape.,Analysis By Country: Poland,27,| Source: M+M Planet Retail,Carrefours status:Number 5 Main competitors(s):Auchan,

47、 Jernimo Martins, Casino,Strengths Decent network hypermarkets and supermarkets. Has been enjoying encouraging comparable sales growth. Opportunities Ambitious growth targets. Discount stores could be launched. Shift away from price-led to quality-led competition? Introduction of own-brands.,Weaknes

48、ses Lack of private label offer. Has been slow to convert the Globi stores inherited from GIB. Sat back as Tesco picked up Hit. Threats Up against some of Europes finest grocers. Viable hypermarket locations are increasingly thin on the ground. Growing competition in non-food areas from specialist c

49、hains.,Analysis By Country: Portugal,28,| Source: M+M Planet Retail,Carrefours status:Number 3 Main competitors(s):Modelo Continente, Jernimo Martins, Auchan,Strengths Strong dual presence through hypers and discount stores. Discount stores have been performing very well. Own brands selling well in

50、food and non-food. Opportunities Mainstream supermarkets could be unveiled.,Weaknesses Hypermarket openings have been slower than hoped. Strategy has occasional appeared fuzzy in Portugal. Conflict with Modelo Continente. Threats Ongoing arguments with Modelo Continente appear to be a counterproduct

51、ive distraction. Lidl wants to challenge in discounting.,Analysis By Country: Romania,29,| Source: M+M Planet Retail,Carrefours status:Number 3 Main competitors(s):Rewe, Delhaize, Cora,Strengths First mover status among West European hypermarket operators. Has used a low-risk franchised route to mar

52、ket. Comprehensive array of Romanian produce. Opportunities Could expand into other formats. Further links with local suppliers.,Weaknesses Has lagged other players in terms of discount store opening. Threats Increasing competition for what still amounts to a small market. Unclear if Romanian consum

53、er economy will support many more hypermarkets.,Analysis By Country: Slovakia,30,| Source: M+M Planet Retail,Carrefours status:Number 5 Main competitors(s):Tesco, Rewe, Prima Zdrodj,Strengths The Carrefour hypermarket format is an impressive and popular one in Slovakia. Decent private label offering

54、. Opportunities Opening of more hypermarkets. Diversification into discounting lack of strong competition in this sub-sector of the market.,Weaknesses Stalled on four stores for a couple of years. Tesco appears to be building an unassailable lead. Threats Overtaken by more players as growth plans fa

55、lter. Carrefour stores could be of interest to a more aggressive predator.,Analysis By Country: Spain,31,| Source: M+M Planet Retail,Carrefours status:Leader Main competitors(s):Eroski, Mercadona, ECI,Strengths Dominant market leader. Credible own-brand strategy and performance. Vast discount store

56、network. Opportunities More new stores across all banners. Potential for small regional acquisitions.,Weaknesses Poor e-commerce performance. Transformation from Continente to Carrefour lacked finesse and sensitivity towards Continente shoppers. Champion less impressive than Carrefour and Dia. El Co

57、rte Ingls still leads the way in fresh food merchandising. Threats Aldi, Lidl and Tengelmann are chasing discount market share. Spanish food retailers are not pushovers the likes of Caprabo, Eroski and Mercadona are fighting back.,Analysis By Country: Switzerland,32,| Source: M+M Planet Retail,Carre

58、fours status:Number 5 Main competitors(s):Migros, Coop Schweiz, Bon appetit,Strengths One of the countrys leading hypermarket operators. Foreign pioneer in once protective and low competition market. Formed strong JV with local partner instant expertise. Much wider product ranges than rivals. Opport

59、unities New stores. Could pick up some smaller operators. Discount stores could be an option.,Weaknesses Outbid for Waro. Store conversions angered some Jumbo shoppers. Again, its growth targets appear over-ambitious. Threats Crowded market ruled by two powerful giants. Switzerland is a fairly small market scope for hypermarket development is patchy at best.,South America,Analysis By Country