Carrefour’s Failure

6 June 2017

Critique 1: Group work Initial Presentation Company chosen: CARREFOUR’s Failure in Japan The presentation begins with telling the viewers what her team will be discussing throughout the presentation in the order as per heading suggest (Carrefour- The world’s second largest food retailer with 10000plus stores worldwide and opens in Japan in 2000).

This gives a sense of scale, time and highlights the sheer size of the company. This is done briefly but is essential as it then proceed straight into the situation, the company’s failure in Japan.This serves as an anchor for the rest of the topic (Weeks, 2005). The team has identified failure of the company to expand in Japan effectively. This is followed by the Entry Strategy which led to its failure in clear, simple keywords, visually colourful and diagrammatically communicated to the audience. Note that there was no long table or confusing data that maybe too confusing, given the short time frame (8min) and its presentation purpose.

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The rationale of the failure were sufficient as it has identified and communicated the reasoning quiet effectively (Failure to succeed in Japan due failure to understand Japanese market , inadequate research done on customer behaviour as they were following their generic Asian model, Japan is different).

We were given an overview of the failed entry strategy and explanation of why it has failed. This however, can be stronger with the use of quotations from upper management such as the CEO, Joise Luis Duran said “Let’s be honest, Japan was a short and expensive adventure for us,” taken from extract of the BBC website (BBC News, 2005).The team gave a strong argument assisted by factual information in that Carrefour sold its eight hypermarkets and decided to join forces with Aeon with limited commercial activities. The use of lecture notes “Overview of Major Analytical Frameworks” serves as a guide that includes Porters Diamond and the SWOT analysis (IBUS 5001 Lecture Notes, 2011). There were merely a mention of these Models given the short time limit but we can expect it to be elaborated in depth for the final presentation of the project. For example when talked about one of Porter’s Diamond e. g.

Domestic Demand Conditions – the analysis of the discussion simply states that due to lack of understanding consumer’s behaviour but without going into details as to what they are exactly. Japanese consumers have a different shopping habit compares the other Asian countries, they like to shop on a day to day basis not collectively but in small amount each time which proves difficult for Carrefour’s entry (BBC News, 2005). However, the application of these models to the discussion adds credibility as it shows strength, structure and depth to the Intro which further makes the argument more convincing.The close of the Intro were without summing up the key points as a reminder to the audience of the subject discussed but rather rounded the Intro by the insertion of “any questions? ” Overall, The first speaker had open the Intro, though very structured and well analysed evidenced by the degree of articulacy in their PowerPoint and context relevance of their speech is to the visual communication, the delivery was fast paced and without the well presented PowerPoint one could loose focus on the topic discussed.In comparison to other presentations, his one is more convincing than the rest as it shows higher level of research, analysis which reinforces the subject discussed. References BBC News (2005), Carrefour exits Japan & Mexico, , viewed 10th April 2010 IBUS_5001, Strategy, Innovation & Global Business: Week 5, pp 1-6 Weeks H (2005) The Best Memo You’ll Ever Write, Harvard Business School Publishing Corporation, Spring 5, pp 3-5

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