Diploma in H

pic Diploma in cordial reception and Tourism HT 1020 Marketing in H&T The out permit of interbreeding Lecturer MR. Alvin Group name 4+1 Group members LI CHUNYAN 1111/9205 LIU FANGYU 1108/8812 HUANG JIAHUI 1112/9271 XU KE 1109/8920 YAO SHI 1201/9343 Table of Contents 1. entryway . 2. Background . 3 3. Marketing interrogation . . 3 3. 1 Marketing Concept.. 3 3. 2 proceeds Marketing.. 4 3. 2. 1 Environment.. .. . 5 3. 2. 2 serve up idea. . 5 3. 2. 3 Quality of function man come onment.. . 5 3. 2. 4 Four-dimensional client service.. . 6 3. 3 small & Macro Environment assessment. 6 3. 4 Analyze Consumer deportment 7 3. 4. Cultural Factors. 8 3. 4. 2 Social Factors8 3. 4. 3 Personal Factors8 3. 4. 4 Psychological Factors. 9 3. 5 Segmenting Consumer Markets.. .. 9 4. News10 4. 1 The Asia commercialize territory is narrowing10 4. 2 Suspected value fraud.. 11 5. Recommended Strategy & executing Plan.. 11 6. Conclusion. 11 Reference . 12 1. Introduction Our assembly has ch osen intersection for our project. In this report, offset printingly we will put out its history briefly and wherefore(prenominal) we will focus on 5 aras to abstract assessment and provide the detail that will set up cracking marting im period/branding. The report will be conducted by analysis process, including situation analysis, locateing and explaining strategies, place customers needs and wants as well as the recommended enforced plans. 2. Background (History) The crossbreeding Company was established by the Fournier and Defforey families in 1959.Over the gone 40 years, the cross group has grown to become the first largest retail merchant in Europe and the second largest retailer in the creative activity, the group currently operates four main grocery store formats hyper securities industrys, supermarkets, cash & carry and whatsis stores. 3. Marketing research 3. 1 Marketing Concept Here are five key fancys under the hybridization conduct their marketing activities. As we know, Production Concept is a concept where goods are produced without taking into shape the choices or tastes of your customers. The crossbreeding goods in the global procurement.A goodness into Carrefour, manufacturers must first obtain a recognized headquarters negotiations, to each one branch orders finished the system. Carrefour has an international commodity department, responsible for looking for resources in the humankind, commodity introduced to purchasing department, then he will ordering the goods . But, Product concept is the agniseing of the dynamics of the growth and showcase, the best qualities of the product. Carrefour is establish on low equipment casualtys, excellent customer service and a comfortable obtain environs for consumers to provide the required products of daily life.Carrefour limited and guardianshipfully allot the types of goods , It will first divvy up the needs of customers ,From customers, employees, vendors, competit ors obtain information to chasten the classification and respond to market trends, we need to understand the outside message, and then the reaction in the mark. For example, in 1994, Carrefour did not plow cosmetics, it interchange computers in 1995 began selling cosmetics, computers. The Carrefour goods are usually priced lower than early(a) markets .The Carrefour goods are usually priced lower than early(a) markets, In 1987 ,Carrefour in Taiwan set off a gross sales promotion, reduce price lower than the normal market price of 20% to 50% , Carrefour through such(prenominal) sales way to make a profits . Carrefours through low-cost strategy, not only quickly occupied the market, and stepwise establish a major feature of the full range. Sixties and mid-seventies of the twentieth century, Carrefour launched Vivez Libre mathematical product, free product is cheap unbranded products, the advert slogan is free product, no name, hardly as good, and cheaper. Within twain we eks, 80 percent of consumers tried free products, 70% of consumers become assume customers, This success is base on a basic concept of Carrefour, that customer philosophy. This is the marketing concept of Carrefour. Carrefour did not forget their friendly righteousness and is committed to safeguard the eccentric and safety of products, spare no run to promote the Carrefour Quality System, and around the farmers in China to jointly develop green products and organic food, from product design, packaging and logistics the pursuit of milieually friendly low-carbon.In addition, it balance to the 3c flairl 3. 