沃尔玛 麦德龙 屈臣氏 市场定位 分析VIP免费

Subjectinvestigator：LimingYuDifferentPositioningDifferentChoice－－themarketpositioninganalysisofWal-Mart,MetroandWatsonsDifferentPositioningDifferentChoice－－themarketpositioninganalysisofWal-Mart,WatsonsandMetroWal-MartSupercenterSubjectinvestigator：LimingYuWal-MartStores(Inc.)isanAmericanpublicmultinationalcorporationhavingabouteightthousandsupercentersallaroundtheworld.TherearesixsupercentersinWuHan.Thecompanyistheworld's18thlargestpubliccorporation,accordingtotheForbesGlobal2000list,andthelargestpubliccorporationwhenrankedbyrevenue.Itisalsothebiggestprivateemployerintheworldwithover2millionemployees,andisthelargestcompanyintheworld.ThecompanywasfoundedbySamWaltonin1962,incorporatedonOctober31,1969,andpubliclytradedontheNewYorkStockExchangein1972.ItisheadquarteredinBentonville,Arkansas.Wal-MartisalsothelargestgroceryretailerintheUnitedStates.In2009,itgenerated51%ofitsUS$258billionsalesintheU.S.fromgrocerybusiness.ItalsoownsandoperatestheSam'sClubretailwarehousesinNorthAmerica.Wal-Marthas8,500storesin15countries,under55differentnames.ThecompanyoperatesunderitsownnameintheUnitedStates,includingthe50statesandPuertoRico.ItoperatesinMexicoasWal-mex,intheUnitedKingdomasAsda,inJapanasSeiyu,andinIndiaasBestPrice.IthaswhollyownedoperationsinArgentina,Brazil,andCanada.Wal-Mart'sinvestmentsoutsideNorthAmericahavehadmixedresults:itsoperationsintheUnitedKingdom,SouthAmericaandChinaarehighlysuccessful,whileitwasforcedtopulloutofGermanyandSouthKoreawhenventurestherewereunsuccessful.Inoneword,Wal-Martsupercentersareretailchainstoreswhichsalelowpriceproducts.MARKETPOSITIONINGWal-Martaimedatgeneralcustomers.Theyarefrugal.SoWal-Martdoeseverythingbasedonlowprices.NowyouseethatWal-Martmeanslowprices.Ithasplentifulproducts,lowpricesandconsiderateservice.Peopleknowwhatthey’regoingtogetwhentheybuyproductsorservicesfromthosecompanies.Wal-Martbecomesthefirstchoice.PRODUCTPlentifulproducts.Wal-MartcomesupwithOne-StopShopping.Ithasabout75thousanddifferentkindsofproducts.Theyarefood,toy,clothing,cosmetics,applianceandgeneralmerchandise.(FINDATAPPENDIXⅠ)Italsohasprivatebrands,andItputmuchmoneytocreatenewbrandstomakethetypeplentiful.Youcangeteverythingyouwantthere.Socustomersdon’tneedtowastetimeandmoneyfromonestoretotheother.It’srealconvenience.Cheapandfine.Wal-Martmakestheproducts’outerpackagemorebeautiful.Peoplewillfeelgoodwhentheyseetheproductinlowpricesandbeautifulclothing.Weallthinkthatbeautifulandexquisiteouterpackagemeanshighquality.WellinWal-Martsupercentersnotonlytheouterpackageisbeautifulbutalsothequalityishighalmost.PRICECheap,cheap,cheap!”EveryDayLowPrice”,”Savemoneyeveryday”,peoplecanseethesesloganseverywhereinWal-Martsupercenter.Asmostsupermarketsitcameupwithlowprice.Wal-Martissmarterthanothers,theymaketheproductswhichyoucareaboutinlowprice,butifwearecarefulwewillfindthatsomeotherproductsaresoldinhighprice.NowitseemstobesuccessfulthatalmosteveryonethinksWal-Martmeanslowprices.Forlowprices,Wal-Marttriestheirbesttocutdowncostfromothersaspects.Suppliers,logistics,storage,humanresourcesandsoon.SERVICEFast,convenience,satisfied,youwillfeelinWal-Mart.Repair,replacementorarefund,theywillsaythankyoutoyouandyouwillbegreetedwithasmile.SundownRule!SundownRulemeanstheystrivetoanswerrequestsbysundownonthedaytheyreceivethem.SoWal-Martgivesitstargetcustomersanimpression----cheapandfine...