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1、家乐福销售策略Similarly,inthosecountrieswhereCarrefour’sgrowthisbasedonamultipleformatsetup,itwasorganizedsoastobestmakeuseoftheGroup’slocalresources.HenceinFrance,thenewlogisticorganizationforsupermarketsandconveniencestoreswillresultinsignificanteconomiesofscaleforbothformats.InBrazil,thehypermarke
2、tsandsupermarkets’manage-ment,procurementandmarketingresourceswerepooledtofurtherboostsales.WherevertheCarrefourGroupdoesbusiness,itsstoreshavefurthermoveditsmarketpositioningtowardsthediscountendthroughapolicyoflowpricesandlarge-scalepromotions.Thebannersconcernedbythecon-versiontotheeurolock
3、edintheirpricesthroughMay2002andmaintenedafreezeonownbrandsoverthewholeyear.InGreece,forexample,thepricesofover1,000productswerefrozenandthe“budgetitemsprices”weremaintainedthroughDecember31.Thepricepositioningwassupportedbymanypromo-tionalcampaigns.Inthefirsthalf,Carrefourwonbackmarketsharein
4、Brazilbyconductingthreeshortpromo-tionalcampaignsaweek.Inthesecondhalf,thegroup’s40thAnniversaryofferedaworldwideopportunitytodis-playthecompetitivenatureoftheproductrange.OtherinternationalpromotionssuchastheonesincountriesAfirmpositioningindiscountCarrefour’spriorityisforeachofitsstorestoset
5、thebenchmarkinretailingamongitspeers.Itsstoresprovideallofthebenefitsofconvenience,broadselectionandpriceunderoneroof,whichonlyaworld-classGroupcanprovide.Effortsmadein2001topoolknow-how,logisticstoolsandtogrouppurchaseshavepaidoff.Thegainsderivedallowforaggressivediscountingwhileincreasingthe
6、num-berofinnovations.InEurope,thesynergiesachievedbyFrance,Italy,SpainandBelgiumboostedsalesintheirstores,whichmanagedtomaintainaveryaggressivepricepositioningcomparedtotheaverageforthemarket.Thesesynergiesalsobenefitedfromtheinternationaldeploymentofproductranges.Spainsawtheintroduc-tionof444
7、CarrefourproductrangesandItaly280.Meanwhile,1,400retailerbrandstooktheCarrefournameinBelgium.TheDiabrandwasintroducedinFrance,therebygivingEdthebenefitofDiaSpain’spurchasingclout.Inthenon-foodsector,CarrefourSpainsuccessfullyintro-duced
