Marketing strategies of Carrefour in Poland

MARKETING STRATEGIES OF A SUPERMARKET CHAIN Chwastowicz Bart"omiej Nr. ID 1509/K Introduction. In 1963, Carrefour invented the hypermarket1 concept and opened the first store of this type in France. Carrefour now serves more than 2 billion clients per year in its more than 9,000 stores, which are present in more than 26 countries spread across 3 geographic zones. The supermarket chain employs more than 240 thousands2 people. The group also operates, directly or via franchise. There are 1078 supermarkets under the …

… more units of one product and gain satisfying price discounts, selling the products at very low prices, or even dumping prices. Moreover, in some countries, such as Poland, they are being built almost in the center of the city, not on the outskirts, as it should be. It is obvious that in such situation, as inevitably happens, only sparse enterprising and inventive owners of small grocery shops will remain in the market9.