家乐福销售策略Similarly,inthosecountrieswhereCarrefour’sgrowthisbasedonamultipleformatsetup,itwasorganizedsoastobestmakeuseoftheGroup’slocalresources.HenceinFrance,thenewlogisticorganizationforsupermarketsandconveniencestoreswillresultinsignificanteconomiesofscaleforbothformats.InBrazil,thehypermarketsandsupermarkets’manage-ment,procurementandmarketingresourceswerepooledtofurtherboostsales.WherevertheCarrefourGroupdoesbusiness,itsstoreshavefurthermoveditsmarketpositioningtowardsthediscountendthroughapolicyoflowpricesandlarge-scalepromotions.Thebannersconcernedbythecon-versiontotheeurolockedintheirpricesthroughMay2002andmaintenedafreezeonownbrandsoverthewholeyear.InGreece,forexample,thepricesofover1,000productswerefrozenandthe“budgetitemsprices”weremaintainedthroughDecember31.Thepricepositioningwassupportedbymanypromo-tionalcampaigns.Inthefirsthalf,CarrefourwonbackmarketshareinBrazilbyconductingthreeshortpromo-tionalcampaignsaweek.Inthesecondhalf,thegroup’s40thAnniversaryofferedaworldwideopportunitytodis-playthecompetitivenatureoftheproductrange.OtherinternationalpromotionssuchastheonesincountriesAfirmpositioningindiscountCarrefour’spriorityisforeachofitsstorestosetthebenchmarkinretailingamongitspeers.Itsstoresprovideallofthebenefitsofconvenience,broadselectionandpriceunderoneroof,whichonlyaworld-classGroupcanprovide.Effortsmadein2001topoolknow-how,logisticstoolsandtogrouppurchaseshavepaidoff.Thegainsderivedallowforaggressivediscountingwhileincreasingthenum-berofinnovations.InEurope,thesynergiesachievedbyFrance,Italy,SpainandBelgiumboostedsalesintheirstores,whichmanagedtomaintainaveryaggressivepricepositioningcomparedtotheaverageforthemarket.Thesesynergiesalsobenefitedfromtheinternationaldeploymentofproductranges.Spainsawtheintroduc-tionof444CarrefourproductrangesandItaly280.Meanwhile,1,400retailerbrandstooktheCarrefournameinBelgium.TheDiabrandwasintroducedinFrance,therebygivingEdthebenefitofDiaSpain’spurchasingclout.Inthenon-foodsector,CarrefourSpainsuccessfullyintro-duceditstextileknow-howinGreeceandItaly,therebyresultinginanetsalesgainintheselocations.Meanwhile,ItalybegantostepupitsroleasacatererforitsEuropeanneighbors.Optimizingresourcesthroughsynergies14“During2002,ourGroupcontinuedtowinmarketsharebasedonstrongsalesmomentumandmanynewstoreopeningsinthe30countrieswherewehaveoperations.Weenhancedtheappealofourbannersandbuiltcustomerloyaltywithourstrongdiscountpositioningaswellasourfocusoninnovationandquality.Thepaceofexpansionpickedupwiththeadditionof963,000squaremetersofsalesspacein2002undertheGroup’sbannerscomparedto150,000squaremetersin2001.CarrefouralsoenjoyedthefirstfruitsofitsmultipleformatstrategyinWesternEuropeandLatinAmerica,passingonthegainsderivedfrompricingsynergiestothegreaterbenefitofconsumers.Becauseweputthecustomerfirst,wehavesystematizedtheimplementationofaprogramforlong-termgrowththatencompassesthesafetyandqualityofourproducts,environmentalprotectionandacommitmenttoethicsandouremployees.Lastly,tosupportourexpansionandprovidethebestpossibleservicetoourcustomers,theGrouphiredatotalof70,000newemployeesinallitsbannersinallcountries.”DanielBernard,ChairmanandChiefExecutiveOfficerOURSTRATEGYSTEPPINGUPTHEOFFENSIVEMakeconsumerproductsaccessibletothegreatestnumberofpeople.Carrefourisworkingtoachievethisgoaleverydaybytailoringitsproductsandconceptsto...
