Subject investigator：Liming Yu
Different Positioning Different Choice
－－the market positioning analysis of WalMart Metro and Watsons
Different Positioning Different Choice
－－the market positioning analysis of WalMart Watsons and Metro
Subject investigator：Liming Yu
WalMart Supercenter
WalMart Stores （Inc） is an American public multinational corporation having about eight thousand supercenters all around the world There are six supercenters in Wu Han
The company is the world＇s 18th largest public corporation according to the Forbes Global 2000 list and the largest public corporation when ranked by revenue It is also the biggest private employer in the world with over 2 million employees and is the largest company in the world
The company was founded by Sam Walton in 1962 incorporated on October 31 1969 and publicly traded on the New York Stock Exchange in 1972 It is headquartered in Bentonville Arkansas WalMart is also the largest grocery retailer in the United States
In 2021 it generated 51 of its US258 billion sales in the US from grocery business
It also owns and operates the Sam＇s Club retail warehouses in North America WalMart has 8500 stores in 15 countries under55 different names
The company operates under its own name in the United States including the 50 states and Puerto Rico It operates in Mexico as Walmex in the United Kingdom as Asda in Japan as Seiyu and in India as Best Price It has wholly owned operations in Argentina Brazil and Canada WalMart ＇s investments outside North America have had mixed results its operations in the United Kingdom South America and China are highly successful while it was forced to pull out of Germany and South Korea when ventures there were unsuccessful
In one word WalMart supercenters are retail chain stores which sale low price products
MARKET POSITIONING
WalMart aimed at general customers They are frugal So WalMart does everything based on low prices Now you see that WalMart means low prices It has plentiful products low prices and considerate service People know what they’re going to get when they buy products or services from those companies WalMart becomes the first choice
PRODUCT
Plentiful products WalMart comes up with OneStop Shopping It has about 75 thousand different kinds of products They are food toy clothing cosmetics appliance and general merchandise （FIND AT APPENDIXⅠ） 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 other It’s real convenience
Cheap and fine WalMart 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 exquisite outer package means high quality Well in WalMart supercenters not only the outer package is beautiful but also the quality is high almost
PRICE
Cheap cheap cheap 〞Every Day Low Price〞 〞Save money every day〞 people can see these slogans everywhere in WalMart supercenter As most super markets it came up with low price WalMart is smarter 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 Now it seems to be successful that almost everyone thinks WalMart means low prices
For low prices WalMart tries their best to cut down cost from others aspects Suppliers logistics storage human resources and so on
Considerate A good shopping environment WalMart tries their best to build a good shopping environment Orderly put products Shopping guide carefully explains to the customers
SERVICE
Fast convenience satisfied you will feel in WalMart Repair replacement or a refund they will say thank you to you and you will be greeted with a smile
Sundown Rule Sundown Rule means they strive to answer requests by sundown on the day they receive them
So WalMart gives its target customers an impression cheap and fine
Metro
METRO GROUP is one of the most important international retailing companies Some 280000 employees from 180 nations are working at over 2100 outlets in 33 countries in Europe Africa and Asia The portfolio of our strong sales brands offers a wide range of services for private and commercial customers
Metro Cash & Carry the world＇s market leader in cash & carry
Real hypermarkets
Media Markt and Saturn Europe＇ s leader in consumer electronic retailing
Galeria Kaufhof the system leader in the department store business
All sales brands of METRO GROUP take leading market positions in their respective segment and demonstrate their competence in trade and retail on a daily basis
Responsibility towards our customers stockholders and the public characterizes our corporate thinking and action
Innovative strength is one of our key success factors As a foresighted and highperformance group of companies we also want to contribute to the further development and modernization of the retail sector both at the national and at the international level
In one word Metro is an international retailing and wholesale companies which sale products in package to its target customers most are commercial customers
MARKET POSITIONING
Although the price of Metro is low it is not the lowest Be different from WalMart most of Metro’s target customers are group customers who always buy products in a great quantity So Metro means globalised retail and wholesale corporations which sale products in package
Metro is your private storage〞 Metro created Cash &Carry Metro Cash & Carry is the leading international player in selfservice wholesale customerfocused 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 your car
Metro precisely knows its target customers It didn’t scramble for general customers with other super markets like WalMart 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 also aims at specific customers
PRODUCT
Specific 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 different kinds of food products and 3 thousand different kinds of nonfood products These are their target customers really need
PRICE
One 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 competitive 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 WalMartlarge quantity and low price But Metro has long term relationship with customers
SERVICE
