Marketing strategy paper

I gave you my own graduation thesis. This paper takes Carrefour supermarket chain as the research object. On the basis of expounding the emergence, characteristics, development history and development trend of large supermarkets at home and abroad, this paper analyzes in detail the existing marketing environment of Carrefour's large supermarkets, including economic environment, political and legal environment and technical environment, and makes a SWOT analysis of Carrefour's large supermarket chains, and makes clear the advantages and disadvantages, opportunities and threats of Carrefour. By using STP theory, the target market and market positioning of Carrefour are determined, and the marketing strategy of Carrefour's large supermarket chains is analyzed. Finally, the article puts forward some suggestions for the further development of Carrefour, hoping to draw lessons from and refer to the development of Carrefour, and also benefit the healthy and rapid development of China's national retail industry. Key words: Carrefour, large supermarkets, marketing strategy Chapter III Analysis of Carrefour's marketing environment refers to various external forces that affect the marketing activities of enterprises, which are beyond the control of enterprises. It can bring both opportunities and threats to enterprises. 3. 1 macro-environment analysis 3. 1. 1 economic environment analysis The economic environment refers to the social and economic conditions faced by enterprises in their business activities, operations and development trends. At the same time, the economic environment is also the most basic environment for the survival and development of enterprises. Therefore, enterprises must analyze and study their own economic environment, make full use of favorable factors in the economic environment and avoid risks and threats. With the acceleration of global economic integration and scientific and technological progress, the retail formats in China are diversified. According to the data of the first national economic census, at the end of 2004, there were 353,000 corporate enterprises in China retail industry, of which 99.5% were domestic-funded enterprises and 0.5% were foreign-funded enterprises. From the commercial format, in the comprehensive retail, department stores account for 39.3%, supermarkets account for 14.8%, and other comprehensive retail accounts for 45.9%, which completely changes the previous relatively single business model and forms a new pattern of multi-level and open format competition and development. With the rapid development of all walks of life in China, new business opportunities and profit growth points will continue to emerge. Under this general trend, the retail industry is bound to usher in a new round of rapid growth, especially foreign-funded enterprises. Under such a good situation, it is very possible for them to successfully open up new market space in China market with advanced management concept and capital operation ability. 3. 1.2 Analysis of political and legal environment The political and legal environment refers to the external political situation and situation of enterprise marketing activities and the influence that changes in national principles and policies bring or may bring to marketing activities. Under any social system, enterprises operate in a certain political and legal environment, so enterprise marketing activities are bound to be regulated, forced and constrained by political and legal factors. The application of modern science and technology in the management of large supermarkets is conducive to improving their competitive advantage. The application of high technology in modern retail industry mainly includes the following aspects: 1. Information, communication and intelligence processing technology. The most important part is the management information system, which is a computer-based system to improve the way of information collection and analysis. Its products are a series of computer-processed reports, with the aim of enabling the corporate headquarters to find the answers to the questions immediately. 2. Electromechanical integration technology of logistics system. Modern distribution center has modern sorting technology, transmission technology and stacking technology, forming an efficient combination of modern distribution technologies; 3. Automatic induction technology. Such as monitoring, camera and alarm system, the latest modern scientific and technological achievements have been widely used; 3.2 Analysis of Carrefour's internal environment 3.2. 1 Introduction to Carrefour France Carrefour Group was established in 1599 and its headquarters is located in the suburbs of Paris. After more than 40 years of development, there are more than 9,500 supermarket chains in 26 countries and regions around the world, with more than 400,000 employees and annual sales exceeding 60 billion US dollars. In the global retail industry, China ranks first in internationalization and second in comprehensive strength, making it the second largest retailer in the world after Wal-Mart. Carrefour's business philosophy is to provide consumers with all kinds of consumer goods needed in daily life with low prices, high-quality customer service and comfortable shopping environment. Shopping malls implement a series of services such as self-service, free parking, ultra-low price and efficient shopping. Moreover, its advanced business concepts such as "Happy Shopping Carrefour" and "One-stop Shopping" are also favored by consumers. Therefore, the fundamental of Carrefour's development and service is to better meet and conform to consumers' shopping needs, benefit consumers, and introduce its advanced commercial equipment and brand-new retail management concept to all parts of the world, actively improve people's consumption quality and living standards, stimulate consumer demand, and promote and promote the development of local economy. 3.2.2 Development of Carrefour in China 1995, Carrefour successfully opened the largest supermarket in China at that time, and Carrefour kept the leading position of foreign retail enterprises in China, which promoted the development of modern retail industry in China. By 2003, Carrefour had opened more than 60 stores in 26 cities in China, with more than 30,000 employees. In addition, Carrefour has set up a global procurement headquarters in China and a global procurement regional representative office in 65,438+00 cities in China, which specializes in purchasing local products and exporting them to overseas chain stores. 