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| Words: 1852 | Submitted: 07-Apr-2011
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DescriptionThis essay will analyze the largest food retailer in the world---Carrefour, and discuss Cross-cultural marketing strategy and management strategies of Carrefour, and how culture impacts upon both the global marketing and management when it seeks to enter a new international market.
Cross-culture global marketing and management
Multinational corporations are under a new development in the new era, but its unique multi-cultural composition leads a unique phenomenon. This essay will analyze the largest food retailer in the world---Carrefour, and discuss Cross-cultural marketing strategy and management strategies of Carrefour, and how culture impacts upon both the global marketing and management when it seeks to enter a new international market.
The impact of culture on global marketing
Culture factors impact global marketing in these aspects: (1) Language. Language is the most obvious and external factor in a national culture, may reflect category and value of a culture. (2) The educational level. The educational level and universal degree of a country will directly affect the exported product category and the marketing method. (3) Religious belief. Different religion's votaries are affected by certain religion's cultural tendency and religious discipline, it will show its unique behavior way and value idea. (4) The manners and customs. Each country and area has their own manners and customs different from other countries. (5) The business manner. a country's business manner is closely related to its culture, the business manner is also a component of cultural environment (Anne Marie Francesco, Barry Allen Gold, 1997).
Carrefour is the largest food retailer in the world. It deeply understands the importance of culture impact upon global marketing. Every time Carrefour seeks to enter a new international market, it would devote to be merged into local culture and environment and employ a large number of local employees, to realize local management and create development opportunities for the local employees. Moreover, more than 95% shops make local purchase to ensure freshness of product and closeness of local consumption habit.
Considering the impact of culture, Carrefour particularly pay attention to localization strategies in its branches, from staff and commodities to display of goods shelves. Management concept of Carrefour merged into management by employing local persons. Since native workers are more familiar to the local culture, customs and manners. Every time Carrefour decides to open a new branch, it has to make investigation strictly and in detail of local culture, living habits and purchasing power. The chief executive officer of Carrefour believes that each branch is a epitome of the host country, the branch should adapt to local cultural atmosphere. In china, the pressing method of vegetables is not the Europe crosscut, it must be Chinese ...
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