E-Leclerc in China: Fictive case

Type :

Presentation

Pages :

13 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Executive summary.
Situation analysis.
1. Situation analysis: Category factors (Porter's 5 Forces Model).
2. Situation analysis: Environmental factors.
Current marketing strategy.
1. Product features matrix.
2. Benchmark of product features matrix.
3. Competitive overview.
Customer analysis.
1. Customer and product.
2. Attitudes of the customer.
3. Purchasing process.
Objectives.
1. Volume and profit.
2. Time frame.
3. Secondary objectives: Brand equity, customers and new product.
4. Marketing strategies.
Product/brand strategies.
1. Core strategy.
2. Product/service feature strategies.
Supporting marketing programs.
1. Integrated marketing communications plan.
2. Advertising & promotion.
3. Partnerships/joint ventures.
Implementation.
Conclusion.
References.

Abstract

The objective of this report is to introduce a marketing plan to implant E-leclerc centers in china. Currently the French market of supermarkets is saturated. The European market is a part of international strategy of E-leclerc. Nevertheless, china represents an "Eldorado" with a population which constitutes the quarter part of the humanity ! Another aspect of the chinese population is the percentage of poverty: according to the french Chamber of Commerce and Industry, china gets 18 % of the world poverty (2005 figures). These two aspects are the determining factors in our decision to implant E-leclerc in china. Being currently the leader of supermarkets in France (with a market share of 17.1 %), it could be the opportune moment to expand the company. Then, the main objective is to expand the company in the order to earn consumers and then to increase the company turnover. In this aim, we have to set E-leclerc as "The supermarket where to do shopping". E-leclerc has to be where its competitors are - indeed, Carrefour is implanted since 10 years in china. To accomplish this objective, we should implement an efficient marketing plan. The efficiency will come from the capacity to E-leclerc Company to adapt their supermarkets to chinese customers. To accomplish this objective, we should implement an efficient marketing plan. The efficience will come from the capacity to E-leclerc Company to adapt their supermarkets to chinese customers.