Rapport jennyfer - mémoires - ktia03
405 mots
2 pages
Abstract As one of the earliest foreign funded chain supermarkets that has been in domestic retail market of China for nearly 10 years, the Trust-Mart owns the most numerous shops and ranks the 15th in the list of the 30 most powerful chain markets. Although it has born some fruits in the domestic market, a lot of shortage and problems of operation still exist. Yet, this provides valuable wealth to the small and medium-sized retail enterprises, enabling them to draw lessons from the Trust-Mart’s previous failure to adjust their tactics and improve their enforcing system, making them develop better. This thesis firstly introduces the general situation of the Trust-Mart and its managing features, namely, the devotion to pursue the lowest price and high-quality goods to attract consumers; it also illustrates the Trust-Mart’s strategy in many aspects such as in choosing address for shops, competing, brand name, stuff management, selecting and delivery of flow of material goods, price, sales promotion, production management and so on. Based on the analysis of the general situation; the thesis at the same time brings up such questions as operation pattern, market position, informativeness, strategy of low production cost as well as the relationship between the Trust-Mart and its supply merchants, the characteristics of service, stuff management and safety property of the Trust-Mart. Finally, in accordance with the aspects discussed above, this thesis puts forward some proposals on improvements with directionality such as strictly rectifying the operation and management system, adjusting the market positions, perfecting the technological process, raising efficiency, enhancing safeguarding the relationship with the clients, strengthening the management of the selecting and delivery center of flow of material goods, intensifying the ways of promotion such as propaganda, improving the service, management of stuff and serving level, safety property and so on.