家乐福和麦德龙海外扩张策略.docx

Compare and contrast the expansion strategies used by two international supermarket groups and assess the importance of these strategies when operating in a global market.Since the 1990, the process of globalization of consumer services is speeding up. Commercial enterprises begin to explore the way of global expansion. Viewed from the development trend of world distribution industry, supermarket is one of the most vibrant forms of business organizations in the world through 70 years of exploration and development from its inception in mid-1900s. Mc Clelland, (1962) said that supermarket has advantages of high throughput, open-shelf sales, centralized clearing, convenience, cheap, disposable shopping and so on. In situations of the domestic market saturation, liberalization of international trade, consumer demand for diversification, network information and other factors, commercial retail giants including Carrefour and Metro, have accelerated the pace of overseas expansion. Carrefour Group was established in 1959, which is the pioneer of hypermarket format. It is currently the largest retailer in Europe and the worlds second largest international retail chain. In 1963, Carrefour was born in the outskirts of Paris, France. In 1973, Carrefour opened its first overseas branch in Barcelona, Spain, and began its expansion road. Warehouse stores founder, Metro in Germany was born in 1964. With its unique cash and carry transport system, Metro grew rapidly in a short time in Germany and other European countries, and is active in the world. Currently, Metro is the worlds largest business chain corporation with system of cash and carry, and ranked third among business groups in the world.Carrefour and Metros overseas expansion strategies have similarities, but also have differences.The similarities of Carrefour and Metro:First, according to Song et al., (2012) when supermarkets of Carrefour and Metro enter foreign country markets, they commonly used chain business model. Th