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PAGE 1
Module: Introduction to METRO
CORPORATE HOUSE OF TRAINING
COPYRIGHT © 2010 METRO Cash & Carry , India
PAGE 2
Contents
History METRO Group & Sales Lines METRO Cash & Carry Countries
History METRO Group & Sales Lines METRO Cash & Carry Countries
1. The Development of METRO
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
3. Our Customers, our Stores, our Assortment
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
2. METRO Mission & Wholesale Concept
4. Metro Cash & Carry India 4. Metro Cash & Carry India General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
1
PAGE 3
4. Metro Cash & Carry India 4. Metro Cash & Carry India General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
Contents
History METRO Group & Sales Lines METRO Cash & Carry Countries
History METRO Group & Sales Lines METRO Cash & Carry Countries
1. The Development of METRO
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
3. Our Customers, our Stores, our Assortment
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
2. METRO Mission & Wholesale Concept
1
PAGE 4
History1964 First METRO Cash & Carry store opened in Mulheim, Germany, by Otto Beisheim
1968 First MAKRO store opened in the Netherlands.Enhancement & internationalization of the concept.
1996 METRO AG was founded. Since then the Headquarters have been situated in Düsseldorf, Germany.
1998 METRO Group acquired the European Cash & Carry business of SHV MAKRO in which METRO Group already held a 40 % stake. METRO Group is quoted on
the stockmarket today.
2003 First store openings in India and Ukraine. Since then focus on expansion in new countries, especially in Eastern Europe and Asia.
1964
2003
1968
1
PAGE 5
Cash & Carry*
Cash & Carry* Food RetailFood Retail Department
StoresDepartment
StoresNonfoodSpecialtyNonfoodSpecialty
* Cash & Carry includes Schaper stores
Sales Lines of METRO Group
The METRO Group is one of the Top 5 retailing groups worldwide with sales of € 65.5 billion in 2009.
1
PAGE 6
Contribution of Each Sales Line
* Cash & Carry includes Schaper stores
Cash & Carry*
Cash & Carry* Food RetailFood Retail Department
StoresDepartment
StoresNonfoodSpecialtyNonfoodSpecialty
30.6 bn €30.6 bn € 11.3 bn €11.3 bn € 19.7 bn €19.7 bn € 3.6 bn €3.6 bn €
Cross-divisional service companiesCross-divisional service companies
Status 31.12.2009 Status 30.04.2010 Status 30.04.2010 Status 30.04.2010
1
PAGE 7
Cross-divisional Service CompaniesCross-divisional Service Companies
* Cash & Carry includes Schaper stores
Sales Lines of METRO Group
The METRO Group is one of the Top 5 retailing groups worldwide with sales of € 65.5 billion in 2009.
1
METRO Group Asset Management
MGB METRO GROUP Buying HK
MGI METRO GROUP Information Technology
MGL METRO GROUP Logistics
MFM METRO GROUP Facility Management
MGA METRO GROUP Advertising
MIB METRO GROUP Insurance Broker
MGT METRO GROUP Travel
MGP METRO GROUP Account Processing
MIAG Metro International AG
http://mcc.in.metrogroup-networking.com/intranet/site/metro-group/node/19438/Len/index.html
PAGE 8
METRO Cash & Carry
Metro Cash & Carry
A core division of METRO Group
and worldwide market leaderin self-service wholesaling.
Metro Cash & Carry
A core division of METRO Group
and worldwide market leaderin self-service wholesaling.
