Diploma in H

pic Diploma in hospitality and Tourism HT 1020 trade in H&T The outlet of crossbreeding Lecturer MR. Alvin Group none 4+1 Group members LI CHUNYAN 1111/9205 LIU FANGYU 1108/8812 HUANG JIAHUI 1112/9271 XU KE 1109/8920 YAO SHI 1201/9343 Table of Contents 1. Introduction . 2. Background . 3 3. Marketing Research . . 3 3. 1 Marketing plan.. 3 3. 2 Service Marketing.. 4 3. 2. 1 Environment.. .. . 5 3. 2. 2 Service concept. . 5 3. 2. 3 Quality of helping solicitude.. . 5 3. 2. 4 Four-dimensional customer dish out.. . 6 3. 3 Micro & macro Environment Assessment. 6 3. 4 Analyze Consumer Behavior 7 3. 4. Cultural Factors. 8 3. 4. 2 Social Factors8 3. 4. 3 Personal Factors8 3. 4. 4 Psychological Factors. 9 3. 5 Segmenting Consumer Markets.. .. 9 4. News10 4. 1 The Asia marketplaceplace territory is narrowing10 4. 2 Suspected expense fraud.. 11 5. Recommended Strategy & Implementation Plan.. 11 6. Conclusion. 11 Reference . 12 1. Introduction Our sort has chosen crossroad fo r our project. In this report, firstly we provide introduce its history short and then we entrust focus on 5 aras to analysis assessment and provide the detail that will enhance good market image/branding. The report will be conducted by analysis process, including authority analysis, identifying and explaining strategies, target customers needs and wants as well as the recommended implemented plans. 2. Background (History) The hybridizing Company was constituted by the Fournier and Defforey families in 1959.Over the past 40 years, the interbreeding convocation has grown to become the first largest retailer in Europe and the second largest retailer in the world, the group currently operates four chief(prenominal) food result store formats hypermarkets, supermarkets, cash & carry and convenience stores. 3. Marketing research 3. 1 Marketing Concept hither argon five key concepts under the crossover conduct their marketing activities. As we k straight, Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers. The Carrefour goods in the global procurement.A good into Carrefour, manufacturers must first obtain a recognized headquarters negotiations, individually branch orders through the dust. Carrefour has an international commodity department, responsible for expression for resources in the world, Commodity introduced to purchasing department, then he will ordering the goods . But, Product concept is the understanding of the dynamics of the product and showcase, the take up qualities of the product. Carrefour is based on low determines, excellent customer gain and a comfortable shop environment for consumers to provide the required products of occasional life.Carrefour limited and care amply select the types of goods , It will first consider the needs of customers ,From customers, employees, vendors, competitors obtain nurture to adjust the mixture and respond to mar ket trends, we need to understand the outside message, and then the reaction in the shop. For example, in 1994, Carrefour did not sell cosmetics, it selling computers in 1995 began selling cosmetics, computers. The Carrefour goods are commonly priced lower than other markets .The Carrefour goods are unremarkably priced lower than other markets, In 1987 ,Carrefour in chinaware set off a sales promotion, reduce price lower than the normal market price of 20% to 50% , Carrefour through such sales way to make a cyberspace . Carrefours through low-cost strategy, not only quickly occupied the market, and gradually establish a major feature of the full range. Sixties and seventies of the twentieth century, Carrefour launched Vivez Libre merchandise, free product is cheap unbranded products, the advertising slogan is free product, no name, just as good, and cheaper. Within two weeks, 80 percent of consumers tried free products, 70% of consumers become repeat customers, This success is based on a elementary concept of Carrefour, that customer philosophy. This is the marketing concept of Carrefour. Carrefour did not forget their social responsibility and is affiliated to safeguard the prime(prenominal) and safety of products, spare no effort to promote the Carrefour Quality System, and nearly the farmers in china to jointly develop green products and organic food, from product design, packaging and logistics the pursuit of environmentally friendly low-carbon.In addition, it balance to the 3c model 3. 2 Service Marketing The world economy nowadays is increasingly characterized as a service economy that Marketing serve holds a unique place in stemma acumen and required assorted strategies to be successful. Services are characterized by being intangible, perishable, variant and inseparable from their provider. Marketing Services is not just about selling something, it is a true friction . In fact, the growth of the service sector has long been considere d as indicative of a rural areas economic progress.Economic history tells us that all developing nations accept invariably experienced a deliver from agriculture to industry and then to the service sector as the main stay of the economy . services now increasingly represent an integral part of the product and this interconnectedness of goods and services is represented on a goods-services continuum. 3. 2. 1 Services environment Carrefour supermarket birth a warm feeling for consumer, it slew outgrowth sales. They offers holiday shopping channels, during the holiday season, customers freighter enjoy the convenience of shopping and fast.External environment provides parking, fussy offers the announcement district and have different partition wine drinking area, recreation area, bulk, grain and cover area, Hardware District. In each partition have the difference between all kinds of goods. The best-selling products usually put in the customer more than easily to find it. If you can not find something, intimate the supermarket staff will give you the greatest help. 3. 2. 2 Carrefours service concept People-oriented . Carrefour attaches great magnificence to direct contact with the customer a line employee education and training .Because lower-level employees have the biggest impact on service perceptions. So that employees fully understand and comprehend enterprise service marketings overall goals, enhance their customer service sense of responsibility and sincere love, and pay attention to cultivate their dealing with customers, and establish a good transactionhip with the customer. 