Carrefour's 4Ps Marketing Mix: Global Reach and Customer Satisfaction - Essay Sample

Introduction

Marketing strategies play an essential role in determining a company's brand. Carrefour uses 4ps (price, product, place, and promotion) and its marketing mix to control its market share consistently across all markets. The first element in their marketing mix is the product; the company uses product strategy through the incorporation of Carrefour stores across the globe and services as well. The stores are present in various parts of the world to ensure that the customers access all they need. It has cash and carries stores, hypermarkets stores, supermarkets, and utilizes a multi-channel marketing strategy using M-commerce and E-commerce solutions for its customers. Secondly is the price; it is the leading marketing mix used by the company. Carrefour keeps a low price for their goods and services across the globe. They ensure lower prices each day for sensitive products. Thirdly is the place strategy; the company has over 12000 stores across the globe (Baack, Harris & Baack, 2013). To ensure consistency in their marketing mix, they ensure that all the stores in the market appear attractive for the customers by using modern designs having different banners in each of the stores. Promotion is the fourth element in the marketing mix that the company significantly consider to be beneficial across all the markets. The company developed an in-store promotion strategy for all the stores in the market. The company entirely controls all promotional activities enabling it to strategize and executes its plans.

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What value does Carrefour provide consistently in all of the various countries in which it operates?

Carrefour focuses on offering quality and low-price goods and services across all the stores on the market. The core business of the company is based on the product; therefore, it has sufficiently ensured that the customers get quality goods at a low and affordable price. The aim of offering this value in all the markets is to ensure that all Carrefour customers access the common value of goods and services, satisfy their needs, and maintain customer loyalty. The company uses quality products as a value of influencing customer's trust; they ensure all the products meet intangible and strict requirements in terms of safety and quality; this is to reaffirm their customers that its Carrefour's consistent culture across all markets to be the best.

How do local partners help Carrefour overcome difficulties in new markets? What is the advantage of that approach?

Carrefour has established strategic means to overcome problems of culture, economic, language, legal, and political differences in new markets (Baack, Harris & Baack, 2013). The company significantly involves local partners to enter into the news markets. It is known as the first western retailer to venture into the Asian market; it began to operate in Taiwan through a local Taiwanese business organization called Uni-President Enterprises Corporation. Through local partners, the company engages in learning the local business operations and the environment in order to develop plans for expansion. Through this partnership, the company has dramatically expanded in Asian markets and overcome the cultural differences.

Explain the impact of the drivers of globalization described in this case about Carrefour.

Diverse of globalization has significantly impacted the way business works, based on the Carrefour market operations is evident that globalization has helped the company to attain a considerable market share in the global markets (Baack, Harris & Baack, 2013). Countries that have welcomed Carrefour to operate within their territories have significantly improved in terms of access to high-quality products and services at a low price. Besides, diversity has numerous challenges, especially when a business is expanding into a new market where cultural differences are of stake. Carrefour faces many challenges with globalization, including religion, customs, and political differences. Cooperation and global recession are also a challenge to business operations, as experienced by Carrefour.

How have the factors that create international marketing complexity both helped and hurt Carrefour? Has the impact been mostly positive or mostly negative?

Factors such as cultural, religious, and language differences have created affected the expansion strategies of the Carrefour company. Instead of the company entering into the new market directly, it has been forced to engage local partners, which is costly and inconvenient. Customs also determine product behavior in the market; the Asian market, for instance, is dominated by the Islamic community where corporate giving is mandatory to meet their expectations.

On the other hand, these factors have helped the company grow and develop a unique brand in the market. Successful expansion into the Asian markets is one of the key benefits. The company ha worked hard to overcome the complexities in exploring new opportunities in the new market's regions. The company. Besides these advantages, the company faces more negative impacts, especially in Asian states, because of stiff competition, cultural differences, legal and political differences.

Reference

Baack, D. W., Harris, E. G., & Baack, D. (2013). Carrefour: Retailing in an international marketplace.