Chia Tai Makro——How Foreign Retail Enterprise Set Up The Competition Advantage

The thesis is consisted of two parts: the case and the case study.At the beginning of the case, the director of Makro reviewed the investment background, the shareholder and the location choice of Chiatai Makro in Guangzhou. Follow it, is the story of Makro抯 warehouse store and it抯 development in Guangzhou. Then there is an introduction of makro抯 promotion, operation and financial control. At the end is the new environment analysis.In the section of case study, I have utilized the knowledge ofMBA, especially the theories and models of Service MarketingManagement, Operation Management, and InternationalInvestment Management, to analysis the success way of Makroin China. At last, I got the conclusions.