3. 2. 3 Carrefours quality of service vigilance. Quality service ensures that customers are satisfied with what they have paid for, and maintain the key to customer satisfaction is the level of product quality.For service companies provide intangible products, the evaluation of both the quality of their services include customer service meaning beyond the basic service s provided by the enterprise, in addition including the specific quality of the various services offered by the enterprise project. 3. 2. 4 Four-dimensional customer service Carrefour has four-dimensional customer service system that all the stores to install the service satisfaction survey system, they can collect customer feedback as an important indicator of the stores appraisal to urge stores that continue to improve and optimize the services to improve the management level. . 3 Micro & Macro Environment Assessment The first time Carrefour created a rude(a) type of sales market, the hypermarket in 1963, the first time Carrefour set up the huge supermarket In French in the same year. The first time Carrefour entry international market in1969, for now have more than 10000 stores in 31 countries and area, it is the NO. 39 top Fortune orbicular 500 in 2012.Although the Carrefour is powerful in the world, it in addition has the weaknesses the online shop development of Carrefour is miss behind as compare to competitors, market in some countries lack of management or expertness in this business. The way of Carrefour to development is at current markets possible to amplification at hot aspect, or opens the stores in some countries that it didnt open before, such as some third-world country, this action not only can set up the new market for Carrefour but also can increate the opportunities of the local.Absolutely, the Carrefour faces some threats recent years there is a add-on of competitors, thus causing a drop in market shares. Economy problem in Europe, has causes many an(prenominal) forms of difficulty including revenues, costs and also trades. These are microenvironment of Carrefour. In the macro environment of Carrefour by using PEST to analysis the mainland China market. Chinas membership in WTO has helped oversea investor to easily penetrate into the China market receivable to government standardizing its market laws and regulations to internation al standards.Having one of the world largest population, the open market to the world has boast Chinas economy thus causing increase of wealth in the population, increasing the amount of pith class consumers greatly attracts foreign investors like Carrefour To enter the market or expand their market shares in China. Due to internationalization, China social and culture is more or less affected as they are more exposed to the world, they are becoming more and more westernize.Better wealth and social changes have also changes mints buying behavior, consumers who have smash income naturally believe that overseas products might be better than local ones. Such belief and buying behavior have causes brand and business from other country to target Chinas high spending market. Open market to the world also leads to increase research and development in the country, as company and business coming in means that grinder like assembly and business factories will start to move in too.Technol ogy and expertise start to increase in China due to this flop of business vast development. Business like Carrefour who carries family line brand will consider moving its factories of production to China due to low weary costs and also the improve of technology and expertise will minimize the difficulty of shifting of pulverization thus fast improvement in technology and expertise encourages business to shift its production or assembly line factory to China. 3. 4 Analyze Consumer Behavior In recent years, Consumer makes many buying decisions e actuallyday.When it comes to shopping, the first thing come to the shopper mind is supermarket. The supermarket and peoples lives are closely interrelated. However, supermarket environment, service attitude, commodity classification create a lot of curve on shoppers desire to shop. 3. 4. 1 Cultural Factors One of the main characteristics affecting consumer behavior is a Culture factor, which exert the broadest and deepest influence on cons umer behavior. For Carrefour, the business scope includes daily provisions, clothing, household appliances and etc. They have all kinds of goods that one need.It is now introducing KFC in the shopping concept. FuNaiTe dry alter shop is another concept. It has more than 50 different brands available in the market. It is like a line of battle of store and leisure, catering and entertainment as one of the major integrated stores. They can completely carry through the consumers One-stop shopping daily life consumption demand. There are three values that Carrefour perpetually adheres to. They are Committing, Caring and staying Positive. They respect the customers shopping freedom and want as much customers as possible.For customers, employees and suppliers, they have to trust each other. 3. 4. 2 Social Factors A consumers behavior is influenced by social factors. The Carrefour group is also responsible for the society. Carrefour actively participate in Chinas public welfare undertakin gs and fraternity activities, supporting and participating in Beijings bid for the Olympic Games and Shanghai world expo bid, and with a manikin of forms to the affected areas, hope school, welfare institutions urgently needed goods donated. All of these influences our consumers and let our life more colorful.So people like to go Carrefour for consumption. 3. 4. 3 Personal Factors A buyers decisions are also influenced by personal characteristics. The economic situation of buyer is very important in purchasing goods. For Carrefour, they are not only providing the consumer Variety and special commodity to choice, such as food, Personal care, home supplies, direction leisure and so on. But they also have many promotion activities. Let consumer feel the funds that was spent is valued. Because of the One-Stop Shopping concept, buyers managed to save time in shopping.Carrefour determined in expanding as many business lines as possible, so that customers can purchase a neat daily nece ssity catered to all the classes, which determined in different level of consumption customers. Commodity classification allows buyers to easily find things they are looking for in the shortest period of time frame. 