TESCO进入长沙的分析

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1、Marketing Plan For Entry Changsha For TescoPart IThe Differences Between Wal-Mart and TescoThe Differences Between Wal-Mart and TescoI. The Differences of Strategies.Wal-Mart Wall-Mart is the world retail overlord. Its strategy to break into China is that from the list point of Shenzhen, then radiat

2、e to periphery region, finally, and outspread to the whole country.Tesco After 4 years market research, Tesco decided to get into China by merger.It entered China by acquiring a 50% stake in the Hymall chain from Ting Hsin of Taiwan in September 2004. It is a joined venture. In December 2006 it rais

3、ed its stake to 90% in a 180 million deal. Most of Tesco Chinas stores are based around Shanghai, Beijing and Guangzhou. But according to Tesco it plans to equip the business to expand more quickly and in different areas. Tesco has been increasing its own brand products into the Chinese market as we

4、ll as introducing the Tesco Express format.II. Internet OperationsTescoTesco operates the worlds largest grocery home shopping service, as well as providing consumer goods, telecommunications and financial services online.Tesco has operated on the internet since 1994 and was the first retailer in th

5、e world to offer a robust home shopping service in 1996. T was formally launched in 2000. It also has online operations in the Republic of Ireland and South Korea. Grocery sales are available within delivery range of selected stores, goods being hand-picked within each store, in contrast to the ware

6、house model followed by Ocado. This model, which is now used by Sainsburys, allows rapid expansion with limited investment, but has been criticized for a high level of substitution. Nevertheless, it has been popular and is the largest online grocery service in the world.Wal-Mart1. fast efficiently o

7、f modernization supply chain management2. change the logic of competition, using the type of logistics aspassing the station3. cross homework withthe electronics data exchange(EDI)4. the forerunner satellite communication network , world network5. new type of having no store to sell goods3. Other Bu

8、sinessesTesco has other business while Wal-Mart is concentrated in retail part.Garden CentresPersonal FinanceTesco has a banking arm called Tesco Personal Finance, a 50:50 joint venture with the Royal Bank of Scotland. Products on offer include credit cards, loans, mortgages, savings accounts and se

9、veral types of insurance, including car, home, life and travel. TelecomsTesco operates ISP, mobile phone, home phone and VoIP businesses. These are available to UK residential consumers and marketed via the Tesco website and through Tesco stores.FuelTesco first started selling petrol in 1974. Tesco

10、sells 95, 97 and 99 RON (a fuel developed by Greenergy of which Tesco is a shareholder) petrol on a retail basis from forecourts at most superstore and Express locations. Tesco have recently diversified into biofuels, offering petrol-bioethanol and diesel-biodiesel blends instead of pure petrol and

11、diesel at their petrol stations, and now offering Greenergy 100% biodiesel at many stores in the southeast of the United Kingdom.Tesco Club cardOf the major supermarkets in the UK, only Tesco and Sainsburys offer a loyalty card-scheme to customers. Tescos Club card scheme has been operating since 19

12、95 and has now become the largest loyalty card in the UK, with around 13 million active Club card holders.Part IIMarketing Plan For Entry Changsha For TescoSituation AnalysisObjectives and GoalsStrategy and TacticsAdapting Marketing Mix To TargetBudgetsAction ProgramsConclusionsSituation AnalysisCha

13、ngsha retail market，a market with potential beyond imaginationThe success of investing in Changshas retail stores lets people feel the charm of the market in Changsha. So many Chinese and foreign retail giants have landing ashore. The worlds NO.2 retailer Carrefour assigned to Changsha Furong Lu, an

14、d NO.3 Metro set a supermarket in Sifangping. Besides the “boss” of the retail industry Wal-Mart also keeps up with the trend. At the same time, Parkson, Pricesmart, B & Q, h Long, Zhuangsheng Sogo, Trust-mart from Taiwan, A-best from Shenzhen, Wanda, Wangfujing, and other supermarket chains have al

15、so come on stage. Last year, Chinas retail industry is set to open when foreign capital is to accelerate the pace of the market. The beginning of the worlds top 500 Lotus made its target to Yuelu and Xingsha. China Household electrical appliance chain giant of the Gome. airborne Changsha. With in a