95% of the goods handled by Carrefour China Company come from the local area. In 2004, Carrefour's procurement and export volume reached US$ 3.235 billion. Carrefour not only contributed to the national and local economy in terms of tax payment, but also brought the skills and experience of modern supermarket management to China after years of operation, realizing modernization and localization in commodity procurement and management, marketing management, asset management, human resource development and financial management, and making positive contributions to local economic development. At present, more than 40% of Carrefour's registered hypermarkets in China are general managers, and the proportion is increasing year by year. As a member of China society, Carrefour also actively participates in community activities and public welfare undertakings, donating materials and donations to disaster areas, hope schools and social welfare institutions in various forms; Actively participate in Beijing's Olympic bid and other activities: support environmental protection in China and actively promote the construction of organic farms in China. Carrefour won the best "Bright Public Welfare Award" for foreign-funded enterprises in China for two consecutive years. Chapter IV Analysis of Marketing Strategy of Carrefour Supermarket 4. 1 SWOT Analysis of Carrefour Supermarket 4. 1 Advantage Analysis 1 Carrefour, as a pioneer of large supermarket chains, opened new stores in many areas and gained the benefits of the pioneers. As the initial participants in the market, the first movers can grasp more differentiated advantages and more opportunities than the second movers. The scale of the first mover is often larger than that of the second mover, so that the first mover can gain the advantages of the original price rate and sales management expenses through economies of scale. 2. Carrefour's strategic entrepreneurship, superb political bargaining power and strategic position have effectively utilized its monopoly position in the local market and the expected purchase volume generated by its position in the world retail industry, which has led to the rapid expansion of the number of stores; 3. Carrefour's super-large scale is one of the important characteristics different from the traditional retail industry, but Carrefour believes that large scale has its own advantages; Large-scale sales can allow merchants to enjoy preferential price discounts from large-scale procurement, thus reducing procurement costs. 4. Carrefour's localization strategy is that in order to occupy the China market faster than other competitors, it broke the conventional centralized procurement management system, gave each store some power, and made each store have some procurement and sales systems, so that the logistics cost was very low, which won the development time for Carrefour; 4. 1.2 disadvantage analysis 1. There are loopholes in quality management. In today's society, modern enterprises are no longer just simple economic units, but are in a huge interconnected power network. The quality problems of Carrefour's "problem pork chops", fake LV bags and fake Maotai in Hangzhou have aroused widespread concern. 2. Charging suppliers a high entrance fee Carrefour's entrance fee strategy, that is, Carrefour said "asking for benefits from upstream suppliers". Under normal circumstances, enterprises who want to enter Carrefour's channels need to pay six categories of fees, including special promotional activities, priority to enter popular locations in the store, priority to enter the store, priority to obtain a good marketing environment, holidays, market share development and so on. It is estimated that all entrance fees can reach about 36% of Carrefour's supplier business. Relying on this supply strategy, Carrefour can purchase goods at the lowest price in the world, avoiding the cost and risk of long-distance transportation. However, this strategy seems increasingly unworkable in China. 4. 1.3 opportunity analysis marketing opportunities exists in the field where a company can make profits by meeting the needs of buyers, and marketing opportunities exists in various forms. 1. China has greatly relaxed the restrictions on foreign investment in China. In the wholesale and retail industry in China, the restrictions on the proportion of foreign investment, the number and location of stores have been lifted on February 1 2004, which provides a good external environment for Carrefour's further development. 2. The increase of urban residents' income and consumer goods expenditure provides the possibility of development for Carrefour's operation. However, in the long run, the consumption scale of urban residents in China will keep increasing, and the consumption structure of residents has been upgraded to the stage of development consumption, which has great room for development. It is predicted that in the next 20 years, the consumption demand of urban and rural residents will continue to grow and their contribution to the economy will still increase. 4.2 STP strategic analysis STP strategic analysis (segmentation, objectives and positioning) was originally used in product marketing activities, and later extended to many fields including retail. STP strategy is an important part of the overall marketing activities of retail companies, and customers like the special positioning provided by retail companies. Retail companies have also experienced the process of communication positioning, product positioning, and then marketing element combination positioning. For many retail enterprises that fail to realize the differentiation strategy, the simple conceptualization of positioning is one of the important reasons Therefore, retail companies need to solve the problem of positioning selection and how to realize positioning. The market positioning strategy of retail companies is very important. Unclear market positioning or lack of feasibility will make retail stores fall into chaos, thus affecting their market performance. 4.2. 