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MARKETING STRATEGIES OF A SUPERMARKET CHAIN Chwastowicz Bartomiej Nr ID 1509K Introduction In 1963 Carrefour invented the hypermarket1 concept and opened the first store of this type in France Carrefour now serves more than 2 billion clients per year in its more than 9000 stores which are present in more than 26 countries spread across 3 geographic zones The supermarket chain employs more than 240 thousands2 people The group also operates directly or via franchise There are 1078 supermarkets under the signs of Champion Stock and March Plus Moreover Carrefour has 1672 neighborhood stores operating under the signs Shopi 8 huit Maxi Plus and Comod and 160 cash carry outlets under the signs Promocash and Prodirest It also has 8 of shares of Office Depot Since 1973 Carrefour has been successfully expanding its presence beyond France into other European American and Asian countries In Europe the market chain will open in 4 additional countries between now and the end of 2001 Poland is one of the centres countries where Carrefour is effectively continuing its growth There are 7 hypermarkets In Wrocaw Krakw Katowice dY and Warsaw with over 42002 people employed It sells groceries of all trade including fresh and inedible3 The hypermarket chain offers its clients following services Financial service Carrefour Opticals High Season flowers ATM automatic money distributors Shopping center Public transportation bus Bicycle parking Parcel holding Taxi Station Home delivery 1-hour photo service Press Gift certificates Credit Card Visa MasterCard BCA Debit Card BCA Carrefour has got many competitors in the hypermarket and supermarket4 sector Its main competitors are Allkauf Auchan Billa Geant Globi Hit Jumbo Major Julius Mainl PHS SA Plus Real and Tesco The difference among these chains is mostly the marketing strategy however Carrefours main advantage is strong portfolio of global and local private label products The
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