Marketing Strategy

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Strategy

Internal Assignment Applicable for December 2015 Examination

Q.1 If you are the Marketing Head of Carrefour and want to venture into Indian Retail Sector then what would be your marketing strategy with respect to the following points:

Answer:Retailing in India is one of the pillars of its economy and accounts for about 22 percent of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population).

Until 2011, Indian central government denied foreign

Q2. If you are the CEO of Carrefour and you have to evaluate and find your retail partner in India then which Indian company you would prefer to do partnership? Explain the reason for your choice of partnership. (10 Marks)

The student can write his retail choice of India ie Big Bazaar, West Side, etc and explain the same with reasons.

Answer:The allure of global markets can be mesmerizing. Companies that operate in highly competitive or nearly saturated markets at home, for instance, are drawn to look overseas for expansion. But overseas expansion is not a decision to be made lightly, and managers must ask themselves whether the expansion will create real value for shareholders. Companies can easily underestimate the costs of entering new markets if they are not familiar with the new regions and the business practices common within the new regions. For some companies, a misstep in a foreign market can put their entire operations in jeopardy, as happened to French retailer Carrefour after their failed entry into Chile, which you’ll see later in this

Q3. Explain the promotion strategy that you will adopt for promoting Carrefour in India.(10 Marks)

Answer:The first Carrefour store opened on 1 January 1958 in suburban Annecy near a crossroads (carrefour in French). The group was created by Marcel Fournier, Denis Defforey and Jacques Defforey and grew into a chain from this first sales outlet. In 1999 it merged with Promodès, known as Continent, one of its major competitors in the French market.

Marcel Fournier, Denis Defforey and Jacques Defforey had attended several seminars in the United States led by "the Pope of retail" Bernardo Trujillo (fr), who influenced them to move forward with Carrefour idea.

The Carrefour group was the first in Europe to open a

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