1 Market Segmentation and Target Market Selection The target market of Carrefour Supermarket is middle-class families in large and medium-sized cities. Carrefour pointed out in its analysis report when it entered China that the consumption structure of the high-income class in China today is similar to that in the 1960s. The largest consumer group in China is the newly born middle class, with a population of about10.50 billion and an annual income of10.5 million-3,000 US dollars. Easy to accept new products, which is the customer base of Carrefour's development. The target customers of Carrefour supermarket are mostly housewives who pay attention to the value of goods and services. They not only pay attention to price, but also pay attention to cost performance. "4.2.2 Market Positioning Carrefour's slogan is" Happy Shopping Carrefour ",and its business philosophy is: one-time purchase, ultra-low price, fresh goods, free shopping and free parking. The real comparative advantage of these five concepts is the combination of ultra-low prices and fresh goods, and other factors are the common characteristics of large supermarkets. Therefore, this paper infers that the positioning point determined by Carrefour is ultra-low price, which is the purpose of "Happy Shopping Carrefour" for customers to obtain greater value. Chapter V Analysis of Carrefour's Marketing Mix Strategy 5. 1 Product Strategy Analysis A product refers to anything that can be provided to the market to meet people's needs and desires, including tangible products and intangible services. This paper mainly studies and analyzes Carrefour's product strategy from the perspective of tangible products. 5. 1. 1 product portfolio A product portfolio is a set of products awarded to the buyer by a specific seller, including all product lines and product items. " "One-time purchase" is one of the management concepts of Carrefour's large supermarkets. Only an efficient product mix can give consumers a broader choice and make it possible to "buy enough at once". No matter in any branch of Carrefour, you can see a large business circle, fast food restaurant, barber shop, game field and even gambling field abroad that integrates catering, leisure, entertainment, service and shopping. At the same time, there are temporary nurseries, film processing shops, and a series of services such as bank deposits and credit card payments. At the same time, Carrefour also actively develops its own brand and enriches its product portfolio. Carrefour's own brand is a product controlled by Carrefour from the whole process of design, development, raw material selection, processing and distribution, mainly including food, groceries, daily necessities and clothing. Do everything possible to make it easy for customers to find bargains. 5. 1.2 product procurement 1. Carrefour's procurement network Carrefour Group has established a global procurement network in order to provide consumers with high quality and low price goods. Carrefour Global Sourcing China Headquarters officially settled in Shanghai on September 6th, 2002. It is responsible for finding powerful suppliers in China, and on the basis of exchanging new technologies, market trends and business information, it helps China enterprises to develop products according to international market demand and standards, and promotes the integration of China products into Carrefour's global sales network. In the past few years, Carrefour's procurement business in China has grown rapidly. Carrefour purchasing experts active in China, relying on their rich product knowledge, professional supply chain management experience and the latest international market information, seek and cultivate internationally competitive suppliers in China, and bring more and more "Made in China" to Carrefour's global supermarkets. 2. Analysis of Carrefour's Localization Strategy Carrefour's product strategy cannot but be said to be its localization strategy. Every time Carrefour enters a new place, the first thing it does is to carefully investigate which products are sold in other stores and which products have a large circulation, and then negotiate with various suppliers to decide which products should appear in future Carrefour stores. The simplest and most effective way is to buy products familiar to local people from local institutions. Like Carrefour, the development speed of distribution center is kept slightly behind that of stores, so that the cost of distribution center is always within the scope that the total business volume of stores can be digested, thus ensuring the rapid growth of enterprises' profits. Carrefour adopts the method of integrating supplier logistics system to solve the problem of commodity distribution after the number of branches reaches a certain stage, and further saves operating costs. 5.2 Price Strategy Analysis Price is an important factor that affects consumers' buying behavior, so as one of the basic means of trading with customers in large supermarkets, commodity prices are directly related to profits. Ultra-low price strategy has always been a magic weapon for Carrefour to survive. Carrefour always has 10% low-priced goods, but these goods have driven the sales of other 90% normal-priced goods. Carrefour can guarantee the implementation of ultra-low price strategy for the following reasons: 1. As the founder of the hypermarket format, Carrefour adopts a large-scale business model. The area of each hypermarket is more than 5,000 square meters, and there are more than15,000 kinds of goods. It is easy to achieve scale effect in this range, and its gross profit margin is relatively high, which is 14. 2. Bustling business environment Carrefour's large supermarkets are generally located in densely populated business districts, and the consumption level of target customers is high, which provides sufficient space for its extremely low price strategy. . 3. Developing its own brand In order to realize the low-price strategy, Carrefour strives to reduce circulation links and reduce operating costs. 4. Localized procurement Carrefour always tends to localize when choosing goods, handing over some power to branches, and the selected goods will be adjusted according to the customs and habits of different countries or regions and the different consumer psychology. In this way, on the one hand, the goods in the store can better meet the needs of consumers, and at the same time, because they are purchased locally, they can be delivered by suppliers, saving the delivery and transportation costs, and finally laying a good foundation for the realization of low-price strategy. 