Costco to the conquest of France: a strategic development on a competitive market

This case study aims to put students in real situations regarding Costco's questioning of its presence on French soil. The company faces many unresolved dilemmas and must now proceed with careful s ...

Author(s):

William Menvielle

Université du Quebec

Loick Menvielle

EDHEC Business School

This case study aims to put students in real situations regarding Costco's questioning of its presence on French soil. The company faces many unresolved dilemmas and must now proceed with careful selection if it wishes to extend its activities on French soil. The whole question is to know whether or not to duplicate the American or adapt to the French's specific model. The case of the failure of Walmart's implantation in Germany in 2006 should be an aid to decision-making to renounce setting up in France, or to better identify strategies to adapt to conquer the French market. The apprehension of the market proves to be more complex and pressures to prevent competitors like Costco from establishing themselves on French soil, does not facilitate the arrival of the US giant on the hexagon (mainland of France ). Hired as a consultant, your mandate is to formulate a strategic diagnosis to help leaders decide whether to invest or not in the French market and to understand the necessary changes for good company management.

Type: Case Study
Date: le 01/07/2015

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