Research On The International Marketing Strategy Of METRO Group

Under the impetus of economic globalization,Commercial enterprises and groups in the field have gradually integrated into the process of internationalization.Along with people’s standard of living improved,the demand for commodities is also increasingly showing individuality and diversity,And then promote the retail chain supermarket group’s position in the market continues to improve.In Germany,METRO Group takes Cash & Carry warehouse-style business model which is favored by consumers.And using its innovative business philosophy and management features quickly to seize the international market.Currently, Metro is not only all over Germany and neighboring European countries,also actively actives in global markets in other countries.This article is intended to develop an international retail conglomerate as background,In-depthly analysis of the METRO Group’s development situation,the process of internationalization and competition situation.Elaborate METRO Cash &Carry business model and personalized service concept.From the market positioning,market operation, commodity management, distribution channels and promotion behavior perspective,analysis of marketing combination and selection in the METRO internationalization process.And it reveals METRO unique operating characteristics and organizational marketing methods.It explores the different marketing methods.Finally,it would do analysis and evaluation of METRO international marketing strategy.In order to play a reference role in the development of domestic enterprises in the same industry.