英文报告写作范例

1、Metro AGIntroductionMetro 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 worlds retail wholesalesupermarket group 1. In the Metroand WanKeLong (only European) brand with a number of Metro market. The com

2、panyis the composition of GermanDAXstock index, is one of the worlds 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

3、 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 cus

4、tomer. Metro provides high-quality goods and business plan for professional customers at the lowest possible price.backgroundMetro group structure is clear. The metro group runs from the strategic managemenof the whole corporation. Metro group is divided into four parts, the operation of the company

5、 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 customer Fansi. Supply chain management research on Metro (China) s own brand of goods D. Huazhong university of science and technology, 2

6、010 ChenYaNa. The zero management mode in change management research D. East China university of science and technology, 2012.university ,2009university , 2010So-called service across the region refers to provide services for all sales areas within the company of the group, such as procurement, logi

7、stics, 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 o

8、f the 100000 employees, the company turnover up to35 billion euros in 2011.current retailing strategy target marketTarget customers of most of the commonmarket is no difference, namely the service object is the ordinary consumers, repeat purchase rate of consumers is high in the short term , but eve

9、ry 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 consumers Tian

10、Wei. Study on the existing problems and countermeasures competition strategy of Metro China company j. Fudan university in 2009. And status of the members must be legal enterprises and institutions. market positioningMetro group adopted the unity managementmodeon the world, community service, the cu

11、stomer with a member .FengMinYi. Research on competition strategy of Metro in China. j. Shanghai jiaotong. This kind of market positioning, compared with the great majority of business enterprises in China, is akind of differentiation market positioning, because it did not compete with Chinese retai

12、ler for the same consumer group in the same consumer lever, which won the market development space for itself. It has the accurate market positioning, on the basis of the target customers with membership lock , is stable in long-term, which has obtained the amazing success. Since Metro set up branch

13、es in China, each branch of metro has reached the average daily turnover of more than 2 million yuan. Good performance and their specific form of warehouse-type supermarket, which catered to the needs of the supply and demand. The special warehouse-type supermarkets is a kind of store, provide limit

14、ed services and adopt retail formats of self service marketing 5. Warehouse supermarket is actually in the form of retail to engage in the wholesale business. It is both wholesale service center and distribution center. This differentiationmarket positioning made metro as professional customers ware

15、house. And the unique market orientation and operations, let the utilization rate of capital shown and reached a maximum, make enterprise production zero inventory, maximumcash flow. It is followed by the small and medium-sized enterprises.Marketing mixPlace strategy.Metro location strategy can be d

16、ivided into the following four parts: First, it is the citys urban and rural. This will avoid the traffic congestion in the city center. It also can adapt to the trend of urban sprawl, reduce the investment risk. Second, it is close to the highway 5 XiaoLongWen. Metro (China) has its own brand manag

17、ement mode study j. Central south jilin university in 2011university. 2010or road. So, on the one hand, it is convenient for our customers shopping. On the other hand, it is convenient for both the supplier and delivery.Third, it is the big radiation area. Usually it designated trading area in 50 km

18、 radius, close to city and country. Fourth, it covers an area of 50000 square meters. It has business area of 10000 square meters. It has more than 700 parking Spaces, and vertical and horizontal driveway6. Thebiggest advantage of Metro location is that can reduce operating costs, and good focusing.

19、Product strategy.Metro looks like a modern big warehouse. The area of external parking lot is almost equal to the business area; It is also very simple inside.It usually adopts industrial large shelves. The lower half of the Shelves is used to display the goods, which have no difference to common su

20、permarket. While the upper part is used for the storage of goods, corresponding play the role of the warehouse. So that it take sales and storage as a whole. Accordingly, as a warehouse, Metro have full range of commodities, the food and non-food are usually have 30000 to 60000 kinds Huang bin. The

21、research and thinking of Metro China supply chain management D.University of electronic science and technology, 2010 Wuping. Case study on the competition strategy of Metro in China, j. Harbin engineering. Among them, food is accounts for 40%, non food accounts for 60%.The food has lots of kinds, su

22、ch as Fruit、vegetables、Fresh meat 、milk products、cans、beverages、snacks、sweets、drinks etc. Non-food commodity according to season needs to be adjusted on a regular basis.It includes office supplies, furniture, daily necessities, hair products, tools, home appliances, home decorations, toys, textiles

23、and sports supplies, breed is relatively stable. It provides the space of continuous business for own varieties of small and medium-sized retail enterprises. At the same time, the function of the warehouse is the diversificationof product packaging. It services both the needs of small and medium-siz

24、ed enterprises, such as alcohol and tobacco packaging needed by the grocery store, large and medium-sized packaging of hotel, dining room needed by the medium-sized enterprise, etc.Pricing strategyThe price of products offered by Metro is often relatively stable.It publish ten items with special pri

25、ce every periodical 8. So that customers can participate in the activities periodically, at the sametime, it also strengthened their own business. The cheap price of products is also an important reason for they win the market. How to form the price advantage in Metro Reason has the following aspect

