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I need help creating a thesis and an outline on Marketing Brief or Carrefour Hypermarket. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required.
I need help creating a thesis and an outline on Marketing Brief or Carrefour Hypermarket. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. The paper shows that regarding marketing communications to assist the Carrefour Group in attaining is its corporate goals.
Briefly, the Carrefour Group is the world’s second-largest retailer and the largest in Europe and operates four main grocery store formats: hypermarkets, supermarkets, hard discount and convenience stores (Carrefour 2009a: n.p.). The Carrefour Group’s hypermarket generally features a large facility (average of 8,400 sq. meters), a range of 20,000 to 80,000 food and non-food products, and a focus on a price leadership strategy (Carrefour 2009b: n.p.). Accordingly, prior to making an investment in the Southampton market, management has requested my company to provide detailed market evaluation data available to them sufficient for a final decision.
To assist management in understanding the external, macro-environment in which it is considering entry, it is often useful to employ a PEST analysis. It has been noted, “while this is a simplistic device and cannot capture all of the vast numbers of external influences upon the firm, it is a useful step in enabling the firm to develop a strategic framework” (Johnson & Turner 2003: 334).
As management plans to locate its Hypermarket operations in Southampton, it will be used in this model. A PEST analysis fits into an overall environmental scan as shown in the following diagram (Box 2008: 15):
Political factors include both government regulations and legal issues and define both formal and informal rules under which Carrefour Group must operate. Analysis of the political factors in Southampton and the UK indicates:
Another key economic factor impacting on competition is exchange rates. Fluctuations in exchange rates affect exports and imports. Arguments and discussions are still going on in relation to the fixing of exchange rates within the European Union and the UK joining a single currency club.
The past two decades have also .seen a revolution as domestic financial markets have been opened up to create a massive global capital market.
