Abstract
Carrefour is one of the biggest distributions group in the world. Since its creation in 1959, Carrefour has always innovated to build a strong reputation, a good image and a clear strategy of development.
With the globalization, Carrefour has exported its model in other countries to diversify its earnings. Carrefour has understood quickly the importance of going global. Today, Carrefour is implanted in 33 countries like China, Poland, Brazil, Spain, and Argentina. Europe, Asia and Latin America are the three big markets for Carrefour. With the merger with Promodès in 1999, Carrefour became the second largest distribution company in the World, the first in Europe and the second in France (domestic market).
How did Carrefour become one of the most important distribution groups in the world? What is its strategy to implant supermarkets, hypermarkets globally? What are the countries in which the strategy has succeeded, and the countries in which it has failed?
