Carrefour and Walmart: Marketing Roles, Responsibilities, and Tactics

This report provides a comprehensive analysis of the marketing functions at Carrefour and Walmart. It begins by outlining the roles and responsibilities of a marketing department, including market research, brand management, promotion, and product development. The report then examines how these roles relate to the wider organizational context, focusing on competition, customer needs, and market expansion. A significant portion is dedicated to comparing the marketing mix of Carrefour and Walmart, detailing their product offerings, distribution strategies, pricing models, promotional activities, and customer service approaches. The report further analyzes the tactics used by both companies, such as Carrefour's use of the 7Ps and Walmart's Everyday Low Price strategy, and how these tactics contribute to their overall organizational goals. Finally, the report highlights the interrelationships between the marketing department and other functional units within Carrefour, such as HR, Finance, Production, and IT, emphasizing the importance of cross-departmental collaboration for overall success. The report incorporates detailed examples and comparisons to illustrate the practical application of marketing principles in the retail industry.

P1: Roles and Responsibilities of a market function to Carrefour
1) Research
The department's goal is to conduct market research in order to identify the target audience. It is
concerned with the current trend in consumer purchasing behaviour. It attempts to forecast
market demand during various seasons of the year. Much marketing research has been
conducted to investigate the impact in terms of relative price, price reductions, or promotions at
the supermarket The implicit assumption of these studies is that consumers pay close attention to
price in order for it to influence their purchasing behaviour. Price perception research in
psychology explicitly assumes the existence of referent prices in the minds of consumers.
Knowing about referent prices also helps the consumer recognize the presence and magnitude of
a price reduction.
2) Management of a brand
Only companies with strong brand equity are currently surviving in a competitive marketplace,
Customer engagement, market competition, and company management are all influenced by
brands. Brand management that is efficient increases brand awareness, measures and manages
brand equity, drives initiatives to support a consistent brand message, identifies and accepts new
brand products, and effectively positions the brand in the market
3) Promotion and advertisement
It is now critical for a marketing manager to stay current on various promotional and
advertisement techniques in order to promote a company's products in the most cost-effective
way possible. As it is important for marketing managers to promote their products and services,
they must also engage in promotional activities it competes with market competitors and
attracting more customers.
4) Product Development
Following market research, the marketing manager must improve their manufacturing process in
order to produce a high-quality product at a low cost. The marketing manager is responsible for
identifying market trends and incorporating them into current product offerings.
P2: how roles and responsibilities of marketing relate to the wider organizational context
P3:
M1: Roles and responsibilities of marketing in regard to competition
1. Expand Distribution Channels
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By increasing the number of times a customer sees a product, a small business can improve its
chances of selling to that customer. As a result, new distribution channels must be established.
For example, a southwestern barbecue restaurant could include a food truck that travels around
the city. Furthermore, the company may capitalize on its brand by developing a line of frozen
barbecue entrees for sale in speciality grocery stores. When creating a marketing strategy, the
company's owner considers all potential distribution channels as well as the market potential of
each. An effective strategy for increasing brand awareness, which is an important component of
competitive advantage, is beneficial.
2. Match Products to Customer Needs
The marketing planning process assists in narrowing down Customers who are most likely to
buy are those who are targeted. One of his marketing objectives is to determine which customer
segments will benefit the most from the products and services he offers. These are the people
who are most likely to become his customers. The marketing planning process assists in
narrowing down target customers to those who are most likely to purchase to high-value
customers.
3. Go after new markets
Every organization endeavors to enter new markets. An effective marketing planning through
research and surveys should lead the management in choosing the most promising new market to
enter out of all the available market opportunities. A thorough consideration needs to be made
prior to settling on a particular new market to ensure viability and sufficient returns in terms of
turnover. These new market arise due to factors such as changes in technology, social
demographics, economic factors amongst others.
4. Emphasize Customer Service
A satisfied and a happy customer is likely to come for repeat businesses at the company. There
Carrefour raising customer, service level, which will certainly make it very competitive thereby
gaining competitive advantage against other retailers. The customer will not only come for repeat
purchases but also help the supermarket in marketing through potential customers' word-of-
mouth endorsement by promptly addressing customers' concerns, customer service can be turned
into a competitive advantage, speaking to them whenever frequently with a view to improving or
tailoring products and services to them.
