英文报告写作范例Word文件下载.docx
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英文报告写作范例Word文件下载.docx
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Metrosupermarket"
islargestretailinGermany,thesecondlargestretailinEurope,andthethirdlargestintheworld'
sretailwholesalesupermarketgroup.IntheMetroandWanKeLong(onlyEuropean)brandwithanumberofMetromarket.ThecompanyisthecompositionofGermanDAXstockindex,isoneoftheworld'
stop500,hasbranchesin32countries.ItiscreatedbyOttoBeisheim,headquarteredinDusseldorfnow.In1964,inthefieldofbusiness,anewideaandmanagementmodewasborninGermany,thisistheMetro.ManageCashandCarryin32countriesaroundtheworldnow,andprovideforthedeliverysystemshoppingmalls,largedepartmentstores,superdiscountsupermarketchainstores,specialtystores,etc.Enterprisemission:
metroisakindofCashandCarryshoppingmall,serviceforprofessionalcustomersandcommercialcustomer.Metroprovideshigh-qualitygoodsandbusinessplanforprofessionalcustomersatthelowestpossibleprice.
1background
Metrogroupstructureisclear.Themetrogrouprunsfromthestrategicmanagementofthewholecorporation.Metrogroupisdividedintofourparts,theoperationofthecompanyhassixindependentsalesareaanddifferentbrand.CashandCarryserviceforbusinessandprofessionalcustomers,otherpartisforretailsalesandthefinalcustomer.So-calledserviceacrosstheregionreferstoprovideservicesforallsalesareaswithinthecompanyofthegroup,suchasprocurement,logistics,informationtechnology,advertising,finance,insurance,foodandbeverage.Metronowbuyismetrogroup’smostsalesabilityandtheinternationalizationofbranches.Today,thegrouphassetupafileinthe33countriesaroundtheworldwithmorethan2100stores.Underthejointeffortsofthe100000employees,thecompanyturnoverupto35billioneurosin2011.
2currentretailingstrategy
targetmarket
Targetcustomersofmostofthecommonmarketisnodifference,namelytheserviceobjectistheordinaryconsumers,repeatpurchaserateofconsumersishighintheshortterm,buteverytimequantityofpurchaseisnotbig,consumerbehavioristemporaryandmorerandomness.Andtargetconsumersofwarehousesupermarketsaremoreclear.Metroservicefor"
limited"
customers,refertotheoperatorsinthefieldofindustryandcommerce,implementmembershipforgroupconsumers.Andstatusofthemembersmustbelegalenterprisesandinstitutions.
marketpositioning
Metrogroupadoptedtheunitymanagementmodeontheworld,communityservice,thecustomerwitha"
member"
.Thiskindofmarketpositioning,comparedwiththegreatmajorityofbusinessenterprisesinChina,isakindofdifferentiationmarketpositioning,becauseitdidnotcompetewithChineseretailerforthesameconsumergroupinthesameconsumerlever,whichwonthemarketdevelopmentspaceforitself.Ithastheaccuratemarketpositioning,onthebasisofthetargetcustomerswithmembershiplock,isstableinlong-term,whichhasobtainedtheamazingsuccess.SinceMetrosetupbranchesinChina,eachbranchofmetrohasreachedtheaveragedailyturnoverofmorethan2millionyuan.Goodperformanceandtheirspecificformofwarehouse-typesupermarket,whichcateredtotheneedsofthesupplyanddemand.Thespecialwarehouse-typesupermarketsisakindofstore,providelimitedservicesandadoptretailformatsofselfservicemarketing.Warehousesupermarketisactuallyintheformofretailtoengageinthewholesalebusiness.Itisbothwholesaleservicecenteranddistributioncenter.Thisdifferentiationmarketpositioningmademetroasprofessionalcustomer'
swarehouse.Andtheuniquemarketorientationandoperations,lettheutilizationrateofcapitalshownandreachedamaximum,makeenterpriseproductionzeroinventory,maximumcashflow.Itisfollowedbythesmallandmedium-sizedenterprises.
Marketingmix
Placestrategy.
Metrolocationstrategycanbedividedintothefollowingfourparts:
First,itisthecity'
surbanandrural.Thiswillavoidthetrafficcongestioninthecitycenter.Italsocanadapttothetrendofurbansprawl,reducetheinvestmentrisk.Second,itisclosetothehighwayorroad.So,ontheonehand,itisconvenientforourcustomersshopping.Ontheotherhand,itisconvenientforboththesupplieranddelivery.Third,itisthebigradiationarea.Usuallyitdesignatedtradingareain50kmradius,closetocityandcountry.Fourth,itcoversanareaof50000squaremeters.Ithasbusinessareaof10000squaremeters.Ithasmorethan700parkingSpaces,andverticalandhorizontaldriveway.ThebiggestadvantageofMetrolocationisthatcanreduceoperatingcosts,andgoodfocusing.
Productstrategy.
