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The first of these “hypermarkets” was opened in 1963. Carrefour differentiated themselves from their competitors by offering both food and nonfood products at discounted prices. The Carrefour hypermarket was accepted enthusiastically by French consumers and the company began to expand. By the end of 1971 Carrefour was operating 16 wholly owned stores, 5 joint ventures, and had franchise agreements with 7 additional stores. In the next year, Carrefour plans to open 15 new stores under one of the three operating arrangements.
Several corporate strategies such as inexpensive construction, low-cost land acquisition, decentralized management, and a focus on customer convenience and price are integral to the success of the Carrefour hypermarket...
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