Hypermarket's adapting at the financial crisis conditions

Ion Gr. Ionescu
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Ion Gr. Ionescu: "Dimitrie Cantemir" Christian University, Faculty of Management in Tourism and Commerce - Constanta

Management Intercultural, 2013, issue 29, 201-207

Abstract: The financial crisis is a global phenomenon that has marked the evolution of all economic sectors. The drastic change of the consumer behavior has led the trade companies to choose between two survival strategies: the product development strategy and the exit strategy. Carrefour company bases its strategy on five values deeply rooted in the consumer`s conscience: an aggressive pricing policy, based on discount; a range of 50000 items sold under the concept “everything under one roof”, quality, modernity and innovation. The strategy rests on three pillars: customer orientation, transformation and innovation. The product policy is focused on exploiting the products which belong to Carrefour trademarks and the pricing strategy allows the customer to purchase a variety of quality products, at low prices. The promotions acquire an aggressive tint in the company`s marketing strategy, the success being guaranteed by their ability to allow consumers to maintain a regular and economical consumption. For this company, the knowledge of the customer`s psychology is an advantage which allows the implementation of some psychological trics for sales growth. The strategies implemented by Carrefour enable the company`s survival in a changing competitive environment and generate profit. This result proves that Carrefour deserves the market leading place.

Keywords: The consumer`s behaviour; Marketing mix; Transformation (search for similar items in EconPapers)
JEL-codes: B41 D47 M31 O47 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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