Marketing Analysis of On-line supermarket "Leclerc"

Résumé du document

Leclerc is the biggest retailer in France, the equivalent of Wal-Mart in the US. This paper will focus on the online shop of Leclerc, called express drive.

Extraits

[...] 3.What are the opportunities/threats on this market for Leclerc express drive? SWOT We will now focus on Leclerc Company, and will analyse its strengths, weaknesses, opportunities and threats: The new entity Leclerc express drive is in complete adequation with the trends of the market Development of E-business: In today's world, almost everybody got an Internet access, and is educated to use technology. An other point, which has been a brake to the development of E-business, is the security of payments. [...]

[...] Strategy map Increase sales Objective description Access segment Measure Target Initiative new % of new 30% of new Advertising campaign for customers customers non customers Economy scale of Improve utilization assets % of use of asset 99% error) than (margin Increase time of use 2 Collective rewards for the average time of delivering between 2 hours Collective penalty in case of over times Fast delivery of Deliver products Waiting time of Less products as soon as customers minutes customer arrives at the shop Reduce time cycle Reduce the time Time between receipt order of and the the receipt of the maximum the order and the ready the products ready to pick products to pick Easy ordering online Make website accessible easy to use the % of orders/ of visits on the and website Allow customer to give his feedback directly on the website Increase employee satisfaction Make people % of turnover Under the Meet employees exchange how to proud and happy to work in the company current average and turnover in the about group improve working conditions Increase employee effectiveness Increase customer retention Do more work % of costs of Superior to the Wages partially of average in the depending traditional shops results cards, on with the same wages/% workforce turnover Avoid customer Time to go between No more than Fidelity to two orders the average in codes for online traditional shops specials offers for competitors Increase service Make level customer globally the % of customer Over the average Ask retention in shops traditional customer feedback about satisfied Increase market Develop share the % of the overall Constant progression their last order Advertising market share on market the online retailing market 6. Conclusion: We first evaluated the market through the 5 forces model of Porter. We conclude that the market was not very attractive for new entrants. In a second time, we focused on Leclerc Company, and especially Leclerc Express Drive. We could have seen that this new entity could benefit from the strengths of the company to explore new opportunities on the market, in providing new value to the customer at the same price through a new distribution channel. [...]

[...] Infrastructures already exist, investment is relatively low compared to profits expected, this will normally lead to a good return on investment and respond to shareholders requirements - Business process perspective: first the ordering online must be easily accessible to customers. Then the cycle time between the order and the delivery must be fast and not exceed two hours. Finally when the customer arrives to the store, the delivery must be instantaneous. - Learning/growth: employees must be trained in order to be efficient. For that they must be satisfied and happy to work for the company. [...]

[...] This new strategy has been translated in a set of measures through the balanced scorecard. Then, we set up measurements, targets and initiatives to control the good application of the strategy objectives. What is important is to get an innovative idea, but also to control, measure, analyse its application into the company to achieve in tangible results. [...]

[...] Analyse marketing du supermarché online Leclerc Express Drive LECLERC Summary: 1. Which company is Leclerc? Is the retailing market attractive? Porter 5 forces 3.What are the opportunities/threats on this market for Leclerc express drive? SWOT How to apply the strategy of Leclerc Express drive? Balanced Scorecard How to see the good application of Leclerc Express Drive strategy? Measurements, targets and initiative Conclusion: Which company is Leclerc? Company description: Leclerc is the biggest retailer in France, the equivalent of Wal-Mart in USA. [...]