沃尔玛 麦德龙 屈臣氏 市场定位 分析.doc

A reject is nothing!Subject investigator：Liming YuDifferent Positioning Different Choicethe market positioning analysis of Wal-Mart, Metro and Watsons Different Positioning Different Choicethe market positioning analysis of Wal-Mart, Watsons and MetroSubject investigator：Liming YuWal-Mart SupercenterWal-Mart Stores (Inc.) is an American public multinational corporation having about eight thousand supercenters all around the world. There are six supercenters in Wu Han. The company is the worlds 18th largest public corporation, according to the Forbes Global 2000 list, and the largest public corporation when ranked by revenue. It is also the biggest private employer in the world with over 2 million employees, and is the largest company in the world.The company was founded by Sam Walton in 1962, incorporated on October 31, 1969, and publicly traded on the New York Stock Exchange in 1972. It is headquartered in Bentonville, Arkansas. Wal-Mart is also the largest grocery retailer in the United States. In 2009, it generated 51% of its US$258 billion sales in the U.S. from grocery business.It also owns and operates the Sams Club retail warehouses in North America. Wal-Mart has 8,500 stores in 15 countries, under55 different names.The company operates under its own name in the United States, including the 50 states and Puerto Rico. It operates in Mexico as Wal-mex, in the United Kingdom as Asda, in Japan as Seiyu, and in India as Best Price. It has wholly owned operations in Argentina, Brazil, and Canada. Wal-Mart s investments outside North America have had mixed results: its operations in the United Kingdom, South America and China are highly successful, while it was forced to pull out of Germany and South Korea when ventures there were unsuccessful.In one word, Wal-Mart supercenters are retail chain stores which sale low price products.MARKET POSITIONING Wal-Mart aimed at general customers. They are frugal. So Wal-Mart does everything based on low prices. Now you see that Wal-Mart means low prices. It has plentiful products, low prices and considerate service. People know what theyre going to get when they buy products or services from those companies. Wal-Mart becomes the first choice. PRODUCTPlentiful products. Wal-Mart comes up with One-Stop Shopping. It has about 75 thousand different kinds of products. They are food, toy, clothing, cosmetics, appliance and general merchandise. (FIND AT APPENDIX) It also has private brands, and It put much money to create new brands to make the type plentiful. You can get everything you want there. So customers dont need to waste time and money from one store to the other .Its real convenience.Cheap and fine. Wal-Mart makes the products outer package more beautiful. People will feel good when they see the product in low prices and beautiful clothing. We all think that beautiful and exquisite outer package means high quality. Well in Wal-Mart supercenters not only the outer package is beautiful but also the quality is high almost.PRICECheap, cheap, cheap! ”Every Day Low Price”, ”Save money every day”, people can see these slogans everywhere in Wal-Mart supercenter. As most super markets it came up with low price. Wal-Mart is smarter than others, they make the products which you care about in low price, but if we are careful we will find that some other products are sold in high price. Now it seems to be successful that almost everyone thinks Wal-Mart means low prices.For low prices, Wal-Mart tries their best to cut down cost from others aspects. Suppliers, logistics, storage, human resources and so on.Considerate! A good shopping environment! Wal-Mart tries their best to build a good shopping environment. Orderly put products. Shopping guide carefully explains to the customers.SERVICEFast, convenience, satisfied, you will feel in Wal-Mart. Repair, replacement or a refund, they will say thank you to you and you will be greeted with a smile. Sundown Rule! Sundown Rule means they strive to answer requests by sundown on the day they receive them.So Wal-Mart gives its target customers an impression - cheap and fine.Metro METRO GROUP is one of the most important international retailing companies: Some 280,000 employees from 180 nations are working at over 2,100 outlets in 33 countries in Europe, Africa and Asia. The portfolio of our strong sales brands offers a wide range of services for private and commercial customers: Metro Cash & Carry, the worlds market leader in cash & carryReal hypermarketsMedia Markt and Saturn, Europe s leader in consumer electronic retailingGaleria Kaufhof, the system leader in the department store businessAll sales brands of METRO GROUP take leading market positions in their respective segment and demonstrate their competence in trade and retail on a daily basis.Responsibility towards our customers, stockholders and the public characterizes