1
PAGE 9
METRO Cash & Carry
669 stores in 31 countries*669 stores in 31 countries*
4.9 million m² total sales area4.9 million m² total sales area
More than 100,000 employeesMore than 100,000 employees
Sales of 30.6 billion €Sales of 30.6 billion € 2009 -102009 -10* Status: 17.12.2010
1
PAGE 10
METRO/ MAKRO Cash & Carry Stores WorldwideAT BE BG CN HR CZ DK FR DE
[1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]
12 11 43 6 13 5 91 121
VN GR[1992]
9 9
UK HU[1994]
30 13
UA IN[2003]
25 6
TR IT[1972]
14 48
ES JP[2002]
34 6
SK RU RO PT PL NL MA MD[2001] [1996] [1990] [1994] [1968] [1991] [2004]
5 52 24 10 29 17 8 3
[1971]
[2002]
[1971]
[2003]
[1990]
[1972]
[2000]
RUSSIA
Tomilino
11th Oct 2007
CHINA
Quanzhou
13th Dec 2007
PK[2007]
5
Status: 31ST March 2010
RS[2005]
5
11
GREECE
Volos
16th Jan 2008
1
1
KZ
PAGE 11
METRO/ MAKRO Cash & Carry Stores WorldwideAT BE BG CN HR CZ DK FR DE
[1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]
12 11 46 6 13 5 91 121
VN GR[1992]
9 9
UK HU[1994]
30 13
UA IN[2003]
25 6TR IT
[1972]
14 48
ES JP[2002]
34 6
SK RU RO PT PL NL MA MD[2001] [1996] [1990] [1994] [1968] [1991] [2004]
5 52 24 10 29 17 8 3
[1971]
[2002]
[1971]
[2003]
[1990]
[1972]
[2000]
PK[2007]
2
RS[2005]
5
11
INDIA
August 2003 - 2008
1
KZ
Status: 31ST March 2010
PAGE 12
4. Metro Cash & Carry India 4. Metro Cash & Carry India General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
Contents
History METRO Group & Sales Lines METRO Cash & Carry Countries
History METRO Group & Sales Lines METRO Cash & Carry Countries
1. The Development of METRO
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
3. Our Customers, our Stores, our Assortment
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
2. METRO Mission & Wholesale Concept
2
PAGE 13
How Is It All Linked?2
PAGE 14
METRO will dominate the Cash & Carry wholesale segment globally, through our unique business formula which improves the competitiveness of our customers all over the world.
VISION
The Vision of METRO Cash & Carry2
PAGE 15
Our Mission Statement
METRO is a Cash & Carry Wholesaler for businesses and professionals.
METRO provides quality products and business solutions at the lowest possible prices.
2
PAGE 16
Our Core Values
Open communication
Innovative in all we do
Win-win partnership with our suppliers
Acknowledged first-choice Cash & Carry Wholesaler
Commitment to give our customers more value for their money
Defined format adapted to local market needs
Efficient and low-cost operation
Commitment to ethical and environmental values
Strive for reliability and transparency
Sustained growth of shareholder value
Continuous focus on customer needs and satisfaction
Our employees are our main asset
METRO Cash & Carry’s 12 Core Values2
PAGE 17
WholesalerSomeone who buys and sells goods in large amounts to shops and
businesses. (Source: Cambridge advanced dictionary)
RetailerA person, shop or business that sells goods to the public.(Source: Cambridge advanced dictionary)
The Cash & Carry Business Concept2
PAGE 18
The Cash & Carry Business Concept
WHOLESALER WHOLESALER
Manufactures
Farmers
Co-ops
Traders
HoReCa
Small businesses
“Business to Business” Access only to registered Professional Customers via
free Metro Card
Our Distribution Centres bring Suppliers together with Professional Customers
2
PAGE 19
The Cash & Carry Business Concept
OUR COMPETITORSOUR COMPETITORS
Not only Retailers… But also…
Wet MarketWet Market
SuppliersSuppliers
Wholesale MarketWholesale Market
2
PAGE 20
Customers put their own order together
Customers pay in cash*
Customers carry the goods away
in their own vehicles
CASH & CARRY
* With some countries other payment types are accepted
The Cash & Carry Business Concept2
PAGE 21
Advantages of the Cash & Carry Business Concept
CASH & CARRY CONCEPTCASH & CARRY CONCEPT
Self-Service
Self-Service
Direct MailingDirect Mailing
Supply Chain
Management
Supply Chain
Management
Everything under
one roof
Everything under
one roof
Solid organizational
structure
Solid organizational
structure
Wide range of choices
Personal contact
Professional service
Time-saving shopping
Standardized store layout
Stock KeepingFunction
Stock KeepingFunction
Cash Flow Advantage
2
PAGE 22
1. Focused on Customer Needs1. Focused on Customer Needs
METRO Cash & Carry’s 10 Business Principles
2. One-Stop-Shopping
3. Store Concept & Layout for Professional Needs
4. Enhanced Customers’ Competitiveness
5. Excellence in Supply Chain Management
Functional Alignment and Controlling
5. Excellence in Supply Chain Management
2
PAGE 23
1. Focused on Customer Needs
METRO Cash & Carry’s 10 Business Principles
1. Focused on Customer Needs
Functional Alignment and Controlling
Functional Alignment and Controlling
Functional Alignment and Controlling
9. Internationally transferable concept
Functional Alignment and Controlling
6. Advanced Customer Service
7. Strengthening of Local Suppliers
5. Excellence in Supply Chain Management
8. Support of National Infrastructure
9. Internationally Transferable Concept
10. Career Opportunities
http://www.metro-cc.com/
2
PAGE 24
Best prices guaranteed1
It’s your warehouse2
Everything under a single roof3
Extended business hours4
Quality guaranteed5
Free parking6
After-sales service7
In touch – at all times8
9
Great value for money10
Manage your stocks more productively
Advantages of Metro C&C for its Customers3
PAGE 25
Conditions to be a METRO Customer
Everyone who has a registered
business.
