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Internationalization plan of MERCADONA

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by

Valeria Sánchez Gómez

on 7 October 2014

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Transcript of Internationalization plan of MERCADONA

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli
INTERNATIONALIZATION PLAN OF
PESTEL
Political factor:

Democracy
Economical factor:
Crisis, unemployment, price rates. GDP forecast and CCI
Social factor:
different segments of society. The placement of products vital importance
Technological factor:

Constantly changing.
Environmental factor:

Use ecological products and minimize air pollution
COMPETITIVENESS
ANALYSIS
SWOT

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

ORGANIZATIONAL
CULTURE
- High quality
- Bosses
- Employees
- Suppliers
- Society
- Capital

FINANCIAL ANALYSIS
CURRENT CHANNELS OF
DISTRIBUTION
Innovation

Supplier Logistical centre Supermarket

On-line service: not profitable

MARKET SEGMENTATION
Customers who claim
low prices and high

quality

Young people

who are studying or working
Middle-class
consumers
Traditional
housewife
Clients with
special needs

FRENCH ECONOMY
COMMUNICATION AND
ADVERTISING
WHY FRANCE?
WHY SYSTÈME U?
CONCLUSIONS
MARKET PENETRATION
Market share:
7,9%
6,4%
8,3%
21%
No
massive
advertising
Just arrived now to
social network
Mercadona vs competition
on Facebook, twitter...
Image
of Mercadona, created by
customers
SUPERMARKET CHAINS IN FRANCE
E.Leclerc:
Low prices, own brands, petrol stations...
Auchan:
"French distribution giant" expanded in 12 countries
Système U:
Price transparency, quality of the products.
"Consume less, consume better"
The product
- Slogan SPB : “Siempre precios bajos”
- Brand variety 80% HACENDADO.
20% other brands
Market locations

Perfect location


President Juan Roig

Leader in the food sector in Spain

Expanding by reinvesting its profits

Policies:
- Hacendado, its own brand
- The client= “The Boss”
- SPB "Always low prices"

INTRODUCTION
DIAGNOSIS
Source: expansion.com
Source: National Statistics Institute
Proximity
Similar culture
Similar market
segmentation
Leading European
economy

INDEX
Introduction
Diagnosis of the company
- PESTEL
- SWOT
- Competitiveness analysis
Organizational culture
Financial analysis
Distribution channels
Communication and advertising
Market segmentation




INTERNATIONALIZATION PLAN
Strategy
Why France?
- French economy
- Competition in France
Market penetration
Why Système U?
Conclusions
Q&A
Q&A?
STRATEGY

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.
Full transcript