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スペインの百貨店のエル=こうて=いングレス(EL Corte Ingles)のスーパー(値段が高い)は5000品の値段下げ,
他の安いスーパー、Carrefour(フランス資本),Euroski(PaisBasco),Mercadona(Valencia),Marko,Dia(フランス資本) の値段競争に負けている
El Corte Inglés cambia de armas
Su nueva estrategia de precios agita el sector de los supermercados
http://economia.elpais.com/economia/2012/06/22/actualidad/1340396663_027308.html
The English Court of weapons changes
Its new pricing strategy stirs the supermarket sector
Miguel Angel Garcia Vega 24 JUN 2012 - 01:00 CET
Took months to resist pressure from their competitors. It was not his desire, nor compete in prices has not been their strategy. But given the weakness in consumption, take risks. This look is analyzed by sector. El Corte Ingles is known as a symbol of a country and a way of understanding the company and up to 20% off the price of 5,000 food products, drugstore was his response to the aggressive trade policies of Carrefour, Eroski, Mercadona and even Makro or Dia. The company says it will not enter the price war. "But we did not want to continue being considered as an expensive supermarket," summarizes Victor del Pozo, head of purchasing power of the English Court.
Although the outside looks the promotional campaign, market voices believe that the new strategy is a response to the damaging effects of the crisis. The timing is very difficult for the entire economy. "Adjusting prices is something that had to do. But it would be very dangerous is to align the range too. Because a large number of references has been one of its hallmarks, "reflects Sophie Leconte, Everis Business Consulting partner.
The company itself defined it as "a change of direction." At present the initiative, the company said that in the world of power distribution they are not a giant. "In this area we are an average player," said their managers. However, the market has "changed" and also wanted to stay out of play. "We had years of hearing our customers tell us that our quality much valued. But they were expensive, "Del Pozo justified. "Now we will not be the most expensive. Nor is the cheapest. We aspire to average. Not go into price wars or change the quality, "he promised. For now, the fall in prices affects a common basket of purchase consisting of about 5,000 of the 25,000 references that manage the supermarket of El Corte Ingles.
Still, this move, experts say, hiding risks. "If the strategy does not work, can not return to their previous prices," analyzes Xavier Oliver, professor at the IESE.
Will slim their cost structure as much as Mercadona?
Will the English Court can compete in the field of distribution, for example, Mercadona, more accustomed to these practices of falling prices? Will a giant slim size its cost structure as well as the firm headed by Juan Roig?
"Our expectations are very high. With the prices of others, we will win many customers. That will offset the loss of margins, "the company hopes.
Among the competition, these questions are varied responses. "When set to price below competitors create market pressure and the war will be tougher and more visible," says Attila Yenisen, purchasing manager at Makro. Eroski, softens the impact of this movement: "The market is already highly stressed in prices, so the repositioning of the English Court will not bring further tensions."
Large affected by the new change of direction are the suppliers, brands
The main strength of the English Court, its large size, it could also hide much of its weakness. "Their cost structure, unlike Mercadona is very heavy and have to thin it. We'll see if he succeeds or not, as, for example, is not in his philosophy to widespread layoffs, and this, hard as it sounds, is a burden, "says a source close to the company. Surely, if this happens, society would have an effect on mood than even the revving of the risk premium.
How can get the English Court to be as light as Mercadona cost? Understanding that you do not need the same infrastructure to manage a department store than a supermarket, shops and decentralizing seeking synergies in procurement, promoting the new shopping center, optimizing inventory and facility staff and paying much more attention to the experience purchase at the point of sale. This is a summary of the recipes from the experts. Now subtract the challenge of implementation.
Of course, the big hit by this new strategy and its implementation will be the suppliers, or trademarks. "The retail knows that the rebates are paid banners. Fantastic Week or Days of Gold (two classic campaign of El Corte Ingles) go against their margin and have to weather the storm, "says Gustavo Entrala, CEO of advertising agency 101. He cites the case-without being able to name-of a client of his who has lost 40% of sales from Mercadona him out of the reformulated linear when all its references. "Now he can not afford to stay well outside El Corte Ingles, and supports the conditions that set," says Entrala.
The company says it has noticed a growing "significant" sales since lowered prices. Also, just opened a shopping center in Cordoba and plans to open in Badajoz and Zaragoza, demonstrating that that the best defense is a good offense, even for the giants.
スペインの百貨店のエル=こうて=いングレス(EL Corte Ingles)のスーパー(値段が高い)は5000品の値段下げ,
他の安いスーパー、Carrefour(フランス資本),Euroski(PaisBasco),Mercadona(Valencia),Marko,Dia(フランス資本) の値段競争に負けている
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