M2: The significance of interrelationships between marketing and other functional units of
Carrefour Supermarket
1. The HR Department
The department is constantly Increasing the accuracy and productivity of any department,
as well as assisting any department in gaining experience through training sessions. For
the marketing department to be a strong team, relationships between the marketing and
HR departments must be strong.
2. Finance department
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Monetary value is a necessary part of all processes and businesses. The finance department
provides the marketing department with a wealth of statistics and useful information
regarding the reasonable prices that customers expect for a specific product. This is in
addition to the funds set aside for the marketing department to create commercials, fliers,
packaging designs, logos, and other marketing materials.
3. Production Department
The marketing department is constantly gathering information about customer needs and
surveying people about the quality, cost, and value of the products, which it then reports
to the production department so that what is produced is of high quality. People need can
be produced at a reasonable cost. In addition, the promotion department learns from
surveys what people dislike about the product, which aids production impetus.
4. IT
Changes in technology also cause the organization to change in marketing. Since 21 January
2020, Carrefour customers have been able to use block chain technology to find out
everything about Carrefour Quality Line Norwegian fresh salmon production. Consumers
have complete product traceability thanks to block chain technology. Customers can scan a
QR code on the label to learn more. With their smartphones, and then gain access to an
interface that will provide them with a wealth of information on the product's journey, from
where it was farmed to when it was placed on store shelves (Carrefour, 2020).
P3: Comparison of the marketing mix between Carrefour and Walmart
The displaying mixture could be a mixture of raising resources that the area unit speculated
to please customers and to argue concerning membership. Considering
the approach every half ought to be organized, it's called the advancing combination. The 7 PS
are the product, place, promotion, people, positioning and packaging
Carrefour Walmart
Product Carrefour is one of the
world's largest retailers.
Carrefour's product
marketing mix consists of
its stores and services. To
meet the needs of its
customers, it has stores in
various formats located all
over the world.
Walmart is the world’s largest
retailer. There are 120000
different product types and
millions of different SKUs.
Place Carrefour operates over
There are over 12,000 stores
in more than 30 countries
throughout Europe, North
Walmart has over 4600
locations in the US. They’ve
adopted the strategy of
ensuring there is. It is within 5
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America, Asia, and Africa.
Carrefour ensures that all of
its stores are welcoming by
utilizing appealing and
modern design elements
with distinctive banners in
each location.
miles of 90% of the population.
Price Carrefour generally keeps
its prices very low for
products with high price
elasticity. Prices for non-
sensitive goods are
reasonable, but import
prices are exorbitant. The
majority of revenue,
however, is generated by the
sale of Carrefour's own
brand products, which are
priced based on demand.
Walmart’s slogan is the
everyday low price and it is
known for low prices, therefore
appealing to over 50% of the
population
Promotion For Carrefour's
supermarket, Carrefour and
its partners created a
convenience store and an in-
store promotion system.
Carrefour can run
hypermarkets entirely on its
own. It will be used to plan
and run more targeted
campaigns, as well as obtain
feedback on how effective
they were As a component
of its Carrefour has
launched a Relationship
Management Strategy. 'My
CLUB.' Carrefour is a major
retailer in the world.
Carrefour's product
marketing mix consists of
its retail locations and
services. Its stores are
The beauty of this strategy is
Walmart only spends on
corporate marketing and
building its brand as the place
for everyday low prices while
suppliers still promote
Walmart as the place to find
their products.
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available in a variety of
formats all over the world.
The company travels around
the world to meet the
diverse needs of its retail
customers. To achieve
loyalty and ensure customer
retention, use a loyalty card.
Individuals Carrefour invests a lot of
spending time and money
training current employees
not only to provide
excellent customer service,
but also to share their
knowledge and, as a result,
raise service standards.
Carrefour provides
numerous opportunities for
employees to advance their
careers, including individual
training paths and annual
interviews.
Throughout its history,
Walmart is well-known for its
cost-cutting methods. The
company has placed a strong
emphasis on cost reduction
since its inception in order to
pass savings on to customers.
