沃尔玛 麦德龙 屈臣氏 市场定位 分析

Arejectisnothing!1/8Subjectinvestigator：LimingYuDifferentPositioningDifferentChoice－－themarketpositioninganalysisofWal-Mart,MetroandWatsonsArejectisnothing!2/8DifferentPositioningDifferentChoice－－themarketpositioninganalysisofWal-Mart,WatsonsandMetroWal-MartSupercenterSubjectinvestigator：LimingYuWal-MartStores(Inc.)isanAmericanpublicmultinationalcorporationhavingabouteightthousandsupercentersallaroundtheworld.TherearesixsupercentersinWuHan.Thecompanyistheworld's18thlargestpubliccorporation,accordingtotheForbesGlobal2000list,andthelargestpubliccorporationwhenrankedbyrevenue.Itisalsothebiggestprivateemployerintheworldwithover2millionemployees,andisthelargestcompanyintheworld.ThecompanywasfoundedbySamWaltonin1962,incorporatedonOctober31,1969,andpubliclytradedontheNewYorkStockExchangein1972.ItisheadquarteredinBentonville,Arkansas.Wal-MartisalsothelargestgroceryretailerintheUnitedStates.In2009,itgenerated51%ofitsUS$258billionsalesintheU.S.fromgrocerybusiness.ItalsoownsandoperatestheSam'sClubretailwarehousesinNorthAmerica.Wal-Marthas8,500storesin15countries,under55differentnames.ThecompanyoperatesunderitsownnameintheUnitedStates,includingthe50statesandPuertoRico.ItoperatesinMexicoasWal-mex,intheUnitedKingdomasAsda,inJapanasSeiyu,andinIndiaasBestPrice.IthaswhollyownedoperationsinArgentina,Brazil,andCanada.Wal-Mart'sinvestmentsoutsideNorthAmericahavehadmixedresults:itsoperationsintheUnitedKingdom,SouthAmericaandChinaarehighlysuccessful,whileitwasforcedtopulloutofGermanyandSouthKoreawhenventurestherewereunsuccessful.Inoneword,Wal-Martsupercentersareretailchainstoreswhichsalelowpriceproducts.Arejectisnothing!3/8MARKETPOSITIONINGWal-Martaimedatgeneralcustomers.Theyarefrugal.SoWal-Martdoeseverythingbasedonlowprices.NowyouseethatWal-Martmeanslowprices.Ithasplentifulproducts,lowpricesandconsiderateservice.Peopleknowwhatthey’regoingtogetwhentheybuyproductsorservicesfromthosecompanies.Wal-Martbecomesthefirstchoice.PRODUCTPlentifulproducts.Wal-MartcomesupwithOne-StopShopping.Ithasabout75thousanddifferentkindsofproducts.Theyarefood,toy,clothing,cosmetics,applianceandgeneralmerchandise.(FINDATAPPENDIXⅠ)Italsohasprivatebrands,andItputmuchmoneytocreatenewbrandstomakethetypeplentiful.Youcangeteverythingyouwantthere.Socustomersdon’tneedtowastetimeandmoneyfromonestoretotheother.It’srealconvenience.Cheapandfine.Wal-Martmakestheproducts’outerpackagemorebeautiful.Peoplewillfeelgoodwhentheyseetheproductinlowpricesandbeautifulclothing.Weallthinkthatbeautifulandexquisiteouterpackagemeanshighquality.WellinWal-Martsupercentersnotonlytheouterpackageisbeautifulbutalsothequalityishighalmost.PRICECheap,cheap,cheap!”EveryDayLowPrice”,”Savemoneyeveryday”,peoplecanseethesesloganseverywhereinWal-Martsupercenter.Asmostsupermarketsitcameupwithlowprice.Wal-Martissmarterthanothers,theymaketheproductswhichyoucareaboutinlowprice,butifwearecarefulwewillfindthatsomeotherproductsaresoldinhighprice.NowitseemstobesuccessfulthatalmosteveryonethinksWal-Martmeanslowprices.Forlowprices,Wal-Marttriestheirbesttocutdowncostfromothersaspects.Suppliers,logistics,storage,humanresourcesandsoon.SERVICEFast,convenience,satisfied,youwillfeelinWal-Mart.Repair,replacementorarefund,theywillsaythankyoutoyouandyouwillbegreetedwithasmile.SundownRule!SundownRulemeanstheystrivetoanswerrequestsbysundownonthedaytheyreceivethem.SoWal-Martgivesitstargetcustomersanimpression----cheapandfine.Considerate!Agoodshoppingenvironment!Wal-Marttriestheirbesttobuildagoodshoppingenvironment.Orderlyputproducts.Shoppingguidecarefullyexplainstothecustomers.Arejectisnothing!4/8MetroMARKETPOSITIONINGAlthoughthepriceofMetroislow,itisnotthelowest.BedifferentfromWal-Mart,mostofMetro’stargetcustomersaregroupcustomerswhoalwaysbuyproductsinagreatquantity.SoMetromeansglobalisedretailandwholesalecorporationswhichsaleproductsinpackage.“Metroisyourprivatestorage.”MetrocreatedCash&Carry.MetroCash&Carryistheleadinginternationalplayerinself-servicewholesale:customer-focused,internationalandinnovative.Cash&CarrymakesMetroapproachitstargetcustomersandcutdownthecost.Soifyouaregroupcustomersandyouwanttobuyproductsinagreatquantity,gotoMetro----remembertotakeyourcar.Metropreciselyknowsitstargetcustomers.Itdidn’tscrambleforgeneralcustomerswithothersupermarketslikeWal-Mart.Itputsitsheartingroupcustomers.SoMetrohasmoderateandsteadyquantityofproductkinds.Andthepricesarealittlehigherthanothersupermarkets.Servicealsoaimsatspecificcustomers.METROGROUPisoneofthemostimportantinternationalretailingcompanies:Some280,000employeesfrom180nationsareworkingatover2,100outletsin33countriesinEurope,AfricaandAsia.Theportfolioofourstrongsalesbrandsoffersawiderangeofservicesforprivateandcommercialcustomers:MetroCash&Carry,theworld'smarketleaderincash&carryRealhypermarketsMediaMarktandSaturn,Europe'sleaderinconsumerelectronicretailingGaleriaKaufhof,thesystemleaderinthedepartmentstorebusinessAllsalesbrandsofMETROGROUPtakeleadingmarketpositionsintheirrespectivesegmentanddemonstratetheircompetenceintradeandretailonadailybasis.Responsibilitytow