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Abstract
In 1994, Carrefour commenced its operation in Malaysia, the first in the country. As a pioneer hypermarket, the case deals with the challenges faced by Carrefour in its early years of operation. The case provides an overview of the retailing industry in Malaysia, highlighting the structural changes since the 1990s. The case describes how Carrefour emerged successful by adopting strategies relating to product, price promotion and distribution. The case is designed to enable students to examine: (1) the marketing mix strategies of a company in the retailing industry; (2) the challenges a pioneer faces in new markets; and (3) how a company can emerge successful in the face of numerous competition and adverse environmental conditions. The case is aimed at undergraduate or graduate students.
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Abstract
In 1994, Carrefour commenced its operation in Malaysia, the first in the country. As a pioneer hypermarket, the case deals with the challenges faced by Carrefour in its early years of operation. The case provides an overview of the retailing industry in Malaysia, highlighting the structural changes since the 1990s. The case describes how Carrefour emerged successful by adopting strategies relating to product, price promotion and distribution. The case is designed to enable students to examine: (1) the marketing mix strategies of a company in the retailing industry; (2) the challenges a pioneer faces in new markets; and (3) how a company can emerge successful in the face of numerous competition and adverse environmental conditions. The case is aimed at undergraduate or graduate students.
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