MM ITBK - Carrefour Overview - Global Marketing by Noverino Rifai

Carrefour Indonesia

To be presented on February,11st 2012

Institut Teknologi dan Bisnis Kalbe (ITBK)

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Featuring...

Noverino RifaiDr.Ir.Waseso Segoro, MM

Coached by...

Overview of Carrefour IndonesiaNoverino Rifai ([email protected], http://noverino.wordpress.com)

AgendaBackground

SWOTGroup StrategyVision – Mission

Retail CompetitionMarketing & Promo

Collaborations

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• Started in 1959 in France (Fourney & Defforey)• French for crossroads• Most known for their hypermarkets• More than 30 countries and areas

▫ Mainly in Europe, Brazil, Argentina, Dominican Republic and Colombia, also has a presence in North Africa and Asia

• Largest retailer in Europe• Second largest retailer in the world in terms of revenue• Merged with Promodes in 2000• 22nd of the top Fortune 500 companies• 3,582 stores• 420,000 employees

Carrefour Background


• 1963: konsep Hypermarket oleh Carrefour• 1973: Spanyol, cabang pertama di luar negeri• 1975: Brazil• 1982: Argentina• 1989: Taiwan• 1993: Italia• 1994: Malaysia• 1995: Cina• 1997: Singapura• 1998: Indonesia @Cempaka Putih• 2000: Jepang

Carrefour Background


Worldwide Stores

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Asia Stores

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Indonesia Stores

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•84: 70 Hypermarket + 14 Supermarket•Kalimantan: 1(Pontianak); Denpasar: 3; Batam: 2; Makassar: 6; Medan: 1; Palembang: 1;


Deloitte Report: Global Power of Retailing 2011


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Sales Figure


• Survei 2004

▫ 1.019 responden

▫ Carrefour adalah tempat belanja paling murah

▫ Giant adalah tempat belanja paling lengkap

• Survei 2005

▫ Carrefour dipersepsikan sebagai toko yang menyediakan aneka

kebutuhan dengan harga paling murah diikuti oleh Alfamart dan

Indomaret

• Survei 2006

▫ Carrefour masih menjadi leader dalam format hypermarkert

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AC Nielsen


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Business Flow




• Environmentally and socially responsible

• Design stores to fit local tastes

• Early mover into many emerging markets

• Strong brand in many markets

• Great variety at great prices

• Enviable own-label portfolio

Strength


• Has consistently underachieved its own ambitious growth targets in many countries

• Still has an unwieldy (heavy) portfolio of stores in some countries – e.g. France and Belgium

• E-commerce development has been lackluster

• Dearth of local management/ expertise in some markets

Weaknesses


• Organic expansion in existing markets• Acquisition of vulnerable local players• Entry into new markets, especially in Asia and South

America• Possible entry into selected Eastern and Central

European markets• Launch and expansion of supermarket and discount

store operations in markets where it already has hypermarkets

• Possible major acquisition in more mature market

Opportunities


• Continuing intensification of competition within more developed markets, especially in Europe

• Economic problems in South America may lead to downturn in trading environment

• Ambitious international expansion plans of major rivals such as WalMart and Tesco

• Greater legislation in emerging markets to limit influence of foreign-owned large stores

Threats


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5 Forces of Porter


Group Strategy

• The Carrefour group has one simple ambition:

“making Carrefour the preferred retailer wherever it operates”

▫ Client-oriented culture: getting to know our customers better in order to serve them better

▫ Transformation: increasing agility, execution quality and competitiveness

▫ Innovation: regaining initiative and leadership

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2012 Action Plan

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Carrefour IndonesiaVision - Mission

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3 Mata Rantai Strategi

Memperkuat Brand Equity

• Meningkatkan perasaan memiliki dari

Associate + Consultant

• Meningkatkan kesetiaan pelanggan dan

konsumen

• Membangun citra perusahaan

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• Mendesain ulang bentuk multiformat

• Memantapkan model bisnis

• Mempercepat ekspansi

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Pertumbuhan yang Menguntungkan


• Mendesain organisasi untuk multiformat

• Meningkatkan proses operasional

• Meningkatkan pelayanan

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Transformasi dalam Organisasi3 Mata Rantai Strategi

Transformasi dalam Organisasi


Carrefour’s Commitments

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•Beda harga label dan kasir, bayar yang

termurah•Pangkas antrian



“The customer perception of the store versus competitive store” (Bellenger dan

Goldstrucker (1983) ▫ Physical facilities (Fasilitas fisik)

Perencanaan Fasilitas fisik

Store Location

Store Layout

Atmosphere (Suasana)

Exterior

General interior

Store layout

Interior (point of purchase) displays

Merchandise (barang dagangan)

Variety, width or breath, depth, consistency, balance, flexibility

Pricing (Penetapan harga)

Promotion (Promosi)

Advertising, publicity, personal selling, sales promotion

Service (Layanan)

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Store Image


•Store hours

•Returned goods

•Delivery

•Handling Complaints

•Retail Credit

•Miscellaneous services

Bellenger dan Goldstrucker (1983)

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Retail Services


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Retail Competition in Indonesia

84

50

500

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86 4.9xx

5.xxx


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Omset Hypermarket 2010


Marketing & Promotion

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Newspaper Promo & Catalog

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Carrefour Mega Card

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Collaborations

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Carrefour Planet

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Terima Kasih