The prices with which Carrefour Market entered the Bucharestmarket show the French network is betting on a broader mass ofconsumers than Mega Image, the biggest supermarket chain in thecity. The battle at the shelves between Carrefour Market, thenewest supermarket in Bucharest, and Mega Image, leader of themarket, shows the two retail chains have different visions onconvenience retail. The French retailer tapped into the Bucharestsupermarket market with around 10% lower prices for staplescompared with its main rival, show data centralised by ZF on thebasis of shelf prices. Belgium's Mega Image instead is gainingground with its offer of special items, which on average are priced3% below Carrefour Market. Eusebiu Margasoiu, managing partner ofThe Network consultancy, states that Carrefour's price strategywill secure the network a strong entrance in Bucharest. "It is apenetration strategy based on prices below the market average,which will allow it to rapidly gain sales volumes. Usually, in suchcases the retailer posts significant increases at the beginning andthen it will have to drive prices upward and it will lose salesvolumes".
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