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Hypermarket's adapting at the financial crisis conditions

Author

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  • Ion Gr. IONESCU

    ("Dimitrie Cantemir" Christian University, Faculty of Management in Tourism and Commerce - Constanta)

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.

Suggested Citation

  • Ion Gr. IONESCU, 2013. "Hypermarket's adapting at the financial crisis conditions," Management Intercultural, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 29, pages 201-207, October.
  • Handle: RePEc:cmj:interc:y:2013:i:29:ionescu
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    More about this item

    Keywords

    The consumer`s behaviour; Marketing mix; Transformation;

    JEL classification:

    • B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O47 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Empirical Studies of Economic Growth; Aggregate Productivity; Cross-Country Output Convergence

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