By 2006, Carrefour had 40, 000 employees, 98% of which were Chinese. Carrefour was serving over 300 million customers annually. The Carrefour group purchases products from about 22,300 suppliers from China. Carrefour entered the Chinese market through a joint venture with Zhong Chuang to form Jia Chaung (Carrefour, 2012). Changes in the Chinese market have caused Carrefour to evaluate and adjust its management strategy from time to time. The management strategy differs across various regions in China due to the difference in market characteristics. Carrefour’ s aim is to be the preferred retailer in every market.
Carrefour works towards ensuring that each store attracts and retains its customers. This is achieved by offering high-quality products, competitive prices, and high-quality customer service. The company analyses customers’ needs in every market and provides products and service that meet those needs effectively. Social commitment and good employee relations have also helped Carrefour to expand its client base in local and international markets. The company has adopted a client-oriented culture that enables it to understand its customers and therefore offers better services. Another strategy in Carrefour is a continuous transformation to increase efficiency and competitiveness in the market.
Innovation is a part of Carrefour’ s strategic plan as a way of maintaining a leading position in the retail market (Carrefour, 2012). 1.2 Aim and Objectives The aim of this research is to reveal the similarities and differences between the profit models of British and Chinese supermarkets. The causes of these differences and similarities will also be outlined. To this extent, the case studies of Tesco (UK) and Carrefour (China) will be analyzed. The objectives of the research include: • To investigate the current profit models of Tesco (UK) and Carrefour (China ) supermarkets • To identify the similarities and differences between the two profits models• To make predictions on future profit models for Tesco (UK) and Carrefour (China ) supermarkets
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