1.0 Introduction
1.1Terms of reference
This report is the result of analysing the Netto case study. The report identifies the key points that contribute helped Netto become a successful discounter store, the environmental epitome and problems that it may face in the future and how to maintain its combative advantage.
2.0 SWOT analysis
2.1.1 Strength
§Netto has become a increasingly visible & international ampere; recognisable high street name
§Netto has a range of products that covers 90% of the daily needs of customers
§Netto consolidated its position in Denmark, in a flash looking at possibility of exporting the concept, in Germany and UK
§ penetrating 4 different markets successfully
§Established since 1981
§Good market knowledge
§in truth focused company objectives e.g. just concentrating on being LRD and non supermarkets
§Price competitive products
§Good USP (special offers, concessions)
§Discount market loss leader in Denmark
§Good layout of shop (atmospherics), no nonsense active access to products for customers
§Multi-tasked staff and good training and development team
§They hurt a flexible marketing strategy, pricing etc is determined by the market / industry
§Netto promotes quick access to the merchandise
Maintains a competitive retail price at a low profit margin
2.1.
2 Weakness
§ population are sceptical about products which are cheap and so not associate them with quality (in UK market)
§Poor communications mix
§ blur name not as good as rivals
2.1.3 Opportunities
§To outgrowth number of concessions in Netto stores by improving selling space
§ unravel range of the retailer
§Improve store traffic
§Extending their range of offered services by diversifying into areas previously untapped by retailers e.g. retail banking, new retail formats.
§A challenge for Netto will be if they can score low price equals cheap to low price equals value to attract operate number of higher(prenominal) spending customers from social groups A and B
§To maximise its products offer and...
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