5.3 Location Strategy Analysis Carrefour mainly considers the following factors when choosing a location: (1) Local population size and economic development level Carrefour mainly operates large supermarkets in China. In order to ensure the throughput of large supermarkets, Carrefour first set its development goals in large and medium-sized cities with high population density and strong consumption capacity, and Carrefour does not consider rural areas at present. (2) Before the opening of Carrefour, I clearly understood the disadvantages of other stores, and found their shortcomings through scoring, such as whether the environment is clean, what kind of products are expensive, and how fresh the fresh products are, and then made my own competitive strategy according to this accurate research result. 5.4 Analysis of Promotion Strategies 5.4. 1 Carrefour's promotion methods are generally based on holiday promotion, supplemented by daily promotion, to reflect the image of low price. 1. Shelf stacking promotion. At both ends of the normal shelves, there are m shelves dedicated to displaying promotional goods, and different promotional goods are placed in each slot. There are four main types of promotion piles: end shelves, ground piles, red houses (the middle area of normal shelves) and regional centralized promotion; 2. Festival promotion: The theme is usually major festivals in China, such as Spring Festival, Labor Day, Mid-Autumn Festival and National Day. , hold large-scale commodity promotion activities, select more than 100 commodities for special prices to drive consumption; 3. Daily promotion: it is an auxiliary promotion method, which promotes the sales of goods by reducing the prices of certain items on different days and in different periods. It is flexible, fast, highly changeable, easy to operate, attractive and easy to cultivate loyal consumers. For example, fresh goods, because of their own sensitivity and closeness to daily life, often adopt this method; 4. Central theme promotion: Carrefour often promotes sales with the theme of various holidays, different seasons or an event; 5.4.2 Specific promotion content 1. "Great" series products: products marked with "Great low price" are characterized by many choices and ultra-low prices. The goods with this logo effectively highlight the bottom line of the goods on sale. The high cost performance allows customers to enjoy more value-added enjoyment, and at the same time, it has played a continuous role in consolidating the low-price image. Since Carrefour launched the "Bangbang" series of products, as soon as they entered Carrefour stores, those red and eye-catching "Bangbang" cards became the eye-catching signs prepared by Carrefour for customers; 2. Private brand goods: As the name implies, it is the perfect combination of Carrefour brand, high quality and low price. Its characteristics are: high-quality guarantee, affordable value, rich choice, controllable quality and sincere cooperation. This kind of goods is unparalleled in the market, and its price is relatively low among similar products, which has a broad market and profit space and is another low-cost "bright spot" created by Carrefour. 3. Special price of preferential activities: it is a large discount product offered by Carrefour, and the manufacturer makes profits. Usually, there are two ways to promote products: one kind of products have large discounts and often have "shocking specials" on weekends; Another commodity is the gift strategy of "bundling" or "buying". Send. "With the strong support of suppliers. Conclusion This paper takes Carrefour supermarket chain as the research object, and defines the main research objects and concepts from the aspects of the emergence, characteristics, development process and development trend of large supermarkets at home and abroad. Based on the basic theory of marketing, this paper analyzes the existing marketing environment of Carrefour supermarkets in detail, including economic environment, political and legal environment and technical environment, finds out the opportunities and risks faced by enterprises, and understands the marketing strategies adopted by enterprises through the study of internal conditions, which is an important prerequisite and guarantee for doing a good job in enterprise marketing. Through the analysis of SW0T, this paper clearly draws the conclusion that Carrefour has the advantages of large-scale operation, localization strategy, diversified commodity types and good shopping environment. Carrefour's shortcoming is that there are problems in product management, which leads to some defective products and makes consumers complain. Carrefour's long-term high admission fees to suppliers have also made suppliers miserable. In the long run, Carrefour will lose many consumers and suppliers, which is a problem that Carrefour needs to solve at present. The opportunity that Carrefour faces is the rapid development of domestic economy and retail industry. In 2004, China greatly relaxed the restrictions on foreign investment in China, and the income of urban residents and the increase of consumer goods expenditure in China provided a good external environment for the development of Carrefour. The threat that Carrefour faces is that with the liberalization of China's retail industry, a large number of large foreign supermarkets have flooded into China, bringing Carrefour strong competitors. However, charging high admission fees to suppliers for a long time has also strained the relationship between Carrefour and suppliers, which may lead to the loss of suppliers. A clear understanding of Carrefour's strengths and weaknesses, opportunities and threats is conducive to determining the development direction and competitive advantage of the enterprise. Through the analysis of Carrefour's marketing mix strategy, it is concluded that Carrefour mainly adopts the product strategy of multiple products, the price strategy of ultra-low selling price, the location strategy of urban commercial center and the promotion strategy of multiple varieties and ways. Through the above analysis process, this paper has a clear analysis of Carrefour's marketing status, hoping to benefit the development of Carrefour and China's retail industry.