英文报告写作范例

Metro AG

Introduction

Metro AG, often referred to as the "Metro supermarket", is largest retail in Germany, the second largest retail in Europe, and the third largest in the world's retail wholesale supermarket group1. In the Metro and WanKeLong (only European) brand with a number of Metro market. The company is the composition of German DAX stock index, is one of the world's top 500, has branches in 32 countries. It is created by Otto Beisheim, headquartered in Dusseldorf now. In 1964, in the field of business, a new idea and management mode was born in Germany, this is the Metro. Manage Cash and Carry in 32 countries around the world now,and provide for the delivery system shopping malls, large department stores, super discount supermarket chain stores, specialty stores, etc. Enterprise mission: metro is a kind of Cash and Carry shopping mall,service for professional customers and commercial customer. Metro provides high-quality goods and business plan for professional customers at the lowest possible price.

1 background

Metro group structure is clear. The metro group runs from the strategic management of the whole corporation. Metro group is divided into four parts, the operation of the company has six independent sales area and different brand. Cash and Carry service for business and professional customers, other part is for retail sales and the final customer2. So-called service across the region refers to provide services for all sales areas within the company of the group, such as procurement, logistics, information technology, advertising, finance, insurance, food and beverage. Metro now buy is metro group’s most sales ability and the internationalization of branches. Today, the group has set up a file in the 33 countries around the world with more than 2100 stores. Under the joint efforts of the 100000 employees, the company turnover up to35 billion euros in 2011.

2 current retailing strategy

2.1 target market

Target customers of most of the common market is no difference, namely the service object is the ordinary consumers, repeat purchase rate of consumers is high in the short term , but every time quantity of purchase is not big, consumer behavior is temporary and more randomness . And target consumers of warehouse supermarkets are more clear. Metro service for "limited" customers, refer to the operators in the field of industry and commerce, implement membership for group consumers3. And status of the members must be legal enterprises and institutions.

2.2 market positioning

1

Fansi. Supply chain management research on Metro (China)’s own brand of goods [D]. Huazhong university of science and technology, 2010

2ChenYaNa. The zero management mode in change management research [D]. East China university of science and technology, 2012

3TianWei. Study on the existing problems and countermeasures competition strategy of Metro China company [j]. Fudan university in 2009