E-Leclerc in China: Fictive case

Résumé du document

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.

Extraits

[...] The point is that E-Leclerc has to be represented as the store which is there people needs it. In this way, E-Leclerc keeps its policy of proximity and services. VI / Supporting Marketing Programs Advertising in China still existed. Nevertheless, foreign advertising just began to penetrate chines market in 1990's. The advertising, as media of communication, brought to the Chinese a new conception, a new way of seeing the outside world, because the foreign advertising presents them not only products, but also new culture and new practices of communication. [...]

[...] Indeed, to build a store, E-Leclerc has to forecast about one year (maybe less, in China workers are very efficient . This first store has to be implanted in a big city as of Chongqing (more of 7.5 billion persons). That will allow us to target a big part of people. To make it, we will use billboard and fliers Chinese people like very much advertising, they get a lot of sense. Moreover these advertisings will allow us to organize the store opening by making foods promotion as the majority of Chinese people are poor; it is the better way to attract the majority of people. [...]

[...] We have to get an expansion policy to win in China. To conclude, we could see that China is a very interesting market where you could sell what you want. This is only possible if you respect cultural codes. Indeed Globalization does not mean standardization of tastes and culture as we could often hear. IX / References http://www.mouvement- leclerc.com/content/xml/mouvement_fr_mouvement_chiffres_cle.xml www.wikipedia.org http://www.distripedie.com http://www.distrijob.fr/enseignes/dictionnaire S.Moati L'avenir de la grande distribution Editions Odile Jacob. S.Kaabachi , actes de la 2ème journée de Recherche en Marketing IRIS GAI Lianxiang, Médias et identités Univ. [...]

[...] At the origin of the organization E.Leclerc : the will to regroup independent dealers, owners of their firm that they manage in a autonomous manner. Today, this model of firm is the force of movement E.Leclerc, its originality, its coherence. The overseers of E-Leclerc Centres are autonomous businessmen. They are business managers who, by choosing the E-Leclerc brand, have to manage their supermarket respecting the ethics and the founder principles of what Leclerc calls the “Movement”. Strategy 2 : Prices Buy the cheaper possible to sell the cheaper possible The expression of Edward Leclerc is the founder concept of Movement. [...]

[...] This one has to be freed of any strong competitors (as Carrefour), then it has to be a big city in the order to target a maximum of people. We could think of Chongqing (more of 7.5 billion persons). Then, we have to use a lot of advertisings A half of the population has to see our advertising. The first contact people have to get with E-Leclerc has to be the good one. To attract them we have to launch the first store opening with lots of promotions on foods. Finally, people have to get the pleasure to be in our store. [...]