Characteristics:
Sales Costs Profits Customers
Low sales
Seeking to sell lower-cost products but face difficulties due to few economies of scale
Few / negative
Emerging markets, seeking to penetrate market
Create awareness
Brand positioning
Product
Service
Strategies: Price
Low cost
Distribution
Rising profits
Growing penetration in emerging markets
Strategies:
Product
Service
Strategies: Price
Focus on good-value pricing
Distribution
Marketing campaigns emphasizing on low-cost, high quality goods Use of slogans (Eg. France, 1988-2003 : "I have a positive outlook with Carrefour France campaign: Consuming better)
Product
Add new product lines, widening its product mix Lengthen its product line Deepen its product mix
Service
Internal marketing: conducted employee satisfaction surveys, improved work environment, training customer satisfaction survey Greater range of services such as ATM terminals, facilities for the handicapped
Strategies: Price
Good-value pricing Value-added pricing
Distribution
One of Carrefours main advantages in Asia is its ability to integrate fully into the local context. In every country, the Group takes up the position of a local player. To achieve this, it develops close and long-term relations with local suppliers
Introduced the loyalty program, enable additional price reductions (strenghten brand loyalty, give better insight into consumers habits)
Declining profits
Loss of customers as Carrefour no longer understands customers changing needs Loss of competitive advantage to competitors. Rapid growth of competitors
Increase profit, gain back the market share that it has lost
Reinvention
- eg. Carrefour Planet
Product
Service
Childcare area A Beauty offers services like a nail bar, rapid make-up and hair styling Free clothes alteration service provided
Strategies: Price
Distribution
Another innovation is a space devoted to events at the entrance to the store. Renewed every two weeks, the space hosts major promotional events highlighting the prices in the store
Low sales
Seeking to sell lower-cost products but face difficulties due to few economies of scale
Few / negative
Emerging markets, seeking to penetrate market
Low sales
Seeking to sell lower-cost products but face difficulties due to few economies of scale
Service
Price Distribution Advertising/ Sales promotion
Few / negative
Emerging markets, seeking to penetrate market
Weak competition
Low sales
Seeking to sell lower-cost products but face difficulties due to few economies of scale
Few / negative
Emerging markets, seeking to penetrate market
Low sales
Seeking to sell lower-cost products but face difficulties due to few economies of scale
Service
Price Distribution Advertising/ Sales promotion
Few / negative
Emerging markets, seeking to penetrate market
Weak competition