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Master of Business Administration

Module: UOWMBA009G

Strategic Management

Student Name: | Haithem Ali |

Student Number | STU21312 |

Tutor: | Dr Colin Price |

Date: | 22/01/2011 |

Word Count: | 4,731 |

Table of Contents

1. Q1

2.1 BCG MODEL 3

2.2 CONCLUSION 6

2. Q2

2.1 STEP ANALYSIS 7

2.2 PESET ANALYSIS 8

2.3 FIVE FORCES MODEL 13

4. Q3 15

5. Q4 17

6. BIBLIOGRAPHY 19

1. Q1: Critically evaluate Carrefour’s strategy of organic growth and acquisitions as a means of achieving market leadership. What do you conclude?

2.1 BCG MODEL

Carrefour’s corporate strategy emphasizes that it should be one of the top three retailers in any country that it operates in and that if it cannot position itself in such a position, it would leave that respective market. For the world’s second largest retailer, that is not a very challenging strategy. Carrefour has first started its international campaign in 1969 and has achieved market leadership in most of the countries that it entered. Aiding it was an array of strategies that the retailer has tested over the years.

BCG Model

We will use various techniques to critically evaluate Carrefour’s strategy of organic growth and acquisitions. We will first analyse the company’s operations through a BCG model:

1. Stars:

France, Spain and the rest of the European operations with the exception of Russia seems to be the stars of Carrefour’s operations. It’s here that Carrefour has leadership of the market, some through organic growth and some through acquisitions. It’s here where most of the revenues are generated and much of the Net income.

Through franchises, Carrefour has also strongly launched in Bahrain, Jordan, Kuwait, Qatar, Saudi Arabia, Oman and the UAE, in a span of a few years, Carrefour has grown to a very recognizable brand that the people of these countries respect. There is much competition in these countries and although Carrefour still cannot...