Strategy Analysis Of Competion On Auchan Nanjing HZM Store Business Development

The French Auchan group co., LTD.(English name Auchan) was founded in1961, mainlyengaged in retail trade; it is a family-run business groups. Ranked142th in the world500strong,and ranked12th retail group. It has1375large supermarkets and supermarket, distributed in12countries. To enter the Chinese market in1999, to March2013it has54stores in china. AuchanHZM shop (HZM) opened in Nanjing in2004, is a subsidiary of auchan China, a large supermarketunder auchan china, and has been in a leading position in their own commercial circle.With Nanjing foreign retail giants continue to join and local brands Huarunsuguorise gradually intensified the competition in the market. HZM store sales growth beganin2010stalled in2012began the decline in sales, profits serious decline, through dataanalysis and market research, resulting in performance decline is mainly due todecrease in number of customers, making the stores in their business decline in thecompetitiveness of the circle with its original position in the market by competitorsserious threat. This article will Auchan HZM shop for internal and external marketingenvironment analysis, the choice of its marketing strategy, trying to create a storeAuchan HZM new competitive advantage.Therefore, this paper first home and abroad strategic management theory andmarketing management theory, surveys of retail development status at home andabroad, in-depth analysis of the current status of Auchan HZM shop, as well as theopportunities and challenges it faces.Furthermore, this article will use Porter’s five forces model Auchan supermarketin Nanjing HZM shop into a detailed analysis of the external competitive environment,and analyzes its competitors, through the SWOT analysis method Auchan stores inNanjing HZM internal competitive analysis, to use marketing the basic theory, fromthe target market, market segmentation and price, category, promotions, and serviceperspective Auchan HZM store marketing strategy. Finally, the article HZM Auchanstores made several recommendations for further development.Although the theme of this discussion is foreign retail, but its advanced businessmodels and marketing ideas for China’s domestic retail enterprises to participate ininternational competition to provide reference.