Abstract
Carrefour is the French world challenger and the European leader in the retail industry and also the second largest retail company worldwide. In order to maintain the position of Carrefour as a global retailer and due to the high competition, marketing researches have to be undertaken to underline the actual implemented strategies and determine new market entry possibilities.
The main objective of this marketing report is the conception of a marketing plan regarding the expansion of Carrefour in the emerging Russian market emphasizing the evaluation of the strategic situation of Carrefour and its environment through marketing methods.
The two first parts of this report will focus on the analysis of the emerging markets entering by Carrefour to understand the purpose of the strategic decision of the firm concerning these markets. This part will be reinforced by marketing researches. In the third part we will focus on the different aspects of the Colombian market and the strategy used by Carrefour to enter this market. Risks related to the market itself and to the market entry strategy will be approached. As a conclusion we will determine a marketing plan to enter the emerging Russian market by using an analysis based on segmentation and cultural aspects.