Metro created Cash &Carry Metro Cash & Carry is the leading international player in selfservice wholesale customerfocused international and innovative Cash & Carry makes Metro approach its target customers and cut down the cost
Warehousing type super market According to differentiation 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 APPENDIXⅡ） The general taxpayer can be the members of Metro and every two weeks they can received Metro Post The Metro Post contains new information about products in these two weeks The members can make purchasing decisions based on the Metro Post
So Metro gives its target customers an impression personal warehouse professional promptly and by rule and line
Watson＇s （Your Personal Store） or Watson＇s is part of the Health and Beauty retail and consumer division of the Hong Kongbased AS Watson Group which in turn is part of the world wide conglomerate Hutchison Whampoa Ltd The Company operates over 2200 stores in Asia and Europe and has for the second year running been voted the No 1 in retail Pharmacy and Drugstore category of Asia＇s top 1000 brands
To date Watsons has 31 pharmacy counters located within its key stores and is still continuing in its expansion into pharmacy services In recent years the Watsons brand has reinvented itself in line with the proposition to help customers have fun Look Good Feel Great Have Fun〞
Watsons has introduced a new bright and contemporary feel to its stores and is also providing unique programs of personalized advice and counseling in beauty and health care
Watsons
The brand’s successful strategies have resulted in significant market penetration and Watson’s Singapore now has 105 stores with the latest store additions at Causeway Point and Marina Bay Sands
In one word Watsons is an international health and beauty retail companies which sale personal care health care skin care and beauty products to its target customers
MARKET POSITIONING
Watsons’s market positioning is really different from others Watsons locked in 1835 years fashionable women as its target customers Their income is about 25003000 yuan a month They have their different personality and they have strong consumption capacity 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
PRODUCT
Focus on famous brand and high quality cosmetic Watsons only focuses on cosmetic skin care beauty care hair care articles health care and some medicines The products all have famous brand and high quality
PRICE
Middle or high price The price of Watsons’s products isn’t low Middle or high price make people think that the products are high quality and healthy
SERVICE
Humanized serving and personal serving Watsons’s stores are not so large But its decorating is excellentit is sky blue pink and white （ FIND AT APPENDIX Ⅲ） It gives people a concise and slapup feeling And there are lots of smile slogans everywhere to be able to create a warm store and fashionable
So Metro gives its target customers an impression personal care center professional healthy and feeling at ease
APPENDIX Ⅰ
APPENDIX Ⅱ
APPENDIX Ⅲ
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Subject investigator：Liming Yu
Different Positioning Different Choice
－－the market positioning analysis of WalMart Metro and Watsons
Different Positioning Different Choice
－－the market positioning analysis of WalMart Watsons and Metro
Subject investigator：Liming Yu
WalMart Supercenter
WalMart Stores （Inc） is an American public multinational corporation having about eight thousand supercenters all around the world There are six supercenters in Wu Han
The company is the world＇s 18th largest public corporation according to the Forbes Global 2000 list and the largest public corporation when ranked by revenue It is also the biggest private employer in the world with over 2 million employees and is the largest company in the world
The company was founded by Sam Walton in 1962 incorporated on October 31 1969 and publicly traded on the New York Stock Exchange in 1972 It is headquartered in Bentonville Arkansas WalMart is also the largest grocery retailer in the United States
In 2021 it generated 51 of its US258 billion sales in the US from grocery business
It also owns and operates the Sam＇s Club retail warehouses in North America WalMart has 8500 stores in 15 countries under55 different names
The company operates under its own name in the United States including the 50 states and Puerto Rico It operates in Mexico as Walmex in the United Kingdom as Asda in Japan as Seiyu and in India as Best Price It has wholly owned operations in Argentina Brazil and Canada WalMart ＇s investments outside North America have had mixed results its operations in the United Kingdom South America and China are highly successful while it was forced to pull out of Germany and South Korea when ventures there were unsuccessful
In one word WalMart supercenters are retail chain stores which sale low price products
MARKET POSITIONING
WalMart aimed at general customers They are frugal So WalMart does everything based on low prices Now you see that WalMart means low prices It has plentiful products low prices and considerate service People know what they’re going to get when they buy products or services from those companies WalMart becomes the first choice
PRODUCT
Plentiful products WalMart comes up with OneStop Shopping It has about 75 thousand different kinds of products They are food toy clothing cosmetics appliance and general merchandise （FIND AT APPENDIXⅠ） 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 other It’s real convenience
Cheap and fine WalMart 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 exquisite outer package means high quality Well in WalMart supercenters not only the outer package is beautiful but also the quality is high almost
PRICE
Cheap cheap cheap 〞Every Day Low Price〞 〞Save money every day〞 people can see these slogans everywhere in WalMart supercenter As most super markets it came up with low price WalMart is smarter 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 Now it seems to be successful that almost everyone thinks WalMart means low prices
For low prices WalMart tries their best to cut down cost from others aspects Suppliers logistics storage human resources and so on
