Organizational Marketing Analysis Of Metro

As the giant of the multinational retailing enterprise, at the third position in the world commercial group, 32~nd in the global top 500, and the biggest Cash & Carry supermarket of the world, Metro has entered into China for 10 years. The particular managing philosophy and organizational marketing mode have been recognized and accepted gradually by the local people, also been simulated by indigenous retailing enterprises. It has took the lead in supplying the gap of modality of Chinese storage's retailing industry, at the same time, it also bring the domestic retailing forms with advanced managing experiences and inspiration. The advanced data bases management system, international distribution system, and the supply & marketing system bring bran-new concepts to the whole Chinese retailing industry's supply, marketing and logistic. It also has provided convenient service to thousands upon thousands middle-small forms, supplied assistance for suppliers to expand their products to domestic and abroad markets. This thesis emphasize to roundly analyze and research the operating features and organizational marketing mode of Metro's Cash & Carry supermarkets set up in China, and aim to supply the domestic retailing enterprises in the same industry with reference.This thesis firstly described the history and characters of Metro in China. Metro Group originated from Germany entered into China in 1995 and founded the first storage supermarket enterprise in China. Its mission is to become the Cash & Carry wholesaler serving for professional guests and commercial guests. And it committed itself to provide professional with high-quality merchandizes and solution with price as low as possible. This article interpreted the managing philosophies of Cash & Carry and serving for professional customers: C & C means purchasing at site, cash in payment and transport as self-help; the later means Metro especially market for professional guests. The article also introduced the locating strategy, main style of operation, mode of supply chain, and expanding plan in the future.Then, this thesis went deep into and anatomized the marketing strategy fororganizational customers of Metro, and lucubrated its characters compared with common supermarket, from the following steps of target market locating, analyzing competitors, assortment and management of customers, purchasing and management of merchandises, layout and placement of supermarket, pricing strategy, promotion strategy, logistics and distribution, and servicing strategy, etc. For example, Metro position its target customers as owner of middle-small retailer and firms, and government institution or units, compared with that of Carrefour, Walmart and indigenous supermarket; Metro focused on the organizational market shares; It managed and maintained its suppliers, customers and merchandises with advanced databases system; It has global consolidate style of placement and layout; It applies low cost pricing strategy; particular promotion and service; and professional logistical distribution mechanism.After that, the article evaluated the organizational marketing characters of Metro aiming at the said segment, and found out the advantages and disadvantages. And raised pertinently improvement suggestion at last.The tenet of this article is to sum up and analyze the professional organizational marketing mode and advanced managing experiences, help the countrymen to recognize and deeply understand, then learn and use for reference this special retailing mode, foster and develop the indigenous storage supermarket, enrich and perfect the industry structure of domestic retailing industry, improve our consumption and service level, promote optimization and development of economic structure, thereby enable the local enterprises face and receive the international competition from sharp to sharp.