Everyone who has a registered
business.
2
PAGE 26
Through CUSTOMER
CARDS, MCC should offer
all customers value adding
services, and reward
specific customer groups
with additional benefits in-
and outside the store.
Through CUSTOMER
CARDS, MCC should offer
all customers value adding
services, and reward
specific customer groups
with additional benefits in-
and outside the store.
Customer Cards as Opportunity to Create Retention2
PAGE 27
METRO Mail & Customer Card
Customer Consultants available in all stores are responsible for: the support of existing customers the acquisition of new customers.
Direct mailings regularly with attractive special offers targeted mailings to selected customer
groups with offers that are focused on their individual business needs.
Professional services for professional customer needsCustomer card for entrance control.
2
PAGE 28
4. Metro Cash & Carry India 4. Metro Cash & Carry India General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
General Presentation Metro, a responsible Corporate Citizen Strategy
ExpansionPositioningPerformanceCompetence
Contents
History METRO Group & Sales Lines METRO Cash & Carry Countries
History METRO Group & Sales Lines METRO Cash & Carry Countries
1. The Development of METRO
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
Customer Branch Segmentation Store Format and Layout Food & Non-Food Departments Category Roles
3. Our Customers, our Stores, our Assortment
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
Vision Mission Statement Core Values Strategy Cash & Carry Business Concept 10 Business Principles
2. METRO Mission & Wholesale Concept
3
PAGE 30
Who Are Our Customers?
e.g. Hotels Restaurants Caterer Café / bars Pubs.
e.g. Hotels Restaurants Caterer Café / bars Pubs.
HoReCa
e.g. Generalist F Kiosks Specialist F Petrol station NF trader.
e.g. Generalist F Kiosks Specialist F Petrol station NF trader.
Traders
e.g. Health Care Wellness Physical
services Craftsmen.
e.g. Health Care Wellness Physical
services Craftsmen.
Services
e.g. Institutions Industries Office based
services Metro internal.
e.g. Institutions Industries Office based
services Metro internal.
Companies & Offices
3
PAGE 31
Food departments
Wide and deep food offering with special focus on quality, traceability and availability – Fresh Food
Delicatessen, cheese,
yogurts and additional milk
products
Dairy , Frozen & Bakery
Meat and poultry in a strictly
temperature controlled
environment
Meat
Varieties of fish and other seafood,
delivered daily from fresh distribution
centers
Fish
Local and exotic varieties
in different pack sizes
Fruit & Vegetables
Deep Frozen
3
PAGE 32
Food departments
Wide and deep food offering with special focus on quality, traceability and availability – Dry food
Detergents & Toiletries, all
cleaning material
NFIF
All kinds of sweets & savories, toffees &
candies too
Sweets & Confectionery
Local and exotic varieties
in different pack sizes
Grocery
Non-alcoholic drinks, wine and spiritsBWST –
Beverages, Wines, Spirits
Beverages
3
PAGE 33
Non-Food Departments (1/2)
Utensils, kitchen-ware, crockery,,
cutlery, tableware, plastic-ware,
glassware, pots and pans.
All linen - Bed sheets, bath towels, hand
towels, curtains, bath mats ,
doormats etc
Do it Yourself – Furniture, Car accessories,
Power tools, tools, Tools &
accessories etc
Office solutions ranging from files
to paper, glue, pens, pencils etc.