Considerate A good shopping environment WalMart tries their best to build a good shopping environment Orderly put products Shopping guide carefully explains to the customers
SERVICE
Fast convenience satisfied you will feel in WalMart Repair replacement or a refund they will say thank you to you and you will be greeted with a smile
Sundown Rule Sundown Rule means they strive to answer requests by sundown on the day they receive them
So WalMart gives its target customers an impression cheap and fine
Metro
METRO GROUP is one of the most important international retailing companies Some 280000 employees from 180 nations are working at over 2100 outlets in 33 countries in Europe Africa and Asia The portfolio of our strong sales brands offers a wide range of services for private and commercial customers
Metro Cash & Carry the world＇s market leader in cash & carry
Real hypermarkets
Media Markt and Saturn Europe＇ s leader in consumer electronic retailing
Galeria Kaufhof the system leader in the department store business
All sales brands of METRO GROUP take leading market positions in their respective segment and demonstrate their competence in trade and retail on a daily basis
Responsibility towards our customers stockholders and the public characterizes our corporate thinking and action
Innovative strength is one of our key success factors As a foresighted and highperformance group of companies we also want to contribute to the further development and modernization of the retail sector both at the national and at the international level
In one word Metro is an international retailing and wholesale companies which sale products in package to its target customers most are commercial customers
MARKET POSITIONING
Although the price of Metro is low it is not the lowest Be different from WalMart most of Metro’s target customers are group customers who always buy products in a great quantity So Metro means globalised retail and wholesale corporations which sale products in package
Metro is your private storage〞 Metro created Cash &Carry Metro Cash & Carry is the leading international player in selfservice wholesale customerfocused 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 your car
Metro precisely knows its target customers It didn’t scramble for general customers with other super markets like WalMart 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 also aims at specific customers
PRODUCT
Specific 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 different kinds of food products and 3 thousand different kinds of nonfood products These are their target customers really need
PRICE
One 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 competitive 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 WalMartlarge quantity and low price But Metro has long term relationship with customers
SERVICE
Metro created Cash &Carry Metro Cash & Carry is the leading international player in selfservice wholesale customerfocused international and innovative Cash & Carry makes Metro approach its target customers and cut down the cost
Warehousing type super market According to differentiation 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 APPENDIXⅡ） The general taxpayer can be the members of Metro and every two weeks they can received Metro Post The Metro Post contains new information about products in these two weeks The members can make purchasing decisions based on the Metro Post
So Metro gives its target customers an impression personal warehouse professional promptly and by rule and line
Watson＇s （Your Personal Store） or Watson＇s is part of the Health and Beauty retail and consumer division of the Hong Kongbased AS Watson Group which in turn is part of the world wide conglomerate Hutchison Whampoa Ltd The Company operates over 2200 stores in Asia and Europe and has for the second year running been voted the No 1 in retail Pharmacy and Drugstore category of Asia＇s top 1000 brands
To date Watsons has 31 pharmacy counters located within its key stores and is still continuing in its expansion into pharmacy services In recent years the Watsons brand has reinvented itself in line with the proposition to help customers have fun Look Good Feel Great Have Fun〞
Watsons has introduced a new bright and contemporary feel to its stores and is also providing unique programs of personalized advice and counseling in beauty and health care
Watsons
The brand’s successful strategies have resulted in significant market penetration and Watson’s Singapore now has 105 stores with the latest store additions at Causeway Point and Marina Bay Sands
In one word Watsons is an international health and beauty retail companies which sale personal care health care skin care and beauty products to its target customers
MARKET POSITIONING
Watsons’s market positioning is really different from others Watsons locked in 1835 years fashionable women as its target customers Their income is about 25003000 yuan a month They have their different personality and they have strong consumption capacity 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
PRODUCT
Focus on famous brand and high quality cosmetic Watsons only focuses on cosmetic skin care beauty care hair care articles health care and some medicines The products all have famous brand and high quality
PRICE
Middle or high price The price of Watsons’s products isn’t low Middle or high price make people think that the products are high quality and healthy
SERVICE
Humanized serving and personal serving Watsons’s stores are not so large But its decorating is excellentit is sky blue pink and white （ FIND AT APPENDIX Ⅲ） It gives people a concise and slapup feeling And there are lots of smile slogans everywhere to be able to create a warm store and fashionable
So Metro gives its target customers an impression personal care center professional healthy and feeling at ease
APPENDIX Ⅰ
APPENDIX Ⅱ
APPENDIX Ⅲ
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《香当网》用户分享的内容，不代表《香当网》观点或立场，请自行判断内容的真实性和可靠性！
该内容是文档的文本内容，更好的格式请下载文档