The Research On Development Strategy Of Metro Cash & Carry Co., LTD

Since the 1990 s, China’s retail industry has flourished by opening to the foreign companies and learning advanced management experience. Foreign chain retailers have played an important role and made a very brilliant performance in this period. But in recent years, with the rapid development of e-commerce in China, retail trade is faced with the keen competition,foreign retailers as a whole are currently in difficulty in Chinese market. Many large foreign chain retailers ’ performance is affected by the large challenges, some even have been acquired.As one the first foreign retailers enter into Chinese market,Metro cash & carry co., ltd, who adheres to the business model of cash & carry, is also facing the bottleneck of development. From the end of 2012, Metro started trying to make some adjustment and transformation in China, but scarcely improved so far. This paper analyzes metro’s internal and external operating environment in China Combining with its company mission and business goals. Adjusts its development strategy on the basis of evaluate the existing strategy, attempts to find a new profit growth point by integrating resources, in order to realize the maximization of the Metro’s value.