沃爾瑪麥德龍屈臣氏場(chǎng)定位分析

1、沃爾瑪 麥德龍 屈臣氏 市場(chǎng)定 位 分析A reject is nothing!Different Positioning Different ChoiceSubject2 / 18investigator the market positioning analysis of Wal-Mart, Metro and WatsonsA reject is nothing!Different Positioning Different Choice the market positioning analysis of Wal-Mart, Watsons and MetroSubject inves

2、tigator ： Wal-Mart SupercenterWal-MartStores(Inc.) is an Americanpublic multinationalcorporationhavingabout eightthousandsupercentersallaround theworld.There aresixsupercentersin WuHan.The company is theworlds 18thlargestpublic corporation,3 / 18operatesunderitsown name intheUnitedStates,includingth

3、e50statesand PuertoThe companyRico. It operates inMexico as Wal-mex,A reject is nothing!MARKET POSITIONINGWal-Mart aimed at general customers. They are frugal. So Wal-Mart does everything based on low prices. Now you see that Wal-Mart meansl ow prices. It has plentiful products, low prices and consi

4、derate4 / 18A reject is nothing!service. People know what they re going to get when they buy products or services from those companies. Wal-Mart becomest he first choice.PRODUCTPlentiful products. Wal-Mart comes up with One-Stop Shopping. It has about 75 thousand different kinds of products. They ar

5、e 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 don t need to waste time and money from one store to the ot

6、her .It s 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 exquisite5 / 18A reject is nothing!outer package means high quality. Well in Wal-

7、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 sm

8、arter 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. Nowi t seems to be successful that almost everyone thinks Wal-Mart means low prices.For low prices, Wal-Mart tries their best to cut down c

9、ost from others aspects. Suppliers, logistics, storage, human resources and so on.6 / 18A reject is nothing!SERVICEConsiderate!A goodshoppingFast, convenience, satisfied,you willfeel in Wal-Mart. Repair, replacement or a refund, they will say thank you to you and you will be greeted with a smile.Sun

10、down 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.MetroMETRO GROUP is one of the most important international retailing companies: Some 280,000 employees from 180 nations are workin

11、g at over 2,100 outlets in 33 countries in Europe, Africa a7n / d1 8 Asia. The portfolio ofA reject is nothing!Innovative strength is one of our key success factors. As a foresightedandhigh-performance groupofMARKET POSITIONINGAlthough the price of Metro is low, it is not the lowest. Be different fr

12、omWal-Mart, most of Metro s target customers are group customers who always buy products in a great quantity.So Metro meansglobalisedretailand wholesale8 / 18A reject is nothing!corporations which sale products in package.“Metro is your private storage. ” Metro created Cash &Carry. Metro Cash & Carr

13、y 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 Metroremember to take yo

14、ur car.Metro precisely knows its target customers. It didn t 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 a

15、lso aims at specific customers.9 / 18A reject is nothing!PRODUCTSpecific 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 diff

16、erent kinds of food products and 3 thousand different kinds of nonfood products. These are their target customers really need.PRICEOne isn t cheap, but in package. The price of retail product is higher than other super markets for that individual customers aren t their aim. And Metro cannot find com

17、petitive 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-Martlarge quantity and low price.10 / 18A reject is nothing!But Metro has long term relationship with

18、 customers.SERVICEMetro created Cash &Carry. Metro Cash & Carry is the leading international player in self-service wholesale: customer-focused, internationaland innovative.Cash & Carrymakes Metro approach its target customers and cut down the cost.Warehousing type super market. According to differe

19、ntiation, Metro was regard by its target customers as professional customers storage. Customers go to Metro, select, pay, and carry away. They don t need to wait large quantity products carried from other storages.Membership and mail advertising. (FIND AT APPENDIX ) The general taxpayer can be the m

20、embers of Metro and every two weeks they can received Metro Post. The Metro Post11 / 18A reject is nothing!contains new information about products inthese two weeks. The members can makepurchasing decisions based on the Metro Post.So Metro gives its target customers animpression personal warehouse,p

21、rofessionalpromptly and by rule and line.WatsonsWatsons (Your Personal Store) or Watsons is part of the Health and Beauty retail and consumerdivision of the Hong 1 Kong-based A.S.18Watson Group, whichA reject is nothing!The brand ssuccessfulstrategieshaveresulted in significant market penetration, a

22、nd13 / 18A reject is nothing!MARKET POSITIONINGWatsons s 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 c

23、apacity. Important, they don t have too much free time. And they don t like to shop in large super markets. They ask for comfortable shopping environment and high quality products.So Watsons s slogan is “We care about you more! ” “We are your personal care center! ”According to its market positioning, Metro s products are famous brand and high quality. The price was lie down in middle or high. Their service is considerate. In Watsons you will feel like god.14 / 18A reject is nothing!PRODUCTFocus on famous brand and high quality cosmetic. Watsons only focu