2 Service Marketing The world parsimoniousness nowadays is increasingly characterized as a service economy that Marketing service h former(a)s a unique place in melodic line acumen and required contrary strategies to be successful. Services are characterized by being intangible, perishable, variable and inseparable from their provider. Marketing Services is not just abo ut selling something, it is a true encounter . In fact, the issue of the service sector has long been considered as indicative of a body politics economic progress.Economic history tells us that all developing nations devote invariably experienced a shift from agriculture to industry and then to the service sector as the main stay of the economy . function now increasingly represent an integral part of the product and this interconnection of goods and operate is represented on a goods-service continuum. 3. 2. 1 Services environment Carrefour supermarket attain a warm olfactory modalitying for consumer, it roll in the hay change magnitude sales. They offers holiday shop channels, during the holiday season, customers pot enjoy the convenience of obtain and fast.External environment provides parking, special offers the announcement district and eat different partitioning wine drinking area, recreation area, bulk, grain and oil area, Hardware District. In each partition a llow the difference between all kinds of goods. The popular products usually put in the customer much good to convey it. If you can not find something, inside the supermarket staff will go on you the greatest help. 3. 2. 2 Carrefours service concept People-oriented . Carrefour attaches great brilliance to direct contact with the customer a line employee education and discipline .Because lower-level employees have the biggest impact on service perceptions. So that employees fully understand and comprehend enterprise service marketings overall goals, enhance their customer service sense of responsibility and sincere love life, and pay attention to cultivate their dealing with customers, and establish a good transactionhip with the customer. 3. 2. 3 Carrefours quality of service focal point. Quality service ensures that customers are satisfied with what they have paid for, and maintain the key to customer felicity is the level of product quality.For service companies provi de intangible products, the evaluation of both the quality of their services include customer service content beyond the basic services provided by the enterprise, in like manner including the specific quality of the various services offered by the enterprise project. 3. 2. 4 Four-dimensional customer service Carrefour has multidimensional customer service system that all the stores to install the service satisfaction survey system, they can collect customer feedback as an grievous indicator of the stores appraisal to urge stores that continue to improve and optimize the services to improve the management level. . 3 Micro & Macro Environment Assessment The first time Carrefour created a new type of sales market, the hypermarket in 1963, the first time Carrefour set up the enormous supermarket In French in the same year. The first time Carrefour entry international market in1969, for now have more(prenominal) than ten thousand stores in 31 countries and area, it is the NO. 39 t op Fortune international 500 in 2012.Although the Carrefour is powerful in the world, it as well as has the weaknesses the online shop using of Carrefour is lacking behind as compare to competitors, market in some countries lack of management or expertise in this business. The way of Carrefour to development is at current markets possible to gain at new aspect, or disseminates the stores in some countries that it didnt open before, such as some third-world country, this action not only can set up the new market for Carrefour but also can increate the opportunities of the local.Absolutely, the Carrefour faces some threats recent years there is a gain of competitors, thus cavictimization a drop in market shares. Economy problem in Europe, has causes many forms of difficulty including revenues, costs and also trades. These are microenvironment of Carrefour. In the macro environment of Carrefour by using PEST to analysis the China market. Chinas membership in WTO has helped oversea investor to easily penetrate into the China market due to disposal standardizing its market laws and regulations to international standards.Having one of the world largest creation, the open market to the world has boast Chinas economy thus causing increase of wealth in the population, increasing the amount of middle class consumers greatly attracts foreign investors like Carrefour To enter the market or embellish their market shares in China. Due to internationalization, China social and culture is more or less affected as they are more clear to the world, they are becoming more and more westernize.Better wealth and social changes have also changes peoples bargaining behavior, consumers who have better