Metrolookslikeamodernbigwarehouse.Theareaofexternalparkinglotisalmostequaltothebusinessarea;
Itisalsoverysimpleinside.Itusuallyadoptsindustriallargeshelves.ThelowerhalfoftheShelvesisusedtodisplaythegoods,whichhavenodifferencetocommonsupermarket.Whiletheupperpartisusedforthestorageofgoods,correspondingplaytheroleofthewarehouse.Sothatittakesalesandstorageasawhole.Accordingly,asawarehouse,Metrohavefullrangeofcommodities,thefoodandnon-foodareusuallyhave30000to60000kinds.Amongthem,foodisaccountsfor40%,nonfoodaccountsfor60%.Thefoodhaslotsofkinds,suchasFruit、vegetables、Freshmeat、milkproducts、cans、beverages、snacks、sweets、drinksetc.Non-foodcommodityaccordingtoseasonneedstobeadjustedonaregularbasis.Itincludesofficesupplies,furniture,dailynecessities,hairproducts,tools,homeappliances,homedecorations,toys,textilesandsportssupplies,breedisrelativelystable.Itprovidesthespaceofcontinuousbusinessforownvarietiesofsmallandmedium-sizedretailenterprises.Atthesametime,thefunctionofthewarehouseisthediversificationofproductpackaging.Itservicesboththeneedsofsmallandmedium-sizedenterprises,suchasalcoholandtobaccopackagingneededbythegrocerystore,largeandmedium-sizedpackagingofhotel,diningroomneededbythemedium-sizedenterprise,etc.
Pricingstrategy
ThepriceofproductsofferedbyMetroisoftenrelativelystable.Itpublishtenitemswithspecialpriceeveryperiodical.Sothatcustomerscanparticipateintheactivitiesperiodically,atthesametime,italsostrengthenedtheirownbusiness.Thecheappriceofproductsisalsoanimportantreasonfortheywinthemarket.HowtoformthepriceadvantageinMetroReasonhasthefollowingaspects.
Firstofall,itinsistsonlowcostmanagement,warehousestoreswilldonothavethedecorationifitisnotnecessary.Itreducesthecostinthisway.Andmetrodidn'
tdoaadvertisingsinceopened,whichthecostscanbesaved.Theescapablecostcanassigntotheinterestofthecustomer.Thereforeitformedtheword-of-moutheffect,whichisbetterthanadvertisingeffect.Secondly,whenMetrodealswithsuppliers,whichstrictlyabidebythetermsofpaymentstipulatedinthecontract.BecauseMetrocansettlementtheontime,withthebigbatchandfasterturnover,soallthesuppliersarewillingtogiveaverylowpricetosellthegoods.Atthesametime,themetroisaninternationalenterprise.Somepurchasepriceofforeigngoodsinthousandsofstoresaroundtheworld,accordingtothestandardbargainedbytheagreedpriceofsuppliedproductsinthemultinationalcompanyheadquarters.SothepurchasepriceofMetro’sproductsisprobablymuchlowerthanthepurchasepriceofothercompanies.Becausethesepreconditions,plusadheretotheprincipleofsmallprofitsandquickturnoverinthemetro.Itconstitutesthepriceadvantage.Atthesametime,metroarecarryingoutthepolicyof"
pricesbemarkedclearly"
letallcustomershavetrust,andgaincustomersloyalty.
Promotionstrategy
Metroisnotusethemediaforadvertising.Butitusesdirectmailadvertisingtosalespromotion.Metropostsametro"
post"
toallmemberseverytwoweeks.Postcontainsadetailedcolorfulcatalogue,thispaperintroducesthelatestpriceofthegoodsinthehalfamonth,thenewproductandpromotionalinformationofgoodsinthenearfuture.Postnotonlymakemembersknowcommodityinformationinatimelymanner,butalsohelpenterprisestoeffectivelyreducethepurchasingcost.Itimprovescustomerthetransparencyandfairnessofpurchase.
3Recommendation
Somecurrentstrategiesneedtobechangedforthefuturedevelopment.
PlacestrategyofMetrocanboilsdownto:
Itisintheexitofeconomicdevelopedareainthecentercity.Thebenefitsofthiskindofsiteselectionstrategycanreduceoperatingcosts,focusing.Thisplacestrategy,ofcourse,alsohasdisadvantages.Namely,ithashigherrequirementsofsurroundingtrafficconditions.Becausethemarketnotgatheredincommercialareas,donothave"
theclustereffectofbusiness"
givetheimpressionofunprosperousinhumantoconsumers.ThesiteselectionstandardsofmetroinChinabasicallyfollowthecommonpracticeinforeigncountries,butaccordingtotheactualsituationofChina,theplacestrategyneedstobechanged.
Inaforeigncountry,mallsiteselectionisintheurbanandrural,thetransportationisconvenient,andthehighpopularizationofprivatecarsindevelopedcountriesastheprerequisiteconditions.ButthepopularizationofprivatecarsislowinChina.SoinChina,thelocationcanbeconsideredincentralbusinessdistrict.Therangeofdrivingbetweenthenewmallandthecenterofthecityisnotmorethan15minutes.
Theplacestrategymustpayattentiontothemallandtheeffectsoftheradiationbusinessstrategy.Theimportanceofbusinessstrategyis:
Itishelp
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