Previously, the company's cost-
cutting measures impacted
employees negatively, with
employees complaining about
lower wages when compared to
other retailers. In contrast, the
company's culture and human
resource practices have shifted
dramatically in recent years,
and in addition to raising
hourly wages, it has also
implemented a number of new
benefits in order to keep its
employees happy and satisfied.
Positioning Carrefour has a good history
of supermarkets having
started in 2003. Travel
insurance is provided for
employees and medical
insurance. Thus it is
positioned as the best
supermarket in the world
Walmart has a good history. It
started in 19994. It is the
world’s only supermarket in
Arkansas where people from
the neighbourhood go
shopping.
Packaging Carrefour has laid out its
commitment to move away
from disposable packaging
Sustainable packaging at
Walmart supports the concept
of a "circular economy," which
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completely by 2025. shifts away from a "take-make-
dispose" mentality and toward
one that is more sustainable
that values material and energy
reuse and regeneration.
Walmart is a retail giant that
has set specific objectives for
our private label packaging.
..
M3: Analyze the tactics used by Carrefour and Walmart and how they contribute to the
organization's goals
The business partnership with their apparent genuine culture implements the mechanism to carry
out their distinctive business protests. Carrefour uses 7ps of propelling blend in their exhibiting
organizing technique to achieve various goals. Carrefour In its physical stores, will display
customer ratings for approximately 200 items, each with a brief message from the customer and
a star rating. This feature will be implemented by the chain in its home country of France.
Carrefour looks to its web shop to find the reviews, chooses the ‘positive’ ones and focuses on
the ones with a high overall rating. Nevertheless, many customers will undoubtedly be relieved
to see other consumers’ positive feedback on an item they have not tried themselves.
How Walmart uses marketing mix for achieving their goals and objectives
Price: Walmart's revenue model includes Everyday Low Price (EDLP) pricing. The goal of this
pricing strategy is to attract as many customers as possible in order to generate a high volume of
sales and, as a result, a profitable business. Regardless of Walmart's generic cost leadership
strategy of low profit margins and low selling prices for competitive advantage, high sales
volume necessitates
Product: Walmart's main product is its retail service. In addition, the company provides house
brands or private-label brands such as Great Value and Sam's Choice, as well as on-demand
digital content streaming services. Because retail services are so important to Walmart's business,
the product component of the marketing mix attracts customers by providing high-quality goods
and services.
Promotion: Advertisements, Walmart's promotional mix includes sales promotions, personal
selling, and public relations. The company promotes itself in newspapers, on television, and on
the internet. In contrast, sales promotions are used to entice customers to visit Walmart stores
and websites by offering special deals and discounts. In this aspect of marketing, the company
employs personal selling in its stores.
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People: Throughout its history, Walmart has been known for its cost-cutting practices. The
company has placed a strong emphasis on cost reduction since its inception in order to pass on
savings to customers. Previously, the company's cost-cutting measures had a negative impact on
employees, with employees complaining about lower wages in comparison to other retailers.
M4/P4/D2: Produce, Evaluate and create a strategic marketing plan that uses the 7Ps
tactically to achieve overall marketing goals.
Without figuring everything out, the association's activities have no tremendousness or direction;
there can be no methodology "bit of slack battles." An exhibiting plan aids in binding future
deficiencies and aids in getting out the association's protests. Apart from that, it serves to
coordinate all of the actual exercises in the affiliation and the primary concern of comprehending
the necessities as well as the client's necessities (GKToday, 2019).
Marketing Audit
A marketing audit is a comprehensive assessment of your company's marketing strategy, goals,
strategies, and current activities. The goal is to identify areas for improvement by determining
what works and what doesn't. When this happens, it can be difficult to remember why a specific
marketing strategy was implemented or to determine whether the business is profitable (Gregory,
2019). Carrefour's invention of the hypermarket layout in 1963, and subsequent success, resulted
in this model being replicated in many countries. The supermarket's journey to become Europe's
preferred retailer has been marked by its commitment to preserving customer-oriented tradition
while ensuring transformation and innovation. However, when it comes to global expansion, this
is no longer sufficient. Businesses must implement international marketing strategies in order to
meet the needs of their customers in order to succeed in global operations in the face of the fierce
competition brought about by market liberalization around the world.
