Social factors include the demographic and cultural aspects of the external macro-environment. These factors affect customer needs and the size of potential markets. Some social factors relevant to Carrefour Group operations include: Average Consumer Income – [INSERT SOME RESEARCH ON THE IMPACT OF PRICING IN THE AREA TO THE SUCCESS OF RETAIL SALES]Population Growth Rate – While this is a traditional social consideration, Carrefour Group is not directly impacted by population growth other than the potential market growth that ensues— or the market shrinkage that is possible— from such changes. Accordingly, this firm finds no significant risk regarding Carrefour Group operations from this social factor. Demographic Distribution – Carrefour Group is marketing to the middle and lower consumer markets, which is highly distributed across all ages and economic ranges of consumers.
The only demographic distribution of consequence is that of Southampton itself. Technological FactorsTechnological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions. Some technological factors that should be considered by the Carrefour Group are: TECH FACTOR ONE – OFFER COMMENT ON A TECHNOLOGICAL CONSIDERATION HERE. TECH FACTOR TWO – GIVE AT LEAST ONE OTHER EXAMPLE HERE. The competition for Carrefour Group and its plan to construct a Hypermarket in Southampton has been identified as three companies with similar business models; Tesco, Asda, and Waitrose.
It will be informative to perform a SWOT analysis on these companies in order to better understand the opportunities available to the management of Carrefour and what weakness of the competition can be exploited. This concept has been validating by Honeycutt, Ford, & Siminitras (2003), who states the necessity of “ … gathering information that provides an accurate understanding of competitors and their sales organizations.
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