26、s.First of all, it insists on low cost management, warehouse stores will do not have the decoration if it is not necessary. It reduces the cost in this way. And metro didnt do a advertising since opened, which the costs can be saved. The escapable cost can assign to the interest of the customer. The

27、refore it formed the word-of-mouth effect, which is better than advertising effect. Secondly, whenMetro deals with suppliers, which strictly abide by the terms of payment stipulated in the contract. Because Metro can settlement the on time, with the big batch and faster turnover, so all the supplier

28、s are willing to give a very low price to sell the goods. At the sametime, the metro is an international enterprise. 8 .LiGuXin. Membership warehouse supermarket customer relationship management research D. AtSome purchase price of foreign goods in thousands of stores around the world, according to

29、the standard bargained by the agreed price of supplied products in the multinational companyheadquarters. So the purchase price of Metro s products is probably much lower than the purchase price of other companies. Because these preconditions, plus adhere to the principle of small profits and quick

30、turnover in the metro. It constitutes the price advantage. At the same time, metro are carrying out the policy of prices be marked clearly , let all customers have trust, and gain customers loyalty9.Promotion strategyMetro is not use the media for advertising. But it uses direct mail advertising to

31、sales promotion. Metro posts a metro post to all members every two weeks M- Joseph Marketing Communications: A Systems Approach. .2008 Teresa J. Domzal,and Jerome B. Advertising :The what and how of product Meaning. Journal ofConsumer Marketing . 2009. Post contains a detailed colorful catalogue, th

32、is paper introduces the latest price of the goods in the half a month, the new product and promotional information of goods in the near future. Post not only makemembersknow commodity information in a timely manner, but also help enterprises to effectively reduce the purchasing cost. It improves cus

33、tomer the transparency and fairness of purchase.RecommendationSome current strategies need to be changed for the future development. Place strategy of Metro can boils downto: It is in the exit of economic developed area in the center city. The benefits of this kind of site selectionstrategy can redu

34、ce operating costs, focusing.This placestrategy,of course, also has disadvantages. Namely, it has higher requirements of surrounding traffic conditions. Because the market not gathered in commercial areas, do not have the cluster effect of business, give the impression of unprosperous in human to co

35、nsumers. The site selection standards of metro in China basically follow the commopractice in foreign countries, but according to the actual situation of China, the place strategy needs to be changed 11.In a foreign country, mall site selection is in the urban and rural, the transportation is conven

36、ient, and the high popularization of private cars in developed countries as the prerequisite conditions. But the popularization of private cars is low in China. So in China, the location can be considered in central business district. The range of driving between the newmall and the center of the ci

37、ty is not more than 15 minutes.The place strategy must pay attention to the mall and the effects of the radiation business strategy. The importance of business strategy is: It is helpful to the construction of chain shop; it helps choice organization forms of chain; it helps chain to enhance attract

38、ion. It is a basic work for the development of chain stores. It has important significancefor enterprise create a scale advantages, enhancecompetitiveness and so on. It also plays a key role in the development of chain form.The place strategy needs to consider the citys economic development level an

39、d the business developed degree of the city. The city center has more than 1 million people, and the urban population has more than 4 million people, per capita income is more than 15000 yuan. Emphasis on GDP,per capita GDPand the growth rate in recent years, price index change, 11 Kurt Johnson,Mark

40、 Marketing: Keeping In Contact With the Right Customer. Direct Marketing .2009 increase of investment in fixed assets, and so on.Some good strategies can continue to implement for the future development.Strictly enforce corporate membership.Metro stressed for corporate membership service. Customers

41、must be its membersin every metro shopping, and its service not facing consumers but for small business, retailers, restaurants, institutions and government departments etc. This format is essentially a wholesale of metro. It is aimed at retailers rather than scattered consumers. At the same time, t

42、he store design, product packaging and specific service process in the metro are all around corporate members.Continue to carry out the Cash and Carry.The Cash and Carry system in Metro is that it is Metro s proprietary technology 12. This way is metro provides purchase order to the supplier.The sup

43、plier directly delivery, customers go to the mall shopping. Metro requires cash settlement, and has no home-delivery center. From the angle of market, to sell goods with cash payment and the help of metro huge sales network, itis a great convenience for the supplier. In this way,manufacturer can dev

44、elop the market, and save human capital. Therefore, most of suppliers are willing to sell products at a relatively low factory price to metro. As a customer, as long as hold membership card and pay cash, no matter purchase quantity size all can enjoy preferential price. The small and medium-sized re

45、tailers also can reduce their ownsales cost greatly. Production,wholesale, retail, the three partiescan gain12 Pat Customer Equity:How Customer Value Is Reshaping Coporate Strategy.Journal ofAdverstising Research . 2010 benefit. So the products can have reasonable price. This modeof operation in Met

46、ro, can play a positive role in setting up a reasonable price system. At the same time, the customer can completely according to the operation conditions and the market demandto purchase in metro, makeconsumer and business become more reasonable.4 ConclusionTherefore, it is very important for metro to clear itself advantagein China. In view of the enterprise, government and other units, thewholesale and retail type should not be changed. And it mu