Corporate objectives and mission
Carrefour goal is bringing everybody with access to nutritious, fresh, organic, and locally grown
food. We've identified four key areas where we're working at the global and local levels to
become a global leader in the transition to a more sustainable food system for all The company's
The mission of all distribution is to provide high-quality services, products, and food to all
customers (Carrefour, 2021).
Swot Analysis
It's a list of your organization's benefits, drawbacks, Threats and opportunities. The most
important goal of a purpose of a SWOT analysis helps organizations develop a strategic plan. a
thorough understanding of all the variables that must be considered when making a business
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decision. Carrefour assesses brands and businesses on the basis of their advantages,
disadvantages, opportunities, and threats. Carrefour SWOT Analysis includes internal factors
such as the company's as well as its advantages and disadvantages such as Threats and
opportunities. Analysis of the Strengths, Weaknesses, and Opportunities is a strategic planning
tool. It is a tried-and-true management framework. Carrefour to compare its operations and
performance to competitors and the industry. Carrefour is a well-known lifestyle and grocery
retailer (Team, 2021).
The Assumption
Since each organization makes assumptions for its association, even Carrefour needs to make
presumption suppositions. Carrefour Kenya strives to provide its customers with the best prices
and great deals. We have unbeatable prices and incredible discounts.
Marketing objectives
Carrefour uses the penetration pricing strategy to gain market share. This strategy entails selling
products at low prices in order to attract more customers and thus increase sales. Carrefour has
established itself as a discounter, allowing customers to save money. Making “better eating”
more accessible to everyone. Carrefour intends to contribute to the food transition by leveraging
its resources, such as strengthening its supply requirements, enhancing its Quality Lines and
promoting organic farming With a single goal in mind: to make "better eating" available to
everyone.
Targeting positioning and Segmentation
The level of involvement of the consumer in the purchase of the product, as well as the price of
the product itself, influence consumer purchasing behaviour. Carrefour's marketers must
concentrate on two critical factors: customer value and relationships. Marketers must determine
which customers they will serve in this case. They must divide consumers into segments and
then identify which segments they must target.
Marketing mix Strategy
The displaying mix includes interconnected parts that connect 7Ps to, if possible, the target
buyers via the company's affiliation collaborators. Carrefour's diversion plan utilizing the seven
p's is as follows:
The Product: Carrefour is one of the world's largest retailers. Carrefour's marketing mix,
product strategy consists of its stores and services. To meet the needs of its customers, it has
stores in various formats located all over the world.
Promotion: Carrefour and Carrefour and its partners created an in-store promotion system that It
has full management capabilities, allowing it to plan and execute more precise campaigns while
receiving feedback on their efficiency. As part of the company's Relationship Management
Strategy, Carrefour introduced the Retail customers can use the 'My CLUB' loyalty card to help
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them achieve their goals. Carrefour generally adheres to a "low prices every day" policy, but it
occasionally deviates back and forth on a regular basis. Carrefour maintains sensitive products,
i.e. products with high price elasticity, at extremely low prices, while Non-sensitive goods are
reasonably priced, as are imported goods.
Place: There are over 12,000 stores in over 30 nations over Europe, North America, Asia, and
Africa. Carrefour works in 19 coordinates nations and has diversified stores in another 20. Aside
from the conventional arrange,
the bunch has made an assortment of groups to oblige different shopping designs, such as day by
day buys and week by week hypermarket visits.
People: Carrefour invests a lot a significant amount of time and money in training its current
employees not only to provide excellent customer service, but also to share their knowledge and,
as a result, raise service standards. Employees receive a variety of Medical benefits, a
supplemental pension scheme, profit-sharing schemes, and other benefits are available in
addition to their salaries. Carrefour has a wide range of products.
The Process: Carrefour has facilitated distribution and delivery by establishing store formats
based on customer preferences. The company's budgetary report has been intensely affected by
its procedure of redesigning existing stores and creating unused stores for development.
Carrefour's online shopping portal, in addition to physical stores, has made shopping more
convenient.
Physical evidence: Carrefour is constantly in use to get together their customers' changing
requirements. It adjusts to the market, whether urban or rural, and this includes both products and
services. However, lighting, furniture, and additional services are also available.
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