income naturally intend that oversea products might be better than local ones. Such belief and buying behavior have causes brand and business from other country to target Chinas high spending market. Open market to the world also leads to increase research and development in t he country, as confederation and business coming in means that factory like fictionalisation and production factories will bound to move in too.Technology and expertise start to increase in China due to this flop of business gigantic development. Business like Carrefour who carries house brand will consider moving its factories of production to China due to low mash costs and also the improve of technology and expertise will besmirch the difficulty of shifting of factory thus fast improvement in technology and expertise encourages business to shift its production or assembly line factory to China. 3. 4 Analyze Consumer Behavior In recent years, Consumer makes many buying decisions everyday.When it comes to shopping, the first thing come to the shopper header is supermarket. The supermarket and peoples lives are closely interrelated. However, supermarket environment, service attitude, commodity classification create a lot of function on shoppers desire to shop. 3. 4. 1 Cultur al Factors whizz of the main characteristics affecting consumer behavior is a Culture factor, which exert the broadest and deepest influence on consumer behavior. For Carrefour, the business scope includes daily trainings, clothing, household appliances and etc. They have all kinds of goods that one need.It is now introducing KFC in the shopping concept. FuNaiTe dry change shop is another concept. It has more than 50 different brands available in the market. It is like a collection of store and leisure, catering and entertainment as one of the major integrated stores. They can completely satisfy the consumers One-stop shopping daily life consumption demand. There are tercet value that Carrefour always adheres to. They are Committing, Caring and staying Positive. They respect the customers shopping immunity and want as much customers as possible.For customers, employees and suppliers, they have to trust each other. 3. 4. 2 Social Factors A consumers behavior is influenced by soc ial factors. The Carrefour group is also responsible for the society. Carrefour actively infix in Chinas public welfare undertakings and community activities, supporting and participating in Beijings bid for the Olympic Games and Shanghai world expo bid, and with a transformation of forms to the affected areas, hope school, welfare institutions urgently needed goods donated. All of these influences our consumers and let our life more colorful.So people like to go Carrefour for consumption. 3. 4. 3 Personal Factors A buyers decisions are also influenced by personal characteristics. The economic situation of buyer is very important in purchasing goods. For Carrefour, they are not only providing the consumer Variety and special commodity to choice, such as food, Personal care, home supplies, Style leisure and so on. But they also have many promotion activities. Let consumer feel the money that was spent is valued. Because of the One-Stop Shopping concept, buyers managed to save time in shopping.Carrefour compulsive in expanding as many business lines as possible, so that customers can purchase a neat daily necessity catered to all the classes, which fit(p) in different level of consumption customers. Commodity classification allows buyers to easily find things they are looking for in the shortest period of time frame. 3. 4. 4 Psychological Factors Psychological factors also play a role in consumer behavior. For example the Carrefour make full use of light and off-price merchandise to create the whole store a better atmosphere. As if make the customer feels the urge to buy upon entering Carrefour. . 5 Segmenting Consumer Markets we can commit from 7 aspects to segmentation consumer market. The first aspect is the geographic segmentation. Geographic variance is collecting and analyzing information consort to the physical location of the customers or other data source. Carrefour marketers use geographic segmentation because they know where to sell their prod ucts to increase advertising and sales effect. For example, there are different total of population among each province in China then Guangdong consists of highest population with 160,000,000 peoples.Therefore, Carrefour should put more attention in Guangdong as the geographic in Guangdong is stronger compare than other province. Secondly, demographic segmentation calls for dividing the market into groups found on variables like age, sex, income, family life cycle, religion, education etc. Carrefour has targeted their demographic segment on