Abstract:

As a research task, the authors identified an attempt to assess the development of international retail chains in China using the example of WalMart and Carrefour. The article presents the current situation of the development of international retail networks in China, presents a comparative analysis of WalMart and Carrefour, shows the management of the supply chains of these hypermarkets, namely, four factors increasing competitiveness: a study of customer needs; supplier management; distribution logistics system; marketing strategies. WalMart and Carrefour adopted quite different segmentation strategies for the Chinese market, but both companies were able to successfully expand their business in the Chinese market. The article shows and fully explains the success factors of the two international retail chains in the Chinese market. The successful experience in the supply chain management (SCM) and other aspects in Carrefour and WalMart give us the idea that companies want to achieve continual growth in the progressively aggressive competition of the marketplace, need to pay attention to SCM and locations. In this thesis, a theoretical analysis of segmentation, targeting, and positioning is used for analyzing the target market and market positioning of WalMart and Carrefour. In addition, after analyzing WalMart and Carrefour, it is obvious that both of them have advantages and disadvantages.