16、year， 4 big stores have been opened; early May, Eastwood Group from Nanjing has built a home appliances store with the Triple Appliances, and has developed three successful stores within half a year. Another top home appliance retailer, Suning Electric, after settling in Changsha, opened another sto

17、re on the west side of Xiangjiang River with non-stop. The companies which advance into Changsha will accelerate the expansion. At the beginning of 2004, A-best opend Guangtong stores and Xingsha stores. And Wal-mart opened another at Yuhuating. Better Life, which pay its attention to the other citi

18、es in Hunan, went to back on its word “never enter in Changsha”, and opened a store in Changsha. Nearly 10 Chinese and foreign retail giants entered into Changsha in one year.Currently, there are more than 40 markets, each of it area is over 10,000 square meters. As standards for big stores in the d

19、eveloped countries major cities (40 square meters for every 1000 persons), Changsha has been as more than five times as it. People are surprised that the supermarkets are full of customers every day. the Houjiatang shop of A-bests the first shop in Hunan, but it is shop with the best sales program a

20、nd profits among all 53 shops in China . Even facing with powerful competitors, the stores which opened several years ago did not seem to be much impact. The first supermarket in Changsha is Joindoor. When it is weekends and holidays, it is common to see that customers are waiting to pay at all of i

21、ts 40 cash-counters. It can get sales of over 6 million per day, and its sales is stable at 400 million per year. Purchasing Power I. Peoples average income and consumption level Changsha economy developments continuously and rapidly. The income of urban and rural residents is increasing fast, and c

22、onsumption is growing rapidly. In recent years, the incomes annual growth rate of residents in Changsha is more than 10 per cent. In 2004, disposable income of urban residents increased to 11,021 Yuan, income of farmers rose to 4,315 Yuan per capita. This makes the consumption level of Changsha has

23、maintained at a high level. In the past four years, the citys residents average level of consumption increased 7.18 percent every at an average rate, from 4,237 Yuan to 5,832 Yuan. Changsha per capita disposable income of urban residents reached 13924.13 Yuan per capita consumption expenditure reach

24、ed 10679.74 Yuan. Changshas total income and consumption levels have been over with city of Wuhan, another provincial capital in the middle of China. II. GDP Per capitaChangsha is a famous place of consumption in China,for GDP around 3000U.S. dollars per capita III. 2007s total retail sales in Chang

25、sha At the first half year in 2007, Changsha accumulated retail sales of consumer goods are 49.837 billion Yuan, with an increase of 19.1 percent. Ranked from No.3 to No.1 ,among the capita cities in the middle of China. The advantageous factor for the increasing of Changshas economyI. Changsha has

26、always been a well developed business city, cultivating the publics spending habits. According to the figures from statistics department,by the end of 2003, the city is with 5,997 business enterprises and 98,562 business outlets in total. Ranked at the 7th place among the cities which with populatio

27、n larger than a million. As a result, many residents are use shopping, drinking tea of wine and singing songs in their spare times. So the consumer level is always ranked at the top places in the country. In 2004,the residents consumption level of Changsha ranked the eighth places among 35 capita ci

28、ties of the country, also the first among the six capita cities in the middle of China, which is 15.89 percent higher than that in Wuhan City. II. Changsha City is the commercial development pioneers and enlarge the circle consumption. Among cities in China, especially the central and western cities

29、, there are a very few ones similar with Changsha which is so passionate and enthusiastic with the entry of foreign companies and is so happy to develop catering, entertainment and leisure industry. All of these factors have attracted more customers around the city. Now, more and more people come to

30、 Changsha to shopping, eating, entertaining here, especially in the weekends. Competition SituationWal-Mart With more than 4,000 stores and 114 million employees on a global scale, Wal-Marts total revenue reached 219.81 billion U.S dollars in 2001, becoming the No.1 enterprise in the U.s, even in th

31、e whole world.Wal-mart got a great success in past 40 years by providing low price goods. Carrefour Founded in 1966 in France, Carrefour began its supermarket business 36 years ago. With an average annual increaseing rate of 10 chain stores in the area out of Europe, Carrefour become worlds Top 2 in