3. 4. 4 Psychological Factors Psychological factors also play a component in consumer behavior. For example the Carrefour make full use of light and off-price merchandise to create the totally store a better atmosphere. As if making the customer feels the urge to buy upon entering Carrefour. . 5 Segmenting Consumer Markets we can identify from 7 aspects to segmentation consumer market. The first aspect is the geographical segmentation. Geographic Segmentation is compendium and analyzing information according to the physical location of the customers or other data source. Carrefour marketers use geographic segmentation because they know where to sell their products to increase advertising and sales effect. For example, there are different poetry of population among each province in China then Guangdong consists of highest population with 160,000,000 peoples.Therefore, Carrefour should put more attention in Guangdong as the geographic in Guangdong is stronger compare than other province. Secondly, demographic segmentation calls for dividing the market into groups based on variables like age, sex, income, family life cycle, religion, education etc. Carrefour has targeted their demographic segment on age groups to enhance the performance of the organization. By age group report, age group from 15 to 64 years old had the highest number of people.In short, Carrefour Company should focus more on age group from 15 to 64 years old by identify their needs and wants. In this age group from 0-14 years old, they are more demanding in toys, milk, nappies, baby foods and prams. Age group from 15-64 years old has a broader and variety needs such as fashion item, cosmetic, apparels and health care products. Age above 65 have less demand, they like to buy a ne wspaper. Next, gender segmentation calls for dividing a market into different groups based on sex. Men tend to be cigarette and wine, whereas women tend to cosmetics and clothes.Fourthly, Carrefour marketers focus on the age and life cycle segmentation including provision of different products or use different marketing method for different angles and life cycle group. Fifthly aspect is income segmentation. Since the present income gap dumb very big, low-income people could not afford some expensive things, such as diamond and gold. Next is psychographic segmentation. It calls for dividing a market into different groups based on social class, lifestyle, or personal characteristics. Finally aspect is behavioral segmentation.This group based on consumer knowledge, attitudes, uses, or responses to a product. Carrefour marketers believe that behavior variables are the best starting point for building market segments. 4. News 4. 1 The Asia market territory is narrowing. On July fifth o f 2012, according to people familiar with the matter, Carrefour trapped in big shareholder pressure, they are considering selling its branch, Malaysia, Singapore and Thailand, in order to raise $1 billion. Carrefour has been hiring Goldman group, UBS assist to asset auction. However, the plan is still in the primary stage. 4. 2 Suspected price fraudThis year ,on January 6, by the national development and clear commission disclosure suspected price fraud, using the original fiction to attract customers high settlement, not to perform price commitment, misleading price marking and so on the many kinds of fraud. For example, Shanghai Carrefour Nan Xiang shop sales bow and arrow spherical teapot, price tag labeling each 36. 80 Yuan, the actual settlement price 49. 00 Yuan each, Sales clove auspicious teapot, price tag labeling each 36. 90 Yuan, the actual settlement price 66 Yuan each. 5. Recommended Strategy & Implementation PlanThey should improve the quality of service of the employ ees, at the same time clearly the price supermarket products. That can not engage in fraud. Attention should be paid to the education and training of the front-line employees in direct contact with customers, so that they fully understand and appreciate the overall objectives of the enterprise services marketing, and enhance their sense of responsibility for customer service and a sincere love and attention to train them to deal with the customer, with the customer to establish good relations and other aspects of high-level skills. 6. ConclusionThrough the marketing research of Carrefour, We know that committed, caring and positive, these three values reflect the Carrefours culture. The Carrefour marketing concept is to low prices, excellent customer service and comfortable shopping environment for the vast number of consumers with daily life for all kinds of consumer goods. To customer commitment is in the price, product variety, quality, service and convenience and so on, various aspects meet the needs of the consumers. Carrefour as the greatest influence of first-class enterprise in the world, they also still exist some defects to be changed.In general, Carrefour provided the best service to customer and consumer everyday. Let everyone to enjoy better quality of life everyday. Reference list Carrefour. 2011. actual news. online Available at http//www. carrefour. com/cdc/group/our-group/. Accessed November 11 2011. Anonymous , 2004 , Carrefours mature PR . online China Si Rui management . Available at http//esoftbank. com. cn/wz/81_9503. html Accessed November 12 2012 ZhaoQi. 2010. Carrefour difficulties and service mode change. China WangHan, Wal-mart pattern Vs Carrefour mode.Gai Gai. 2012. Carrefour. online Available at http//baike. baidu. com/view/18119. htm. Accessed November 11 2012. CongXiao,N. 2011. Carrefour price fraud event. online Available at http//finance. people. com. cn/GB/8215/210272/234396/16257633. htm . Accessed November 11 2012 Beckham , H. W 2008,EBSCO Research Starters Academic Topic Overviews Competitive Strategy, EBSCO Publishing Inc. ,viewed 10 November 2012, Ebsco Host database. Porter, M. E 2008, The Five Competitive Forces that Shape Strategy. Harvard Business Review, p. 86-104.