Fusões e Aquisições no Varejo Alimentar: uma análise das estratégias de entrada e de crescimento do Carrefour e Wal-Mart no mercado brasileiro
DOI:
https://doi.org/10.5007/2175-8077.2009v11n24p102Abstract
Em 2006, a Wal-Mart no Brasil ultrapassou o Carrefour, assumindo a segunda colocação no ranking do varejo alimentar do país. O maior varejista mundial ingressou no mercado brasileiro em 1995, enfrentou problemas em seus primeiros anos, porém, depois empreendeu um programa de crescimento pela abertura de novas lojas e pela aquisição de algumas redes nacionais. Enquanto isso, o Carrefour, que ingressara 20 anos antes na economia brasileira, e que atingira a liderança do ranking no ano de 1990, apenas por meio de um programa de abertura de novos hipermercados, iniciou um processo de ingresso no varejo de vizinhança, adquirindo diversas redes locais, porém, com resultados duvidosos. Logo após o anúncio da perda da segunda posição ao Wal-Mart, o Carrefour anunciou a compra da rede Atacadão, com a qual aspira retomar a liderança. Neste artigo faz-se uma análise das estratégias de entrada, da trajetória de crescimento das duas empresas, bem como da aquisição da rede Atacadão pelo Carrefour, considerada aqui como estratégica para a retomada da liderança no segmento e para defender-se da entrada ou afirmação dos seus concorrentes.
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