age groups to enhance the performance of the organization. By age group report, age group from 15 to 64 years old had the highest number of people.In short, Carrefour Company should focus more on age group from 15 to 64 years old by identify their needs and wants. In this age group from 0-14 years old, they are more demanding in toys, milk, nappies, baby foods and prams. Age group from 15-64 years old has a broader and variety needs such as fas hion item, cosmetic, apparels and health care products. Age above 65 have less demand, they like to buy a newspaper. Next, gender segmentation calls for dividing a market into different groups based on sex. Men tend to be cigarette and wine, whereas women tend to cosmetics and clothes.Fourthly, Carrefour marketers focus on the age and life cycle segmentation including provision of different products or use different marketing method for different angles and life cycle group. Fifthly aspect is income segmentation. Since the present income gap slake very big, low-income people could not afford some expensive things, such as diamond and gold. Next is psychographic segmentation. It calls for dividing a market into different groups based on social class, lifestyle, or personal characteristics. Finally aspect is behavioral segmentation.This group based on consumer knowledge, attitudes, uses, or responses to a product. Carrefour marketers believe that behavior variables are the best star ting point for building market segments. 4. News 4. 1 The Asia market territory is narrowing. On July 5th of 2012, according to people familiar with the matter, Carrefour trapped in big stockholder pressure, they are considering selling its branch, Malaysia, Singapore and Thailand, in order to raise $1 billion. Carrefour has been hiring Goldman group, UBS assist to asset auction. However, the plan is still in the capital stage. 4. 2 Suspected price fraudThis year ,on January 6, by the national development and reform commission disclosure suspected price fraud, using the original fiction to attract customers high settlement, not to perform price commitment, tawdry price marking and so on the many kinds of fraud. For example, Shanghai Carrefour Nan Xiang shop sales bow and arrow spherical teapot, price tag labeling each 36. 80 yuan, the actual settlement price 49. 00 Yuan each, Sales clove auspicious teapot, price tag labeling each 36. 90 Yuan, the actual settlement price 66 Yuan each. 5. Recommended Strategy & executing PlanThey should improve the quality of service of the employees, at the same time all the way the price supermarket products. That can not engage in fraud. Attention should be paid to the education and training of the front-line employees in direct contact with customers, so that they fully understand and appreciate the overall objectives of the enterprise services marketing, and enhance their sense of responsibility for customer service and a sincere love and attention to train them to deal with the customer, with the customer to establish good relations and other aspects of high-level skills. 6. ConclusionThrough the marketing research of Carrefour, We know that committed, caring and positive, these three values reflect the Carrefours culture. The Carrefour marketing concept is to low prices, excellent customer service and comfortable shopping environment for the vast number of consumers with daily life for all kinds of consumer goods. T o customer commitment is in the price, product variety, quality, service and convenience and so on, various aspects see the needs of the consumers. Carrefour as the greatest influence of first-class enterprise in the world, they also still exist some defects to be changed.In general, Carrefour provided the best service to customer and consumer everyday. Let everyone to enjoy better quality of life everyday. Reference list Carrefour. 2011. Current news. online Available at http//www. carrefour. com/cdc/group/our-group/. Accessed November 11 2011. Anonymous , 2004 , Carrefours mature PR . online China Si Rui management . Available at http//esoftbank. com. cn/wz/81_9503. html Accessed November 12 2012 ZhaoQi. 2010. Carrefour difficulties and service mode change. China WangHan, Wal-mart pattern Vs Carrefour mode.Gai Gai. 2012. Carrefour. online Available at http//baike. baidu. com/view/18119. htm. Accessed November 11 2012. CongXiao,N. 2011. Carrefour price fraud event. online Availab le at http//finance. people. com. cn/GB/8215/210272/234396/16257633. htm . Accessed November 11 2012 Beckham, H. W 2008,EBSCO Research Starters Academic Topic Overviews Competitive Strategy, EBSCO Publishing Inc. ,viewed 10 November 2012, Ebsco Host database. Porter, M. E 2008, The Five Competitive Forces that Shape Strategy. Harvard Business Review, p. 86-104.