Growth Plight Of The Chinese Market In The Metro And Suggestions

METRO, as a multinational retail group ,its characteristics of cash & carry,storage and member card succeed in the European market. However METRO does not copy its success of European market in China. From the opening of the first store until now, its sales achievement and expansion speed is under expectation and gets behind their main competitors. The paper mainly analyzes the reason of METRO'S poor performance in China and gives corresponding suggestions.The paper has five chapters.The first chapter shows METRO's operational mode and global expansion. The first part introduces the history of METRO and global expansion. The second part of this chapter sets forth the characteristics of business and analyzes METRO's sales management from 5 aspects—customer management, goods management, suppliers management, sales plan management and finance management.The second chapter analyzes development situation of METRO in China. The first part analyzes the difficulty of METRO in Chinese market .The second part shows the reasons.The third chapter analyzes and compares between METRO and its main competitors. Its main competitors are divided into two categories—foreign-invested and local competitors. The foreign-invested choose Wal-mart and Carrefour. The local competitors choose north market's Wumei and south market's Lianhua. The last part of this chapter explains the wholesale market's advantage compared with METRO, because the wholesale market has the similar target customers to METRO.The fourth chapter puts forward the market position of METRO bythe way of SWOT, and accounts for the METRO'S strength, weakness, opportunity and challenge.On the basis of above four chapters'analysis, the last chapter provides some suggestions: clear market and customer position, localization, adjust the mode of development and expansion, improve brand competitive competence and optimize goods structure and variety.The paper's target is to analyze the characteristics of METRO and its unfitness with Chinese market. The paper gives some proposals that METRO adjusts their strategy and tactics according to the situation and development trend of Chinese market.