32、 the retail industryMetro Metro persists in the warehouse-style supermarkets, serves for small and medium-sized retail shops, restaurants, the buying groups. Its global procurement, logistics and distribution reduces costs a lot. Metro firmly believe that the development is the key, whenva number of

33、 retailer discussing profit or to market, Metro plans to set up 10 new stores each year in the future .Objectives And GoalsTesco today Total sales of 46.6 billion pounds (about 712.98 billion yuan), compared with an annual growth of 10.9% Directly related to profits for the 2.5 billion pounds (about

34、 38.94 billion yuan), compared with an annual growth of 13.2% There are 3200 stores in more than 12 countries around the world (sales area of 6,819 square feet or 6.34 million square meters) There are more than a total of 400,000 employees worldwide Over 5,000 a week for the world to provide quality

35、 services to 10,000 customers Global one of three major retailersTesco in ChinaTesco joint venture with Top Group, and share 50 percent of the market shares each other.In North China, East China and South China which has 40 supermarkets It opened nearly 10 new stores in 2001Our core goals and values

36、 Core objective: Create value for customers and win their trust for life Become Quality-oriented and Price-oriented retailersCore Value: Do all what we can to help customers Never impose on customers to buy what they dont want Our core purposeOur core purpose is to create value for our customers, to

37、 win the trust of their life. We hope that they will become those customers who will come back next time To achieve this, we make every effort to provide customers with goods and services that they need. Tesco system of values reflected in how we treat customers and staff: We put ourselves in, influ

38、ence customers.Developing planBecome “First or Second”Tesco deemed that they should be done on the first or second, otherwise would be very difficult if they become a third operator. In such a purpose, Tesco has got the first place in Britain, in addition, fulfill their target in China as well as ot

39、her overseas country. The next two years, Tesco will increase the pace of development and accelerate the rate of expansion, speeding up the development in marginal city and central city. Do our best to become the first or second retail sector in China.Strategy and TacticsStrategies for entering Chan

40、gshaI. Own-brand products business Launched cheap own-brands named Value and the Finest”. Own-brand products do not need a lot of advertisements, so they will cost much less than other products in the same quality conditions. After Tesco entering the market of Changsha , worth for money,the cheap ow

41、n-brand products will be introduced in the Tesco Extra.II. Capture customers needs Tesco tries to capture customers consumer trends while meeting customers demands, expands its range of products constantly to meet different class of consumers, and tries to be a retailer for all classes. The newly-es

42、tablished “Tesco will continue to issue membership cards and membership cards in order to capture customers consumption habits and hobbies. In this way, Tesco makes the goods in the supermarket in meets consumers demands better. In the operation, according to the customers different habits in differ

43、ent regions, set different layouts and provide customer with different services. The new-established store in Changsha, will focus on fresh and smoked food stores and stores operating area to meet possible customers needs.III. Inexpensive salesTactics: marking at the eye-catching places：“If there is

44、 another shop in the distance of 3 km sells the same goods with a cheaper prices ,we will return you as much money as a 2 times price diffenrence. New on-line servicesI. IntroductionFollowing this model, Tesco opted for a centralised MIS（Management Information System） that could deliver highly sophi

45、sticated reporting to even the smallest international operation.Tesco has already created a robust reporting architecture for the UK and Ireland using a Teradata data warehouse and Business Objects reporting tools. The combination of a totally Web-based business intelligence productand Business Obje

46、cts close relationship with Teradata delivers the speed, functionality and flexibility required to deliver both standard and ad hoc reporting in a timely fashion to Tesco users across the world.Teradata enables Tesco to take the sophistication of the UK retail market and replicate it internationally

47、. We now have the business intelligence infrastructure to provide rapid insight into our performance across the world.II. Strategic InsightLeveraging the Web-based infrastructure, performance and flexibility of the Business Objects and Teradata solution will enable Tesco to deploy sophisticated MIS

48、solutions for all its international operations irrespective of market size or maturity. The centralised architecture and support minimise the local overhead and ensure low cost of ownership. Providing immediate insight into business performance at a low level of granularity, Group MIS will deliver s