our corporate thinking and action. Innovative strength is one of our key success factors. As a foresighted and high-performance group of companies, we also want to contribute to the further development and modernization of the retail sector - both, at the national and at the international level.In one word, Metro is an international retailing and wholesale companies which sale products in package to its target customers most are commercial customers.MARKET POSITIONINGAlthough the price of Metro is low, it is not the lowest. Be different from Wal-Mart, most of Metros target customers are group customers who always buy products in a great quantity. So Metro means globalised retail and wholesale corporations which sale products in package.“Metro is your private storage.” Metro created Cash &Carry. Metro Cash & Carry is the leading international player in self-service wholesale: customer-focused, international and innovative.Cash & Carry makes Metro approach its target customers and cut down the cost.So if you are group customers and you want to buy products in a great quantity, go to Metro-remember to take your car.Metro precisely knows its target customers. It didnt scramble for general customers with other super markets like Wal-Mart. It puts its heart in group customers. So Metro has moderate and steady quantity of product kinds. And the prices are a little higher than other super markets. Service also aims at specific customers.PRODUCT Specific products. Its target customers are hospitality industry, catering industry, food and nonfood trade service provider and procurement organization. Metro only has 20 thousand different kinds of products including 17 thousand different kinds of food products and 3 thousand different kinds of nonfood products. These are their target customers really need.PRICEOne isnt cheap, but in package. The price of retail product is higher than other super markets for that individual customers arent their aim. And Metro cannot find competitive advantage from low price. But if the quantity is large, the price is attractive. In this way, Metro built long term relationship with their target customers. In a sense, it is same with Wal-Mart-large quantity and low price. But Metro has long term relationship with customers.SERVICEMetro created Cash &Carry. Metro Cash & Carry is the leading international player in self-service wholesale: customer-focused, international and innovative.Cash & Carry makes Metro approach its target customers and cut down the cost. Warehousing type super market. According to differentiation, Metro was regard by its target customers as professional customers storage. Customers go to Metro, select, pay, and carry away. They dont need to wait large quantity products carried from other storages.Membership and mail advertising. (FIND AT APPENDIX) The general taxpayer can be the members of Metro and every two weeks they can received Metro Post. The Metro Post contains new information about products in these two weeks. The members can make purchasing decisions based on the Metro Post.So Metro gives its target customers an impression - personal warehouse, professional promptly and by rule and line.Watsons (Your Personal Store) or Watsons is part of the Health and Beauty retail and consumer division of the Hong Kong-based A.S. Watson Group, which in turn is part of the world wide conglomerate Hutchison Whampoa Ltd. The Company operates over 2,200 stores in Asia and Europe, and has for the second year running been voted the No. 1 in retail - Pharmacy and Drugstore category of Asias top 1,000 brands.To date, Watsons has31 pharmacy counters located within its key stores, and is still continuing in its expansion into pharmacy services. In recent years, the Watsons brand has reinvented itself in line with the proposition to help customers have fun “Look Good, Feel Great. Have Fun!”.Watsons has introduced a new, bright and contemporary feel to its stores, and is also providing unique programs of personalized advice and counseling in beauty and health care.Watsons The brands successful strategies have resulted in significant market penetration, and WatsonsSingaporenow has 105 stores with the latest store additions at Causeway Point and Marina Bay Sands.In one word, Watsons is an international health and beauty retail companies which sale personal care , health care, skin care and beauty products to its target customers .MARKET POSITIONINGWatsonss market positioning is really different from others. Watsons locked in 18-35 years fashionable women as its target customers. Their income is about 2500-3000 yuan a month. They have their different personality and they have strong consumption capacity. Important, they dont have too much free time. And they dont like to shop in large super markets. They ask for comfortable shopping environment and high quality products.So Watsonss slogan is