资源描述：
《家乐福和麦德龙海外扩张策略》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、Compareandcontrasttheexpansionstrategiesusedbytwointernationalsupermarketgroupsandassesstheimportanceofthesestrategieswhenoperatinginaglobalmarket・Sincethe1990,theprocessofglobalizationofconsumerservicesisspeedingup.Commercialenterprisesbegintoexplorethewayofglobalexpansion.Vi
2、ewedfromthedevelopmenttrendofworlddistributionindustry,supermarketisoneofthemostvibrantformsofbusinessorganizationsintheworldthrough70yearsofexplorationanddevelopmentfromitsinceptioninmid-1900s.MeClelland,(1962)saidthatsupermarkethasadvantagesofhighthroughput,open-shelfsales,c
3、entralizedclearing,convenience,cheap,disposableshoppingandsoon.Insituationsofthedomesticmarketsaturation,liberalizationofinternationaltrade,consumerdemandfordiversification,networkinformationandotherfactors,commercialretailgiantsincludingCarrefourandMetro,haveacceleratedthepac
4、eofoverseasexpansion.CarrefourGroupwasestablishedin1959,whichisthepioneerofhypermarketformat.ItiscurrentlythelargestretailerinEuropeandtheworldssecondlargestinternationalretailchain.In1963,CarrefourwasbornintheoutskirtsofParis,France.In1973,Carrefouropeneditsfirstoverseasbranc
5、hinBarcelona,Spain,andbeganitsexpansionroad・Warehousestoresfounder,MetroinGermanywasbornin1964.Withitsuniquecashandcarrytransportsystem,MetrogrewrapidlyinashorttimeinGermanyandotherEuropeancountries,andisactiveintheworld.Currently,Metroistheworld'slargestbusinesschaincorporati
6、onwithsystemofcashandcarry,andrankedthirdamongbusinessgroupsintheworld.CarrefourandMetro'soverseasexpansionstrategieshavesimilarities,butalsohavedifferences.ThesimilaritiesofCarrefourandMetro:First,accordingtoSongetaL,(2012)whensupermarketsofCarrefourandMetroenterforeigncountr
7、ymarkets,theycommonlyusedchainbusinessmodel.Throughthechainbusinessmodel,thesupermarketsachieveaunifiedmanagementcompanieswhichcanreducecostsandgivefullplaytotheadvantagesofeconomiesofscale.Soagreaterrangeofresourcesareinareasonableconfiguration,therebyenhancingthecompetitiven
8、essofenterprises.Second,CarrefourandMetrosupermarketsprocurem
