Me, Tu Et Moi

Carlos Javier González Rosas
25/11/2011
Marketing Blunders
“Careffour fails in Mexico”

In this paper we’re going to talk about the procedure that this French chain market tried to get into theMexican market and be competing directly with big companies such as Wal – Mart and other Mexican national companies like “Grupo Soriana” and “Comercial Mexicana”.
Within time this French groupnoticed that getting into the Mexican market wasn’t going to be as easy as they have planned. Since it’s a group that has more than 15 937 stores all over the world divided between Europe, Asia and LatinAmerica, positioning this enterprise in the first places of this kind of business all over the world.
The failure of this enterprise, from my point of view, has nothing to do with a matter of prices,I don’t think that there were any constrains in the economical side, I think that it was more a matter of perception, what I mean with this is that since it is a French company it gives the image ofbeing classy, and in order of that you automatically think that it’s expensive, even if you have never been there to actually prove it.
As a matter of attitudes I really think they played a real partof it, what I want to say is that from my point of view the Mexican market is really “married” with their brands, just to say in a way that once they have found a place, product or service that theylike it would be really hard to convince them to change, unless it is a really radical change.
What consumers usually buy in this kind of places are supplies for home, such as food or cleaning tools;they buy this kind of things because it is a need, food is a need for example, they need to eat and in this kind of places is where they can get what they are looking for.
For me the culture playedan important role, because since like it’ part of our culture that when we found our comfort zone it’s really hard to convince us from moving from there, and this as a problem for Carrefour in our...