英文报告写作范例

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 world's retail wholesale supermarket group1. In the Metro and WanKeLong (only European) brand with a number of Metro market. The company is the composition of German DAX stock index, is one of the world's 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 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 customer. Metro provides high-quality goods and business plan for professional customers at the lowest possible price.1 backgroundMetro group structure is clear. The metro group runs from the strategic management of the whole corporation. Metro group is divided into four parts, the operation of the company 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 customer2. So-called service across the region refers to provide services for all sales areas within the company of the group, such as procurement, logistics, 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 of the 100000 employees, the company turnover up to35 billion euros in 2011.2 current retailing strategy2.1 target marketTarget customers of most of the common market is no difference, namely the service object is the ordinary consumers, repeat purchase rate of consumers is high in the short term , but every 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 consumers3. And status of the members must be legal enterprises and institutions.2.2 market positioning1Fansi. Supply chain management research on Metro (China)’s own brand of goods [D]. Huazhong university of science and technology, 20102ChenYaNa. The zero management mode in change management research [D]. East China university of science and technology, 20123TianWei. Study on the existing problems and countermeasures competition strategy of Metro China company [j]. Fudan university in 2009Metro group adopted the unity management mode on the world, community service, the customer with a "member"4. This kind of market positioning, compared with the great majority of business enterprises in China, is a kind of differentiation market positioning, because it did not compete with Chinese retailer 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 branches 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 limited services and adopt retail formats of self service marketing5. 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 differentiation market positioning made metro as professional customer's warehouse. And the unique market orientation and operations, let the utilization rate of capital shown and reached a maximum, make enterprise production zero inventory, maximum cash flow. It is followed by the small and medium-sized enterprises.2.3 Marketing mix2.3.1 Place strategy.Metro location strategy can be divided into the following four parts: First, it is the city's 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 or 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 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. The biggest advantage of Metro location is that can reduce operating costs, and good focusing.2.3.2 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 supermarket. 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 kinds7. Among 4FengMinYi. Research on competition strategy of Metro in China. [j]. Shanghai jiaotong university , 20105XiaoLongWen. Metro (China) has its own brand management mode study [j]. Central south university ,20096Huang bin. The research and thinking of Metro China supply chain management [D]. University of electronic science and technology, 20107Wuping. Case study on the competition strategy of Metro in China, [j]. Harbin engineering university. 2010them, food is accounts for 40%, non food accounts for 60%. The food has lots of kinds, such 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 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 diversification of product packaging. It services both the needs of small and medium-sized 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.2.3.3 Pricing strategyThe price of products offered by Metro is often relatively stable. It publish ten items with special price every periodical8. So that customers can participate in the activities periodically, at the same time, 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 aspects.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 didn't do a advertising since opened, which the costs can be saved. The escapable cost can assign to the interest of the customer. Therefore it formed the word-of-mouth effect, which is better than advertising effect. Secondly, when Metro 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 suppliers are willing to give a very low price to sell the goods. At the same time, the metro is an international enterprise. Some purchase price of foreign goods in thousands of stores around the world, according to the standard bargained by the agreed price of supplied products in the multinational company headquarters. 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 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 loyalty9.2.3.4 Promotion strategyMetro is not use the media for advertising. But it uses direct mail advertising to sales promotion. Metro posts a metro "post" to all members every two weeks10. Post contains a detailed colorful catalogue, this 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 make members know commodity information in a 8LiGuXin. Membership warehouse supermarket customer relationship management research [D]. At jilin university in 20119M·Joseph Sirgy.Integrated Marketing Communications: A Systems Approach. . 200810Teresa J. Domzal,and Jerome B. Kernan.Reading Advertising :The what and how of product Meaning. Journal of Consumer Marketing . 2009timely manner, but also help enterprises to effectively reduce the purchasing cost. It improves customer the transparency and fairness of purchase.3 Recommendation3.1 Some current strategies need to be changed for the future development.Place strategy of Metro can boils down to: It is in the exit of economic developed area in the center city. The benefits of this kind of site selection strategy can reduce operating costs, focusing. This place strategy, 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 consumers. The site selection standards of metro in China basically follow the common practice in foreign countries, but according to the actual situation of China, the place strategy needs to be changed11.In a foreign country, mall site selection is in the urban and rural, the transportation is convenient, 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 new mall and the center of the city 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 attraction. It is a basic work for the development of chain stores. It has important significance for enterprise create a scale advantages, enhance competitiveness and so on. It also plays a key role in the development of chain form.The place strategy needs to consider the city's economic development level and 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 GDP and the growth rate in recent years, price index change, increase of investment in fixed assets, and so on.3.2 Some good strategies can continue to implement for the future development.3.2.1 Strictly enforce corporate membership.Metro stressed for corporate membership service. Customers must be its members in 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, the store design, product packaging and specific service process in the metro are all around corporate members.3.2.2 Continue to carry out the Cash and Carry.The Cash and Carry system in Metro is that it is Metro’s proprietary technology12.11Kurt Johnson,Mark Leger.Loyalty Marketing: Keeping In Contact With the Right Customer. Direct Marketing . 200912Pat Kidd.Driving Customer Equity:How Customer Value Is Reshaping Coporate Strategy. Journal ofThis way is metro provides purchase order to the supplier. The supplier 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, it is a great convenience for the supplier. In this way, manufacturer can develop 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 retailers also can reduce their own sales cost greatly. Production, wholesale, retail, the three parties can gain benefit. So the products can have reasonable price. This mode of operation in Metro, 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 demand to purchase in metro, make consumer and business become more reasonable.4 ConclusionTherefore, it is very important for metro to clear itself advantage in China. In view of the enterprise, government and other units, the wholesale and retail type should not be changed. And it must adhere to the membership. Anyhow, metro must clear its own core competitive advantage. At the same time, Metro should be more in-depth understanding of China's national conditions, perfect itself, better adapt to the Chinese market.References:[1] Fansi. Supply chain management research on Metro (China)’s own brand of goods[D]. Huazhong university of science and technology, 2010[2] ChenYaNa. The zero management mode in change management research [D]. East China university of science and technology, 2012[3] TianWei. Study on the existing problems and countermeasures competition strategy of Metro China company [j]. Fudan university in 2009[4] FengMinYi. Metro competition strategy research in China [j]. Shanghai jiaotong university in 2010[5] XiaoLongWen. Metro (China) has its own brand management mode study [j]. Central south university 2009[6] Huang bin. The research and thinking of Metro China supply chain management[D]. University of electronic science and technology, 2010[7] Wuping. Case study on the competition strategy of Metro in China, [j]. 2010, Harbin engineering university[8] LiGuXin. Membership warehouse supermarket customer relationship management research [D]. At jilin university in 2011Adverstising Research . 2010[9] M·Joseph Sirgy.Integrated Marketing Communications: A Systems Approach. . 2008[10] Teresa J. Domzal,and Jerome B. Kernan.Reading Advertising :The what and how of product Meaning. Journal of Consumer Marketing . 2009[11] Kurt Johnson,Mark Leger.Loyalty Marketing: Keeping In Contact With the Right Customer. Direct Marketing . 2009[12] Pat Kidd.Driving Customer Equity:How Customer Value Is Reshaping Coporate Strategy. Journal of Adverstising Research . 2010。