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Internationalization plan of MERCADONA
Transcript of Internationalization plan of MERCADONA
INTERNATIONALIZATION PLAN OF
Crisis, unemployment, price rates. GDP forecast and CCI
different segments of society. The placement of products vital importance
Use ecological products and minimize air pollution
Is the second best valued company in Spain (Reputation Institute of New York)
Mercadona will settle in France
- Acquiring an established supermarket enterprise in France
- High quality
CURRENT CHANNELS OF
Supplier Logistical centre Supermarket
On-line service: not profitable
Customers who claim
low prices and high
who are studying or working
WHY SYSTÈME U?
Just arrived now to
Mercadona vs competition
on Facebook, twitter...
of Mercadona, created by
SUPERMARKET CHAINS IN FRANCE
Low prices, own brands, petrol stations...
"French distribution giant" expanded in 12 countries
Price transparency, quality of the products.
"Consume less, consume better"
- Slogan SPB : “Siempre precios bajos”
- Brand variety 80% HACENDADO.
20% other brands
President Juan Roig
Leader in the food sector in Spain
Expanding by reinvesting its profits
- Hacendado, its own brand
- The client= “The Boss”
- SPB "Always low prices"
Source: National Statistics Institute
Diagnosis of the company
- Competitiveness analysis
Communication and advertising
- French economy
- Competition in France
Why Système U?
Source: economía de Francia
Source: expansion.com "Los supermercados más rentables"
Established in France & Andorra
Good information about the French market
Easier to select suppliers
Similar “keep low prices” policy like Mercadona
First stage: Observe
Second stage: Take over the market
Mercadona = Spain flagship Internationalization benefits both.
France is the most suitable country to start - culture , proximity & economic situation.
Mercadona + Système U = First distributor in France & Spain.
Acquisition of a company operating in France best way to understand the market.
Internationalization is a crucial step.