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Essay / Research Paper Abstract
This 6-page paper examines the French company Carrefour, and the successes and challenges this "hypermarket" has experienced in entering China. Also included is an analysis of the UK's Marks & Spencer, and if its brand of retailing would be successful in China. Bibliography lists 9 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTcarref.rtf
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Unformatted sample text from the term paper:
quickly. Doing business in China as a foreign country is an education on its own -- between government regulations, currency requirements and inconsistent logistics, it could be wondered why
companies even bother with this particular country and its markets. However, some multinational companies have succeeded quite well in China -- both
Taiwan and the PRC. But even the best-prepared companies have faced challenges from the so-called "sleeping tiger." But the main difference between the companies that have succeeded in
China and those that have failed has involved a willingness to learn from lessons and to do things right the second time.
In this paper, we will examine the French company Carrefour and its entrance into China. For the most part, the company has succeeded quite well throughout Asia -- but
it has had its challenges. For contrast, we will examine Marks and Spencer, the UK-based company that tried its hand at international expansion in Korea in 1991 and failed
dismally. From that analysis, we will determine if Mark and Spencer would succeed in a Chinese market. Background -- Carrefour Launched by
two French families in 1959, Carrefour opened its first supermarket in 1960 in Annecy, Haute-Savoie (Carrefour, 2003). Three years later, armed with modest success, Carrefour introduced a new store concept
to retailing -- the hypermarket (Carrefour, 2003). Hypermarkets (which we know as "super centers" today) were ahead of their time, as they offered a vast array of merchandise under one
roof, and huge parking lots -- the first Carrefour hypermarkets boasted 400 parking spaces (Carrefour, 2003). care for expanded the concept to other countries by the late 1960s, with the
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