CULTURE DIFFERENCES IN SUPERMARKETS

CULTURE DIFFERENCES IN SUPERMARKETS

CULTURE DIFFERENCES IN SUPERMARKETS

小组成员：熊谦谦，何佳媛，聂婷，赵彦君，江婵

学号：0080358，0080361，0080390，0080363，0080354 班级：08国际市场营销

二○一○年十月十一日

CULTURE DIFFERENCES IN SUPERMARKETS

Contents in Brief

A.AMERICA---Wal-Mart (3)

1．INTRODUCTION： (3)

2. The culture of Wal-Mart (3)

2.1Spiritual: (3)

2.2Regulations: (3)

2.3 Physical: (4)

B.GERMANY——Metro (5)

1. Metro introduction (5)

2.Metro enterprise culture (5)

2.1 SPIRITUAL (5)

2.2 REGULATION (5)

2.3 PHYSICAL (7)

C.CHINA---RT-Mart (8)

1.Introduction: (8)

2.CULTURE (8)

2.1SPIRITUAL: (8)

2.2REGULATION: (8)

2.3PHYSICAL: (9)

D. conclusion (9)

CULTURE DIFFERENCES IN SUPERMARKETS

A.AMERICA---Wal-Mart

1．INTRODUCTION：

Walmart Stores was founded by American retail legend Mr. Sam Walton in Arkansas in 1962.

(沃尔玛公司由美国零售业的传奇人物山姆. 沃尔顿先生于1962年在阿肯色州成立。)

With over 2.1 million associates worldwide, Walmart operates more than 8,400 units in 15 countries under 55 different banners, and serves more than 200million customers per week

(沃尔玛在全球15个国家开设了超过8,400家商场，下设55个品牌，员工总数210多万人，每周光临沃尔玛的顾客2亿人次。)

It has become the world’s largest private employer and retailer

(美国最大的私人雇主和世界上最大的连锁零售商)

In 2010, Walmart regained the seat at the top of the Fortune 500, and ranked first among retailers in Fortune Magazine’s 2010 Most Admired Companies survey. (2010年，沃尔玛公司再次荣登《财富》世界500强榜首，并在《财富》杂志―2010年最受赞赏企业‖调查的零售企业中排名第一。)

2. The culture of Wal-Mart

2.1Spiritual:

Three Basic Beliefs:

Respect for the Individual(尊重个人)

Every associate's opinion is respected. Managers are considered "servant leaders" who help new associates realize their potential through training, praise and constructive feedback. An "open door" management philosophy encourages associates to raise questions and concerns in an open atmosphere.

Service to the Customer(服务顾客)

The customer is the boss. Everything possible is done to make shopping at Wal-Mart and SAM'S CLUB a friendly, pleasant experience. The "Ten-Foot Attitude" means that associates are to greet each person they see. The "Satisfaction Guaranteed" refund and exchange policy allows customers to be fully confident of Wal-Mart and SAM'S CLUB's merchandise and quality.

Strive for Excellence(追求卓越)

Wal-Mart and SAM'S CLUB associates share an exceptional commitment to customer satisfaction. At the start of each day, store associates gather for the Wal-Mart or SAM'S CLUB cheer and review sales from the previous day, as well as discuss their daily goals. "The Sundown Rule" requires a continual sense of urgency, with questions asked in the morning answered before the end of the day.

Value:Saving people money to help them live better was the goal！

2.2Regulations:

The Sundown Rule

CULTURE DIFFERENCES IN SUPERMARKETS

（Not put off until tomorrow what you can do today ）

Exceed Customers' Expectations

The "Ten-Foot Attitude“

（To promise that whenever you come within 10 feet of a customer, you will look him in the eye, greet him and ask him if you can help him ）

They all smile in a standard smile.

Every Day Low Prices

The Wal-Mart Cheer

They must sing it after work—WAL-MART Cheer

Give me a W!

Give me an A!

Give me an L!

Give me a Squiggly!

Give me an M!

Give me an A!

Give me an R!

Give me a T!

What's that spell?

Wal-Mart!

Who's number one?

The Customer! Always!

2.3 Physical:

From two sides, we can see the physical part.

VI：视觉识别

(LOGO) (emploies’ suits)

（supermarket）

CULTURE DIFFERENCES IN SUPERMARKETS

BI：行为识别

（微笑）（walmart cheer）

B.GERMANY——Metro

The key to the success of enterprise in two aspects: cost saving and differentiation

1. Metro introduction

Metro ranks the first of the purchase of business group in the world. Shopping mall is provided more than 17,000-30,000 kinds of food. Metro ranking the second of world, first of Europe , is one of the top 100 enterprises.

In 1964, the first Metro was established by Otto Beisheim in German. Now the purchase of Metro group owns Metro and WanKeLong brands.

2.Metro enterprise culture

2.1 SPIRITUAL

http://www.77cn.com.cnmon earnings growth, industry leading status pursuing as the center principle of Metro, Metro always takes the success of enterprise as innovation.

2.Mission

Metro aims at providing professional service of shopping. Metro try its to provide low price, high quality products and good business plan.

Service concept: customer partnership, mutual development with customers and one-stop shopping purchasing pattern.

2.2 REGULATION

1.customer management

The staff of Metro put the clients’ information into microcomputer. Membership information management system can automatically record customer every purchase, according to customers purchase frequency and consumption structure, accurate analysis of the dynamic trend of customer demand, in order to satisfy customers. According to customer purchasing records, Metro customer classify customers into ―ABC‖ three levels, its …… 此处隐藏：12671字，全部文档内容请下载后查看。喜欢就下载吧 ……