analyse stratégique, grande distribution, Carrefour, e-commerce, internet, Auchan, E. Leclerc, e-business, outils
I'll first introduce you the Carrefour brand and the way they do business, its strategy to get more and more market shares, and finally I'll show you how the three different topics I picked up could bring them a competitive advantage over its competitors. The main activity of the group is to provide to their costumers things like food, but also high tech products and so on... This company is one of the biggest employer in France and is still looking for new ways to improve its profits. To do so, a few years ago, the brand decided to extend the activity to the E-commerce, because of the new kind of customers who were interested in being able to buy whatever they want to from home. This concept had a great success in France as we saw the brand open more and more Ooshop (name of the Carrefour's E-shop) all over the France. It works really simply, the customer chooses what he wants on the website, and after an hour he just has to go to the shop and pick up his order. But of course Carrefour's not the only one to do it, we'll see later how some E-business tools could bring them a competitive advantage over its competitors.
[...] To do so, a few years ago, the brand decided to extend the activity to the E-commerce, because of the new kind of customers who were interested in being able to buy whatever they want to from home. This concept had a great success in France as we saw the brand open more and more Ooshop (name of the Carrefour's E-shop) all over the France. It works really simply, the customer chooses what he wants on the website, and after an hour he just has to go to the shop and pick up his order. [...]
[...] Another key point in the brand strategy is to empower Carrefour position on the different key markets. In order to face the foreign competition with an advantage, the brand's strategy is to be in the top 3 in every market it's in. Where the group couldn't reach this objective of being in the top Carrefour did not hesitate and just left those markets. For instance, the brand left the Japan and Mexican markets in 2005, but on the other side it bought strategic groups in Brazil and Poland, which are the growing markets for such an activity. [...]
[...] As a company owning an E-commerce, here is how Carrefour, and more precisely Ooshop could get benefits from SEO. The first reason is that this system, as the RSS, is not costly at all, and would be really affordable for a huge company such as Carrefour. Among all the ways to make a website popular, like purchasing advertising space on Adwords, SEO is probably the most affordable and the one which could last for years and years. Moreover, it seems pretty obvious that the main goal when creating a website is to be popular and appear in the top first page of any search engine. [...]
[...] Another tool which could bring a good competitive advantage to the brand would be linkedIn, just because as I said in the presentation and the strategy of Carrefour, they have a huge need in effective employees, and are also working with a lot of partners. LinkedIn can be considerate as a meeting network based on the professional networking which has numerous advantages. As we know, LinkedIn is a website which gathers more than 20000 professionals' profiles and is a great way to find employees or partners for a company like Carrefour. [...]
[...] Both group also had to readjust the wages the paid workers, since Carrefour was paying a lot more than Promodes. We could also talk about some failures abroad, as in Spain, where they are facing some problems, as a decrease of in sales last year, due to the hard competition with Mercadona, the market leader, but also due to economic problems which reduced the consumption. Finally, they also had to reduce spending costs which reduces considerably the profit of the capital, the most important thing to be able to keep shareholders in the company. [...]
Référence bibliographique
Source fiable, format APALecture en ligne
avec notre liseuse dédiée !Contenu vérifié
par notre comité de lecture