49、ignificant competitive edge. The ability to deploy Group MIS will ensure Tesco can attain a better, faster understanding of the performance of new international operations for the benefit of Tesco customers worldwide.MembershipTesco will introduced a new membership card system in all stores in the c

50、ountry, and integral to regularly exchange for cash vouchers for the store shopping. As a member of the customers, members can also purchase exclusive special offers, free delivery special magazines. In addition, Tesco also introduced the 513 Value series of own-brand products and 176 standard serie

51、s of own-brand productsGreen Tesco ExtraFunctions When the sun is strong enough, some of the shop lighting carnivals automatically shut down. When indoor concentrations of carbon dioxide are high, the smart new wind system will automatically bring new wind. The lights will automatically shut down wh

52、en there was no one through within 7 minutes in stores. There are a total of 22 stores throughout the central air-conditioning system. The standard temperature set at 16 to 18 according to the amount of people and sales of various products. Whats more, it is divided into summer and winter mode mode

53、according to the central air-conditioning and the different seasons.Benefits The same type of stores comparable size stores save energy 13% a year, equivalent to annual savings of more than 810,000 electricity, reducing carbon emissions by 634 tons. The air temperature in Marketplace is always pleas

54、antAdapting Marketing Mix to TargetMarket positioning Parity Super MarketBritish parity super market- Tesco (UKs largest food retailers), shows how they use innovative promotional price cuts, not only guarantees its short-term sales targets, but also ensure the long-term sales, even selling carrots.

55、 Tesco internal research shows that consumers prefer to save money, and do not want to choose gifts. They have all kinds of concessions, discounts (such as a 20% discount Australian grapes, a 5% Gigot playing, etc.) The challenge they face is to use an influential way to make people pay attention to

56、 these concessions, while not damaging the brand image. Tescos strategy is to use humor to remind people of these concessions inexpensiveMode Of EntryBackgroundsIn July 2004 ,the British company, Tesco ,invested 140 million pounds (about 2.1 billion Yuan) to purchase 50 percent of the shares of Taiw

57、ans Ting Hsin Group, a wholly-owned subsidiary of Ultra-top (Cayman Islands) Holdings Ltd. Ultra-top (Cayman Islands) Holdings Ltd which invested to set up the Shanghai Kangcheng Warehousing Co. Ltd. in 1998, entered in the Chinese mainland market to set up Legou chain stores. By the time of July 20

58、04, Shanghai Kangcheng Warehousing Co. Ltd. has opened 25 Legou supermarket chains in Guangdong, Jiangsu and Zhejiang. Shanghai Kangcheng Warehousing Co. Ltd. is operating entities of Tesco and Ting Hsin in China.It is mainly responsible for store development, acquisition, procurement of goods, and

59、some other business. Meantime, the location of the new store and advertising are also in the charge of this company Joint ventureIt shows that the mode of entry for Tesco in China is Joint ventureBritish companies divided TESCO into five different kinds of TESCOTesco Extra (large stores) TESCO is a

60、large warehouse store, with all the goods which can be seen in the supermarkets. Generally speaking, it takes in the area of 6300 square meters around. Tesco stores (standard shop) TESCO is the standard form of the supermarket, which sells food and a small amount of non-food commodities. It is the m

61、ost common TESCO store,and it is also the main source of income. Tesco Metro (city shop) is the standard size between TESCO stores and convenience stores, most of the Tesco Metro are located in the city or towndown. Tesco Express (convenience store) are small-scale shops, mainly selling food, widely

62、 located in the urban areas or busy shopping areas. Up to February 2006, the number of British TESCO convenience stores are more than 650. One Stop (stop shop) is the only one without using TESCO as the name of the store. It is the smallest shops.And they are usually some small retailers mergered by

63、 TESCO, but are allowed to reserve the original name.Conclusion We choose the Tesco Extra as the mode of our supermarket 4PsPrice: I. Promotion: Different special deals in Every day Every day a surprise Buy more, save moreII. Low price: To maintain low prices all year round for morethan 2000 kinds of goods!III. Member price: One Yuan for one credit Valuable cash vouchers Exclusive