Metro The Changsha Mall Target Customers To Select And Differentiated Marketing Case Study

In ChangSha of "Link the south to the north, undertake the east tothe west", retail competition has been more and more intense, Majorretail enterprises use a variety of marketing tactics. Metro ChangShastore which is Marketing aimed at different professional clients is Unique.It gives Hunan ChangSha a strong impact, and a fresh and excitingfeeling. Metro ChangSha store made a remarkable achievement aftermore than five years of business, enabled Metro ChangSha store tobecome one of the stores which made a profit in China. This was largelyattributed to Metro ChangSha store choice of target customers anddifferential marketing. So how did it choose the target customers? Whatis the contents and characteristics of marketing difference?This paper uses some methods which is investigation, documentsinduction, market inspection and tracking research, based on its analysisof the external competitive environment, analyzed its target customers ofchoice, studied its differential marketing which is in the aspects ofproducts, prices, channels, services and marketing, this paper has aconstructive marketing optimizing tactics according to the differentialmarketing weakness.Studying the target customers of choice and differential marketingof Metro ChangSha store, on the one side, it is good experiences for thetransnational retail enterprises to participate competition in Changshaeven Chinese market;on the other side, it plays a very good guidance forChina's domestic retail enterprises to participate in the competition.