Home Improvement
Office & Stationery
Home TextilesHousehold
Comprehensive Non-Food assortment covering complementary business demand.
3
Ladies, Men, Shoes – casual &
& for uniform Luggage,
Accessories.
Luggage & Footwear
PAGE 34
Non-Food Departments (1/2)
Home electronics,Bulbs & lamps,
television, mobiles, cameras etc
Complementary department with room for special events according to season (e.g.
christmas, diwali, dusshera).
Ladies, Men, Uniforms, aprons etc for HoReCa
Seasonal ApparelMedia
Comprehensive Non-Food assortment covering complementary business demand.
3
Home electrical –both small & large
– micro-ovens, rice cookers,
mixers, juicers etc.,
Appliances
PAGE 35
Administration (1/2)
Service departments support the sales departments in their vending activities.
Welcoming customers, check & issue customer cards at the entrance.
Dealing with goods returns and After Sales
Service, Customer Care.
Acquiring new customers and visiting registered customers.
Dealing with all human resources topics for the store’s staff .
Settling of demonstration furniture,
display material and signage for the
presentation of goods.
Human ResourcesDecoration & Maintenance
Customer ManagersCustomer Entrance &
After Sales Service
3
PAGE 36
Administration (2/2)
Handling of the data transfer and the system in the store, Generating
reports, Inventory management.
Receiving of goods in the Goods Receiving
area, handling of returns & relocations.
Handling of all invoices, debit and credit notes.
Invoicing and collecting money from the
customer before s/he leaves the store. Freebie control.
Main Cashier CheckoutGoods ReceivingAdministration &
Logistics Center (ALC)
3
PAGE 37
Departments at the Genesis Store
Front of House Gold Customer CSD Checkout / Main Cash Deco Maintenance promo Management Sales Floor management
• Quality• Logistics• Goods Receiving• ALC / IT• Re- ordering• Replenishment• Outrigger management• Stock Management• PI / AI• Planogram
• Customer marketing• FSD / COD / SKS
• HR & Training• Security• Store Admin
Services Management SupportStock Management Sales Management
3
How to sell our self in the industry
Well groomed – not just well dressed
• Hair (men / women)
• Accessories
• Elegance / make-up
• Clothes
• Personal hygiene
• Posture
Posture – the way we carry ourselves
• Do not slouch while standing or sitting
• Drumming signifies restlessness
• Rubbing eyes signifies boredom
• Negative posture looks suspicious and closed
• Constant hand movement signifies nervousness
Let your dress and posture reflect professionalism
What makes us different from the mob
• Positive attitude• Appearance – well groomed (smart, fresh and clean)• Mannerisms – polite, sincere, alert to needs• Communication / sales presentation – clear, concise,
well prepared• Respect for time – punctuality, appointments• Knowledge – own ( product, Company ), customer’s
company• Sensitivity to needs – empathy, listening
What makes generic
• Appearance – sloppiness, untidiness
• Lack of knowledge or information
• Poor communication: Sales presentation – ill prepared, bad usage of sales tools
• Unacceptable mannerism – arrogance, disrespect, insincere, nosey, interrupting
• Time wasting - irrelevant chat, loud and long conversations
• Pressure – being pushy or ‘negative’, aggressive
Selling Skills
5 Steps of SalesP – Positive state of mind
O – Open discussion
U – Understand customer needs
C – Close the discussion
H – Handshake
Unique way of Handling
• Acknowledge– Listen carefully– Rephrase the objection in question form– If I am to understand you correctly…….
• Solve– Provide facts and answer directly to clear the
objection
• Close– Gain Agreement to solution
Our Way: Closing• Don’t be scared.
– 44% Of all professionals give up after the first ‘no’ !
60% Of the industrialist say ‘No’ four times before they say ‘Yes’
Our Way of ClosingSummary Close• Summarize the
benefits.– Eg : “Now Mr.
customer, we have agreed that metro suites your day to day requirements. Shall I go ahead and deliver the card to you?”.
Mantra to ace….
TEAM WORK
United we stand divided we fall……
Opportunities in Service Industry
• Hospitality/Tourism sector
• Retail sector
• Banking sector
• Logistics sector
• IT sector
• Public sector