Media Markt 중국 진출 실패 사례
- 최초 등록일
- 2013.06.17
- 최종 저작일
- 2013.06
- 36페이지/
MS 파워포인트
- 가격 3,500원
소개글
영어로 작성된 자료로 MBA 수업 발표자료입니다.
목차
1. Who is Media Markt?
2. Why go to China?
3. The Chinese Consumer Electronics and Appliance Retail Market
4. What happened to Media Markt?
5. Why oh why did this happen?
6. Conclusion/how to do it better
본문내용
Media Markt is the German and European market leader in consumer electronics retailing.
Founded in 1979
Big box format, stores are co-owned by managing directors, up to 10%
Focus on always low prices, instead of promotions, much like Walmart
Expanded to China in 2010, as part of a 2 year testing phase for China market, Shanghai
704 Locations in 15 countries
€ 21 billion sales
96% name recognition in Germany
Why Media Markt decided to come to China
Whilst MediaMarkt’s foray into China ended up as a big fiasco, it was vital that the reasons for Media Markt to branch out of Europe were clearly understood.
<중 략>
Scanning the external economic environment
Opportunities from online retail
Understanding the business model in China
Choice of location
Strategies to Improve
Understanding the external and internal business environments through dialectical thinking
Analysing the electronic appliances industry in the country
Analysing the needs of the customers- low cost? Differentiation? Others?
Applying the insights into the corporate strategies
Review of strategies and refinement of them
참고 자료
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